Design Thinking - the buzzword
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The document discusses the growing significance of design thinking in enhancing organizational learning and customer engagement across various industries. It highlights how leading companies, such as Pepsico and Airbnb, have successfully integrated design thinking into their strategies to foster innovation and improve user experience. Various articles are recommended for readers looking to explore successful applications and understand the transformative potential of design thinking in business environments.
Design Thinking - the buzzword
- 1. #DesignThinking Buzzword in the wild Overwhelmed with all the talk about Design Thinking? It seems to be everywhere; where do I start, you ask? We have carefully selected some of the best articles available on the internet for you to get started.
- 2. | February 2017 2 Using Design Thinking to Embed Learning in Our Jobs Harvard Business Review Jul 25, 2016 - As I talk with learning and HR executives around the world, I hear these issues coming up everywhere. In fact, our recent research on global human capital trends shows that 84% of business leaders cite the “need for improved organizational learning” as a top priority, and 44% say it’s urgent. Unfortunately, the problem is not one of designing better programs or simply replacing or upgrading learning platforms. Rather, there is something more fundamental going on — a need to totally rethink corporate L&D, to shift the focus to design thinking and the employee experience. Go to article: https://hbr.org/2016/07/using-design-thinking-to-embed-learning-in-our-jobs 1
- 3. | February 2017 3 The promise of ‘design thinking’ Livemint Jul 15, 2016 - Indian IT firms are beginning to talk about design thinking in an attempt to get away from the “factory” model of software services and break free from the “back office” tag. We have grown used to industries routinely adopting new nomenclature every once in a while in order to breathe life into old concepts, and our spam filter gets set on the highest setting at this time every quarter. A refreshing exception is the concept of “design thinking”, especially when used in relation to the enterprise software industry. While some industries have flirted with design thinking over the years, it has never really been mainstream except in a few. Design has been considered a creative endeavour, and not a commercial one, except of course, if you are a design firm like Ideo or an Internet portal for designers like Dexigner. 2
- 4. | February 2017 4 Generation Y is beginning to change this dated viewpoint. There is a groundswell movement at management schools worldwide that focuses on the concept of design thinking, which starts with putting the user first. I had a recent conversation with the young founders of TinkerLabs, a start-up that was founded as a training company to help foster this type of thinking at campuses in India. The conversation revealed that they have also worked on training programmes with a number of industries, and that even the world’s largest employer, the Indian Railways, has benefited from the application of design thinking. And no, I am not talking about former railway minister Lalu Prasad Yadav’s introduction of clay cups for beverages on Indian trains, though that itself is an outstanding example of such design thinking. Go to article: http://www.livemint.com/Opinion/BISFclA6j1M4VvlKuTPGVI/The-promise-of-design-thinking.html IBM, Infosys, Accenture and Cognizant lead in the industry's first Design Thinking Blueprint Horses for Sources Jan 24, 2016 - Without Design Thinking, enterprises are really just retrofitting expensive solutions into legacy processes and likely wasting a whole load of time, resources and money. It all starts with Design Thinking. Design Thinking, and new creations of Design Thinking-esque collaborative methods, are increasingly important ways to bring together new concepts and ideas, better teamwork, and ways to design outcomes jointly that can incorporate investments from both sides. Design Thinking is helping several relationships inject lateral thinking and renewed motivation to work together, not only in the customer-facing front office, but also in the back office operational functions. Design Thinking in services is based, primarily, on both service buyer and provider coming together to create business outcomes that are mutually beneficial – and motivational – for both parties. However, this must be established as ongoing collaboration across all key relationship stakeholders, and not simply two days of senior management putting sticky notes on each others’ foreheads. There must be senior pressure and buy-in to adopt Design Thinking as a means to move 3
- 5. | February 2017 5 away from Six Sigma-obsessed old world models, and really change the way the service buyer and provider teams work together. Go to article: http://www.horsesforsources.com/design-thinking-blueprint_012416#sthash.oryOibV8.dpuf How Indra Nooyi Turned Design Thinking Into Strategy: An Interview with PepsiCo’s CEO Harvard Business Review Sep 2015 - As CEO, I visit a market every week to see what we look like on the shelves. I always ask myself—not as a CEO but as a mom—“What products really speak to me?” The shelves just seem more and more cluttered, so I thought we had to rethink our innovation process and design experiences for our consumers—from conception to what’s on the shelf. In focus groups consumers told us they went to another product because it was bite- size. We had to conclude that SunChips were too damn big. I don’t care if our mold can only cut one inch by one inch. We don’t sell products based on the manufacturing we have, but on how our target consumers can fall in love with them. Go to article: https://hbr.org/2015/09/how-indra-nooyi-turned-design-thinking-into-strategy 4
