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The Designing for Growth Field Book : A Step-by-Step Project Guide - Jeanne Liedtka

The Designing for Growth Field Book

A Step-by-Step Project Guide

Paperback Published: 14th January 2014
ISBN: 9780231164672
Number Of Pages: 144
For Ages: 22+ years old

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In Designing for Growth: A Design Thinking Tool Kit for Managers (D4G), Jeanne Liedtka and Tim Ogilvie showed how design can boost innovation and drive growth. In this companion guide, also suitable as a stand-alone project workbook, the authors provide a step-by-step framework for applying the D4G toolkit and process to a particular project, systematically explaining how to address the four key questions of their design thinking approach.

The field book maps the flow of the design process within the context of a specific project and reminds readers of key D4G takeaways as they work. The text helps readers identify an opportunity, draft a design brief, conduct research, establish design criteria, brainstorm, develop concepts, create napkin pitches, make prototypes, solicit feedback from stakeholders, and run learning launches. The workbook demystifies tools that have traditionally been the domain of designers-from direct observation to journey mapping, storytelling, and storyboarding-that power the design thinking process and help businesses align around a project to realize its full potential.

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The Four QuestionsThe StepsStep 1: Identify an OpportunityStep 2: Scope Your ProjectStep 3: Draft Your Design BriefStep 4: Make Your PlansStep 5: Do Your ResearchStep 6: Identify InsightsStep 7: Establish Design CriteriaStep 8: Brainstorm IdeasStep 9: Develop ConceptsStep 10: Create Some Napkin PitchesStep 11: Surface Key AssumptionsStep 12: Make Prototypes 30Step 13: Get Feedback from StakeholdersStep 14: Run Your Learning LaunchesStep 15: Design the On-RampWhat Now? What Next?The ToolsSecondary ResearchDirect ObservationEthnographic InterviewsJob to Be DoneValue Chain AnalysisJourney MappingPersonas360 EmpathyCreating PostersBrainstormingAnchorsBring-Build-Buy MapForced ConnectionsCombinatorial PlayVisualization BasicsStorytellingStoryboarding Co-Creation ToolsTemplates and ResourcesAn Example ProjectAcknowledgements

ISBN: 9780231164672
ISBN-10: 023116467X
Series: Columbia Business School Publishing
Audience: Professional
For Ages: 22+ years old
Format: Paperback
Language: English
Number Of Pages: 144
Published: 14th January 2014
Publisher: Columbia University Press
Country of Publication: US
Dimensions (cm): 22.8 x 21.8  x 1.2
Weight (kg): 0.41