Liedtka and Ogilvie cover the mind-set, techniques, and vocabulary of design thinking, unpack the mysterious connection between design and growth, and teach managers in a straightforward way how to exploit design's exciting potential.Exemplified by Apple and the success of its elegant products and cultivated by high-profile design firms such as IDEO, design thinking unlocks creative right-brain capabilities to solve a range of problems. This approach has become a necessary component of successful business practice, helping managers turn abstract concepts into everyday tools that grow business while minimizing risk.

    The first generation of books on the topic focused on web pages and cognitive psychology. This book covers apps, social media, in-car infotainment, and multiplayer video games, and it explores the crucial roles played by behaviorism, development, personality, and social psychology. Author David Evans is an experimental psychology Ph.D. and senior manager of consumer research at Microsoft who recounts high-stakes case studies in which behavioral theory aligned digital designs with the bottlenecks in human nature to the benefit of users and businesses alike.Innovators in design and students of psychology will learn:The psychological processes determining users' perception of, engagement with, and recommendation of digital innovationsExamples of interfaces before and after simple psychological alignments that vastly enhanced their effectivenessStrategies for marketing and product development in an age of social media and behavioral targetingHypotheses for research that both academics and enterprises can perform to better meet users' needsWho This Book Is ForDesigners and entrepreneurs will use this book to give their innovations an edge on what are increasingly competitive platforms such as apps, bots, in-car apps, augmented reality content. Usability researchers and market researchers will leverage it to enhance their consulting and reporting. Students and lecturers in psychology departments will want it to help land employment in the private sector.

    This practical guide shows you how to design these types of products for users seeking to take action and achieve specific goals.Stephen Wendel, HelloWallet’s head researcher, takes you step-by-step through the process of applying behavioral economics and psychology to the practical problems of product design and development. Using a combination of lean and agile development methods, you’ll learn a simple iterative approach for identifying target users and behaviors, building the product, and gauging its effectiveness. Discover how to create easy-to-use products to help people make positive changes.Learn the three main strategies to help people change behaviorIdentify your target audience and the behaviors they seek to changeExtract user stories and identify obstacles to behavior changeDevelop effective interface designs that are enjoyable to useMeasure your product’s impact and learn ways to improve itUse practical examples from products like Nest, Fitbit, and Opower

     They say you shouldn't ask your mom whether your business is a good idea, because she loves you and will lie to you. This is technically true, but it misses the point. You shouldn't ask anyone if your business is a good idea. It's a bad question and everyone will lie to you at least a little . As a matter of fact, it's not their responsibility to tell you the truth. It's your responsibility to find it and it's worth doing right .Talking to customers is one of the foundational skills of both Customer Development and Lean Startup. We all know we're supposed to do it, but nobody seems willing to admit that it's easy to screw up and hard to do right. This book is going to show you how customer conversations go wrong and how you can do better.

    Three dots to represent Dallas, Houston, and San Antonio. Three arrows to show direct flights. Problem solved, and the picture made it easy to sell Southwest Airlines to investors and customers. Used properly, a simple drawing on a humble napkin is more powerful than Excel or PowerPoint. It can help crystallize ideas, think outside the box, and communicate in a way that people simply “get”. In this book Dan Roam argues that everyone is born with a talent for visual thinking, even those who swear they can’t draw. Drawing on twenty years of visual problem solving combined with the recent discoveries of vision science, this book shows anyone how to clarify a problem or sell an idea by visually breaking it down using a simple set of visual thinking tools – tools that take advantage of everyone’s innate ability to look, see, imagine, and show. THE BACK OF THE NAPKIN proves that thinking with pictures can help anyone discover and develop new ideas, solve problems in unexpected ways, and dramatically improve their ability to share their insights. This book will help readers literally see the world in a new way.

    This book will teach you how to structure and run effective customer interviews, find candidates, and turn learnings into action.

    Why not apply the same approach to overcome challenges in the nonprofit world? This project, funded by International Development Enterprise (IDE) as part of a grant from the Bill & Melinda Gates Foundation, sought to provide NGOs and social enterprises with the tools to do just that. IDEO, in collaboration with nonprofit groups ICRW and Heifer International, developed the HCD Toolkit to help international staff and volunteers understand a community's needs in new ways, find innovative solutions to meet those needs, and deliver solutions with financial sustainability in mind. The HCD Toolkit was designed specifically for NGOs and social enterprises that work with impoverished communities in Africa, Asia, and Latin America. The free kit, available for download here, walks users through the human-centered design process and supports them in activities such as building listening skills, running workshops, and implementing ideas. The process has led to innovations such as the HeartStart defibrillator, Cleanwell natural antibacterial products, and the Blood Donor System for the Red Cross — all of which have enhanced the lives of millions of people. The HCD toolkit has been used by organizations throughout the developing world, including Acumen Fund, AyurVAID, Heifer International, ICRW, IDE, Micro Drip, and VisionSpring.

    This book is a tutorial and exposition of the principles of Web site design. It aids users in building web sites that stand out from the noise of the web and bring them to the content in an effective and efficient way. This four-color book gives substantial critiques of existing Web site designs.

