The Conference Board of Canada, a think-tank, recently published a report titled "Design-centered innovation" (link to pdf). The title suggests that it discusses Design thinking, just named differently, and since I like the work of the Conference board, I downloaded and read the report.
Design-centered innovation is defined in this report as:
Design-centered innovation uses contextual observation and the involvement of customers to enhance product value and create a unique and satisfying experience.
I think the description confirms my earlier suggestion that there is similarity with design thinking (I have to say that I don't really like the term "design thinking", I think it's confusing, so maybe "design-centered innovation" is a better term - something to think over). Oh well, later on 'design thinking' is used, so there is the answer. What's in a term anyway? I'll stick with 'design-centered innovation' (DCI) for now.
DCI is a response to the 'experience economy' that we're moving into. Customers don't want just a product or service, they value the experience it brings (more). DCI facilitates this, being "... a process that incorporates a holistic, end-to-end, customer-driven approach". The customer becomes the starting point of the process (which is not new, as Lean thinking puts the customer or the voice of the customer at the centre too). Participating companies confirm that the best ideas come from the people that talk to customers. All levels of the organization are engaged, the DCI approach carrier though the whole product life cycle, from inception to marketing.
Two cases are described, one in health care sector and the other in the business services sector. Although different cases, there are some similarities. Both changed their ways of working: co-creation, observations, prototype building and failing (often) are key now. Co-creation, working with customers is interesting. Instead of the company 'knowing' what customers want, customers are involved and work with employees.
To be truely successful, DCI must be embraced by the whole company and become part of the culture. "Hearing the voice of the customer is certainly important, but capturing the subtle yet critical insights gleaned from contextual observation and real-time, real-life interaction with customers is often the difference between an OK product or service and a great one. "
A short report but I hope it will be picked up by Canadian industry. I think design thinking (or DCI, or whatever term is used) has a lot of potential, but it will not be easy to integrate, let alone it be the corporate culture.
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