The Designing for Growth Field Book

A Step-by-Step Project Guide

Jeanne Liedtka, Tim Ogilvie, and Rachel Brozenske

Columbia University Press

The Designing for Growth Field Book

Google Preview

Pub Date: January 2014

ISBN: 9780231164672

144 Pages

Format: Paperback

List Price: $19.95£14.95

Pub Date: January 2014

ISBN: 9780231537087

144 Pages

Format: E-book

List Price: $18.99£14.95

The Designing for Growth Field Book

A Step-by-Step Project Guide

Jeanne Liedtka, Tim Ogilvie, and Rachel Brozenske

Columbia University Press

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.
The Four Questions
The Steps
Step 1: Identify an Opportunity
Step 2: Scope Your Project
Step 3: Draft Your Design Brief
Step 4: Make Your Plans
Step 5: Do Your Research
Step 6: Identify Insights
Step 7: Establish Design Criteria
Step 8: Brainstorm Ideas
Step 9: Develop Concepts
Step 10: Create Some Napkin Pitches
Step 11: Surface Key Assumptions
Step 12: Make Prototypes 30
Step 13: Get Feedback from Stakeholders
Step 14: Run Your Learning Launches
Step 15: Design the On-Ramp
What Now? What Next?
The Tools
Secondary Research
Direct Observation
Ethnographic Interviews
Job to Be Done
Value Chain Analysis
Journey Mapping
Personas
360 Empathy
Creating Posters
Brainstorming
Anchors
Bring-Build-Buy Map
Forced Connections
Combinatorial Play
Visualization Basics
Storytelling
Storyboarding
Co-Creation Tools
Templates and Resources
An Example Project
Acknowledgements

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About the Author

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.