    Edited by the Sustainability Institute’s Diana Wright, this essential primer brings systems thinking out of the realm of computers and equations and into the tangible world, showing readers how to develop the systems-thinking skills that thought leaders across the globe consider critical for 21st-century life.Some of the biggest problems facing the world—war, hunger, poverty, and environmental degradation—are essentially system failures. They cannot be solved by fixing one piece in isolation from the others, because even seemingly minor details have enormous power to undermine the best efforts of too-narrow thinking.While readers will learn the conceptual tools and methods of systems thinking, the heart of the book is grander than methodology. Donella Meadows was known as much for nurturing positive outcomes as she was for delving into the science behind global dilemmas. She reminds readers to pay attention to what is important, not just what is quantifiable, to stay humble, and to stay a learner.In a world growing ever more complicated, crowded, and interdependent, Thinking in Systems helps readers avoid confusion and helplessness, the first step toward finding proactive and effective solutions.

    You'll understand how to discover and interpret customer pain, and learn how to use this research to guide your team through each step of product creation.Written for designers, product managers, and others who want to communicate better with designers, this book is essential reading for anyone who contributes to the product creation process.Understand exactly who your customers are, what they want, and how to build products that make them happyLearn frameworks and principles that successful product designers useIncorporate five states into every screen of your interface to improve conversions and reduce perceived loading timesDiscover meeting techniques that Apple, Amazon, and LinkedIn use to help teams solve the right problems and make decisions fasterDesign effective interfaces across different form factors by understanding how people hold devices and complete tasksLearn how successful designers create working prototypes that capture essential customer feedbackCreate habit-forming and emotionally engaging experiences, using the latest psychological research

    They explore each metric, considering best methods for collecting, analyzing, and presenting the data. They provide step-by-step guidance for measuring the usability of any type of product using any type of technology.This book is recommended for usability professionals, developers, programmers, information architects, interaction designers, market researchers, and students in an HCI or HFE program.

    Spanning over a century of sweeping changes, from women's rights to the Great Depression to World War II to the rise of the digital era, this book unpacks the ways in which the world has been--and continues to be--remade according to the principles of the once-obscure discipline of user-experience design.In this essential text, Kuang and Fabricant map the hidden rules of the designed world and shed light on how those rules have caused our world to change--an underappreciated but essential history that's pieced together for the first time. Combining the expertise and insight of a leading journalist and a pioneering designer, User Friendly provides a definitive, thoughtful, and practical perspective on a topic that has rapidly gone from arcane to urgent to inescapable. In User Friendly, Kuang and Fabricant tell the whole story for the first time--and you'll never interact with technology the same way again.

    Yet innovation is notoriously difficult. Only one in 100 new products is successful enough to cover development costs, and even fewer impact a company's growth trajectory. So how do you pinpoint the winning ideas that customers will love?Sifting through purchasing data for clues about what might sell and haphazardly brainstorming ideas are typical strategies. But Jobs to Be Done offers a far more precise and effective approach: determining the drivers of customer behavior - those functional and emotional goals that people want to achieve. Using the Jobs method, it becomes easy to see that people don't really need a quarter-inch drill bit but a quarter-inch hole. They're not buying just ice cream but also celebration, bonding, and indulgence. This simple shift in perspective opens up new insights about your customers and a wealth of hidden opportunities. Social media newcomer Snapchat, for example, used the Jobs process to capture the millennial demographic. By reducing functionality, the company satisfied its users' unmet need to document real life in the moment, without filters and "like" buttons.Packed with similar examples from every industry, this complete innovation guide explains both foundational concepts and a detailed action plan developed by innovation expert Stephen Wunker and his team. From unlocking customer insights to ideation to iteration, you'll learn how to:- Figure out what customers really want, even if they can't express it- Sort out valuable insights from less useful customer data- Dig into the underlying "why" of consumer behavior, not just the "what"- Target unaddressed jobs to be done that have the power to disrupt- Identify key customer segments you didn't know existed- Develop solutions that work with ingrained habits, not against them- Use a Jobs-based lens to get a broader view of the competition- Generate better ideas in brainstorming sessions and vet your solutions- Sidestep common mistakes, such as engaging in "feature wars"- Spot emerging trends that are changing how customers will behave- Work customer insights into the design process- And much moreJobs to Be Done gives you a clear-cut framework for thinking about your business, outlines a road map for discovering new markets, new products, and new services, and helps you generate creative opportunities to innovate your way to success.

    This is a practical, hands-on guide for anyone trying to design systems that reflect the way customers want to do their work. The authors developed Contextual Design, the method discussed here, through their work with teams struggling to design products and internal systems. In this book, you'll find the underlying principles of the method and how to apply them to different problems, constraints, and organizational situations.Contextual Design enables you to+ gather detailed data about how people work and use systems + develop a coherent picture of a whole customer population + generate systems designs from a knowledge of customer work+ diagram a set of existing systems, showing their relationships, inconsistencies, redundancies, and omissions

    The range covered reflects the breadth of design, from hardware and software design, to architecture and Formula One. The book offers new insights and understanding of design thinking, based on evidence from observation and investigation of design practice. Author Nigel Cross, considered one of design's most influential thinkers, goes to the heart of what it means to think and work as a designer. The book is an ideal guide for anyone who wants to be a designer or to know how good designers work in the field of contemporary design.