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“I believe this is also an essential mindset to have for various situations but we have to challenge that mindset. “There are so many engineers and architects who are used to making detailed plans and are always trying their best to avoid failure with whatever they are developing or researching,” he says.
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And it’s an aspect that many in the technology industry find difficult to embrace. This is particularly true when it comes to the last of the 'five Cs’ - which boils down to being prepared to challenge existing thinking and explore new ideas without fear of failure.
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However, this process is not always easy, acknowledges Fuji, as a radical change in mindset is often required. “But design thinking helps to accelerate and amplify these skills.” “I know that every business person will have some, or all, of these skills,” he says. That’s not to say that organizations, including Fujitsu, lack these capabilities already, he argues - but rather, it’s about putting those in order in the most effective manner to deliver successful outcomes. Specifically, Fuji sums these up as the ‘five Cs’: creativity, communication, collaboration, critical thinking and challenge. An important aspect of its work is to embed design expertise into key projects within the organization, with the aim of instilling valuable skills that will bring a design-thinking approach to all its activities. This provides an approach for Fujitsu, customer and partner teams to get together and collaborate at pace in a highly focused, human-centered way on a defined and important customer challenge.ĭeep commitment to design thinking also comes from the highest levels of Fujitsu as it positions itself to become a first-choice DX partner for customers around the world.Īs Takahito Tokita, Fujitsu’s CEO and CDXO (chief digital transformation officer), has said: “I do not think of design thinking as just a simple method or approach, but rather a transformative mindset for creating innovations without being wedded to our pre-existing assumptions about customer needs or by fossilized business concepts and practices.”Īs a major element of this vision, the influence of the Design Center is being seen right across Fujitsu Ltd in Japan.
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But we truly understand the power of design thinking when it’s applied at depth, and our mission is to install it throughout all our activities.”Īt the core of the Design Center’s activities is the FUJITSU Human Centric Experience Design (HXD) approach.
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“There are people who think design is just there on the very surface of things,” he says, “such as the design of a product, or the design of software or a user interface. The Fujitsu Design Center’s purpose is to tackle such issues from a completely different angle and let design thinking become an essential element in DX projects - whether that is working in close collaboration with customers and partners or putting that into practice within the company itself.Īdopting design thinking, says Fuji, means going beyond the traditional - and often superficial - application of design in business. This is particularly the case since so many DX projects are poorly conceived and hampered by overwhelming complexity, thus frequently resulting in disappointment or failure. In a world dominated by rapid technological advances and growing uncertainty, where organizations are attempting to find competitive advantage through digital technology, Fuji believes that the application of past case studies or success models is unlikely to deliver the best outcomes. This is the viewpoint of Kentarou Fuji, the newly appointed vice-head of the Fujitsu Design Center in Japan, an initiative that’s been placed at the heart of the global technology giant’s approach to delivering digital transformation (DX). Therefore, we believe that design thinking is one of the best ways to provide customers and society with an approach to help them find their own transformation.” There is no existing pattern yet for organizations to follow. “Every digital transformation project is unique.