Design Thinking

MICHAEL G. LUCHS is a former executive and industry consultant, is an Associate Professor at the College of William & Mary and Founding Director of the Jim & Bobbie Ukrop Innovation & Design Studio. K. SCOTT SWAN is a Professor of International Business, Design, and Marketing at the College of William and Mary Mason School of Business, and a Fulbright Scholar serving as the Hall Distinguished Chair for Entrepreneurship in Central Europe at WU Vienna, Austria (2015–2016). ABBIE GRIFFIN holds the Royal L. Garff Presidential Chair in Marketing at the David Eccles School of Business at the University of Utah, and the former editor of the Journal of Product Innovation Management.

• About the Editors xvii1 A Brief Introduction To Design Thinking 1Michael G. LuchsIntroduction 11.1 The Concept of Design Thinking and Its Role within NPD and Innovation 11.2 A Framework of Design Thinking 41.3 Design Thinking as a Nonlinear Process 81.4 The Principles and the “Mindset” of Design Thinking 9Part I: Design Thinking Tools 132 Inspirational Design Briefing 15Søren Petersen, Jaewoo JooIntroduction 152.1 Nine Criteria of an Inspirational Design Brief 162.2 Writing the Inspirational Design Brief 212.3 Research Findings about Inspirational Design Briefs 232.4 Three Pitfalls to Avoid 242.5 Conclusion: Keys to Success 243 Personas: Powerful Tool For Designers 27Robert Chen, Jeanny LiuIntroduction 273.1 Defining Personas 283.2 The Importance of Personas 293.3 Creating Personas 303.4 Illustrative Application of Personas 313.5 Summary 373.6 Conclusion 384 Customer Experience Mapping: The Springboard To Innovative Solutions 41Jonathan Bohlmann, John McCreeryIntroduction 414.1 Inputs to the Experience Map 434.2 The Experience Mapping Process 484.3 The Experience Map as a Springboard to Innovative Solutions 504.4 Conclusion 555 Design Thinking To Bridge Research and Concept Design 59Lauren WeigelIntroduction 595.1 Challenges in Idea Generation 595.2 The Need for a Systematic Method to Connect to the User 605.3 The Visualize, Empathize, and Ideate Method 615.4 The Importance of Visualizing and Empathizing before Ideating 635.5 Applying the Method 645.6 Conclusion 686 Boosting Creativity In Idea Generation Using Design Heuristics 71Colleen M. Seifert, Richard Gonzalez, Seda Yilmaz, Shanna DalyIntroduction 716.1 Where Do New Design Ideas Come From? 726.2 A Tool to Assist with Idea Generation: Design Heuristics 726.3 How Design Heuristics Were Identified: The Evidence Base 736.4 77 Design Heuristics for Idea Generation 746.5 How to Use Design Heuristics to Generate Design Concepts 776.6 Evidence of the Value of the Design Heuristics Tool 806.7 Conclusion 806.8 Appendix 817 The Key Roles of Stories and Prototypes In Design Thinking 87Mark ZehIntroduction 877.1 A Design Thinking Product Development Framework 877.2 What Is a Story? 897.3 What Is a Prototype? 927.4 Putting It Together—Combining Stories and Prototypes 957.5 Employing Stories and Prototypes in Your Process 1007.6 Conclusion 102Part II: Design Thinking Within The Firm 1058 Integrating Design Into The Fuzzy Front End Of The Innovation Process 107Giulia Calabretta, Gerda GemserIntroduction 1078.1 Challenges in the FFE 1088.2 Design Practices and Tools for Assisting in Problem Definition 1098.3 Design Practices and Tools for Assisting in Information Management 1128.4 Design Practices and Tools for Assisting in Stakeholder Management 1178.5 How to Integrate Design Professionals in FFE 1208.6 Conclusion 1229 The Role of Design In Early-Stage Ventures: How To Help Start-Ups Understand and Apply Design Processes To New Product Development 125J. D. AlbertIntroduction: An Emerging Start-up Culture 1259.1 The Basics 1269.2 The Process 1289.3 Troubleshooting Common Mistakes 13810 Design Thinking For Non-Designers: A Guide For Team Training and Implementation 143Victor P. Seidel, Sebastian K. FixsonIntroduction 14310.1 What Do Non-Designers Need to Learn? 14410.2 Challenges Teams Face with Design Thinking 14510.3 Three Team Strategies for Success 14710.4 Conclusion 15411 Developing Design Thinking: Ge Healthcare’s Menlo Innovation Model 157Sarah J. S.WilnerIntroduction 15711.1 GE Healthcare’s Design Organization 15811.2 The Menlo Innovation Ecosystem 15811.3 The Significance of Design Thinking at GE Healthcare 16811.4 Conclusion 17112 Leading For A Corporate Culture of Design Thinking 173Nathan Owen Rosenberg Sr., Marie-Caroline Chauvet, Jon S. KleinmanIntroduction 17312.1 The Critical Impact of Corporate Culture on Design Thinking 17312.2 What Is Corporate Culture? 