# Design Thinking - Books - *The Art of Innovation*, Tom Kelley - *Design Thinking*, Tim Brown - *Change by Design*, Tim Brown - 3 Lenses of Innovation - **Desirable:** people want it - **Feasible:** we can actually do it - **Viable:** we don't go broke - From Tom Kelly at IDEO, *The Art of Innovation* - **Understand** the market, the technology, current constraints - **Observe** real people in real life situations to find out what makes them tick - **Visualize** new concepts and prototypes - **Evaluate** and refine the concepts in a series of quick iterations - **Implement** the new concept for commercialization