A radical shift in perspective to transform your organization to become more innovative

The Design Thinking Playbook is an actionable guide to the future of business. By stepping back and questioning the current mindset, the faults of the status quo stand out in stark reliefand this guide gives you the tools and frameworks you need to kick off a digital transformation. Design Thinking is about approaching things differently with a strong user orientation and fast iterations with multidisciplinary teams to solve wicked problems. It is equally applicable to (re-)design products, services, processes, business models, and ecosystems. It inspires radical innovation as a matter of course, and ignites capabilities beyond mere potential. Unmatched as a source of competitive advantage, Design Thinking is the driving force behind those who will lead industries through transformations and evolutions.

This book describes how Design Thinking is applied across a variety of industries, enriched with other proven approaches as well as the necessary tools, and the knowledge to use them effectively. Packed with solutions for common challenges including digital transformation, this practical, highly visual discussion shows you how Design Thinking fits into agile methods within management, innovation, and startups.

Practical frameworks, real-world solutions, and radical innovation wrapped in a whole new outlook give you the power to mindfully lead to new heights. From systems and operations to people, projects, culture, digitalization, and beyond, this invaluable mind shift paves the way for organizationsand individualsto do great things. When you're ready to give your organization a big step forward,The Design Thinking Playbook is your practical guide to a more innovative future.

Michael Lewrick, PhD, is an international speaker and teaches design thinking as a visiting professor at various universities, and author ofDesign Thinking: Radical Innovations in a Digitized World

Patrick Link, PhD, is Professor of Product Innovation and Chair of Industrial Engineering at Lucerne University of Applied Sciences in Switzerland. He is intensively involved in the development of agile methods in product management, design thinking and lean start-ups.

Larry Leifer, PhD, is one of the founders of Design Thinking, and teaches in the d.school at Stanford University, where he is Professor of Mechanical Engineering Design. He is the Founding Director of the Hasso Plattner Design Thinking Research Program at Stanford.

Foreword 7

Introduction 10

1 Understand Design Thinking 13

1.1 What needs are addressed in the Playbook? 14

1.2 Why is process awareness key? 36

1.3 How to get a good problem statement 50

1.4 How to discover user needs 58

1.5 How to build empathy with the user 72

1.6 How to find the right focus 80

1.7 How to generate ideas 90

1.8 How to structure and select ideas 98

1.9 How to create a good prototype 108

1.10  How to test efficiently 118

2 Transform Organizations 131

2.1 How to design a creative space and environment 132

2.2 What are the benefits of interdisciplinary teams? 144

2.3 How to visualize ideas and stories 158

2.4 How to design a good story 168

2.5 How to trigger change as a facilitator 180

2.6 How to prepare the organization for a new mindset 190

2.7 Why strategic foresight becomes a key capability 198

3 Design the Future 211

3.1 Why systems thinking helps to understand complexity 212

3.2 How to apply lean business model thinking 224

3.3 Why business ecosystem design becomes the ultimate lever  240

3.4 How to bring it home 254

3.5 Why some design criteria will change in the digital paradigm  266

3.6 How to kick-start digital transformation 278

3.7 How artificial intelligence creates a personalized customer experience 292

3.8 How to combine design thinking and data analytics to spur agility 302

Closing words 314

Authors 323

Sources 335

Index 338