This is a great case study that underlines the complexity of bringing game changing products to market. It helps to provide an understanding of just how much more is needed that a simple five step process of idea generation.

Once upon a time, design thinking offered hope. It proposed a radical shift in how organizations both understood the people they served and the way in which they conceived, designed, and developed new ideas to serve them. This promise is why organizations believe the adoption of design thinking is an endeavor worth investing millions of dollars and thousands of hours on.