Proving vs. Measuring
When I forwarded this post from Diego Rodriguez’s blog, Toby responded by saying “that is about as good an exposition as I have ever heard about what we do.”
I believe that good design thinking can lead to a higher success rate when innovating, and that’s the link to good business outcomes. And that’s where employing metrics to gauge and guide the innovation process comes into play — they’re a way to inform and improve the context in which our design thinking occurs. It’s about measuring and aiding the process of value creation via design thinking, not proving that design can create value.
