An article discussing design thinking. Most companies collect and analyze historical data and make certain design choices based on this. In this way they arrive at an improved or completely new product.That can work, but companies and organizations often miss the mark, says Dirk Deichmann, associate professor at RSM. "With traditional design methods, you usually look at choices that customers or users have made in the past. But analyzing that data will seldom yield great new insights. "


  • Dirk Deichmann
    Role: Faculty
    Reference type: Referenced

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