David H. GILBERT, Aaron C.T. SMITH, Fiona SUTHERLAND and Peter WILLIAMS
"The imperative to innovate has never been stronger given current global volatility. Even more so, firms in mature markets with diminishing margins have to find new and novel ways to both sustain current activities and grow business that will become the core business of tomorrow. This paper presents a case study of a design led approach in driving product/service innovation in a conservative professional services company that largely sells time. Through design thinking, Deloitte Digital has re-orientated its business model from a ‘straight to solution’ approach to one that focuses on delivering an ‘And Different’ customer experience. Whilst still early days, it is clear design thinking has become an effective means in democratizing innovation, and moreover a key catalyst in linking strategy to action."
PUBLISHED: Proceedings from the The 18th DMI: Academic Design Management Conference, 2012
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