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    This document is a collection of chapters about design thinking and its integration with innovation, customer experience, and brand value. It contains 23 chapters from various authors on topics ranging from the evolution of design thinking and creating environments where it can thrive, to using design to build brands and leadership, to the importance of service design and designing customer experiences. The collection aims to illustrate how design thinking can be applied throughout an organization to drive transformation.

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    This document is a collection of chapters about design thinking and its integration with innovation, customer experience, and brand value. It contains 23 chapters from various authors on topics ranging from the evolution of design thinking and creating environments where it can thrive, to using design to build brands and leadership, to the importance of service design and designing customer experiences. The collection aims to illustrate how design thinking can be applied throughout an organization to drive transformation.

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    © All Rights Reserved
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    Download as pdf or txt
    817 views3 pages

    Lockwood, T - Design - Thinking PDF

    Uploaded by

    andrehluna
    This document is a collection of chapters about design thinking and its integration with innovation, customer experience, and brand value. It contains 23 chapters from various authors on topics ranging from the evolution of design thinking and creating environments where it can thrive, to using design to build brands and leadership, to the importance of service design and designing customer experiences. The collection aims to illustrate how design thinking can be applied throughout an organization to drive transformation.

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    of 3

    Design

    Thinking
    A
    Integrating Innovation, Customer
    Experience and Brand Value

    Edited by
    Thomas Lockwood

    ALLWORTH PRESS
    NEW YORK
    entente^

    vi Acknowledgments
    vii Foreword: The Importance of Integrated Thinking

    SECTION 1: DESIGN THINKING METHODS: FROM INNOVATION


    TO INTEGRAT|ON J O TRANSFORMATION

    3 Chapter 1: Notes on the Evolution of Design Thinking: A Work in Progress


    Craig M. Vogel

    15 Chapter 2: The Designful Company Marty Neumeier

    23 Chapter 3: Creating the Right Environment for Design Julian Jenkins

    35 Chapter 4: Designing Business: New Models for Success Heather M.A. Fraser
    47 Chapter 5: Unleashing the Power of Design Thinking Kevin Clark and Ron Smith
    57 Chapter 6: Design Thinking and Design Management: A Research and
    Practice Perspective Rachel Cooper, Sabine Junginger, and Thomas Lockwood

    65 Chapter 7: The Four Powers of Design: A Value Model in Design Management


    Brigitte Borja de Mozota

    81 Chapter 8: Transition: Becoming a Design-Minded Organization Thomas Lockwood

    SECTION 2: VALUE: BUILDING BRANDS, BY DESIGN


    99 Chapter 9: Building Leadership Brands by Design Jerome Kathman

    109 Chapter 10: Let's Brandjam to Humanize Our Brands Mark Cobe

    121 Chapter 11: Bringing the Future into Global Brands Tony Kim

    131 Chapter 12: Brand-Driven Innovation Erik Roscam Abbing and Christa van Cessel

    145 Chapter 13: Branding and Design Innovation Leadership: What's Next? Phil Best

    SECTION 3: INFLUENCE^THE HIDDEN IMPpRTANCE OF SERVICE DESIGN


    159 Chapter 14: Service Design: An Appraisal Roberto M. Saco and Alexis P. Concalves
    173 Chapter 15: Bottom-Line Experiences: Measuring the Value of Design in Service
    Lavrans Levlie, Chris Downs, and Ben Reason

    185 Chapter 16: From Small Ideas to Radical Service Innovation Mark Jones
    and Fran Samalionis

    197 Chapter 17: Would You Like Service with That? Chris Bedford andAnson Lee

    205 Chapter 18: Service Design via the Global Web: Global Companies Serving
    Local Markets Brian Cillespie
    J ^ ^ H C R
    221 Chapter 19: The Mathematics of Brand Satisfaction Chris Rockwell

    231 Chapter 20: Will Meaningful Brand Experiences Disrupt Your Market?
    David W. Norton
    243 Chapter 21: The Road to Authentic Brand is Jittered with Design David Lemley
    251 Chapter 22: Customer Loyalty and the Elements of User Experience
    Jesse James Carrett

    259 Chapter 23: Experiential Design Drives an Established Brand Judi Jacobs
    and Jeff Hackett

    267 About DMI


    268 Editor Biography

    269 Authors' Biographies


    277 Index

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