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About the Editors xvii 1 A Brief Introduction To Design Thinking 1 Michael G. Luchs Introduction 1
1.1 The Concept of Design Thinking and Its Role within NPD and Innovation 1
1.2 A Framework of Design Thinking 4
1.3 Design Thinking as a Nonlinear Process 8
1.4 The Principles and the "Mindset" of Design Thinking 9
Part I: Design Thinking Tools 13 2 Inspirational Design Briefing 15 Søren Petersen, Jaewoo Joo Introduction 15
2.1 Nine Criteria of an Inspirational Design Brief 16
2.2 Writing the Inspirational Design Brief 21
2.3 Research Findings about Inspirational Design Briefs 23
2.4 Three Pitfalls to Avoid 24
2.5 Conclusion: Keys to Success 24 3 Personas: Powerful Tool For Designers 27 Robert Chen, Jeanny Liu Introduction 27
3.1 Defining Personas 28
3.2 The Importance of Personas 29
3.3 Creating Personas 30
3.4 Illustrative Application of Personas 31
3.5 Summary 37
3.6 Conclusion 38 4 Customer Experience Mapping: The Springboard To Innovative Solutions 41 Jonathan Bohlmann, John McCreery Introduction 41
4.1 Inputs to the Experience Map 43
4.2 The Experience Mapping Process 48
4.3 The Experience Map as a Springboard to Innovative Solutions 50
4.4 Conclusion 55 5 Design Thinking To Bridge Research and Concept Design 59 Lauren Weigel Introduction 59
5.1 Challenges in Idea Generation 59
5.2 The Need for a Systematic Method to Connect to the User 60
5.3 The Visualize, Empathize, and Ideate Method 61
5.4 The Importance of Visualizing and Empathizing before Ideating 63
5.5 Applying the Method 64
5.6 Conclusion 68 6 Boosting Creativity In Idea Generation Using Design Heuristics 71 Colleen M. Seifert, Richard Gonzalez, Seda Yilmaz, Shanna Daly Introduction 71
6.1 Where Do New Design Ideas Come From? 72
6.2 A Tool to Assist with Idea Generation: Design Heuristics 72
6.3 How Design Heuristics Were Identified: The Evidence Base 73
6.4 77 Design Heuristics for Idea Generation 74
6.5 How to Use Design Heuristics to Generate Design Concepts 77
6.6 Evidence of the Value of the Design Heuristics Tool 80
6.7 Conclusion 80
6.8 Appendix 81 7 The Key Roles of Stories and Prototypes In Design Thinking 87 Mark Zeh Introduction 87
7.1 A Design Thinking Product Development Framework 87
7.2 What Is a Story? 89
7.3 What Is a Prototype? 92
7.4 Putting It Together--Combining Stories and Prototypes 95
7.5 Employing Stories and Prototypes in Your Process 100
7.6 Conclusion 102
Part II: Design Thinking Within The Firm 105 8 Integrating Design Into The Fuzzy Front End Of The Innovation Process 107 Giulia Calabretta, Gerda Gemser Introduction 107
8.1 Challenges in the FFE 108
8.2 Design Practices and Tools for Assisting in Problem Definition 109
8.3 Design Practices and Tools for Assisting in Information Management 112
8.4 Design Practices and Tools for Assisting in Stakeholder Management 117
8.5 How to Integrate Design Professionals in FFE 120
8.6 Conclusion 122 9 The Role of Design In Early-Stage Ventures: How To Help Start-Ups Understand and Apply Design Processes To New Product Development 125 J. D. Albert Introduction: An Emerging Start-up Culture 125
9.1 The Basics 126
9.2 The Process 128
9.3 Troubleshooting Common Mistakes 138 10 Design Thinking For Non-Designers: A Guide For Team Training and Implementation 143 Victor P. Seidel, Sebastian K. Fixson Introduction 143
10.1 What Do Non-Designers Need to Learn? 144
10.2 Challenges Teams Face with Design Thinking 145
10.3 Three Team Strategies for Success 147
10.4 Conclusion 154 11 Developing Design Thinking: Ge Healthcare''s Menlo Innovation Model 157 Sarah J. S.Wilner Introduction 157
11.1 GE Healthcare''s Design Organization 158
11.2 The Menlo Innovation Ecosystem 158
11.3 The Significance of Design Thinking at GE Healthcare 168
11.4 Conclusion 171 12 Leading For A Corporate Culture of Design Thinking 173 Nathan Owen Rosenberg Sr., Marie-Caroline Chauvet, Jon S. Kleinman Introduction 173
12.1 The Critical Impact of Corporate Culture on Design Thinking 173
12.2 What Is Corporate Culture? 176
12.3 Corporate Forces that Undermine Design Thinking 178
