Brief: Leverage Design Thinking To Spark A Customer-Obsessed Innovation Culture

The digital world your company now operates in requires a radically different corporate culture — one that's obsessed with improving the customer experience and encouraging a more open, collaborative approach to innovation. That's the only way you'll be able to keep pace with rapidly changing customer expectations and behaviors. But how do you create this culture? What sparks teams and their leaders to change the way they innovate and develop a culture to deliver growth by improving the customer experience? This report presents lessons learned by companies that embraced design thinking principles to shift their innovation process from logical problem-solving to creative experimentation focused on delivering value to customers and the business. Design thinking is no silver bullet; rather, it's a tool in a broader cultural transformation toolbox that CIOs can carry into some of their own digital innovation efforts.