Published by:
Rotman Management Magazine
Length: 5 pages
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https://casecent.re/p/147554
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Abstract
Design thinking has received a great deal of attention as increasing numbers of organizations succeed in solving complex problems by creative means. In doing so, many of these firms have focused on implementing specific 'design methods' - from observational research to iterative prototyping to storytelling-alongside more mainstream approaches. But as any professional designer will attest, design thinking entails much more than applying such methods: to create value, methods must be applied together with design sensibilities. The author explains what design sensibilities are and describes innovations from Altoids to Virgin America that embody the optimal balancing of design methods with design sensibilities.
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Abstract
Design thinking has received a great deal of attention as increasing numbers of organizations succeed in solving complex problems by creative means. In doing so, many of these firms have focused on implementing specific 'design methods' - from observational research to iterative prototyping to storytelling-alongside more mainstream approaches. But as any professional designer will attest, design thinking entails much more than applying such methods: to create value, methods must be applied together with design sensibilities. The author explains what design sensibilities are and describes innovations from Altoids to Virgin America that embody the optimal balancing of design methods with design sensibilities.