Design thinking is about working backward from what customers need even if it requires learning new skills. Amazon is an example of this approach - it started with books and has expanded its catalog to over 420,000 titles by focusing on customer needs. Design thinking at organizations can range from using external design resources to having design integral to all aspects of the organization.

1. design thinkingis

2. “There are two ways to extend a business. Take inventory of what you're good at and extend out from your skills. Or determine what your customers need and work backward, even if it requires learning new skills.Kindle is an example of working backward.”- Jeff Bezos

3. 1995‘Regret minimization framework’ Invest in a innovative business model the biggest bookstores and catalogs might offer 200,000 titlesAn online company have no limits.Amazon reached 200,000 titles in 2008.It now offers 420,000 books.()

4. 1999Consistent architectureThe use of tabs and colors to categorize (krug, 2000)“One Click” buying option patentSimplifies the process and reflects the impulsive buying behaviour

5. 2001The first year of profit.The main reason was the cost reduction and the product diversification (CDS, DVDS, toys and gifts)

6. 2001Strengths:Agregates, filters and connect.Weakenesses:Bad content reviews.WHY?According to James Marcus,A colaborative database needs maturation

7. 2003Click toLook inside!

8. 2007“The Kindle istheiPodof the books”

9. nowCostumer Centric | Sustainable“At Amazon.com, we believe that innovation has the power to change the world. As we strive to become Earth's most customer-centric company, we constantly look for new ways to innovate on behalf of our different customers.”http://www.amazon.com/b/ref=gw_m_b_corpres?ie=UTF8&node=13786321

10. nowJandinger’s model for“places of design thinking in organizational life”1Design as a external resource2Design as part of the organization3Design as the core of the organization4Design integral to all aspects of the organization

11. nowis design thinking.1Design as a external resource2Design as part of the organization3Design as the core of the organization4Design integral to all aspects of the organization

12. Thank you!