Design Thinking: New Product Development Essentials from the PDMA

490 Pages·2015·8.22 MB·English

by  Michael G. Luchs

Table of Contents
Title Page
Copyright
About the Editors
Chapter 1: A Brief Introduction to Design Thinking
Introduction
1.1 The Concept of Design Thinking and Its Role within NPD and Innovation
1.2 A Framework of Design Thinking
1.3 Design Thinking as a Nonlinear Process
1.4 The Principles and the “Mindset” of Design Thinking
References
About the Author
Part I: Design Thinking Tools
Chapter 2: Inspirational Design Briefing
Introduction
2.1 Nine Criteria of an Inspirational Design Brief
2.2 Writing the Inspirational Design Brief
2.3 Research Findings about Inspirational Design Briefs
2.4 Three Pitfalls to Avoid
2.5 Conclusion: Keys to Success
References
About the Author
Chapter 3: Personas: Powerful Tool for Designers
Introduction
3.1 Defining Personas
3.2 The Importance of Personas
3.3 Creating Personas
3.4 Illustrative Application of Personas
3.5 Summary
3.6 Conclusion
References
About the Authors
Chapter 4: Customer Experience Mapping: The Springboard to Innovative Solutions
Introduction
4.1 Inputs to the Experience Map
4.2 The Experience Mapping Process
4.3 The Experience Map as a Springboard to Innovative Solutions
4.4 Conclusion
References
About the Authors
Acknowledgment
Chapter 5: Design Thinking to Bridge Research and Concept Design
Introduction
5.1 Challenges in Idea Generation
5.2 The Need for a Systematic Method to Connect to the User
5.3 The Visualize, Empathize, and Ideate Method
5.4 The Importance of Visualizing and Empathizing before Ideating
5.5 Applying the Method
5.6 Conclusion
About the Author
Chapter 6: Boosting Creativity in Idea Generation Using Design Heuristics
Introduction
6.1 Where Do New Design Ideas Come From?
6.2 A Tool to Assist with Idea Generation: Design Heuristics
6.3 How Design Heuristics Were Identified: The Evidence Base
6.4 77 Design Heuristics for Idea Generation
6.5 How to Use Design Heuristics to Generate Design Concepts
6.6 Evidence of the Value of the Design Heuristics Tool
6.7 Conclusion
6.8 Appendix
References
About the Author
Chapter 7: The Key Roles of Stories and Prototypes in Design Thinking
Introduction
7.1 A Design Thinking Product Development Framework
7.2 What Is a Story?
7.3 What Is a Prototype?
7.4 Putting It Together—Combining Stories and Prototypes
7.5 Employing Stories and Prototypes in Your Process
7.6 Conclusion
References
About the Author
Part II: Design Thinking within the Firm
Chapter 8: Integrating Design into the Fuzzy Front End of the Innovation Process
Introduction
8.1 Challenges in the FFE
8.2 Design Practices and Tools for Assisting in Problem Definition
8.3 Design Practices and Tools for Assisting in Information Management
8.4 Design Practices and Tools for Assisting in Stakeholder Management
8.5 How to Integrate Design Professionals in FFE
8.6 Conclusion
References
About the Authors
Chapter 9: The Role of Design in Early-Stage Ventures: How to Help Start-ups
Understand and Apply Design Processes to New Product Development
Introduction: An Emerging Start-up Culture
9.1 The Basics
9.2 The Process
9.3 Troubleshooting Common Mistakes
About the Author
Chapter 10: Design Thinking for Non-Designers: A Guide for Team Training and
Implementation
Introduction
10.1 What Do Non-Designers Need to Learn?
10.2 Challenges Teams Face with Design Thinking
10.3 Three Team Strategies for Success
10.4 Conclusion
References
About the Authors
Chapter 11: Developing Design Thinking: GE Healthcare's Menlo Innovation Model
Introduction
11.1 GE Healthcare's Design Organization
11.2 The Menlo Innovation Ecosystem
11.3 The Significance of Design Thinking at GE Healthcare
11.4 Conclusion
References
About the Author
Chapter 12: Leading for a Corporate Culture of Design Thinking
Introduction
