Michael Lewrick (Zurich, Switzerland) holds an MBA and PhD from Stanford, and is Chief Innovation Officer of Swisscomm, the national phone company of Switzerland. His research interests centers on the management issues related to the design, development and commercialization of technological and business model innovation.
 
Patrick Link (Switzerland) is a lecturer at the University of Applied Science in Lucerne, Switzerland, teaching product management, marketing and collaboration management. He has12 years of practical experience as head of product management and in strategic planning, market analysis, strategic projects and as process engineer and project leader.
 
Larry Leifer (Palo Alto, CA) is a professor of engineering at Stanford University and has been a key contributor to the design thinking movement in Silicon Valley and globally, though teaching and consulting, and through the world-renowned design firm IDEO, which was founded by one of his students. Larry's design thinking work is focused on tools to help design teams understand, support, and improve design practice and theory.

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

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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 relief--and 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.
* Explore the digitized future using new design criteria to create real value for the user
* Foster radical innovation through an inspiring framework for action
* Gather the right people to build highly-motivated teams
* Apply Design Thinking, Systems Thinking, Big Data Analytics, and Lean Start-up using new tools and a fresh new perspective
* Create Minimum Viable Ecosystems (MVEs) for digital processes and services which becomes for example essential in building Blockchain applications
 
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 organizations--and individuals--to 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.