Design thinking is a human-centered approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.”
TIM BROWN, EXECUTIVE CHAIR OF IDEO
VISION, STRATEGY, AND HUMAN-CENTERED DESIGN
When working on complex systems and engaging with multiple organizations, the power of a well-articulated vision is invaluable. A properly defined strategy helps us ask the right questions, test potential opportunities and futures, and gives us the framework to make informed decisions in pursuit of desired goals. Design is the enabling capability that lets us articulate and test potential futures without having to fully bake the final outcome.

DESIGN
​THINKING
Articulate a vision
Set and test a strategy
Understand and prototype
Iterate and implement
Design thinking can be applied at all stages and levels in an organization.
Thinking like a designer can transform the way organizations develop products, services, processes, and strategy. Applying design thinking, brings to light what is desirable from a human point of view, what is technologically feasible, and economically viable. It's an inclusive process that allows people from all backgrounds to use creative tools to address a vast range of challenges.

To think like a designer requires an open mind, taking time to tinker and test, and being open to fail early and often. The designer's mindset is a reflection of empathy, optimism, iteration, creativity, and ambiguity. Design thinking is a way to keep people at the center of every collaboration. A human-centered designer stays focused on the people they're designing for.
Three core activities of design thinking:
  • Inspiration
  • Ideation
  • ​Implementation​​

Case study:
ATHLETES' PLANE
Reach beyond and bring back.

What:
To inspire Teague’s Aviation Studio and Boeing, explore new ways to collaborate, develop insights into human performance and the world of athletes through a collaboration with NIKE, and the creation of an advanced concept.
The Athletes' Plane project was a voluntary effort mostly carried out by three individuals, me included. The idea was to find ways to shake up the sports travel industry, demonstrate capability in areas of new business interest, and leverage partnerships to gain additional expertise.

​How:
  • Initiated the project and created a narrative to mobilize internal stakeholders as well as to engage with NIKE.
  • Provided creative direction to the project team while managing the NIKE relationship.
  • Contributed to the concept development through several iterations.
  • As the project matured, supported PR and other media outreach as well as responded to opportunities emerging with the San Francisco Giants.

Insights:
Allowing designers to temporarily ignore traditional core constraints, and helping them see a challenge through the eyes of exceptionally performing humans (athletes), resulted in a travel and inflight experience like never imagined before. It sparked a huge amount of pride, enthusiasm, and engagement within Teague and with Boeing.

Outcomes: 
  • ​Key insights about the unmet needs and expectations of traveling athletes and teams... which by the way, apply to us all.
  • Increased focus and momentum in the professional sports leagues to support better athlete travel.
  • Inspired TEAGUE and Boeing to apply the framework of human condition when thinking about airplane interiors.
  • Design was recognized by several reputable design awards.
  • Teague secured $190K in earned media value after concept publication.
  • Engagement with the San Francisco Giants.
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