12.1 The Critical Impact of Corporate Culture on Design Thinking
12.2 What Is Corporate Culture?
12.3 Corporate Forces that Undermine Design Thinking
12.4 Four Pillars of Innovation for Enabling Design Thinking
12.5 Four Stages of Transforming to a Culture of Design Thinking
12.6 Conclusion
References
About the Authors
Chapter 13: Knowledge Management as Intelligence Amplification for Breakthrough
Innovations
Introduction
13.1 Designing Amidst Uncertainty
13.2 Knowledge Management Tasks for Breakthrough Innovation: From
Intelligence Leveraging to Intelligence Amplification
13.3 KM and Selected Tools for Breakthrough Innovation
13.4 Organizational Implications
13.5 Appendices
References
About the Authors
Chapter 14: Strategically Embedding Design Thinking in the Firm
Introduction
14.1 Role of Key Personnel
14.2 Organizational Practices
14.3 Organizational Climate and Culture
14.4 Embedding Design Thinking
References
About the Authors
Part III: Design Thinking For Specific Contexts
Chapter 15: Designing Services that Sing and Dance
Introduction
15.1 Products, Services, and Experiences
15.2 How to Design for Compelling Service Experiences
15.3 Services that Sing and Dance
15.4 Designing a Service Experience Is Never Finished
15.5 Conclusion
References
About the Authors
Chapter 16: Capturing Context through Service Design Stories
Introduction
16.1 Service Design
16.2 Context, Stories, and Designers as Interpreters
16.3 Context Through Narratives—The CTN Method
16.4 Case Illustration of the CTN Method
16.5 Conclusion and Recommendations
References
About the Authors
Chapter 17: Optimal Design for Radically New Products
Introduction
17.1 Communicate the Challenge Goal toward Radically New Products
17.2 Shift Time Frames to Future and Past
17.3 Promote an Emerging Technology Focus across the Consumption Chain
17.4 Promote the Use of Analogical Thinking
17.5 Look for Novel Ways to Solve Simple Problems
17.6 Leverage More Ideators via Crowdsourcing
17.7 Conclusion
References
About the Authors
Chapter 18: Business Model Design
Introduction
18.1 What Is a Business Model?
18.2 When Do I Need to Think about My Business Model?
18.3 What Value Should I Expect from a Business Model Design?
18.4 What Method Can I Use to Design a Business Model?
18.5 Process of Designing a Business Model
18.6 How Do I Implement My New or Revised Business Model?
18.7 Conclusion
References
About the Authors
Chapter 19: Lean Start-up in Large Enterprises Using Human-Centered Design
Thinking: A New Approach for Developing Transformational and Disruptive
Innovations
Introduction
19.1 Lean Start-up
19.2 Transformational and Disruptive Innovation: Defining the Domain Where the
Lean Start-up Process Should Be Used
19.3 Why Is a Business Model a Valuable Part of the Lean Start-up Process?
19.4 Lean Start-up through the Lens of Human-Centered Design
19.5 Implementing the Lean Start-up Approach in Enterprises
19.6 Conclusion
References
About the Author
Part IV: Consumer Responses and Values
Chapter 20: Consumer Response to Product Form1
Introduction
20.1 How Product Form Influences Consumer Product Evaluation
20.2 Product Form Characteristics and Consumer Perceptions
20.4 Practical Implications
References
About the Author
Chapter 21: Drivers of Diversity in Consumers' Aesthetic Response to Product Design
Introduction
21.1 Culture
21.2 Individual Characteristics
21.3 Situational Factors
21.4 Discussion
21.5 Conclusion
References
About the Author
Chapter 22: Future-Friendly Design: Designing for and with Future Consumers
Introduction
22.1 A Framework for Understanding Changing Consumer Values
22.2 Emerging Consumer Needs
22.3 Going Forward
References
About the Author
Part V: Special Topics in Design Thinking
Chapter 23: Face And Interface: Richer Product Experiences through Integrated User
