Ten Stories of What Works
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.
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
Read the chapter, "Dispelling the Moses Myth":