Design Thinking For Dummies

Christian Muller-Roterberg

ISBN: 9788126520688

INR 799


Design thinking is not just the property of graphic designers. This approach to creating solutions by thinking from the customer perspective can lead to new and innovative ideas that old methods could not approach. Design Thinking For Dummies provides a jump-start to get you and your organization on the path to new creativity. Written by a design thinking thought leader, this book helps you through the design thinking cycle and shows how it can help any industry.


About This Book  

Conventions Used in This Book  

Foolish Assumptions  

What You Don't Have to Read  

How This Book Is Organized  

Part : 1 Getting Started with Design Thinking  

Part : 2 The Problem Phases  

Part : 3 The Solution Phases  

Part : 4 The Part of Tens  

Icons Used in This Book  

Beyond the Book  

Where to Go from Here  


Part 1: Getting Started with Design Thinking 

Chapter 1: Everything You Need to Know About Design Thinking

  • This Is Design Thinking
  • More than just design
  • More than just a workshop
  • More than just brainstorming
  • More than just methods
  • Seeing What Design Thinking Can Do
  • Developing new products
  • Creating new services
  • Designing new business models
  • Designing social and organizational innovations
  • Establishing a culture of innovation
  • Understanding the Basics of Design Thinking
  • Following and communicating the principles
  • Getting an overview of the whole process
  • Going through the process in detail
  • Start Design Thinking Right Away
  • Assembling the team
  • Defining team roles and communication practices
  • Planning the project work
  • Furnishing the work environment
  • Asking for support


Chapter 2: Understanding the Principles of Design Thinking

  • Focusing on People Early On
  • More than Traditional Market Research
  • Finding the Lead User
  • Actively Involving the Lead User
  • Developing Empathy
  • Illustrating Ideas
  • Failing in Order to Learn
  • Ensuring Diversity on the Team
  • Offering Team-Oriented and Creative Workspaces
  • Making the Process Flexible Yet Focused


Chapter 3: Creating Ideal Conditions

  • Ensuring a Positive Attitude
  • Creating the vision for the project
  • Communicating the vision
  • Encouraging the Willingness to Change
  • Arousing Curiosity  
  • Presenting the task as a challenge
  • Presenting the task as a reward
  • Presenting the task in a comprehensible fashion
  • Training curiosity
  • Asking For (and Receiving) Support from the Top
  • Asking For (and Receiving) Creative Freedom
  • Enabling Fast Decisions in the Design Thinking Process
  • Setting up the steering committee
  • Clarifying responsibilities
  • Preparing the decision in an efficient manner
  • Conducting the decision-making process in an efficient manner
  • Following up on decisions
  • Tolerating Mistakes During Design Thinking
  • Defining mistakes
  • Looking at mistakes in a differentiated way
  • Find the Competencies You Need for the Task at Hand
  • Determining the target competencies
  • Taking stock of the actual competencies
  • Comparing the target and actual competencies and coming up with the next steps
  • Checking the competencies on an ongoing basis
  • Ensuring that the work is appreciated


Chapter 4: Planning a Design Thinking Project

  • Defining the Project Goals
  • Compiling goals and determining their order
  • Clearly formulating goals
  • Communicating goals
  • Planning Work Packages
  • Planning work packages for incremental progress at just the right time
  • Formulating and determining the work package order from the user's perspective
  • Using a task board
  • Correctly Planning for the Sequence
  • Estimating the required time
  • Creating a bar graph for a better overview
  • Correctly Planning for Your Resources
  • Correctly Planning for the Project Budget


Chapter 5: Supporting Teamwork in the Project

  • Assembling the Team
  • Relying on variety in team makeup
  • Defining roles on the team
  • Creating a matrix of responsibility
  • Applying the principle of self-organization
  • Clarifying Communication within the Team
  • Determining the project reporting format
  • Communicating is more important than documenting
  • Setting up communication rules
  • Arranging Workshops
  • Preparing a workshop
  • Holding workshops correctly
  • Providing equipment and materials
  • Designing Common Spaces
  • The right rooms promote communication and creativity
  • A flexible environment promotes flexible work


Part 2: The Problem Phases 

Chapter 6: Understanding the Task

  • Finding the Right Search Area
  • Searching in the market segment
  • Searching in the area of technology
  • Searching in your own area of competence
  • A Well-Defined Task Is a Task Half-Solved
  • Clarifying what the task is and how it manifests itself
  • Clarifying who has the problem or wish
  • Clarifying where and when the problem or wish occurs
  • Clarifying why the problem or wish occurs
  • Identifying Knowledge Gaps
  • Systematically Closing Knowledge Gaps
  • Estimating Influences on the Task
  • Evaluating environmental influences
  • Identifying stakeholder influences
  • Reformulating the Task


Chapter 7: Putting Yourself in the Roles of Others

  • Recognizing Empathy as a Key to Success  
  • Proceeding with Empathy
  • Create openness
  • Discount your own ideas/Tamp down your own biases
  • Share results
  • Proceed methodically  
  • Collecting Information
  • Evaluating Information
  • Characterizing a customer using the Persona method
  • Understanding the situation with the help of an empathy map
  • Exploring the process with the customer journey
  • Describing the phases of the customer journey
  • Discovering the problems (and improvements) in the customer journey


Chapter 8: Observing People in Action

  • Putting Observations to Proper Use
  • Thoroughly Preparing Your Observations
  • Determine who should be observed
  • Determine what you should observe, whom you should observe, and when you should observe
  • Determine how you want to observe
  • Determine who should do the observing
  • Your Observations in a Systematic Fashion
  • Observing the right thing
  • Observing correctly
  • Avoiding observation errors
  • Applying Consistent Observational Methodologies
  • Artifacts analysis: Analyzing the customer's objects
  • Behavioral mapping and tracking: Documenting the customer's movements and activities
  • Mental models: Describing the real behavior of the customer
  • Mystery shopping: Detecting shopping behavior


Chapter 9: Redefining the Problem

  • Finding the Task
  • Preventing a search field that's too broad or too narrow
  • Avoiding the temptation to prescribe solutions
  • Formulating a meaningful and challenging question
  • Writing clearly from a user's perspective
  • Formulating tasks clearly and comprehensibly
  • Focusing On the Right People
  • Recognizing the Needs of Your Target Users
  • Analyzing Needs as Tasks
  • Determining the problems of the target person
  • Identifying the target person's wishes
  • Comprehending the reasons for particular problems and wishes
  • Selecting the Most Important Wishes and Problems
  • Determining the Right Point of View


Part 3: The Solution Phases 

Chapter 10: Finding Ideas

  • Mastering the Creative Process
  • Opening Up Sources of New Ideas
  • Taking advantage of employee skills and knowledge at your own company
  • Surveying and observing customers and involving them in developing solutions
  • Surveying and working with suppliers
  • Keeping up with what the competitors are doing
  • Evaluating publications and patent information
  • Participating in trade fairs and conferences
  • Collaborating with experts
  • Understanding the Creative Principles
  • The decomposition principle
  • The associative principle
  • The analogy and confrontation principles
  • The abstraction and imagination principles
  • Know the Success Factors for Increasing Creativity
  • Questioning the conventional wisdom
  • Simplifying products and processes
  • Starting where others left off
  • Observing everything and everyone in every possible place
  • Experimenting with ideas
  • Networking
  • Overcoming obstacles to creativity
  • Selecting the Appropriate Creativity Techniques
  • Structuring the topic with mind-mapping
  • Systematically finding solutions with a morphological box


Chapter 11: Developing Ideas Intuitively and Creatively

  • Solving Difficult Problems Intuitively and Creatively
  • Generating Ideas by Brainstorming
  • Giving the flow of ideas a new boost
  • Getting to know the different brainstorming variants
  • Written brainstorming
  • Inspiring with Random Words
  • Getting New Stimuli through Provocations
  • Changing Perspectives with the Walt Disney Method
  • Assuming Different Mindsets with the Six Hats Method


Chapter 12: Evaluating Ideas

  • Selecting the Right Evaluation Method
  • Relying on Diversity in the Team for Your Evaluations
  • Quickly Selecting Ideas
  • Evaluating the Advantages of (and Barriers to) Ideas
  • Evaluating Ideas with Checklists
  • Determining feasibility
  • Estimating the fit
  • Testing your idea's desirability from the customers' perspective
  • Considering the economic viability and scalability of your idea
  • Ensuring sustainability
  • Determining adaptability
  • Making the Chances for Success Measurable
  • Finding and weighting appropriate evaluation criteria
  • Weighing criteria against each other
  • Evaluating and selecting ideas


Chapter 13: Designing Prototypes

  • Understanding the Benefit of Experiments
  • Clarifying Tasks in the Prototype Phase
  • Developing and Using Prototypes Efficiently
  • Plan less, experiment more
  • Minimize effort
  • Correct at an early stage
  • Tolerate errors
  • Using Different Prototypes
  • Making Ideas Clear and Tangible
  • Telling stories
  • Visualizing stories
  • Performing stories
  • Using digital prototypes
  • Demonstrating instead of presenting


Chapter 14: Testing Ideas and Assumptions

  • Clarifying Tasks in the Test Phase
  • Checking assumptions about the target users
  • Checking assumptions about problems and needs
  • Testing assumptions about the benefits of the idea
  • Testing with Interviews
  • Asking the right people
  • Asking the right questions
  • Asking the questions correctly
  • Testing with Online Studies
  • Comparing user behavior
  • Evaluating user behavior with key figures
  • Learning from Test Results


Part 4: The Part of Tens 

Chapter 15: Ten Success Factors for Interviews

  • Ensuring Good Preparation
  • Finding the Right Entry
  • Taking Notes Correctly
  • Listening Actively
  • Paying Attention to Emotions
  • Always Following Up
  • Concluding Discussions Successfully
  • Completing a Sufficient Number of Interviews  
  • Postprocessing Interviews  
  • Using Every Opportunity  


Chapter 16: Ten Success Factors for Implementing Your Idea

  • Prepare the Structures  
  • Encourage Collaboration and Communicate Openly  
  • Complete the forming phase in a positive way  
  • Master the storming phase  
  • Support the norming phase  
  • Use the performing phase efficiently  
  • Successfully prepare the adjourning phase  
  • Create a Sense of Urgency  
  • Establish a Leadership Coalition  
  • Communicate a Vision for the Culture of Innovation  
  • Establish a Company Culture Tolerant of Mistakes  
  • Broadly Empower Employees  
  • Overcome Resistance  
  • Counter Objections  
  • Curb Euphoria  




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