Page 319 - The Design Thinking Playbook

Tschüss, Peter! Zàijiàn, Lilly! Bye-bye, Marc! Hello, Future!

Peter, Lilly, and Marc have accompanied us as personas through the Playbook. And we hope that some of Peter is increasingly focusing on design challenges, which are on
you have recognized yourselves in the day-to-day challenges, problem statements, and character traits. We the agenda as part of the digitization efforts of his employer and his
have grown fond of the trio! customers. He especially likes the new smart topics—from smart
mobility to smart city. He dreams of a multimodal mobility platform
Lilly has now fleshed out in detail her design thinking consulting services and has dared to found the for Europe. On this platform, all public and private mobility providers
company. The tagline of her consulting boutique is: “The future is not enough.” Jonny has sent her way would offer their services. The people in the European Union and their
an initial project at the bank for which he works. This customer is an excellent reference for Lilly’s value visitors would have a unique customer experience to plan their trips
proposition. For this proposition, Lilly relies on the soft approach of design thinking and the lean start-up optimally, book flights and train rides through state-of-the-art technol-
methodology. In addition, she integrates a number of models from the old world in her own design thinking ogy (e.g., blockchains), and process payment transactions. In addition,
approach—“Shaken, not stirred”—something that is quite well received at least by global banks. After all, unique movement and behavior data will be made available to individ-
some bankers drive an Aston Martin like James Bond in the old days. A proposition that would better in- ual countries and cities in order to make everything a little bit smarter.
corporate Asian ways of conducting business is unfortunately still lacking. Moreover, Lilly is three months Thus not only traffic would be directed optimally but also the planning
pregnant and looks forward to little James completing her happiness in the near future. By the way, Lilly of the urban space. This would be a first step toward a “smart nation”
didn’t tell us in the beginning that she is such a big Bond fan! that is second to none! Peter is very well aware of the fact that this
design challenge is a wicked problem, but maybe the challenge might
be solved by design thinking in combination with systems thinking, the
hybrid model, and, of course, the right mindset.

Shaken –
not stirred!

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