17612.3 Corporate Forces that Undermine Design Thinking 17812.4 Four Pillars of Innovation for Enabling Design Thinking 18012.5 Four Stages of Transforming to a Culture of Design Thinking 18412.6 Conclusion 18613 Knowledge Management As Intelligence Amplification For Breakthrough Innovations 187Vadake K. Narayanan, Gina Colarelli O’ConnorIntroduction 18713.1 Designing Amidst Uncertainty 18813.2 Knowledge Management Tasks for Breakthrough Innovation: From Intelligence Leveraging to Intelligence Amplification 19013.3 KM and Selected Tools for Breakthrough Innovation 19413.4 Organizational Implications 19913.5 Appendices 20014 Strategically Embedding Design Thinking In The Firm 205Pietro Micheli, Helen PerksIntroduction 20514.1 Role of Key Personnel 20714.2 Organizational Practices 21014.3 Organizational Climate and Culture 21214.4 Embedding Design Thinking 215Part III: Design Thinking For Specific Contexts 22115 Designing Services That Sing and Dance 223Marina Candi, Ahmad BeltaguiIntroduction 22315.1 Products, Services, and Experiences 22415.2 How to Design for Compelling Service Experiences 22715.3 Services that Sing and Dance 23215.4 Designing a Service Experience Is Never Finished 23315.5 Conclusion 23416 Capturing Context Through Service Design Stories 237Katarina Wetter-Edman, Peter R.MagnussonIntroduction 23716.1 Service Design 23916.2 Context, Stories, and Designers as Interpreters 24016.3 Context Through Narratives—The CTN Method 24116.4 Case Illustration of the CTN Method 24116.5 Conclusion and Recommendations 24817 Optimal Design For Radically New Products 253Steve Hoeffler, Michal Herzenstein, Tamar GinzburgIntroduction 25317.1 Communicate the Challenge Goal toward Radically New Products 25417.2 Shift Time Frames to Future and Past 25617.3 Promote an Emerging Technology Focus across the Consumption Chain 25717.4 Promote the Use of Analogical Thinking 25917.5 Look for Novel Ways to Solve Simple Problems 26117.6 Leverage More Ideators via Crowdsourcing 26117.7 Conclusion 26318 Business Model Design 265John Aceti, Tony SingarayarIntroduction 26518.1 What Is a Business Model? 26518.2 When Do I Need to Think about My Business Model? 26718.3 What Value Should I Expect from a Business Model Design? 26818.4 What Method Can I Use to Design a Business Model? 26918.5 Process of Designing a Business Model 27118.6 How Do I Implement My New or Revised Business Model? 27618.7 Conclusion 27719 Lean Start-Up In Large Enterprises Using Human-Centered Design Thinking: A New Approach For Developing Transformational and Disruptive Innovations 281Peter KoenIntroduction 28119.1 Lean Start-up 28219.2 Transformational and Disruptive Innovation: Defining the Domain Where the Lean Start-up Process Should Be Used 28519.3 Why Is a Business Model a Valuable Part of the Lean Start-up Process? 28619.4 Lean Start-up through the Lens of Human-Centered Design 28919.5 Implementing the Lean Start-up Approach in Enterprises 29619.6 Conclusion 298Part IV: Consumer Responses And Values 30120 Consumer Response To Product Form 303Mariëlle E. H. CreusenIntroduction 30320.1 How Product Form Influences Consumer Product Evaluation 30420.2 Product Form Characteristics and Consumer Perceptions 30520.3 In What Way Will Product Form Impact Consumer Product Evaluation? 30820.4 Practical Implications 31421 Drivers of Diversity In Consumers’ Aesthetic Response To Product Design 319Adèle GruenIntroduction 31921.1 Culture 32021.2 Individual Characteristics 32421.3 Situational Factors 32821.4 Discussion 32921.5 Conclusion 33022 Future-Friendly Design: Designing For and With Future Consumers 333Andy HinesIntroduction 33322.1 A Framework for Understanding Changing Consumer Values 33422.2 Emerging Consumer Needs 33522.3 Going Forward 345Part V: Special Topics In Design Thinking 34923 Face and Interface: Richer Product Experiences Through Integrated User Interface and Industrial Design 351Keith S. KarnIntroduction 35123.1 Divergent Paths: User Interface in Physical and Digital Products 35223.2 Emerging User Interface Technologies 35423.3 New Technology Demands a New Development Process 35523.4 Seven Questions to Guide the Integration of Industrial Design with User Interface Design 35923.5 Practice Makes Perfect 36524 Intellectual Property Protection For Designs 367Daniel Harris BreanIntroduction 36724.1 “Design” in Intellectual Property 36724.2 Utility Patents 36824.3 Design Patents 37324.4 Copyrightable Designs for Useful Articles 37624.5 Trademark Rights for Product Design 37724.6 Legal Overlap, Trade-Offs, and Strategic Considerations 37924.7 Conclusion 38025 Design Thinking For Sustainability 381Rosanna Garcia, PhD Scott Dacko, PhDIntroduction 38125.1 Design for “X”? 38225.2 Design Thinking Integrated into Design for Sustainability 38625.3 Conclusion 397Index 401

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