When I started reading this book, I had to double-check if I wasn't reading the previous book by Tom Kelley about IDEO. I even created a task to check if I wrote a review on it already! Overall, I'm not sure why "Change by Design" exists as it is as common sense as possible, obvious in every aspect, and repetitive in tandem with "The Art of Innovation." Well, maybe it wasn't apparent to CEOs in the 2000s.
Overall, Tim reiterates the following points:
- Design is essential (both UI and UX)
- Thinking through design problems is how innovation is driven
- The design thinking process consists of empathizing, defining, ideating, prototyping, and testing
- When designing systems, don't guess but talk to the end users about how they use or will use the system
- Prototype a lot and prototype rapidly (don't be a perfectionist with prototyping)
- Focus on experiences around products and services — not just products and services (hehe, this one didn't age well)
Maybe I'm spoiled by a hundred business books on this topic, but everything here feels natural to me. Just use common sense and don't follow standards for the sake of following standards. Few things can be more common sense than this.
Do I recommend reading "Change by Design?" I liked "The Art of Innovation" more — but only slightly more. Instead, I'd go with a more general non-fiction with more helpful info per page. But who am I to tell you what to and not to read?