Page 330 - The Design Thinking Playbook

# 1.7 Generate ideas #2.6 Organization, change management & new mindset

RÉSUMÉS Isabelle is a lecturer at HSLU, Engineering & Architecture, and Jan-Erik is currently teaching the Design Management course
teaches at the interface between technology, economic feasibility, at Lucerne University of Applied Science. He is also active as a
and design. As an industrial designer with her own agency, she consultant and supports companies with the effective and compre-
advises and supports customers and SMEs in technical areas with hensive use of design. He writes and speaks about his experience
industrial design solutions as well as with in-house workshops for in the world of design and tries to promote human-centric design
design thinking and product developments. and the acceptance of design as a key component of corporate
excellence.

WHY ARE YOU A As an industrial designer, the leap to design thinking is not so I learned design thinking from scratch after I’d worked for a long
DESIGN THINKING big. Various courses for further training, conferences, and stays in time as a designer at Philips. One of my tasks was to gear the de-
EXPERT? Stanford as well as my work at the d.school there helped me to velopment of products to the needs of people. One thing I learned
build up a profound knowledge in the subject matter. Since then, there is that a company is received well by the customer only if
I have been responsible for international, interdisciplinary study the collaboration of all those involved in the company is top-notch,
teams with partners from industry. In numerous workshops that I along the lines of: “What goes around, comes around!”
hold, I let entrepreneurs experience and get an understanding of
design thinking.

YOUR MOST IMPORTANT The “bias toward action” mindset is not only a recommendation As a consultant, I experience the introduction of design thinking
DESIGN THINKING TIP? but a must. If you don’t experience design thinking yourself, you firsthand. It is often taken up by committed decision makers and
won’t be able to estimate its benefits. Not infrequently, I have had introduced to the company, not infrequently by the boss himself.
the pleasure of getting positive feedback even from the most stoic Unfortunately, further implementation is often thwarted by the lack
of skeptics after they’ve taken part in one of my workshops. The of expertise in the greater organization. Hence my tip is always
reason it works so well is that design thinking has something to to clarify the current situation of the organization when launching
offer everybody. design thinking. That can be done by examining the degree of
customer centricity.

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