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

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.