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

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

Paperback Columbia Business School Publishing

By (author) Jeanne Liedtka, By (author) Tim Ogilvie, By (author) Rachel Brozenske

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  • Publisher: Columbia University Press
  • Format: Paperback | 144 pages
  • Dimensions: 213mm x 224mm x 18mm | 408g
  • Publication date: 11 February 2014
  • Publication City/Country: New York
  • ISBN 10: 023116467X
  • ISBN 13: 9780231164672
  • Illustrations note: Fully illustrated
  • Sales rank: 101,570

Product description

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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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.

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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