Design-oriented firms such as Apple and IDEO have demonstrated how design thinking can affect business results. However, most managers lack a sense of how to use this new approach for issues other than product development and sales growth. Solving Problems with Design Thinking details ten real-world examples of managers who successfully applied design methods at 3M, Toyota, IBM, Intuit, and SAP; entrepreneurial start-ups such as MeYou Health; and government and social sector organizations, including the City of Dublin and Denmark's The Good Kitchen.
Using design skills such as ethnography, visualization, storytelling, and experimentation, these managers produced innovative solutions to such problems as implementing strategy, supporting a sales force, redesigning internal processes, feeding the elderly, and engaging citizens. They elaborate on the challenges they faced and the processes and tools they used, providing a clear path to implementation based on the principles and practices laid out in Jeanne Liedtka and Tim Ogilvie's Designing for Growth: A Design Thinking Tool Kit for Managers.
About the Author
Jeanne Liedtka has been involved in the corporate strategy field for more than thirty years. She has served as associate dean of the MBA program at the Darden School of Business, executive director of the Batten Institute for Entrepreneurship and Innovation, and chief learning officer at United Technologies Corporation.
Andrew King has a faculty appointment to the Darden School of Business as a research associate for the Batten Institute.
Kevin Bennett has worked for organizations ranging from technology start-ups to government institutions and is currently manager for marketing and partnership development at Personal, a technology start-up in Washington, D.C.
Table of Contents
1. Dispelling the Moses Myth
2. Reimagining the Trade Show Experience at IBM
3. Postmerger Integration at Suncorp
4. Transforming B2B Customer Engagement at 3M
5. Rethinking Strategic Planning at SAP
6. Redesigning the Customer Contact Center at Toyota
7. Social Networking at MeYou Health
8. Industry Collaboration in Financial Services with the FiDJI Project
9. Rethinking Subsidized Meals for the Elderly at The Good Kitchen
10. Engaging the Citizens of Dublin
11. Scaling a Design Thinking Competency at Intuit
12. Where Do We Go from Here?
Postscript. Educating Managers for Design
What People are Saying About This
Jeanne Liedtka is dedicated to bringing design concepts and theory down from the stratosphere into the hands of managers tackling everyday problems. She and her coauthors achieve just this in Solving Problems with Design Thinking. Read it once for inspiration and encouragement. Then go back to its pages time and time again for models, tools, lessons, and stories that will transform design thinking into a powerful asset for you.
This book offers a solid, in-depth look at the power of design thinking to solve organizational problems. Better yet, through real-life examples, it demonstrates a far more important skill: how to uncover the more urgent problems lurking beneath the surface. The authors brilliantly reveal how the design mindset can permeateand then transforman organization.
In a clear and simple style, this book shows how design thinking has been applied successfully to address complex and different problems in a variety of organizations, both for- and not-for-profit. The ten case studies provide creative and innovative applications of design principles and supply sufficient detail of use to aid readers in their own planning processes. Solving Problems with Design Thinking provides depth of value to the graduate professional classroom while being simple and clear for immediate use by managers.