- 6. | February 2017 6 How Pepsico, Godrej and Marico are 'designed to succeed’ Brand Equity Aug 29, 2015 - Pepsico chief executive Indra Nooyi has given employees two-three years to adapt to a new design thinking culture, telling managers that if they don't change, she would be happy to attend their retirement parties. Corporate leaders today are using design thinking to connect with customers at an emotional level, and in the process boost growth. Vishal Sikka of Infosys, Nisa Godrej of Godrej Industries, Kishore Biyani of Future Group and Harsh Mariwala of Marico are betting on the same subject. Go to article: http://brandequity.economictimes.indiatimes.com/news/business-of-brands/how-pepsico-godrej-and- marico-are-designed-to-succeed/48719157 5
- 7. | February 2017 7 Applying design thinking across the business: An interview with Citrix’s Catherine Courage McKinsey Feb 2015 - Traditionally, many of our product organizations would start with a problem and then—based on intuition about what our customers want—race toward a solution. Today, they actively engage customers along the way, with an iterative process of failing and learning fast as part of the journey. Getting to this point has required big process changes and a new mind-set across the company. Go to article: http://www.mckinsey.com/business-functions/business-technology/our-insights/an-interview-with- citrixs-catherine-courage 6
- 8. | February 2017 8 How Design Thinking Transformed Airbnb from a Failing Startup to a Billion Dollar Business First Round Review Mar 2013 - In 2009, Airbnb was close to going bust. Like so many startups, they had launched but barely anyone noticed. The company’s revenue was flatlined at $200 per week. Split between three young founders living in San Francisco, this meant near indefinite losses on zero growth. One afternoon, the team was poring over their search results for New York City listings with Paul Graham, trying to figure out what wasn’t working, why they weren’t growing. After spending time on the site using the product, Gebbia had a realization. “We noticed a pattern. There's some similarity between all these 40 listings. The similarity is that the photos sucked. Go to article: http://firstround.com/review/How-design-thinking-transformed-Airbnb-from-failing-startup-to-billion- dollar-business/ 7
- 9. | February 2017 9 Co.Design March 24, 2011 - The term has come in for a lot of scorn. But it's because we haven't been clear about what it actually entails. Design thinking neither negates nor replaces the need for smart designers doing the work that they've been doing forever. Packaging still needs to be thoughtfully created. Branding and marketing programs still need to be brilliantly executed. Products still need to be artfully designed to be appropriate for the modern world. When it comes to digital experiences, for instance, design is really the driving force that will determine whether a product lives or dies in the marketplace. Design thinking is different. It captures many of the qualities that cause designers to choose to make a career in their field, yes. And designers can most certainly play a key part in facilitating and expediting it. But it's not a replacement for the important, difficult job of design that exists elsewhere in the organization. Go to article: https://www.fastcodesign.com/1663480/design-thinking-isnt-a-miracle-cure-but-heres-how-it-helps 8
- 10. | February 2017 10 Starbucks, “The Third Place”, and Creating the Ultimate Customer Experience Fast Company 11 Jun 2008 - Starbucks goal is to become the Third Place in our daily lives. (i.e. Home, Work and Starbucks) “We want to provide all the comforts of your home and office. You can sit in a nice chair, talk on your phone, look out the window, surf the web… oh, and drink coffee too” Go to article: https://www.fastcompany.com/887990/starbucks-third-place-and-creating-ultimate-customer- experience 9
- 11. C-94A South City – I, Gurugram, Haryana – 122001 India Tel +91 124 4075513 Email its.magic@ideafarms.com Web www.ideafarms.com facebook.com/ideafarms twitter.com/ideafarms Ideafarms is a Gurugram based Design-in-Tech Consulting & Advisory that first brought the value of Industrial Design approaches to software, keeping the user’s experience at the centre of all its thinking. Smartphone-powered solutions are a key strength the company invested in and developed as early as 2010. The company’s ethos combines empathy with strong technology competencies to highlight the value of interdisciplinary work and prototyping. Ideafarms has the distinction of partnering with some of the largest global corporations to help drive strategic value through its proven approaches to problem solving. Ideafarms designs and executes short- cycle business mock-ups for its clients and customers—labelled Design Fiction—as a tool to help them arrive at quick and accurate investment decisions.