Page 325 - The Design Thinking Playbook

#Digitization #Combination of approaches #Design thinking #Agile development #Idea to scale #Design thinking

RÉSUMÉS Michael has had different roles over the last few years. He was Patrick has been Professor for Product Innovation at the chair for
responsible for strategic growth, acted as Chief Innovation Officer, Industrial Engineering/Innovation at Lucerne University of Applied
and laid the foundation for numerous growth initiatives in sectors Science–Technology & Architecture since 2009. He studied
that are in a transition. Mechanical Engineering at ETH Zurich, then worked as a Project
He teaches Design Thinking as a visiting professor at various uni- Engineer before receiving his doctorate in the field of innovation
versities. With his help, a number of international companies have management at ETH Zurich. After eight years at Siemens, he
developed and commercialized radical innovations. He postulated now teaches product management and deals intensively with the
a new mindset of converging approaches of design thinking in advancement of agile methods in product management, design
digitization. thinking, and lean start-up.

WHY ARE YOU A I came into contact with design thinking for the first time in Munich When I first became acquainted with design thinking, I quickly
DESIGN THINKING in 2005. At the time, it was a question of supporting start-ups in realized the potential of this approach for interdisciplinary collabo-
EXPERT? the development and definition of new products. In recent years, ration. Since then, we have used the approach in many training and
I attended to various company projects, seeing them through at advanced training modules. In particular, the combination of intui-
Stanford University. In the context of my various functions in dif- tive, circular approaches and analytical methods is very instructive.
ferent industries, I was able to initialize a multitude of co-creation Together with colleagues from industry, we advanced design think-
workshops with major customers, start-ups, and other actors in the ing and other agile methods and offer workshops and courses.
ecosystem and thus advance various methods and tools.

YOUR MOST IMPORTANT I know many experts who practice the prevailing design thinking There is a danger—especially in inexact sciences—that experts
DESIGN THINKING TIP? approach with heart and soul and great commitment. For this very proselytize and want to convince others of their approaches. The
reason, we must constantly reflect upon and advance our design mindset and its adaptation to the respective context are more
thinking mindset. New technologies and progressing digitization important than the process or method. Because all agile and lean
offer new opportunities for the development of ideas and the approaches have basically the same mindset, you can learn a great
design of customer experiences. I have two tips: Use big data/ deal from the other approaches and experts.
analytics and systems thinking more extensively in the individual Try out the combination of design thinking with other approaches
design phases, and integrate the new design criteria of digitization (hybrid model).
today in the development of innovations for tomorrow.
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