Design Thinking: Integrating Innovation, Customer Experience, and Brand Value
Design Thinking is packed with intriguing case studies and practical advice from industry experts. This anthology is organized into three sections that focus on the use of design for innovation and brand-building, the emerging role of service design, and the design of meaningful customer experiences. This book provides readers with the strategies necessary to encourage the creative thought process in their companies, which will ultimately help to cultivate innovation, and therefore boost...
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Design Thinking is packed with intriguing case studies and practical advice from industry experts. This anthology is organized into three sections that focus on the use of design for innovation and brand-building, the emerging role of service design, and the design of meaningful customer experiences. This book provides readers with the strategies necessary to encourage the creative thought process in their companies, which will ultimately help to cultivate innovation, and therefore boost business. Experienced design leaders share their personal stories and give specific examples of their companies’ forward-thinking creations. This unique approach helps the reader learn how to build a solid brand foundation, solve problems with simplified thinking, anticipate and capitalize on trends, figure out what consumers want before they do, and align mission, vision, and strategy with a corporate brand. A sense of the content within Design Thinking can be gained from the titles of some of the key essays: “Building Leadership Brands,” “The Designful Company,” “Brand Building by Service Design,” “Service Design Via the Global Web,” “Customer Loyalty,” and “Driving Brand Loyalty on the Web”.
Acknowledgments viForeword: The Importance of Integrated Thinking viiSection 1 Design Thinking Methods: From Innovation to Integration to TransformationChapter 1 Notes on the Evolution of Design Thinking: A Work in Progress Craig M. Vogei 3Chapter 2 The Designful Company Marty Neumeier 15Chapter 3 Creating the Right Environment for Design Julian Jenkins 23Chapter 4 Designing Business: New Models for Success Heather M.A. Fraser 35Chapter 5 Unleashing the Power of Design Thinking Kevin Clark Ron Smith 47Chapter 6 Design Thinking and Design Management: A Research and Practice Perspective Rachel Cooper Sabine Junginger Thomas Lockwood 57Chapter 7 The Four Powers of Design: A Value Model in Design Management Brigitte Borja de Mozota 65Chapter 8 Transition: Becoming a Design-Minded Organization Thomas Lockwood 81Section 2 Value: Building Brands, By DesignChapter 9 Building Leadership Brands by Design Jerome Kathman 99Chapter 10 Let's Brandjam to Humanize Our Brands Mark Gobé 109Chapter 11 Bringing the Future into Global Brands Tony Kim 121Chapter 12 Brand-Driven Innovation Erik Roscam Abbing Christa van Gessel 131Chapter 13 Branding and Design Innovation Leadership: What's Next? Phil Best 145Section 3 Influence: The Hidden Importance of Service DesignChapter 14 Service Design: An Appraisal Roberto M. Saco Alexis P. Goncalves 159Chapter 15 Bottom-Line Experiences: Measuring the Value of Design in Service Lavrans Løvlie Chris Downs Ben Reason 173Chapter 16 From Small Ideas to Radical Service Innovation Mark Jones Fran Samalionis 185Chapter 17 Would You Like Service withThat? Chris Bedford Anson Lee 197Chapter 18 Service Design via the Global Web: Global Companies Serving Local Markets Brian Gillespie 205Section 4 Meaning: Creating Customer Experiences That MatterChapter 19 The Mathematics of Brand Satisfaction Chris Rockwell 221Chapter 20 Will Meaningful Brand Experiences Disrupt Your Market? David W. Norton 231Chapter 21 The Road to Authentic Brand is Jittered with Design David Lemley 243Chapter 22 Customer Loyalty and the Elements of User Experience Jesse James Garrett 251Chapter 23 Experiential Design Drives an Established Brand Judi Jacobs Jeff Hackett 259About DMI 267Editor Biography 268Authors' Biographies 269Index 277
