#42 Design Thinking and Brands
The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX
The Agile Brand
4.9 • 113 Ratings
🗓️ 12 November 2019
⏱️ 5 minutes
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Summary
Agile has helped spawn methodologies that address business processes and broader scopes than software, websites, or digital marketing. One of these is “design thinking,” which has its origins at IDEO, a design studio that does a lot of work in human-centred design and has completed a broad range of projects that involve user experience.
The easiest way to describe design thinking is as a philosophy that approaches business challenges with a clean slate. Instead of improving upon something which currently exists, it starts with the question, “What is the problem we’re trying to solve?” and designs a solution from that.
Design thinking is similar to agile in that input is sought beyond the primary team doing the work, and it requires an iterative process to achieve the best solution to the problem.
What sets design thinking apart from agile is that it is even further from the waterfall methodology. Agile still assumes a particular end solution is a right approach. Design thinking does not make any such assumptions. The solution is designed around the user and not around a specific method, channel, or medium.
Transcript
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| 0:00.0 | Hi, this is Greg. Look for my book The Agile Brand on Amazon or on my website at the |
| 0:06.4 | agile. World. Welcome back to the Agile World. This is Greg Kilstrom. Today I'm going to talk a little bit about |
| 0:14.9 | design thinking. There's a lot of people that are working in a few different worlds. I would say design |
| 0:21.0 | thinking and agile thinking often have some overlap and I think that's a good thing I think they actually can compliment one another |
| 0:30.0 | I think sometimes one may get confused with another in certain circles but I wanted to talk a little bit about it. |
| 0:36.5 | I discussed it in a lot more detail in my book, The Agile Brand. |
| 0:40.4 | But design thinking does share a lot of positive things with with agile thinking. |
| 0:47.0 | For those of you less familiar, I think agile or for those of you less familiar, design thinking actually first came into being |
| 0:56.5 | I think as a term probably in the late 50s, early 60s, and really came into prevalence by David M. Kelly who founded IDEO. |
| 1:07.0 | And I think that was in the early 90s when he founded that firm. |
| 1:11.0 | They've really, you know, kind of embraced it and exemplified it and really kind of made it part of their brand. |
| 1:17.0 | Design thinking is a pretty interesting approach to really anything. It's not, well it uses the term |
| 1:25.9 | design in it, it's not simply about design related field. So it's not only about |
| 1:32.0 | architecture or graphic design or web design or things like that. |
| 1:37.0 | It's really about an approach where we are building a product, a service, a way of thinking, even an organization in some cases, |
| 1:46.4 | around a customer. And so, you know, while at first this seems kind of interesting, well, I guess it still sounds kind of interesting to me, but it sounds kind of daunting, I guess, to, you know, what if we threw away all of the conventions |
| 2:04.3 | What if we built a bank around a customer instead of |
| 2:09.3 | Assuming that the way that a bank was made in the late 1800s is the way that it always should be. |
| 2:15.7 | I think we see some interesting things where, you know, there's been a few, I believe |
| 2:21.0 | Um, Kwa Bank in the in the northwest really led the charge and some really |
| 2:26.3 | innovative thinking here but more recently Capital One has adopted this idea of |
| 2:32.1 | Bank cafes so I'm based this idea of bank cafes. |
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