As part of the structural decisions taken within the operations context, product and service design is a key element for organizations' success. Today, many companies promote more creative, collaborative and value-added oriented design processes in order to better respond to customer needs. This approach is known as design thinking.

First, view the following video:

Brown, T. (2009).Designersthink big!TED. [Video File]. Retrieved from: http://www.ted.com/talks/tim_brown_urges_designers_to_think_big?language=en

Then: read the article:

Yen, S. (2014).How Design Thinking Drives Competitive Advantage.Forbes. Retrieved from:http://www.forbes.com/sites/sap/2014/08/11/how-design-thinking-drives-competitive-advantage/#7c1f8eaa7a53

• Do you agree that simplicity is nowadays a key competitive advantage? Explain why or why not.
• What other factors do you consider relevant for adding value to customers?
• Share some experiences about technology products or services that have added value to you as a customer?

References must be mentioned, please.