Design Thinking For Dummies

Title Page
Copyright Page
Table of Contents
Introduction
	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
				Overcoming physical and environmental barriers
				Removing sociological blocks
				Overcoming psychological blocks
		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
Index
EULA