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Product Description
Design Thinking is packed with intriguing case studies and practical advice from industry experts. This anthology is organized into three sections that focus on the use of design for innovation and brand-building, the emerging role of service design, and the design of meaningful customer experiences. This book provides readers with the strategies necessary to encourage the creative thought process in their companies, which will ultimately help to cultivate innovation, and therefore boost business. Experienced design leaders share their personal stories and give specific examples of their companies’ forward-thinking creations. This unique approach helps the reader learn how to build a solid brand foundation, solve problems with simplified thinking, anticipate and capitalize on trends, figure out what consumers want before they do, and align mission, vision, and strategy with a corporate brand. A sense of the content within Design Thinking can be gained from the titles of some of the key essays: “Building Leadership Brands,” “The Designful Company,” “Brand Building by Service Design,” “Service Design Via the Global Web,” “Customer Loyalty,” and “Driving Brand Loyalty on the Web”.
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Most Helpful Customer Reviews
7 of 7 people found the following review helpful
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.
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.
3 of 3 people found the following review helpful
Format:Paperback
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.
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.
0 of 3 people found the following review helpful
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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