12.4 Four Pillars of Innovation for Enabling Design Thinking 180
12.5 Four Stages of Transforming to a Culture of Design Thinking 184
12.6 Conclusion 186 13 Knowledge Management As Intelligence Amplification For Breakthrough Innovations 187 Vadake K. Narayanan, Gina Colarelli O''Connor Introduction 187
13.1 Designing Amidst Uncertainty 188
13.2 Knowledge Management Tasks for Breakthrough Innovation: From Intelligence Leveraging to Intelligence Amplification 190
13.3 KM and Selected Tools for Breakthrough Innovation 194
13.4 Organizational Implications 199
13.5 Appendices 200 14 Strategically Embedding Design Thinking In The Firm 205 Pietro Micheli, Helen Perks Introduction 205
14.1 Role of Key Personnel 207
14.2 Organizational Practices 210
14.3 Organizational Climate and Culture 212
14.4 Embedding Design Thinking 215
Part III: Design Thinking For Specific Contexts 221 15 Designing Services That Sing and Dance 223 Marina Candi, Ahmad Beltagui Introduction 223
15.1 Products, Services, and Experiences 224
15.2 How to Design for Compelling Service Experiences 227
15.3 Services that Sing and Dance 232
15.4 Designing a Service Experience Is Never Finished 233
15.5 Conclusion 234 16 Capturing Context Through Service Design Stories 237 Katarina Wetter-Edman, Peter R.Magnusson Introduction 237
16.1 Service Design 239
16.2 Context, Stories, and Designers as Interpreters 240
16.3 Context Through Narratives--The CTN Method 241
16.4 Case Illustration of the CTN Method 241
16.5 Conclusion and Recommendations 248 17 Optimal Design For Radically New Products 253 Steve Hoeffler, Michal Herzenstein, Tamar Ginzburg Introduction 253
17.1 Communicate the Challenge Goal toward Radically New Products 254
17.2 Shift Time Frames to Future and Past 256
17.3 Promote an Emerging Technology Focus across the Consumption Chain 257
17.4 Promote the Use of Analogical Thinking 259
17.5 Look for Novel Ways to Solve Simple Problems 261
17.6 Leverage More Ideators via Crowdsourcing 261
17.7 Conclusion 263 18 Business Model Design 265 John Aceti , Tony Singarayar Introduction 265
18.1 What Is a Business Model? 265
18.2 When Do I Need to Think about My Business Model? 267
18.3 What Value Should I Expect from a Business Model Design? 268
18.4 What Method Can I Use to Design a Business Model? 269
18.5 Process of Designing a Business Model 271
18.6 How Do I Implement My New or Revised Business Model? 276
18.7 Conclusion 277 19 Lean Start-Up In Large Enterprises Using Human-Centered Design Thinking: A New Approach For Developing Transformational and Disruptive Innovations 281 Peter Koen Introduction 281
19.1 Lean Start-up 282
19.2 Transformational and Disruptive Innovation: Defining the Domain Where the Lean Start-up Process Should Be Used 285
19.3 Why Is a Business Model a Valuable
Part of the Lean Start-up Process? 286
19.4 Lean Start-up through the Lens of Human-Centered Design 289
19.5 Implementing the Lean Start-up Approach in Enterprises 296
19.6 Conclusion 298
Part IV: Consumer Responses And Values 301 20 Consumer Response To Product Form 303 Mariëlle E. H. Creusen Introduction 303
20.1 How Product Form Influences Consumer Product Evaluation 304
20.2 Product Form Characteristics and Consumer Perceptions 305
20.3 In What Way Will Product Form Impact Consumer Product Evaluation? 308
20.4 Practical Implications 314 21 Drivers of Diversity In Consumers'' Aesthetic Response To Product Design 319 Adèle Gruen Introduction 319
21.1 Culture 320
21.2 Individual Characteristics 324
21.3 Situational Factors 328
21.4 Discussion 329
21.5 Conclusion 330 22 Future-Friendly Design: Designing For and With Future Consumers 333 Andy Hines Introduction 333
22.1 A Framework for Understanding Changing Consumer Values 334
22.2 Emerging Consumer Needs 335
22.3 Going Forward 345
Part V: Special Topics In Design Thinking 349 23 Face and Interface: Richer Product Experiences Through Integrated User Interface and Industrial Design 351 Keith S. Karn Introduction 351
23.1 Divergent Paths: User Interface in Physical and Digital Products 352
23.2 Emerging User Interface Technologies 354
23.3 New Technology De