Solving Problems with Design Thinking

Foreword1. Dispelling the Moses Myth2. Reimagining the Trade Show Experience at IBM3. Postmerger Integration at Suncorp4. Transforming B2B Customer Engagement at 3M5. Rethinking Strategic Planning at SAP6. Redesigning the Customer Contact Center at Toyota7. Social Networking at MeYou Health8. Industry Collaboration in Financial Services with the FiDJI Project 9. Rethinking Subsidized Meals for the Elderly at The Good Kitchen10. Engaging the Citizens of Dublin11. Scaling a Design Thinking Competency at Intuit12. Where Do We Go from Here?Postscript. Educating Managers for Design

Jeanne Liedtka has been involved in the corporate strategy field for more than thirty years. Andrew King has a faculty appointment to the Darden School of Business as a research associate for the Batten Institute. Kevin Bennett is a manager for marketing and partnership development at Personal, a technology start-up in Washington, D.C.

In a clear and simple style, this book shows how design thinking has been applied successfully to address complex and very different problems in a variety of organizations, both for- and not-for-profit. The ten case studies provide creative and innovative applications of the design principles, providing sufficient detail of use to readers in their own planning processes. The book provides depth of value to the graduate professional classroom while being simple and clear for immediate use by managers. -- Toni Ungaretti, Johns Hopkins University Jeanne Liedtka is dedicated to bringing design concepts and theory down from the stratosphere into the hands of managers tackling everyday problems. She and her co-authors achieve just this in Solving Problems with Design Thinking. Read it once for inspiration and encouragement. Then go back to its pages time and time again for models, tools, lessons, and stories that will transform design thinking a powerful asset for you. -- Roger Martin, dean of the Rotman School of Management, University of Toronto This book offers a solid, in-depth look at the power of design thinking to solve organizational problems. Better yet, through real-life examples, it demonstrates a far more important skill: how to uncover the more urgent problems lurking beneath the surface. The authors brilliantly reveal how the design mindset can permeate -- and then transform -- an organization. -- Daniel Pink, author of Drive and To Sell is Human