Design thinking

June 6, 2008 by Phil 

I’ve recently come across this thought saying that “as marketers realise the power of digital, our industry is going from telling stories to designing experiences - experiences that deliver information, entertainment, and applications for online, mobile, or physical environments. Applications create utility and engagement that, when relevant, result in deeper brand experiences.”

If agencies are going to design experiences, then it might be the time for us to have a closer look at design thinking.

Tim Brown, CEO and president of IDEO, recently wrote an interesting piece on Harvard business review on how thinking like a designer can transform the way you develop products, services, processes—and even strategy.

Here are key points on how to make design thinking part of the innovation drill.

  • Begin at the beginning
  • Take a human-centered approach
  • Try early and often
  • Seek outside help
  • Blend big and small projects
  • Budget to the pace of innovation
  • Find talent any way you can
  • Design for the cycle

Then you might be interested in seeing this video conference on the same topic that Tim Brown gave at MIT about innovation through design thinking.

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Comments

One Response to "Design thinking"

  1. Hiro Kozaka on July 4th, 2008 6:07 pm

    As a former product designer I recommend this book : The Art of Innovation by Thomas Kelley.

    I really think that planning and design disciplines have much more in common than just customer centric point of view.

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