Where the magic happens – human-centered innovation

Design Thinking is human-centered
Innovating at the intersection of business, technology and people enables to develop radical new products, service and business models. In order to generate the best possible solution for the end user, the innovation teams strive to understand human needs from the very beginning of the Design Thinking process. Experiencing tangible prototypes allows end customers to participate early in the innovation process. The direct user feedback helps the team to improve prototypes, refine ideas and continuously gain higher expertise in the field of human behavior and needs.

• Focus on people / customers and their needs and not on a specific technology or other conditions.

• Methods therefore used are observations, interviews, brainstorming, prototyping…

• Innovating at the intersection of business, technology and people leads to radical, new experience innovation.

• The user is the one to decide if a product or a service should exist or be established.

2. Design Thinking is an iterative learning process

• During anytime of the projects, Design Thinking teams work with the iterative approach: Redefining the problem, needfinding, ideation, building of prototypes, testing with the user.

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3. Design Thinking projects consist of diverging and converging phases

• The results of diverse thinking build the base for the converging finalization.

• Design Thinking is a structured method with clearly defined milestones over a project timeline.

• Projects are usually built upon a certain goal defined in the beginning. Design Thinking projects on the other hand, have a lot of ambiguity to it as the outcome is open until the very final phase.

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4. Design Thinking is prototyping

• Tangibility, experiencing and testing of results are essential basics of design thinking.

• Prototypes allows end-users to participate early in the innovation process.

• Surface feel allows earliest understanding of complex challenges.

… and most of the time Design Thinking is much more than this.

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For whom is Design Thinking suitable?

For all companies that want to tackle following challenges…

• Development of new product and service prototypes

• „idea-boost “ from outside

• Establishment of new business models

• Changing actual structures

• Improvement of innovation culture

Read here more about our 2011 project partners and how to get involved.