[ VOLUME 5 I ISSUE 3 I JULY– SEPT 2018] E ISSN 2348 –1269, PRINT ISSN 2349-5138 1904x IJRAR- International Journal of Research and Analytical Reviews Research Paper Change By Design: How Design Thinking Transforms Organizations and Inspires Innovation full, Tim Brown, Harper Business, 2009, 264 pp (without index), £27.99, ISBN – 978-0-06-233738-2: A Review 1. Dr. Shalini Singh Centre of Computer Education, Institute of Professional Studies, University of Allahabad E-mail: shalinis455@gmail.com 2. Ayushi Rai Centre of Fashion Design & Technology, Institute of Professional Studies, University of Allahabad E-mail: ayushirai.rai@gmail.com Received: May 25, 2018 Accepted: July 11, 2018 Keywords: Chanda, Vedāṅgas, Chandaśāstra, pāda, Chandomañjarī. This book introduces design thinking, the collaborative process by which the designer’s sensibilities and methods are employed to match people’s needs with what is technically feasible and a viable business strategy. In short, design thinking converts need into demand. It’s a human-centered approach to problem- solving that helps people and organizations become more innovative and creative. Design thinking converts need into demand. It is a human centered approach to problem solving that helps people and organizations become more innovative and more creative. This book introduces the idea of design thinking, the collaborative process by which designer’s sensibilities and methods are employed to match people’s needs. Tim Brown, who, himself started his career as an Industrial Designer, has shared his experience and thoughts in this book to show the upcoming designers the various trades of the designing which should be used in today’s world. The book emphasizes not only on the area of other than purely designing or creating an object, but to be successful, one has to make it practical and acceptable in present as well in future. The book, is divided into two parts, ten chapters in total, and also has an introductory chapter, where the author tries to visualize the foresight of the designers of Great Western Railway of England, Mr.Isambard kingdom Barnel. Mr. Barnel wanted passengers to have the sense of floating across the country side. Part 1 of the book has six chapters, dealing with the suggestions and ideas of how the designer should increase their thinking and how the upcoming designers’ mind frame should be opened and ready to face the challenges. In chapter I, the author deals with how the leading maker of bicycle parts, Shimano of Japan, faced the challenge of getting low sale of bicycle in U.S.A. and how, with the help of observation and better retail strategy, he managed to improve the business. It further provides the mantra of innovation by inspiration, ideation and implementation. The author emphasizes that for a design idea, three things are must i.e. feasibility, viability and desirability. In Chapter II, the author further emphasizes upon design thinking by human contact and interaction. It gives a mantra, to explain observation and empathy; one has to learn from lives of others, field work to translate the above two into actual insight or into the design or developing the product so that it may be acceptable to the mass. Chapter III deals with the thinking of backstage by giving example of theatre where how the backstage was unorganized, and thereby the author, after bringing the client backstage, made it systematically. It further deals with convergent and divergent thinking. It deals with the theory of supremacy that ideas should be picked out not by person who is giving it, but by the usefulness of the idea to develop an ideal. The author had an idea to have a room with an environment in which the old ways of sticking notes and use of board should be done using the butterfly test. Chapter IV deals with the prototype; an example of kids is taken- for telling them that one must build up prototype before actually building it as they do in their games of building blocks. It further says not to over invest in it and also encourage the use of actual comments from consumer by Facebook or other sources so that it can improve it the prototyping as per one must have one’s own idea and may or may not be plausible. But, it has to be an original, fresh idea and this would bring more success. Chapter V deals with first hand design experience. It deals how operator enhanced its space to give a better customer experience. The author in this part deals, how he and his team proceeded to develop a RSO department in Mayo Clinic in which patients, designers, help professionals were all involved in a SPARC laboratory to transform the patient’s experience. It gives a motto that an idea, to be successful, must be well executed. It further proposes that customers should be involved in developing ideas and they were the ultimate beneficiaries.