"The Allianz Insurance Company is working on new innovations every day and is leading the way in many areas of digitization and in the collaboration with startups. The Design Thinking Playbook is inspiring us to reflect new thinking and gradually implement our organizational and tectonic changes."

Head of Procurement, Porsche Design Timepieces AG

"In a constantly changing world, creativity and innovation are key factors in transforming market and customer needs quickly and flexibly into sustainable product solutions. With the help of the Design Thinking method, we were able to develop a user-oriented open innovation approach for Clariant, which has created the ideal conditions by pooling internal and external know-how."

Director Open Innovation Networks at Swarovski Professional

I have often the challenge to convince small and medium-sized entreprises to invest in innovation work. Design Thinking has evolved and established itself as an essential part to so in recent years. The playbook really helps to convince even the greatest critics of the effectiveness of new approaches and methods! "

CEO Region Europe at Siemens Switzerland AG, Building Technologies

I am often confronted with challenges that are often classified as a wicked problem. Design Thinking is not only the heart of the strategy development, but helps with the new mindset to sharpen the view outside the box. The Playbook is thus the right guide to support the transformation process

Präsident, Kommission für Technologie und Innovation (KTI)

The new "Design Thinking Playbook" is a practical guide, which is very helpful to cope with innovative solutions to meet changing customer needs. It is a "must read" for people who deal with customers and innovation. "

Head of Design Thinking, Airbus Corporate Innovation

“Customer-centered work not new for marketing professionals. However, what is new is a change in customer behavior due to digitization. The customer expects today a dialogue and the involvement in innovation processes of the companies. Design Thinking as a new methodology allows responding to these changes. True to the motto 'Done is better than perfect’, the playbook helps to act more agile and iterative. "

Senior Key Expert industrial Design Thinking, Siemens AG

"No matter in which industry you work identifying what customers really need is crucial for any successful business strategy. Changing client expectations, the ubiquitous digital transformation across countries and markets being disrupted by new unlikely competition are all aspects of the challenges we face today. We have to constantly review and validate our understanding of clients' needs, and the products and services we create to serve them. Design Thinking encompasses methods, processes and a mindset to approach these challenges, and will help you discover new perspectives and create ideas & solutions that truly respond to your clients' needs. The "Design Thinking Playbook" provides an intuitive introduction to this topic, and is an excellent way to get you started."

Director Helbling Business Advisors AG, Strategy, Innovation & Supply Chain Management

Wow!" The Design Thinking Playbook shows the full potential of Design Thinking, especially the link to Lean Start-up helps to implement the ideas in an agile manner. "

Head of Corporate Development & Business Transformation, Swisscard AECS

"We recommend that our customers think about the digital transformation in the three dimensions business model, digital organization and digital platform. Design Thinking is the right way to successfully start this thinking process!"  

Senior Manager, FIFA

"Today, Design Thinking is one of the key tools for a manager - customer orientation and the stringent process make it possible to develop new perspectives and solutions in a short time, even for complex issues. At UBS, Design Thinking has a firm place in the innovation process."

Head of Innovation, Group Technology Office at UBS

„Design Thinking helped us to better understand the needs of football players worldwide and to develop a sustainable approach to the digital transformation of national associations. The Design Thinking Playbook shows how we can create even better customer experiences in a digitized world. "

Leiter Digital Transformation Consulting, CSC

The Design Thinking Playbook stimulates and helps! It’s a well done book that optimally supports the creative solution-finding process in a pragmatic way with many ideas and tips, especially for complex challenges in the age of digitization."  

Programmleiter APE, Strascheg Center for Entrepreneurship

The new 'Design Thinking Playbook' has a very appealing and comprehensive form. The book is for me the current standard reading for people who wants to respond to demanding problems based on their customer needs with innovative solutions."

Institute of Finance, Haute école de gestion Fribourg

No matter in which industry you work, identifying what customers really need is crucial for any successful business strategy. Changing client expectations, the ubiquitous digital transformation across industries, and markets being disrupted by new unlikely competition are all aspects of the challenges we face today. We have to constantly review and validate our understanding of clients’ needs, and the products and services we create to serve them. 

Design Thinking encompasses methods, processes and a mindset to approach these challenges, and will help you discover new perspectives and create ideas & solutions that truly respond to your clients’ needs. The Design Thinking Playbook provides an intuitive introduction to this topic, and is an excellent way to get you started.

Innovation Expert

There is still much pioneering work to do to bring the WHY and HOW of Design Thinking into the heads of corporate executives, who could benefit from such a people-centered approach. The Playbook - written by experts from practice and academia - is a wonderful next step in the direction. "

Chief Marketing Officer, Swiss Life AG

"For me it is always a challenge to tackle complex problems. An effective solution can only be achieved by taking different perspectives. The playbook shows how we can combine system thinking, business thinking and design thinking."

Head of Strategy and Business Development, Zurich Insurance Group (Schweiz)

"Great innovations have to fullfill the customer's real needs or desires. Sometimes you have to step back and think twice about what you want and how you like it best. In addition, you have to break with imposed restrictions. The digital world opens up endless possibilities. Steve Jobs was a genius and could do that without asking. We can learn it as a craft and we can approach new solutions and offerings. How better than having a playful book that motivates and instructs at the same time?"

Microsoft Schweiz

"I expected to get another manual with methods. My expectations were surpassed, it really helped me reflect on the use of DT and define the right mindset for my organization."

Geschäftsführer, Babka Konsult

"The hybrid model, the combination of design thinking and data analytics, combines two ways of thinking. Especially in times of digital transformation a new "must have" ability to succeed. "

Chief Technology Officer / Head of Group Technology & Innovation, Clariant

“The Design Thinking Playbook" creates awareness for digital transformation. Design Thinking is used by us today in the creation of products through to the definition of processes. There is a particular potential for designing disruptive processes. "

Allianz Asia Lab I Regional Manager Innovation