Takeaway | Innovation by Design — Thomas Lockwood

Organizations have realized that the each customer has unique experience and need to tap this experience for developing products and services that would enhance customer experience and thereby loyalty resulting in improving business. There are various tools and techniques, which organizations adopt to map these customer experiences and thereby develop new products.
Design thinking is one such tool, where in the empathy is to map the customer journey at various touch points to drive innovations for new products and improve customer experience. Several key traits appear common in Design Thinking

1. Identifying the right problem to solve coupled with deep understanding of the user

2. Empathy coupled with collaboration both with the user & through multi-disciplinary teams

3. Accelerate learning through hands-on experimenting, visualization and creating quick rough prototypes.

Ten Attributes of design thinking

1. Design thinking at scale

2. Pull Factor

3. Right Problem

4. Cultural Awareness

5. Curious confrontation

6. Co-Creation

7. Open Spaces

8. Whole Communication

9. Aligned leadership

10. Purpose

Three driving factors of the Collective Imagination:

1. Participation (collaboration).

2. The pursuit of knowledge.

3. Free expression (engaging in unbridled creativity).

Five — orders of Design

First order — focus on graphics design & visualization

Second order — Design of products which includes feel

Third, order Design — Customer experience and application in design of service, user interface & information

Fourth Order Design — Design of system

Fifth, order design — Design of culture

12 Key cultural keys

1. Power & Influence

2. Planning & Goal setting

3. Problem Solving

4. Decision Making

5. Conflict Management

6. Incentive & Reward

7. Hiring

8. Role definition

9. Customer interface

10. Team work

11. Structure

12. Aligned Values

Aligned Design in expertise culture

1. Leverage internal competency

2. Expertise based, adhoc teaming

3. Support analytical process

4. Challenge for better and best peer competition

5. Leverage external expertise

6. Reward Conceptual thinking

7. Leverage status through and for high achievement

Bottom-line:

Many use cases from various successful organizations have been presented in the book. .

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