Michael Lewrick (Zurich, Switzerland) holds an MBA and PhD from Stanford, and is Head of Deloitte Labs. His research interests centers on the management issues related to the design, development and commercialization of technological and business model innovation.

Patrick Link (Switzerland) is a lecturer at the University of Applied Science in Lucerne, Switzerland, teaching product management, marketing and collaboration management. He has12 years of practical experience as head of product management and in strategic planning, market analysis, strategic projects and as process engineer and project leader.

Larry Leifer (Palo Alto, CA) is a professor of engineering at Stanford University and has been a key contributor to the design thinking movement in Silicon Valley and globally, though teaching and consulting, and through the world-renowned design firm IDEO, which was founded by one of his students. Larry’s design thinking work is focused on tools to help design teams understand, support, and improve design practice and theory.

Preface 5

The Toolbox in a nutshell 10

The global survey 13

What is design thinking? 17

Quick start 27

The Toolbox 36

Warm-ups that fit the setting 39

Clapping game 41

Bingo 42

Stop & go 43

30 circles 44

Ninja 45

Marshmallow challenge 46

Understand 47

Problem statement 49

Design principles 53

Interview for empathy 57

Explorative interview 63

Ask 5x why 67

5W+H questions 71

Jobs to be done 75

Extreme users/lead users 79

Stakeholder map 83

Emotional response cards 87

Observe 91

Empathy map 93

Persona/user profile 97

Customer journey map 103

AEIOU 107

Analysis questions builder 111

Peers observing peers 115

Trend analysis 119

Define point of view 123

“How might we...” question 125

Storytelling 129

Context mapping 133

Define success 137

Vision cone 141

Critical items diagram 145

Ideate 149

Brainstorming 151

2x2 matrix 155

Dot voting 159

6-3-5 method 163

Special brainstorming 167

Analogies & benchmarking as inspiration 171

NABC 177

Blue ocean tool & buyer utility map 181

Prototype 185

Frequently used kinds of prototypes 187

Exploration map 195

Prototype to test 199

Service blueprint 203

MVP 207

Test 211

Testing sheet 213

Feedback capture grid 217

Powerful questions in experience testing 221

Solution interview 225

Structured usability testing 229

A/B testing 233

Reflect 237

I like, I wish, I wonder 239

Retrospective “sailboat” 243

Create a pitch 247

Lean canvas 251

Lessons learned 255

Road map for implementation 259

Problem to growth & scale innovation funnel 263

Applications 267

Universities: ME310 at Stanford University 269

Companies: “Co-creation toolbox” by Siemens 273

Intrapreneurship: “Kickbox” by Swisscom 277

Transformation: “Digital transformation road map” 281

Promotion of young talent: “Young innovators” 285

Personal change: “Design thinking life 289

Closing words 293

Authors & contributors 296

Sources and index 301

Workshop Planning Canvas 309

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