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Design Thinking: New Product Development Essentials from the PDMA, by Michael G. Luchs, Scott Swan, Abbie Griffin
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Develop a more systematic, human-centered, results-oriented thought process
Design Thinking is the Product Development and Management Association's (PDMA) guide to better problem solving and decision-making in product development and beyond. The second in the New Product Development Essentials series, this book shows you how to bridge the gap between the strategic importance of design and the tactical approach of design thinking. You'll learn how to approach new product development from a fresh perspective, with a focus on systematic, targeted thinking that results in a repeatable, human-centered problem-solving process. Integrating high-level discussion with practical, actionable strategy, this book helps you re-tool your thought processes in a way that translates well beyond product development, giving you a new way to approach business strategy and more.
Design is a process of systematic creativity that yields the most appropriate solution to a properly identified problem. Design thinking disrupts stalemates and brings logic to the forefront of the conversation. This book shows you how to adopt these techniques and train your brain to see the answer to any question, at any level, in any stage of the development process.
- Become a better problem-solver in every aspect of business
- Connect strategy with practice in the context of product development
- Systematically map out your new product, service, or business
- Experiment with new thought processes and decision making strategies
You can't rely on old ways of thinking to produce the newest, most cutting-edge solutions. Product development is the bedrock of business —whether your "product" is a tangible object, a service, or the business itself — and your approach must be consistently and reliably productive. Design Thinking helps you internalize this essential process so you can bring value to innovation and merge strategy with reality.
- Sales Rank: #703840 in eBooks
- Published on: 2015-09-25
- Released on: 2015-09-25
- Format: Kindle eBook
From the Back Cover
Implement a systematic, more creative and human-centered approach to innovation
Cutting-edge solutions don't come from traditional processes, and consistent innovation cannot thrive without Design Thinking, a philosophy of targeted, systematic, human-centered thinking. This strategic mindset empowers employees across the organization to approach the most challenging innovation opportunities with confidence.
Twenty-five curated chapters from leading industry experts and academics equip individuals and organizations with toolsets, insights, and perspective for applying Design Thinking in a wide variety of contexts, including new product and service development, new venture creation, business model design, and process improvement. With this tex.you will:
- Develop a context-inspired, human-centered approach to innovation
- Dig deeply into your customers' worlds to gain a values-based understanding of their needs
- Maximize the creative output of each individual within team-based innovation projects
- Enable supportive, cross-functional collaboration at every stage of the innovation process
- Integrate design thinking at all levels of the organization to solve your most vexing challenges.
Design Thinking merges strategy and reality to unleash innovation and fortify your business.
About the Author
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.
Most helpful customer reviews
2 of 2 people found the following review helpful.
Interesting collection
By 4Books
Interesting collection of chapters on various topics related with design. Each chapter is written by a different author or authors, so there is no reason to read it from beginning to end. Just pick the chapters that interest you.
0 of 0 people found the following review helpful.
“We spend a lot time designing the bridge, but not enough time thinking about the people who are crossing it.” Prabhjot Singh
By Robert Morris
Years ago during separate interviews, both Jon Katzenbach and John Kotter suggested that one of the most difficult changes to achieve is changing how one thinks about change. I was reminded of that as I began to work my way through the narrative. It soon becomes obvious that developing a design thinking mindset will require using specific design thinking principles such as those that Michael Fuchs suggests: people-centric, cross-disciplinary collaborative, holistic and integrative, flexibility and comfort with ambiguity, multi-modal communication skills, and a growth mindset such as the one Carol Dweck recommends
After Luchs’s “Brief Introduction,” the other 42 contributors present their material in 25 chapters within this framework:
Part I: Design Thinking Tools (Chapters 1-7)
II: Design Thinking within the Organization (8-14)
III: Design Thinking for Specific Contexts (15-19)
IV: Consumer Responses and Values (20-22)
V: Special Topics in Design Thinking (23-25)
These are among the dozens of passages of greatest interest and value to me, also listed to suggest the scope of the book’s coverage in Parts I and II:
o A Framework of Design Thinking (Pages 4-8)
o (Writing the Inspirational Design Brief (21-23)
o Three Pitfalls to Avoid When Writing Briefs (24)
o The Experience Mapping Process (48-50)
o Challenges in Idea Generation (59-60)
o Design Heuristics for Idea Generation (74-77)
o 77 Design Heuristics Extracted from Designers’ Concepts (81-84)
o A Design Thinking Product Development Framework (87-89)
o Design Practices and Tools for Assisting in Information Management (112-117)
o The Process: The Winding Path from Idea to Product (128-138)
o Three Team Strategies for Success (147-154)
o GE’s Menlo Innovation Ecosystem (158-168)
o Corporate Forces That Undermine Design Thinking (178-180)
o Four Pillars of Innovation for Enabling Design Thinking (180-184)
o Knowledge Management Tasks for Breakthrough innovation: From Intelligence Leveraging to Intelligence Amplification (190-194)
Those now engaged in new product development would be well-advised to keep this observation by David Kelley in mind: “The main tenet of design thinking is empathy for the people you’re trying to design for. Leadership is exactly the same thing – building empathy for the people that you’re entrusted to help.”
One of the book’s primary objectives is to provide a wide range of perspectives in combination with a depth of analysis that will help prepare business leaders to achieve great success with new product development (NPD) during their organization’s innovation initiatives. The contributors succeed brilliantly. I especially commend Luchs and his co-editors, Scott Swan and Abbie Griffin.
The abundance of information, insights, and counsel that they have organized with consummate skill will be of incalculable value to leaders in almost any organization, whatever its size and nature may be. This book was created for them, to be sure, but Singh and Kelley correctly suggest that the ultimate benefactors are not those who read this book; rather, the customers and clients whom they are privileged to serve.
1 of 1 people found the following review helpful.
Five Stars
By Nathan Rosenberg
As good an introduction and in-depth exploration of design thinking as you will find.
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