In Design Is More Than Packaging, the New York Times introduces "design thinking," citing Jump's work for Saturn, as well as Stanford's d.school, and Half Moon Bay's C2 Group.
The article takes a stab at actually explaining just what the heck people mean by that term....
They are proponents of "design thinking," which focuses on people's actual needs rather than trying to persuade them to buy into what businesses are selling. It revolves around field research followed by freewheeling idea generation that often leads to unexpected results.
Properly used, design thinking can weave together elements of demographics, research, environmental factors, psychology, anthropology and sociology to generate novel solutions to some of the most puzzling problems in business.
...while offering a gently sober reality check for the bandwagoneers who might be reading.
"It would be overreaching to say that design thinking solves everything. That's putting it too high on a pedestal," Mr. Kembel says. "Business thinking plus design thinking ends up being far more powerful."
Steve Portigal is the founder of Portigal Consulting. In the past 15 years Steve has interviewed families eating breakfast, rock musicians, credit-default swap traders, and radiologists. His work has informed the development of music gear, wine packaging, medical information systems, corporate intranets, videoconferencing systems, and iPod accessories. Steve is an accomplished presenter who speaks about culture, innovation, and design at companies like eBay, Adobe, Nokia, Hewlett-Packard, and Dolby Laboratories. He has a graduate degree in Human-Computer Interaction from the University of Guelph and is an avid photographer who has a Museum of Foreign Groceries in his home.
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