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

by Jeanne Liedtka, Tim Ogilvie, Rachel Brozenske

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.

Genres: Design, Business, Leadership, Management, Professional Development

160 pages, Kindle Edition

First published December 1, 2013

About the author

ِAn American strategist and professor of business administration at the Darden School of the University of Virginia, particularly known for her work on strategic thinking, design thinking and organic growth.

Reviews

[Stephen]

READ AUG 2017, SEP 2021

This is a great resource for anyone looking to define a product or service, whether in an existing organization or new venture. This is a good companion to Business Model Generation. Each of these can be utilized by anyone regardless of their background.

[mellyana]

There is not much new things in this book but it is useful to read various tools in this format (and not in digital form).

I am familiar and apply design thinking on day to day work. In this sense, the book is a handy reference for me.

[KT]

Succinct and super useful. Appreciate the templates.

[Kim]

Great guide, full of useful tools. Heard of this book via a Coursera MOOC from the author, a UVA professor. Very useful.

[Leah]

Useful explanation and toolset. Three stars because it lacks good narrative and is very functional.

[Steve Brock]

This book was a Best of the Best for the month of May, 2019, as selected by Stevo's Book Reviews on the Internet. You can find me at http://forums.delphiforums.com/stevo1, on my Stevo's Novel Ideas Amazon Influencer page (https://www.amazon.com/shop/stevo4747) or search for me on Google for many more reviews and recommendations.

[Carime Jackson]

Muy buen elemento para el desarrollo de la innovación y Design Thinking aplicado a negocio. Posee actividades "a prueba de tontos" que se pueden fotocopiar y aplicar cuantas veces se desee!

Me gustó! A penas tenga plata lo compraré en formato papel.

[Helena Ruiz fabra]

This is design at a glance. How to know what design means for projects. A must read!