User Centred Design or Design Thinking
Conclusion: User Centred Design (UCD) and Design Thinking are terms that are often used interchangeably. However, each approach is better suited to different scenarios and understanding the strengths and focus of each approach enables organisations to build capability and processes that leverage the opportunities presented by each to maximise service innovation and new product service design. While often used as approaches to identify and design products and services with a technology focus, they are in no way limited to technology elements. Not only is it important to leverage the most appropriate approach but organisations also need to build and apply skills and knowledgeable internal resources in the most effective manner to yield the expected results from these experiential methods.
About The Advisor
Sue Johnston is an IBRS advisor who focuses on strategy and governance of private and public enterprise ICT. She is an accomplished and innovative strategist with more than 25 years’ IT and business experience across the public and private sectors. Sue has held a number of senior executive positions with IT vendors and major management consulting companies and provides coaching to IT teams looking to change the conversation with their customers, their executive and each other. As a CIO, she has led the ICT function through signiﬁcant transformation for organisations such as Department of the Premier and Cabinet, Auscript Australasia and TriCare Limited. Sue has also run a successful software development company and transitioned the company through an acquisition process. Sue chaired Innovation Committee in State Government which was responsible for generating, developing and funding innovative ideas and improving the skills and capabilities of public sector staﬀ in pitching ideas and successfully executing innovation projects.