Design thinking has received much attention as a growing number of organizations are successful in solving complex problems of creative means. At the same time, many of these companies have focused on the implementation of specific design techniques "- from the observational study of iterative prototyping to the story, along with more mainstream approaches. But as any professional designer will confirm design thinking entails much more than the application of such methods: to create value, the methods should be used in conjunction with the design sense. The author explains that feelings are design and innovation describes Altoids in Virgin America, which embody the optimal balancing of design methods of design sense. "Hide
by Jane Fulton Suri, R. Michael Hendrix Source: Rotman School of Management, 5 pages. Publication Date: 01 May 2010. Prod. #: ROT113-PDF-ENG
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