The Designer's Guide to Product Vision

Learn to Build Your Strategic Influence to Shape the Future

By: Laura Fish, Scott Kiekbusch

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Paperback | 2 August 2020 | Edition Number 1

At a Glance

Paperback
288 Pages

Dimensions(cm)
1.5 x 18.6 x 22.9

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Today, design is a critical business competency, and designers need to play a leadership role. This guide helps you transform yourself into a strategic designer and take your seat at the table where key decisions are made. Youll master a breakthrough process for creating innovative product and service visions and translating them into high-value market offerings.

Defining an effective product vision requires deep discipline and multiple skills. Drawing on their pioneering experience, Laura Fish and Scott Kiekbusch guide you through every step, helping you organise strategy, plan for innovation, and tell a clear story of your customers future experience.

Once you've defined a strategy-led product vision, make it real. The authors agile Visioneering techniques help you navigate fast-changing product journeys iteratively and continuously improving experiences while staying aligned with your mission and purpose. With these tools and insights, you can lead business-critical projects today, shape your companys future, and achieve more than you ever thought possible.

Learn How To:

Move from tactical to strategic designer, and gain a more influential leadership role
Create strategy-led product visions the organisation can rally around and deliver
Lead the unification of design, engineering, and business to mindfully craft outstanding user experiences
Go beyond obsolete roadmaps to implement product visions in a world that wont stop changing
Influence and improve the long-term direction of your business to effect real-world positive change

Industry Reviews

"This book is fantastic. This is a must-read for designers who want to fulfill their potential -- treated equally to their peers in technology and business -- and ultimately secure a seat at the table with business managers and developers. If you're a designer who thinks getting ahead means you have to go back to school for an MBA, read this book first. Pulling from agile methods in design, Fish and Kiekbusch provide a concrete step-by-step product vision process. The book proves while correcting lack of business acumen is important, vision is the designer's way forward. It's essentially a playbook that sets the stage towards successful product validation-outlining a workflow for any designer who wishes to 'level up' from being a tactical designer to a strategic designer. I highly recommend this book for anyone interested in design leadership." -- Heather Shaw, Professor, Department Chair of Design, Lesley Art + Design

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