ABSTRACT
This chapter deals with questions about what design thinking is and how design can shape a new product; even a new future. In fact, the designer's profession has transformed in its essence, evolving from domain of drawing into the domain of thinking, from stylisation toward innovation, from giving shape to things toward visualising new business programmes. The new perception of the world is inextricably connected with the emergence of future design people whose task is to design desirable futures. The priority task of world's top management is to generate innovative corporate business culture and to manage knowledge within the company and outside of it. The chapter explores how we should approach the category of people who buy and use our products and services: the users, customers, participants or even co-creators. Customer experience in its exact sense is just a small part of the total human journey on this planet called Earth.
