22 Feb

Design Thinking is Changing the Tide

I was fortunate enough to attend a pre-conference event at ISE 2018 Amsterdam this year called TIDE.

The conference’s theme was the Audio Visual landscape of the future.

The outcome of the event in my mind was clear:

Technology will always advance. It’s the people around it we need to focus on.

Jan-Erik Baars, Head of Design Management International at the University of Applied Science, presented ‘Design Thinking as a Strategy for Lasting Innovation’. We work in an experience economy. Our behaviours for success have little to do with technology. They have more to do with how we:

  • Solve Complex Problems
  • Critically Think
  • Be Creative and
  • People Manage

Our design thinking must be relevant to our customers and be the differentiator. That’s what brings value to the client in the experience economy. All designs come from the needs of our customers. That is the purpose of an Audio Visual organisation.

ISE 2018 Tide

ISE 2018 pre-conference on Design Thinking


We reviewed the concept in a breakout session.  In seven steps and up against the clock, one minute per stage, we were given an issue. Using ‘Post Its’ we went through the process of resolving an issue. An example of an issue would be:

Collaboration: Integrated organisation

The organisation needs to “Think integrated” and also “Act integrated”. Silo organisations will not survive in today’s business.


So roll it out through the steps, one minute by one minute.

  1. What can we observe?
  2. How does it impact us?
  3. Why is it happening?
  4. What should it change?
  5. How should it impact on us?
  6. What should we keep?
    1. What will we change?
    2. What will we stop?
    3. What will we start
  7. The Way to Go!

In a world of ever-changing Audio Visual (AV) technology, which includes Virtual Reality (VR), Artificial Intelligence (AI), and the Internet of Things (IoT), design thinking becomes a lasting element of an organisation, rather than a one-trick pony.

Peter Fox, Digicom

ISE 2018 TIDE Design Thinking Conference

ISE 2018 TIDE Design Thinking Conference

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