How Deutsche Bank's IT Division Used Design Thinking to Achieve Customer Proximity

Authors

Christophe Vetterli, University of St.GallenFollow
Falk Uebernickel, University of St.GallenFollow
Walter Brenner, University of St.GallenFollow
Charles Petrie, University of St.Gallen (Former Stanford University)Follow
Dirk Stermann, Deutsche BankFollow

Abstract

Design thinking is a customer-centric approach for integrating end customers in the innovation process. This article describes the evolution of design thinking in Deutsche Bank's IT division and its role in solving specific problems, better integrating the business and IT divisions, and bringing the bank's IT closer to its customers. The lessons learned can be used by CIOs and other business leaders striving for customer-centricity in their value-creation processes.Click here for podcast summary (mp3)Click here for free 2-page executive summary (pdf)Click here for free presentation slides (pptx)

Recommended Citation

Vetterli, Christophe; Uebernickel, Falk; Brenner, Walter; Petrie, Charles; and Stermann, Dirk (2016) "How Deutsche Bank's IT Division Used Design Thinking to Achieve Customer Proximity," MIS Quarterly Executive: Vol. 15: Iss. 1, Article 5.
Available at: https://aisel.aisnet.org/misqe/vol15/iss1/5