Michael G Luchs, Scott Swan, Abbie Griffin
Design Thinking
New Product Development Essentials from the Pdma
Michael G Luchs, Scott Swan, Abbie Griffin
Design Thinking
New Product Development Essentials from the Pdma
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Develop a more systematic, human-centered, results-oriented thought process Design Thinking is the Product Development and Management Association's (PDMA) guide to better problem solving and decision-making in product development and beyond. The second in the New Product Development Essentials series, this book shows you how to bridge the gap between the strategic importance of design and the tactical approach of design thinking. You'll learn how to approach new product development from a fresh perspective, with a focus on systematic, targeted thinking that results in a repeatable,…mehr
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Develop a more systematic, human-centered, results-oriented thought process Design Thinking is the Product Development and Management Association's (PDMA) guide to better problem solving and decision-making in product development and beyond. The second in the New Product Development Essentials series, this book shows you how to bridge the gap between the strategic importance of design and the tactical approach of design thinking. You'll learn how to approach new product development from a fresh perspective, with a focus on systematic, targeted thinking that results in a repeatable, human-centered problem-solving process. Integrating high-level discussion with practical, actionable strategy, this book helps you re-tool your thought processes in a way that translates well beyond product development, giving you a new way to approach business strategy and more. Design is a process of systematic creativity that yields the most appropriate solution to a properly identified problem. Design thinking disrupts stalemates and brings logic to the forefront of the conversation. This book shows you how to adopt these techniques and train your brain to see the answer to any question, at any level, in any stage of the development process. * Become a better problem-solver in every aspect of business * Connect strategy with practice in the context of product development * Systematically map out your new product, service, or business * Experiment with new thought processes and decision making strategies You can't rely on old ways of thinking to produce the newest, most cutting-edge solutions. Product development is the bedrock of business --whether your "product" is a tangible object, a service, or the business itself -- and your approach must be consistently and reliably productive. Design Thinking helps you internalize this essential process so you can bring value to innovation and merge strategy with reality.
Produktdetails
- Produktdetails
- Verlag: John Wiley & Sons / Open Stax Textbooks
- Seitenzahl: 464
- Erscheinungstermin: 2. November 2015
- Englisch
- Abmessung: 244mm x 161mm x 30mm
- Gewicht: 780g
- ISBN-13: 9781118971802
- ISBN-10: 1118971809
- Artikelnr.: 42339978
- Verlag: John Wiley & Sons / Open Stax Textbooks
- Seitenzahl: 464
- Erscheinungstermin: 2. November 2015
- Englisch
- Abmessung: 244mm x 161mm x 30mm
- Gewicht: 780g
- ISBN-13: 9781118971802
- ISBN-10: 1118971809
- Artikelnr.: 42339978
MICHAEL G. LUCHS is a former executive and industry consultant, is an Associate Professor at the College of William & Mary and Founding Director of the Jim & Bobbie Ukrop Innovation & Design Studio. K. SCOTT SWAN is a Professor of International Business, Design, and Marketing at the College of William and Mary Mason School of Business, and a Fulbright Scholar serving as the Hall Distinguished Chair for Entrepreneurship in Central Europe at WU Vienna, Austria (2015-2016). ABBIE GRIFFIN holds the Royal L. Garff Presidential Chair in Marketing at the David Eccles School of Business at the University of Utah, and the former editor of the Journal of Product Innovation Management.
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 KatarinaWetter-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 Demands a New Development Process 355 23.4 Seven Questions to
Guide the Integration of Industrial Design with User Interface Design 359
23.5 Practice Makes Perfect 365 24 INTELLECTUAL PROPERTY PROTECTION FOR
DESIGNS 367 Daniel Harris Brean Introduction 367 24.1 "Design" in
Intellectual Property 367 24.2 Utility Patents 368 24.3 Design Patents 373
24.4 Copyrightable Designs for Useful Articles 376 24.5 Trademark Rights
for Product Design 377 24.6 Legal Overlap, Trade-Offs, and Strategic
Considerations 379 24.7 Conclusion 380 25 DESIGN THINKING FOR
SUSTAINABILITY 381 Rosanna Garcia, PhD, Scott Dacko, PhD Introduction 381
25.1 Design for "X"? 382 25.2 Design Thinking Integrated into Design for
Sustainability 386 25.3 Conclusion 397 INDEX 401
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 KatarinaWetter-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 Demands a New Development Process 355 23.4 Seven Questions to
Guide the Integration of Industrial Design with User Interface Design 359
23.5 Practice Makes Perfect 365 24 INTELLECTUAL PROPERTY PROTECTION FOR
DESIGNS 367 Daniel Harris Brean Introduction 367 24.1 "Design" in
Intellectual Property 367 24.2 Utility Patents 368 24.3 Design Patents 373
24.4 Copyrightable Designs for Useful Articles 376 24.5 Trademark Rights
for Product Design 377 24.6 Legal Overlap, Trade-Offs, and Strategic
Considerations 379 24.7 Conclusion 380 25 DESIGN THINKING FOR
SUSTAINABILITY 381 Rosanna Garcia, PhD, Scott Dacko, PhD Introduction 381
25.1 Design for "X"? 382 25.2 Design Thinking Integrated into Design for
Sustainability 386 25.3 Conclusion 397 INDEX 401
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 KatarinaWetter-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 Demands a New Development Process 355 23.4 Seven Questions to
Guide the Integration of Industrial Design with User Interface Design 359
23.5 Practice Makes Perfect 365 24 INTELLECTUAL PROPERTY PROTECTION FOR
DESIGNS 367 Daniel Harris Brean Introduction 367 24.1 "Design" in
Intellectual Property 367 24.2 Utility Patents 368 24.3 Design Patents 373
24.4 Copyrightable Designs for Useful Articles 376 24.5 Trademark Rights
for Product Design 377 24.6 Legal Overlap, Trade-Offs, and Strategic
Considerations 379 24.7 Conclusion 380 25 DESIGN THINKING FOR
SUSTAINABILITY 381 Rosanna Garcia, PhD, Scott Dacko, PhD Introduction 381
25.1 Design for "X"? 382 25.2 Design Thinking Integrated into Design for
Sustainability 386 25.3 Conclusion 397 INDEX 401
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 KatarinaWetter-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 Demands a New Development Process 355 23.4 Seven Questions to
Guide the Integration of Industrial Design with User Interface Design 359
23.5 Practice Makes Perfect 365 24 INTELLECTUAL PROPERTY PROTECTION FOR
DESIGNS 367 Daniel Harris Brean Introduction 367 24.1 "Design" in
Intellectual Property 367 24.2 Utility Patents 368 24.3 Design Patents 373
24.4 Copyrightable Designs for Useful Articles 376 24.5 Trademark Rights
for Product Design 377 24.6 Legal Overlap, Trade-Offs, and Strategic
Considerations 379 24.7 Conclusion 380 25 DESIGN THINKING FOR
SUSTAINABILITY 381 Rosanna Garcia, PhD, Scott Dacko, PhD Introduction 381
25.1 Design for "X"? 382 25.2 Design Thinking Integrated into Design for
Sustainability 386 25.3 Conclusion 397 INDEX 401