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Strategic Design Management Intergrative Studio Spring 2015 15 AccordingtoTimBrownCEOofIDEODesign Thinking is a discipline that uses a design- ers sensibility and methods to match peoples needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity HBR. The Strategic Design and Management program takes a similar mindset of design thinking with an emphasis on design combined with a focus on economics and business. As designers at Par- sons we approach problem solving through the lens of business-anthropologists striving to identify with and better understand those we are solving for to iden- tify their key values needs behaviors and motiva- tions. This unique focus connects us to desired users on fundamental levels that enable us to unlock sustainable business opportunities. Half technical half intuitive the design process is tough to explain. Creating such long-term sustainable value versus striving for short term gains is the ultimate goal of the design thinking process. The current business climate is complex and rife with change leaders need the tools to help manage complexity resistance to change and sustain a competitive advantage. From a strategic standpoint organizations can apply the design thinking process to help or augment the development of new ideas products and services. Radical innovation that earns increased market share the creation of new markets exponentially increased profits and overall improved product performance truly relies on asking the right questions and rapidly testing assumptions. The designer employs a variety of qualitative research methods to uncover opportunities these tools complement quantitative analysis and strategic thinking. They include but are not limited to analogous research problem reframing ethnographic interviews direct observation journey maps personas value chain analysis mind maps brainstorming rapid prototyping and assumption testing. Workshops are fre- quently deployed with key stakeholders to maintain continuous feedback loops andlearn- ingsurroundingpotentialsolu- tions.Thesetoolsaredeployed in a rapid cyclical and iterative manner that enable leaders to keep pace with the rapidly evolving business landscape. These tools will be explained at a later point in this paper. The Design Thinking Process at Parsons The Parsons process is centered on the basic principles of design thinking which embraces questioning reflection and synthesis at each corner. Below are the key steps in our process Discipline that uses a designers sensibility and methods to match peoples needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity