Design Thinking for Entrepreneurs and Small Businesses Putting the Power of Design to Work
Having met Beverly Ingle and hearing her speak about design thinking, I was enlightened and enthused. With a depth of knowledge and obvious passion for the usage of design thinking, she has already helped many business people, myself included, inject greater creativity into problem solving to delive...
| Autor principal: | |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Berkeley, CA :
Apress
2013.
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| Edición: | 1st ed. 2013. |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009467194506719 |
Tabla de Contenidos:
- Contents; Foreword; About the Author; Acknowledgments; Preface; Chapter 1: Introduction to Design Thinking; What Is Design Thinking?; The Phases of Design Thinking; Phase I: Understand; Phase II: Define; Phase III: Ideate; Phase IV: Prototype; Phase V: Test; A Deeper Dive; Understand; Define; Ideate; Prototype; Test; Summary; Chapter 2: The Role of Research in Design Thinking; Design Thinking Research Is Different; Quantitative versus Qualitative; The "Quant"; The "Qual"; The Four Roles of Research; The Equalizer; The Archeologist; Customer Intercepts; Focus Groups; The Interpreter
- Photo SortDot Voting; The Devil's Advocate; The 5 Whys; Cannonball; Summary; Chapter 3: Designing a Business Strategy; A Strategy Is Born; Circles of Influence; Context Map; Stakeholder Visioning; Summary; Chapter 4: Designing Live Customer Experiences; Your Bricks-and-Mortar Location; Color Theory and You; Warm Colors; Cool Colors; The Human Element; Create an Empathy Map; Mapping the Customer Experience; Start at "Start"; Align Employees to Customer Expectations; Code of Conduct; Summary; Chapter 5: Designing Digital Customer Experiences; The Online Experience; Information Architecture
- NavigabilityUse a Top or Left-Side Orientation; Use Descriptive Navigation; Order Navigation Cues Carefully; Usability; Keys to a Functional Website; Design and Conduct an Effective Usability Test; The Mobile Experience; Responsive Design: An Alternative to Apps; The Social Media Experience; Listening to Customers; Reputation Management; Summary; Chapter 6: Designing Services and Service Delivery; Services as Solutions; The 5 Whys; Making the Intangible Memorable; Service Delivery Pathways; Risk of Abandonment; Summary; Chapter 7: Designing Marketing; Rapid Branding; Defining the DNA
- A Family of BrandsDesigning a Marketing Plan; The Business Case; Strategic Overview; Marketing Objectives; Communications Objectives; Target Audiences; Marketing Strategies; Key and Supporting Messages; Tactical Plan; Measurement; The Doctor Is In; The Doctor Is In Questionnaire; Summary; Chapter 8: Designing for Change; Going Beyond Your Gut; Facing Change Head-On; The Need for Speed; The Matrix Holds the Answers; Summary; Chapter 9: Designing for Growth; Why Growth Is Important; Growing Gracefully; Hindsight Is 20-20; Designing New Hires; Cross-Pollinating Ideas; Summary
- Chapter 10: Case StudiesDesign Thinking and Branding Strategy; Design Thinking and Business Strategy; Design Thinking and Customer Experience; Design Thinking and Change; Design Thinking and Research; Chapter 11: Metrics for Design Thinking; Relevant Metrics; Foot Traffic; Inquiries; Sales; Referrals; Impressions; Click-Throughs; Content Subscriptions; Page Views; Follows and Likes; Satisfaction Ratings; Churn; When to Measure Performance; Measurement and the Iterative Nature of Design Thinking; Chapter 12: Glossary of Design Thinking Jargon; Common Design Thinking Terminology
- Chapter 13: Resources
