Design Thinking for the Greater Good by Jeanne Liedtka & Daisy Azer & Randy Salzman

Author:Jeanne Liedtka & Daisy Azer & Randy Salzman
Language: eng
Format: mobi, epub
Tags: BUS042000, Economics/Management Science, Business &#38, Charities/Management &#38, BUS074030, Economics/Nonprofit Organizations &#38, Leadership
ISBN: 9780231545853
Publisher: Columbia University Press
Published: 2017-09-05T04:00:00+00:00

This emphasis on bringing together diverse community players was a long-standing value at CTAA, implemented long before design thinking arrived on the scene. Design thinking seemed well suited to the task. Concepts like journey mapping and jobs-to-be-done analysis, which are new to many fields, have long been in use (under different names) in the transportation field because of the nature of transportation itself. “Mobility is so connected to origin and destination and trip purpose,” Carolyn explained. “Nobody wants to just take the bus—why are they taking the trip?” The need for this kind of broader systems perspective was especially evident when the focus was on lower-income employment opportunities, with the biggest issues for low-income workers consistently being transportation and child care. “People’s lives cross systems, and you can’t create change alone,” Carolyn observed.

In spring 2012, having obtained Federal Transit Administration funding, CTAA sent out a request for proposals, encouraging applicants to form diverse teams within their communities, with the aim of helping low-income workers and others with less mobility get to jobs. CTAA’s intention was to use the JAMI process to spur conversations among people representing different parts of the systems, who did not generally work together. Galvanizing these kinds of networks, they believed, created a long-term capability for local problem solving that had positive impacts on the community and that reached far beyond the specific area of opportunity in any current request for proposals.

CTAA analyzed the submitted JAMI proposals and selected seven teams from different settings around the country—from urban New Jersey to sparsely populated Texas counties, and from trendy Marin County, California, to low-wage suburbs of Portland, Oregon. Teams were chosen on the basis of CTAA’s assessment of their commitment and readiness to bring a design approach to solving a job access mobility issue identified within their community.

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