In 2007, top management of hearing aid manufacturer Oticon boldly established a working group dedicated to a rather new and odd thing called design thinking. Three years later, the group was dissolved. This is the story of a tragic misunderstanding and untapped potential.
AirBnB is kind of a role model for »designpreneurship«: Entrepreneurs with backgrounds in design professions who start companies, which increasingly set the tone in an environment of digitalization. We visited Sasha Lubomirsky, the Head of User Research of AirBnB’s »Insights« team, to learn more about design thinking’s role for their current business development.
How Intuit communicates and measures the impact of its design thinking program.
Design thinking’s pledge is that everyone is able to learn certain creative skills and that companies can train to be innovative. Carl Bass, CEO of Autodesk, disagrees: “Not everybody can be a Michael Jordan.”
Design thinking and design research inform strategic decision-making on many levels. This is an example of how AirBnB’s Insights team uses data to address current user experience challenges on the platform.
Many authors and practitioners see design thinking as an attempt to change a company’s culture. But in every firm the initial situation that design thinking encounters is different. Siemens’ approach “industrial Design Thinking in China” (i.DT) is an example of the crucial role of cultural challenges – and of how flexible design thinking needs to be.