Table Of Content© 2009 Design Management Institute
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Published by Allworth Press
An imprint of Allworth Communications, Inc.
10 East 23rd Street, New York, NY 10010
Cover design by Jon Craine and Alan Lee
Interior design by Alan Lee
Page composition/typography by SR Desktop Services, Ridge, NY
ISBN-13: 978-1-58115-668-3
eBook ISBN: 978-1-58115-734-5
Library of Congress Cataloging-in-Publication Data
Design thinking : integrating innovation, customer experience, and brand value/
edited by Thomas Lockwood.—3rd ed.
p. cm.
ISBN 978-1-58115-668-3
1. Industrial design. 2. Product design. I. Lockwood, Thomas.
TS171.4.D4865 2009
658.5’752—dc22
2009026966
Printed in the United States of America
Dedication
This book is dedicated to the creative class. To all the right-brainers
out there—and the left-brainers with a creative spark—our opportunity to
make a difference is now! There has been no greater time of need for social,
economic, and environmental improvement than today, and no better people
to make a difference than “design thinkers”: those who venture outside the
box, who are open-minded, who enjoy collaborative ideation, who have an
eye on design and an eye on the future, who have a passion for change, who
tell visual stories, and who do all of these things with a spirit of goodness.
We can make the world a much better place, by design, in every moment.
Contents
Acknowledgments
Foreword: The Importance of Integrated Thinking
SECTION 1: DESIGN THINKING METHODS: FROM
INNOVATION TO INTEGRATION TO TRANSFORMATION
Chapter 1: Notes on the Evolution of Design Thinking: A Work in
Progress Craig M. Vogel
Chapter 2: The Designful Company Marty Neumeier
Chapter 3: Creating the Right Environment for Design Julian Jenkins
Chapter 4: Designing Business: New Models for Success Heather
M.A. Fraser
Chapter 5: Unleashing the Power of Design Thinking Kevin Clark and
Ron Smith
Chapter 6: Design Thinking and Design Management: A Research and
Practice Perspective Rachel Cooper, Sabine Junginger, and Thomas
Lockwood
Chapter 7: The Four Powers of Design: A Value Model in Design
Management Brigitte Borja de Mozota
Chapter 8: Transition: Becoming a Design-Minded Organization
Thomas Lockwood
SECTION 2: VALUE: BUILDING BRANDS, BY DESIGN
Chapter 9: Building Leadership Brands by Design Jerome Kathman
Chapter 10: Let’s Brandjam to Humanize Our Brands Mark Gobé
Chapter 11: Bringing the Future into Global Brands Tony Kim
Chapter 12: BrandDriven Innovation Erik Roscam Abbing and Christa
van Gessel
Chapter 13: Branding and Design Innovation Leadership: What’s
Next? Phil Best
SECTION 3: INFLUENCE: THE HIDDEN IMPORTANCE OF
SERVICE DESIGN
Chapter 14: Service Design: An Appraisal Roberto M. Saco and Alexis
P. Goncalves
Chapter 15: Bottom-Line Experiences: Measuring the Value of Design
in Service Lavrans Løvlie, Chris Downs, and Ben Reason
Chapter 16: From Small Ideas to Radical Service Innovation Mark
Jones and Fran Samalionis
Chapter 17: Would You Like Service with That? Chris Bedford and
Anson Lee
Chapter 18: Service Design via the Global Web: Global Companies
Serving Local Markets Brian Gillespie
SECTION 4: MEANING: CREATING CUSTOMER EXPERIENCES
THAT MATTER
Chapter 19: The Mathematics of Brand Satisfaction Chris Rockwell
Chapter 20: Will Meaningful Brand Experiences Disrupt Your Market?
David W. Norton
Chapter 21: The Road to Authentic Brand is Jittered with Design
David Lemley
Chapter 22: Customer Loyalty and the Elements of User Experience
Jesse James Garrett
Chapter 23: Experiential Design Drives an Established Brand Judi
Jacobs and Jeff Hackett
About DMI
Editor Biography
Authors’ Biographies
Index
Acknowledgments
I would like to express my gratitude to all of the contributing authors whose
work is included in this book. Their professional insight and research is greatly
appreciated and have made working on this manuscript a true pleasure. I would
also like to thank all of the other contributing authors who have written articles
for DMI’s Design Management Journal and Design Management Review over
the years. Equally, I would like to acknowledge the work of the former president
of DMI, Mr. Earl Powell, who founded the DMI publications and served as their
publisher until 2005, and Dr. Thomas Walton for his outstanding work as the
editor of the Design Management Review since its inception. Collectively, all of
these efforts have significantly increased our understanding of design
management, thinking, strategy, and leadership, and advanced our knowledge
about the important role of design in business.
Foreword
THE IMPORTANCE OF INTEGRATED THINKING
When our publisher suggested that I put together a book about design
thinking, I wondered aloud: Hasn’t someone already done this? Well, evidently
no one has, at least not in the sense of the current meaning. The publisher asked
when I first encountered the idea of design thinking. He was surprised when I
answered that it was about thirty years ago, when I was a young designer at
CAMP7, one of the leading manufacturers of down sleeping bags and
mountaineering gear at that time.
Years ago, state-of-the-art clothing for skiers and mountain climbers consisted
of cotton long johns, wool sweaters, puffy down jackets, and a cotton/poly 60/40
outer layer that shed wind but not water. I was the head of design and
development at CAMP7, and one day an engineer from 3M contacted me to
discuss a new microfiber he was working with. We got to talking about clothing
for outdoor sports, and he asked me if I knew why down keeps people warm. I
realized that I did not. I thought it was something about those little puffy down
“pods,” the more loft in them the better, but I finally had to admit that down
equaled warmth to us in the industry, and in a way we basically thought of it as
some kind of magic. But the 3M engineer knew much more than I did, and he
explained that the “magic” was due to the combination of teeny-tiny nodes,
which protrude from teensy-tiny barbules, which stem from the little tiny
branches, which protrude from a single pod of down, which creates a
tremendous amount of surface area, yet is invisible to the human eye. He even
showed me microscopic photography of this. That day, the realm of scientific
research arrived on the doorstep of the design of skiwear and mountaineering
gear.
Description: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
