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    The Designing for Growth Field Book: A Step-by-Step Project Guide (Columbia Business School Publishing) (Paperback) By (author) Jeanne Liedtka, By (author) Tim Ogilvie, By (author) Rachel Brozenske

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    DescriptionIn 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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  • Full bibliographic data for The Designing for Growth Field Book

    The Designing for Growth Field Book
    A Step-by-Step Project Guide
    Authors and contributors
    By (author) Jeanne Liedtka, By (author) Tim Ogilvie, By (author) Rachel Brozenske
    Physical properties
    Format: Paperback
    Number of pages: 144
    Width: 213 mm
    Height: 224 mm
    Thickness: 18 mm
    Weight: 408 g
    ISBN 13: 9780231164672
    ISBN 10: 023116467X

    BIC E4L: BUS
    B&T Book Type: NF
    Nielsen BookScan Product Class 3: S4.2
    LC subject heading: , ,
    B&T General Subject: 180
    Warengruppen-Systematik des deutschen Buchhandels: 17850
    Ingram Subject Code: BE
    LC subject heading: , ,
    B&T Modifier: Subject Development: 30
    BISAC V2.8: BUS019000, BUS063000
    BIC subject category V2: KJD
    BISAC V2.8: BUS042000, BUS101000
    DC22: 658.4/063
    BISAC V2.8: BUS062000
    DC22: 658.4063
    B&T Merchandise Category: UP
    BIC subject category V2: KJMV6
    BISAC V2.8: BUS025000, BUS041000
    DC23: 658.57
    LC classification: HD53 .L544 2014
    Thema V1.0: KJMD, KJH, KJC, KJD, KJMV6
    Illustrations note
    Fully illustrated
    Columbia University Press
    Imprint name
    Columbia University Press
    Publication date
    11 February 2014
    Publication City/Country
    New York
    Author Information
    Jeanne Liedtka is a professor at the Darden School of Business. Her other books include The Catalyst: How You Can Become an Extraordinary Growth Leader and The Physics of Business Growth. Tim Ogilvie is cofounder and CEO of Peer Insight, an innovation strategy consulting firm based in Washington, D.C. Rachel Brozenske is vice president of Allison Partners, an organizational development consulting practice in Charlottesville, and a lecturer at the Darden School of Business.
    Review quote
    Table of contents
    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