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Design Thinking: Integrating Innovation, Customer Experience, and Brand Value
DIAMOND
RATING
RATING
Thomas Lockwood, Allworth Press 2019
Senteo’s Review 
In the book Design Thinking: Integrating Innovation, Customer Experience, and Brand Value, author Thomas Lockwood along with various experts explore how the design and product development strategies of the modern world we live in today have changed and adapted to the new environment around us. Thomas Lockwood is founding partner of Lockwood Resource, an international recruiting firm specializing in design and innovation leadership, and past president of DMI, the Design Management Institute.
Design Thinking at its core is a book which tries to synthesize an explanation of the active actions taken recently (for when this book was released) by industry designers who are breaking the cycle old development models in which projects were spear headed by marketers and then passed off to the designers. This book details how designers have moved on from styling consumer products to more strategic endeavors: designing experiences, services and even business models. The ambitions reach beyond the corporate sphere, leading designers to even confront the systemic societal problems of our age: climate change, rapid urbanization, obesity… The basic logic underpinning this strategic re-framing is “Design Thinking”. According Lockwood, this “is essentially a human-centered innovation process that emphasizes observation, collaboration, fast learning, visualization of ideas, rapid concept prototyping, and concurrent business analysis, which ultimately influences innovation and business strategy.” The essence being then that design thinking is a new way of thinking that builds on careful mapping of consumer needs, collaborative visualization of alternative solutions and rapid prototyping of emerging concepts, with the ultimate aim to generate more compelling customer experiences and to contribute to businesses’ top line growth. Lockwood details how the approach works even when dealing with the big societal problems, which “don’t need necessarily big solutions” but just a complete “reframing”. The fundamentals of this book are, when put simply, that modern innovation and design processes are adapting to a new brave world, and if you want to continue to be a player in the industry, adaptation is necessary.
This book offers a uniquely interesting collection of ideas about how design structures can influence business. It offers a diverse selection of case studies and advice from industry experts which gives a particularly interesting perspective. Businesses can benefit in many ways from the approach of “reframing” to create value for customers.
While the book does offer a diverse selection of information and advice, given how dynamically businesses and development has evolved over the last decade, most of the information and case studies provided at this point are not groundbreaking and are well known to industry professionals. Furthermore, because this is a mix and mash of excerpts written by various different experts, it lacks a cohesive structure and flow rendering it not particularly enjoyable to read.
Design Thinking confirms that design, as a process and as an output, has greater opportunity to add value to the triple bottom line than any other business function. Ranked in the top 100 best seller list by Amazon in design, marketing, and communication book categories, Design Thinking explores point-of-views, techniques, methods, and hands-on case studies from international thought leaders. It covers design thinking methods; design thinking in service design; design thinking in brand building; and design thinking in creating customer experiences. The book includes insights by Thomas Lockwood along with 24 contributing authors.
“In this compilation of essays from many of design’s biggest thinkers, Lockwood pushes forward our understanding of the intersection of design and business. I found it a treat for both sides of my brain.”
Roger Martin, author, The Opposable Mind; Dean, The Rotman School of Management, University of Toronto
“A much-needed book, which paves the way towards a better understanding of design thinking and it’s power. A fundamental reading for all those who like to grasp the multifaceted nature of design.”
Roberto Verganti, author, Design Driven Innovation; Professor of Innovation, Politecnico di Milano
For those who are just getting started in or learning about business development and design processes this can be a valuable book to get under your belt.
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