Design Thinking: Integrating Innovation, Customer Experience, and Brand Value

Design Thinking confirms that design, as a process and as an output, has greater opportunity to add value to the triple bottom line than any other business function. Ranked in the top 100 best seller list by Amazon in design, marketing, and communication book categories, Design Thinking explores point-of-views, techniques, methods, and hands-on case studies from international thought leaders. It covers design thinking methods; design thinking in service design; design thinking in brand building; and design thinking in creating customer experiences. The book includes insights by Thomas Lockwood along with 24 contributing authors.

“In this compilation of essays from many of design’s biggest thinkers, Lockwood pushes forward our understanding of the intersection of design and business. I found it a treat for both sides of my brain.”

Roger Martin, author, The Opposable Mind; Dean, The Rotman School of Management, University of Toronto

“A much-needed book, which paves the way towards a better understanding of design thinking and it’s power. A fundamental reading for all those who like to grasp the multifaceted nature of design.”

Roberto Verganti, author, Design Driven Innovation; Professor of Innovation, Politecnico di Milano