Diego Rodriguez, Former IDEO Partner & Intuit CPO: How Design Thinking Separates Champions From Also-Rans

In the early 2000s, a small group of friends in Palo-Alto, California started a movement to transform the way products are designed and developed. It came to be known as Design Thinking. Early pioneers included David M. Kelley, founder of IDEO and Diego Rodriguez, one of his star team leaders. The central idea of design thinking is to center all development not around the product or service but around how human beings feel when they experience them. It may sound simple or obvious. But if the process were easy, then why do so many companies still develop mediocre products? In this episode of Driving With Dunne, Diego Rodriguez walks us through the "how" and "why" of design thinking. Mercedes and Ford are among scores of companies weaving design thinking into future product designs. If you are interested in building better products, you will love this episode.

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