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Design Thinking: Integrating Innovation, Customer Experience, and Brand Value Paperback – 1 Nov 2009


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Design Thinking: Integrating Innovation, Customer Experience, and Brand Value + Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation + Design Thinking for Strategic Innovation: What They Can't Teach You at Business or Design School
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Product details

  • Paperback: 256 pages
  • Publisher: Allworth Press,U.S.; Original edition (1 Nov 2009)
  • Language: English
  • ISBN-10: 1581156685
  • ISBN-13: 978-1581156683
  • Product Dimensions: 15.2 x 15.5 x 22.9 cm
  • Average Customer Review: 3.4 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Bestsellers Rank: 197,269 in Books (See Top 100 in Books)

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7 of 7 people found the following review helpful By A Customer on 15 Mar 2010
Format: Paperback
Lockwood does a very nice presentation of his thoughts on design thinking followed by a wide range of authors arguing why this is the new imperative for strategic decision making - in which the continuous evolution and reshaping of vital company competences and processes to a large extend is the necessary means for companies/ brands to stay proactive towards the market.

Though, as much as I enjoyed reading this book, it had some considerations regarding the actual application of design thinking to a business context - how, where and to what extend design is to play a part? - and within this, to link performance of design with the different processes across the organization leading to customer value (thus, the present and future cash flow).

It is with no doubt that design thinking provides companies with a very strong strategy suitable to secure and explore the next competitive advantage in this dynamic and rapidly changing market of today. To that, Lockwood presents a book that shows the potential of design thinking however, to change mind-set of the people in charge of company decision-making, the board and CEOs, need more firm facts in terms of transparency and accountability - as design thinking in the future, will not be an option, but an obligation.
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4 of 4 people found the following review helpful By S. Gale on 17 May 2010
Format: Paperback Verified Purchase
There are some good ideas in this book, but they are a too few and spread too thinly. I found the text quite hard going in places and overly academic. The book is a collection of papers from a number of authors, so some of the sections are better than others.

While I appreciate the points that the authors are making, some of these points seemed to be very laboured. I found it difficult to get too excited about much of the material presented. A lot of the subject material presented here is about "User Centred Design". This is a topic that has been around for a while and had been dealt with better elsewhere (e.g. The Design of Everyday Things amongst others). There seemed to be little attention given to the fact that many of these ideas have their roots elsewhere.

It was interesting reading, but it was hard work on occasions. If you have a passion for design thinking, then this could be a book for you. If you are interested in more general design philosophies, I would suggest a different starting point.
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By Rhuey46 on 28 April 2014
Format: Kindle Edition Verified Purchase
The concept 'Design Thinking' is quite broad, and this book demonstrates just how broad it is and tries to cover a wide variety of disciplines where it can be applied. The book is by no means a complete all in one, I don't think this could ever be achieved, for that there are other books that go into greater detail (such as design research, branding, service design etc.).

What I do like is how this book covers all the topics in a way that shows how to deliver business value through design thinking, applied to brands. It is a good starting point into the theme and recommended as an introduction to an exciting, diverse and ever changing field.
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By Y. Li on 10 May 2013
Format: Paperback Verified Purchase
This book is really interesting. It has a lot to offer for me as a person who works in the field of innovation management but know not much of design. So, after reading this book, I have a good idea of how design principles and innovation can be used together.
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0 of 4 people found the following review helpful By Tiago M. Dias on 24 Sep 2010
Format: Paperback
Still in the process of going through the book but it looks like a good reading for those professionally related somehow with design aspects.
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