Interface and Industrial Design1
Introduction
23.1 Divergent Paths: User Interface in Physical and Digital Products
23.2 Emerging User Interface Technologies
23.3 New Technology Demands a New Development Process
23.4 Seven Questions to Guide the Integration of Industrial Design with User
Interface Design
23.5 Practice Makes Perfect
About the Author
Chapter 24: Intellectual Property Protection for Designs
Introduction
24.1 “Design” in Intellectual Property
24.2 Utility Patents
24.3 Design Patents
24.4 Copyrightable Designs for Useful Articles
24.5 Trademark Rights for Product Design
24.6 Legal Overlap, Trade-Offs, and Strategic Considerations
24.7 Conclusion
About the Author
Chapter 25: Design Thinking for Sustainability
Introduction
25.1 Design for “X”?
25.2 Design Thinking Integrated into Design for Sustainability
25.3 Conclusion
References
About the Authors
Index
End User License Agreement
List of Illustrations
Chapter 1: A Brief Introduction to Design Thinking
Figure 1.1 A framework for design thinking.
Figure 1.2 Discover mode.
Figure 1.3 Define mode.
Figure 1.4 Create mode.
Figure 1.5 Evaluate mode.
Figure 1.6 A brief guide to the chapters in this book.
Chapter 2: Inspirational Design Briefing
Figure 2.1 The nine criteria of an inspirational design brief.
Figure 2.2 The three steps of co-creating an inspirational design brief.
Figure 2.3 A suggested distribution of the DQC content in a design brief.
Chapter 3: Personas: Powerful Tool for Designers
Figure 3.1 Anne's persona #1, Fred, tech-aware, corporate.
Figure 3.2 Anne's persona #2, Wilma, tech-savvy, self-employed.
Figure 3.3 Anne's storyboard reminder action: Scene 1 (Wilma as a phone call with a
client, and they agree to schedule an event in the future).
Figure 3.4 Anne's storyboard reminder action: Scene 2 (Based on the phone call,
Wilma creates an action of her smartphone using the new application).
Figure 3.5 Anne's storyboard reminder action: Scene 3 (The action appears
automatically on Wilma's calendar).
Figure 3.6 Anne's storyboard reminder action: Scene 4 (The action e-mails client
automatically about the appointment so the client can confirm).
Chapter 4: Customer Experience Mapping: The Springboard to Innovative Solutions
Figure 4.1 “As is” map.
Figure 4.2 Tele-PT concept.
Figure 4.3 “To be” map.
Figure 4.4 Stakeholder value map.
Chapter 5: Design Thinking to Bridge Research and Concept Design
Figure 5.1 The Visualize, Empathize, and Ideate method.
Figure 5.2 Using the Visualize, Empathize, and Ideate method.
Figure 5.3 Technical, market, and user research teams.
Figure 5.4 Creating visual maps.
Figure 5.5 Ideating.
Chapter 6: Boosting Creativity in Idea Generation Using Design Heuristics
Figure 6.1 The first image shows a “scroll”-like embellishment on a vase. The designer
exaggerates the scroll in her drawing (center), and then changes the shape to open the
ends. She then “flips” the center element on its axis, creating the desk accessory shown
in the bottom image.
Figure 6.2 Information on each heuristic is depicted on two sides of a card, serving as
a tool for designers to use while working on new concepts.
Figure 6.3 An example card depicting the nature of a specific Design Heuristic. This
heuristic suggests using packaging as part of the product, and it is illustrated in two
consumer products.
Figure 6.4 The “bend” heuristic adds changes to surfaces to introduce contours.
Figure 6.5 Three different chair designs by study participants where the heuristic
“bend” is observed.
Figure 6.6 A participant's design of a chair can be used as a coffee table when placed
facedown, combining use of the “bend,” “synthesize function,” and “convert for a
second function” Design Heuristics.
Chapter 7: The Key Roles of Stories and Prototypes in Design Thinking
Figure 7.1 Three general product development process blocks and their components.
Figure 7.2 A storyboard collage. Ed, Elise, the city opera, a popular local bar, the cool
new restaurant.
Figure 7.3 Electronics breadboard prototype.
Figure 7.4 A placement and modulation prototype.
Figure 7.5 An early prototype of the elbow-carry handle.