Article: Design Thinking Coming of Age

Refreshing perspective on Design Thinking… where it is and where it is going within companies.

“Diagrams such as customer journey maps explore the problem space, prototypes explore the solution space”

Design-centric cultures

Emotional value propositions –
“An emotional value proposition is a promise of feeling: If you buy a Lexus, the automaker promises that you will feel pampered, luxurious, and affluent. In design-centric organizations, emotionally charged language isn’t denigrated as thin, silly, or biased. Strategic conversations in those companies frequently address how a business decision or a market trajectory will positively influence users’ experiences and often acknowledge only implicitly that well-designed offerings contribute to financial success.”