The Design Thinking Playbook

"This book is THE best definition of Design Thinking that I have seen." — Kees Dorst, author of Frame Innovation "The Design Thinking Playbook not only outlines and describes how to apply design thinking. (...) This is an imaginative new contribution." — Nigel Cross, author of Design Thinking: Understanding how designers think and work "Worthwhile because of the authors, the structure and the contents. (...) Despite the playful presentation, the team succeeded to work out a surprisingly profound book." — Harvard Business Manager The Design Thinking Playbook will help individuals, teams, and organizations: - Apply design thinking tools and methods in the right context—especially to digital products and services - Understand the latest advances in design thinking coming out of Stanford's d.school - Build awareness for user-centricity - Apply design thinking to the challenges of digital transformation in organizations - Combine Design Thinking with Systems Thinking and Big Data Analytics

Michael Lewrick, PhD, is an international speaker and teaches design thinking as a visiting professor at various universities, and author of Design Thinking: Radical Innovations in a Digitized World Patrick Link, PhD, is Professor of Product Innovation and Chair of Industrial Engineering at Lucerne University of Applied Sciences in Switzerland. He is intensively involved in the development of agile methods in product management, design thinking and lean start-ups. Larry Leifer, PhD, is one of the founders of Design Thinking, and teaches in the d.school at Stanford University, where he is Professor of Mechanical Engineering Design. He is the Founding Director of the Hasso Plattner Design Thinking Research Program at Stanford.

Foreword 7 Introduction 10 1 Understand Design Thinking 13 1.1 What needs are addressed in the Playbook? 14 1.2 Why is process awareness key? 36 1.3 How to get a good problem statement 50 1.4 How to discover user needs 58 1.5 How to build empathy with the user 72 1.6 How to find the right focus 80 1.7 How to generate ideas 90 1.8 How to structure and select ideas 98 1.9 How to create a good prototype 108 1.10  How to test efficiently 118 2 Transform Organizations 131 2.1 How to design a creative space and environment 132 2.2 What are the benefits of interdisciplinary teams? 144 2.3 How to visualize ideas and stories 158 2.4 How to design a good story 168 2.5 How to trigger change as a facilitator 180 2.6 How to prepare the organization for a new mindset 190 2.7 Why strategic foresight becomes a key capability 198 3 Design the Future 211 3.1 Why systems thinking helps to understand complexity 212 3.2 How to apply lean business model thinking 224 3.3 Why business ecosystem design becomes the ultimate lever  240 3.4 How to bring it home 254 3.5 Why some design criteria will change in the digital paradigm  266 3.6 How to kick-start digital transformation 278 3.7 How artificial intelligence creates a personalized customer experience 292 3.8 How to combine design thinking and data analytics to spur agility 302 Closing words 314 Authors 323 Sources 335 Index 338