CTO Straight Talk - Issue 3 - 63

CTO STRAIGHT TALK | ISSUE 3

customers-for example, the warehouse
picker pulling products from the shelves
of a warehouse. Instead of thinking how
technology could make it easier for the
picker to move throughout a warehouse
to pick ordered products from the shelves,
Kiva created a system in which a robot
basically brought the shelf to the picker.
It was a revolutionary product innovation
that resulted from looking through the
eyes of a user.
Of course, the best product development
teams have employed some form of
design thinking-even if not by that
exact name-for decades. But too often
that hasn't been the case. There are
innumerable examples of products that
failed to succeed in the market despite
being feature-rich and technologically
sophisticated. Think of Sony's MiniDisc,
Apple's Newton, or even Google's
modular smart phone Ara. Those
products were technologically ahead
of their time but didn't become popular
because they didn't have the customer
at their core.
Another aspect of design thinking is its
holistic approach. Traditionally, companies
employed an "over-the-wall" model of
product design and development, in which
a product was developed in consecutive
phased stages, by sets of teams working
in silos.
Concurrent engineering is an age-old
method that companies have used to
overcome this problem. Products are
designed and developed in such a way
that different characteristics of a product
-for example, its Manufacturability,
Serviceability, or Usability ("X")-are taken
into account in the design process right
from the start rather than sequentially.
In concurrent engineering, so-called DfX
("Design for X") techniques are used
that can assess a product's performance
in different areas and along all stages
of its lifecycle. This decreases product
development time and also the time to

market, leading to improved productivity
and reduced costs.

BY STARTING WITH
THE CUSTOMER RATHER
THAN THE PRODUCT,
DESIGN THINKING TURNS
TRADITIONAL PRODUCT
DEVELOPMENT ON
ITS HEAD.
Design thinking takes concurrent
engineering further, making it truly
holistic. It,
*	 Applies	equally	to	architecture,
products, services, and similar
human-centric creative activities.
*	 Incorporates	an	appreciation	of	how	
a product is designed, delivered,
deployed, and used, while also taking
account of the ecosystem relevant to
each of those stages.
*	 Brings	an	agile	approach	to	the	entire		
product development process, with
rapid iteration and end-user involvement
that targets outcomes where they will
make the most difference.
Design thinking thus puts the customer-
and the customer experience-at the
core of product innovation. This results
in a mindset remake for engineers and
a cultural transformation in product
development. This in turn leads to
products that directly address customer
needs-including those the customer
wasn't even aware of!

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CTO Straight Talk - Issue 3

Table of Contents for the Digital Edition of CTO Straight Talk - Issue 3

Contents
CTO Straight Talk - Issue 3 - Cover1
CTO Straight Talk - Issue 3 - Cover2
CTO Straight Talk - Issue 3 - 1
CTO Straight Talk - Issue 3 - Contents
CTO Straight Talk - Issue 3 - 3
CTO Straight Talk - Issue 3 - 4
CTO Straight Talk - Issue 3 - 5
CTO Straight Talk - Issue 3 - 6
CTO Straight Talk - Issue 3 - 7
CTO Straight Talk - Issue 3 - 8
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CTO Straight Talk - Issue 3 - Cover4
https://magazine.straighttalkonline.com/cto/issue4
https://magazine.straighttalkonline.com/cto/issue3
https://magazine.straighttalkonline.com/cto/issue2
https://magazine.straighttalkonline.com/cto/issue1
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