Design Thinking should be a Core Competency
Design thinking is an essential tool for simplifying and humanizing. It can’t be extra; it needs to be a core competence.
Kolko also quotes Bridget van Kralingen, the senior vice president of IBM Global Business Services, where in a statement to the press she said “There’s no longer any real distinction between business strategy and the design of the user experience.”
As Kolko argues…
Every established company that has moved from products to services, from hardware to software, or from physical to digital products needs to focus anew on user experience. Every established company that intends to globalize its business must invent processes that can adjust to different cultural contexts. And every established company that chooses to compete on innovation rather than efficiency must be able to define problems artfully and experiment its way to solutions.
Kolko also explains there are challenges with embracing a new way of thinking including
- accepting more ambiguity
- embracing risk; and
- resetting expectations
You can read the full article here.