The Design Thinking Playbook – Disruptor League

Recently I had the opportunity to interview Michael Lewrick, author of The Design Thinking Playbook. The book has been released recently in English and has become the preferred book for many Universities which aim to teach students about Design Thinking in Europe, Asia and the US. Many organizations use the playbook as reference to kick-start the digital transformation or to build new capabilities needed to create for example new business ecosystems. We had the chance to interview Michael and we had some very specific questions about Design Thinking, he was happy to answer. What are some of the keys to creating valuable personas? Personas are a key concept for building empathy with the user.