Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation

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design thinking": design used to be big. Ex: design of railway system by Brunell (UK) - led to new innovations such as best gradients, etc. Then did trans-atlantic transport system. Over the course of their century-long history of creative problem solving, designers have acquired a set of tools to help them move through what I have called the “three spaces of innovation”: inspiration, ideation, and implementation. The “gardening” skills of senior leadership should be used to tend, prune, and harvest ideas. MBAs call this “risk tolerance.” I call it the top-down bit. While living in San Francisco almost a decade ago, I have always heard about the work of IDEO, Tim Brown and his process of rigorous examination through which great ideas were identified and developed before being realized as new offerings and capabilities.

Change By Design | IDEO

This is a more narrative book about "Design Thinking" with different examples of successful start-ups or companies. I wanted from the book what kind of recommendations or techniques of using in practice "Design Thinking". Change by Design is a popular business book, by author and award-winning designer, Tim Brown. It explains how to apply the design thinking process to innovation challenges, and follow "design thinking" guidelines to foster creativity and build tomorrow's innovations today. In each of the preceding chapters I have tried to identify techniques that originated in the design community—field observations, prototyping, visual storytelling—that lie at the center of a human-centered design process. A perfect example of a design thinker is the English engineer Isambard Kingdom Brunel. In 1841 Brunel designed the Great Western Railway (GWR), otherwise known as “God’s Wonderful Railway.” This feat of ingenuity links London with the southwest and west of England, the West Midlands, and a large part of Wales.

Early in his book Change by Design, Tim Brown describes how the role of design has changed. In the past, design was a tactical activity that followed the serious work of engineering and technology development. Today, however, we see design becoming more disruptive and playing a strategic role in business.

Change by Design | Anca Elena - Academia.edu (PDF) Change by Design | Anca Elena - Academia.edu

My point here is that we all crave and love stories, and design thinking is built on this art of storytelling in a scientific manner. The book not only has meaningful stories on Design thinking which has added value to users worldwide, but also gives you insights into the process behind the case studies. Written by Tim Brown of IDEO, one of the world's leading Design Thinking firms, this is a treasure trove for any aspiring Design Thinker. And boy, he has so many interesting stories to share...I believe all of us are already design thinking in our lives, (so I guess this is a must read for everyone), to structure these thoughts and lead it to fruition - to make not only our jobs, but also our lives better.

Analysis vs Synthesis: analysis breaks apart complex problems into pieces to understand them better. Synthesis is collective act of putting pieces together to create whole ideas, sifting through to identify meaningful patterns (creative process). study the "customer journey" (as opposed to assuming how people will behave or change behavior) from beginning of service experience to end. Ex: most of train travel experience does not involve train at all! Each step before/during/after is a chance to create positive interaction! dimension of designer's toolkit: time (sequence of events). Different than designing with space: design thinker has to be comfortable in both space and time At IDEO we have dedicated rooms for our brainstorming sessions, and the rules are literally written on the walls: Defer judgment. Encourage wild ideas. Stay focused on the topic. The most important of them, I would argue, is “Build on the ideas of others.” It’s right up there with “Thou shalt not kill” and “Honor thy father and thy mother,” as it ensures that every participant is invested in the last idea put forward and has the chance to move it along.

Change by Design, Revised and Updated - Booktopia Change by Design, Revised and Updated - Booktopia

The myth of innovation is that brilliant ideas leap fully formed from the minds of geniuses. The reality is that most innovations come from a process of rigorous examination through which great ideas are identified and developed before being realized as new offerings and capabilities. My expectations may have been set too high due to recommendation I've got but the honest truth is that if you're aware of modern practices in software development, you won't find anything new here. Even if this book is filled with plenty of real-life cases, I just couldn't help myself missing the 'substance'. Despite being an engineer, Brunel wasn’t solely interested in the technology behind his creations, but how people experienced them. He wanted travelers to have the sense of “floating across the countryside.” His vision wasn't just to create an efficient transportation system, but the best possible transportation experience. To achieve this, Brunel designed the flattest gradients for any railway project, including long viaducts and tunnels to smooth the journey. A century and a half later, the Great Western Railway still exists and stands as an icon of the industrial revolution. More so, it's an example of the power of design, to shape the world around us.

Art of the Brief: not too broad nor concrete. Often add additional constraints and refinements midcourse Experience Blueprint: framework for working out details of a human interaction. Also captures how people travel through experience in time, and describes emotive elements. Goal: identify most meaningful points & turn them into opportunities! Connects the customer experience with the business opportunity