Tim Brown: Use design thinking everywhere

(gentle music) - The important thing, when we're trying to be human-centered in design, is that we can think through the kind of eyes and experiences and feelings of those who we're just trying to design for. It's worth trying to figure out how you, as the innovator, as the designer, can go through the experience of your customers, if it's not something that you already do every day. We did some work around making airports secure, and working with the TSA, and one of the first things that we tried to do was to have some of the TSA team members that we work with, try to imagine what it was like for us, as ordinary people, to go through that experience, because they'd really been trained to think of themselves as kind of defending the airport system from terrorists. They hadn't been trained to think about how each of us experience that process and what they might do to make that process more effective. Not always necessarily more pleasant for us because there's a reality about security.…