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Embracing Qualitywith Design Thinking 173 6 Conclusions Embracing quality is a convergence quality that results from the integration of the user with a product or service. This quality emerges as a result of the user’s intellectualandemotionalresponsetoaccomplishingdesiredtasksusingtheproduct or service. Moreover, embracing quality is an aggregation of the responses of multipleusersovermultipleuses. Thisquality indirectly influences revenue,brand, efficiency,andproductivity. Embracing quality is difficult to design for directly. This challenge results from it beingan emergingaggregationof serviceor productqualities (e.g.,performance, security) as well as being highly dependent on users. The greatest influence the design team may have on the user is through user experience design and instructional resources. Often the design team must anticipate what the user truly wants, needs, and desires. Understanding these things requires that designers engage users during design. By utilizing design thinking, a design team is able to augment their efforts by allowing user insights to influence design by incorporating their preferences, criticism,andsuggestions. In order to achieve embracingquality, seek out users and allow them to: inform theproblemdefinition,createanaffinitywith thedesigners,andhelpyouhelpthem. In other words, center yourdesign on the user by utilizing design thinkingor other user-centeredapproaches in order to improvethe likelihoodofmarket success. References 1. Mazzur, G.: History of QFD – Introduction. http://qfdeurope.com/en/history-of-qfd/ (2015). Accessed 14 June 2019 2. Csikszentmihalyi, M.: Flow: The Psychology of Optimal Experience. HarperCollins, New York (2008) 3. ISO/IEC: ISO/IEC 25010:2011 - Systems and software engineering – Systems and Software Quality Requirements and Evaluation (SQuaRE) – system and software quality models. In: International Organization for Standardization (2011) 4. Liedtka, J., Ogilvie, T.: Designing for Growth: A Design Thinking Tool Kit for Managers. Columbia University Press, New York (2011) 5. Lewrick,M.,Link,P.,Leifer,L.:TheDesignThinkingPlaybook:MindfulDigitalTransforma- tionof Teams, Products, Services, Businesses and Ecosystems. Wiley,Hoboken (2018) 6. Cross, N.: Design Thinking: Understanding How Designers Think and Work. Berg, Oxford (2011) 7. A4Q Design Thinking Foundation Level. https://isqi.org/us/en/a4q-design-thinking- foundation-level (2018). Accessed June 14 2019 8. Manzo,P.:Fail faster, succeed sooner. https://ssir.org/articles/entry/fail_faster_succeed_sooner (2008). Accessed June 14 2019 9. Design Council. Eleven lessons: Managing design in eleven global companies - desk research report. Design Council (2007) 10. The Design Process: What is the double diamond?. https://www.designcouncil.org.uk/news- opinion/design-process-what-double-diamond. Accessed June 14 2019