The Use of Design Thinking at Toyota

12 Янв 2015 | Author: | No comments yet »

The Use of Design Thinking at Toyota 0

One of my books of recent years, for Growth: A Design Thinking for Managers was co-authored by Jeanne Her co-author Tim Ogilvie, CEO of innovation consultancy Peer Insight was a podcast guest and I highly both the podcast and the book. with Podcast link: Design Thinking for Growth .

In most recent book, Problems with Design she tells a story on how Toyota the customer contact center Design Thinking. Most of us about the legendary Toyota System, the precursor to Lean and would think that the use of Thinking may be symbolic at best. already have the best management system on the planet, they? In my understanding of Toyota, it seems that they are to evaluate and look at most They are willing to adapt, by the way is the most predominant trait in any species to survive. Excerpt the book:

Change management at Toyota identifying all stakeholders and what needed to know, do, or own; training; and testing. Toyota’s experiences had demonstrated that approach to change management, a significant effort, gave a chance to succeed. Without it, tended to fail because didn’t feel a sense of and, therefore, did not adopt the

In the chapter, the authors discuss integral people as part of the Elaine, Gayle and Diane. being part of the Customer Center, Gayle a change at the University of Toyota (the in-house training center), and team an external consultant Hitachi Consulting, a global IT firm.

One of the Design Tools as part of this effort was Excerpt from the book:

Isn’t Only for Customers: The of diving deep into perspectives seems obvious to businesspeople. We often fail, to apply ethnographic tools to our partners and stakeholders. Their is essential to the success of our innovation and understanding their problems and can often be as valuable as understanding Gayle’s efforts to understand the daily lives provides a foundation for the redesign of the Contact process.


The first thing Gayle did was go the contact center training to get an of the existing issues that the reps had. She did not just she participated. Gayle became of the team through her actions to “go go see or as it is called in Japanese and the Lean Genchi Genbutsu.

The chapter go on to explain the successful derived from both Thinking and the adaptable of the Toyota with key takeaways of respect for Lean people may not find any of surprising. However, i found it to see the application explained from the Thinking perspective. The power of Genbutsu or as my friend Bob Petruska in Gemba Walks for Service The Step-by-Step Guide for Identifying Delighters. it is the power of being at the of use that is so important. The concept customer service can be done without the context of use, may our ability to grow as an organization.

I also found it fascinating Toyota used three perspectives in solving the problem. brought both an internal and consultant to the table with the I am looking forward to reading the of Solving Problems with Thinking. I started on this and have read it twice

Want to learn more Design Thinking and Lean? Service Design Presentation at ASQ .

Toyota Project Go

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