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n this scenario, several organisations are adopting
design thinking principles to arrive at unique solutions
through unique interventions, with the prime focus
on collaborative ideation. The current trends indicate
creative collaboration and ideation to arrive at out-of-the-
box solutions for creating strategy, problem solving, product
management, innovation etc. Design thinking is indeed a
corporate culture now.
What is design thinking?
The typical mindset is to associate design to product
design. But design may mean different things to different
people. Ideas of large teams are converged and through
a continuous process of iteration and prototyping, a
product or service is born and improved upon to create
unsurpassed user experiences. Here, it is not about
increasing sales by designing a breakthrough product, but
creating a user experience and engaging continuously to
get the right product. The definition of the ‘right’ product
keeps changing based on the user experience. Iteration
and prototyping is the key and the ‘experience’ is the core.
Mauro Porcini PepsiCo’s Chief Design Officer said, “It’s a
strategic function that focusses on what people want and
need and dream of, then crafts experiences across the
full brand ecosystem that are meaningful and relevant for
customers.” (HBR, Aug 2015). Design thinking is a process
of innovation, by innovation.
So is design thinking product innovation? Is it process
innovation? Is design thinking a culture, a way of life to meet
organizational goals? Is design thinking a strategy? It is all of
these and an innovative way to engage while considering
all complexities present. Design thinking is a process of
collective ideation and experimenting the way to success. It
is a continuous process of improvement. While the business
So is design thinking product
innovation? Is it process
innovation? Is design thinking
a culture, a way of life to meet
organizational goals? Is design
thinking a strategy? It is all of
these and an innovative way
to engage while considering
all complexities present.
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