Design thinking approach can be unfolded

in three modes:
Mindset, process, and toolbox
Definition of design thinking Design thinking modes
Design thinking as mindset consists of 7 principles:
 In general, design thinking can be 1. Innovation is made by humans for humans
defined as: 2. Combining of divergent and convergent thinking
1. “a discipline that uses the designer’s 3. Fail often and early
sensibility and methods to match people’s 4. build prototypes that can be experienced
5. Test early with customers (potential end users)
needs with what is technologically feasible 6. Design never ends – work iteratively in cycles
and what a viable business strategy can 7. Design thinking needs a special place
convert into customer value and market
opportunity” (Brown, 2008, p. 86) Design thinking as process, micro & macro levels (s.backup):
2. “a way of finding human needs and creating Micro (from Stanford): needfinding & synthesis (understand the
new solutions using the tools and mindsets of users), followed by ideate (brainstorm), prototype (build), test
design practitioners” (Kelley & Kelley, 2013, (learn), (re)define the problem
p. 24) Macro (from St.Gallen): 1) diverging- design space exploration,
prototypes (critical function, dark horse, funky), 2. converging –
 Specifically, design thinking can be prototypes (funky, functional, x-is-finished, final)
defined as mindset, process, and toolbox Design thinking as toolbox (7/dozens examples):
(Brenner, Uebernickel & Abrell, 2016, p. 1. Stakeholder map (Thommen, 2012)
3) – later referred to as design thinking 2. Empathy map (Stanford)
modes 3. 5-Whys (Toyota)
4. ActivitiesEnvironmentInteractionsObjectsUsers-Method
5. Persona-Method (human-computer-interaction)
6. Observations
7. Storytelling

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 - BACKUP -

Design thinking as process:

Micro and macro levels

Design thinking micro process Design thinking macro process

or

Source: Brenner, Uebernickel & Abrell, 2016; d.school, 2016

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Management controls (MCs) by design:
Use of design thinking MC development and
implementation in creativity-dependent firms
Use of design thinking approach for Development (and implementation) of MCs
management controls using design thinking approach

 Some examples how innovative/

creativity-dependent businesses use  Research questions (RQ):
design thinking approach in other than
product development settings: What MCs do creativity-
 Sociapply – a new way of recruiting
coworkers at Haufe Lexware
dependent firms use during
 “Design driven” leadership blueprint the design thinking process?
competencies at Citrix
 AirBnB - Work spaces: Every meeting room  Proposition(s) re the use of
is named after a country and
furnished/replicated after original listings
from the country
design thinking tools and
 P&G operates offsite design thinking processes
workshops that bring together employees to
use design methods e.g. as visualization and
prototyping to solve real problems for the
company
 GE and P&G measure their products success
based on design thinking related criteria

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To answer the proposed RQ, the
following research design is proposed

 Design type:
Case study (2-3 companies w/ 1-2 projects each)
 Method of data collection:
 Semi-structured interviews (n – ?)
 Observations
 Analysis of documents
 Sample:
Projects using design thinking approach in creativity-
dependent firms, e.g. European advertising and
marketing agencies/ innovation cosultancies

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