Book Review: Change By Design: How Design Thinking Transforms Organizations and Inspires Innovation full, written by Tim Brown, ISBN – 978-0-06-233738-2, Harper Business, 2009

Abstract

This article reviews Tim Brown's book Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation (Harper Business, 2009). The reviewer explains that the book introduces design thinking as the collaborative process by which designers' sensibilities and methods are used to match people's needs with what is technically feasible and a viable business strategy, a human-centred approach to problem-solving that converts need into demand. The review summarises the book's structure of an introductory chapter and ten chapters in two parts. The first part covers inspiration, ideation and implementation and the criteria of feasibility, viability and desirability, observation and empathy, convergent and divergent thinking, prototyping, the design of customer experiences, and storytelling, illustrated by Shimano, the Mayo Clinic and Japan's Cool Biz idea. The second part discusses how companies such as Nokia and Tata Motors use design to build their business, the “How Might We” starting point, and the application of design thinking to social impact through cases such as the Aravind Eye Hospital and International Development Enterprises. The final chapter stresses that these ideas are useful only if designers apply them in their daily routine through a human-centred approach, a free flow of ideas, observation and curiosity. The reviewer concludes that Brown shares his experience through examples of leading companies and designers.

Abstract prepared by the editorial office from the full text of the article; the authors did not supply one.