Design Thinking for Entrepreneurs and Small Businesses : Putting the Power of Design to Work / by Beverly Rudkin Ingle.

Format:

Book

Author/Creator:

Ingle, Beverly Rudkin., Author.

Language:

English

Subjects (All):

Business.

Management science.

Business and Management, general.

Local Subjects:

Business and Management, general.

Physical Description:

1 online resource (159 p.)

Edition:

1st ed. 2013.

Place of Publication:

Berkeley, CA : Apress : Imprint: Apress, 2013.

Language Note:

English

System Details:

text file

Summary:

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 deliver better results—something that is a must for left-brainers! She has an amazingly refreshing ability to create deep understanding within her audience, and a hands-on, practical approach ensures that the results are manageable and within your grasp. —Jill Robb, CEO, Ambition Digital; Belfast, United Kingdom Design Thinking for Entrepreneurs and Small Businesses: Putting the Power of Design to Work is the first book on the subject for smaller businesses. Until now, design thinking—a methodology for solving business problems and identifying opportunities—has been the playground for companies with big budgets, giving them the advantage of the innovation that comes from using the latest design thinking tools emerging from Stanford, Harvard, Northwestern, and elsewhere. Now, thanks to design thinking expert Beverly Ingle, entrepreneurs and small-business owners can make the design thinking playground their own—and on a much smaller budget. Ingle provides the tools entrepreneurs need as well as step-by-step processes that show how to use design thinking methods to transform your business and drive organizational success. Design Thinking for Entrepreneurs and Small Businesses offers just enough theory to provide you with working knowledge of design thinking, but its value lies in the practical, proven, hands-on information that you can put to use immediately. You will learn: How to incorporate design thinking processes into everyday operations, and in what areas of business the approach is most valuable How to use the most prevalent and popular design thinking tools (like ideation, prototyping, and rapid branding) effectively How to use design thinking to identify and achieve your business goals and create new business models How to create revenue-boosting new products and services using design thinking How to improve the customer/user experience to create more loyal, profitable customers By the time you've finished reading the last chapter of Design Thinking for Entrepreneurs and Small Businesses, you will not just be thinking about producing new products and services, boosting customer service, or developing new business opportunities—you'll be doing it. Best, it’ll show up in the top and bottom lines. .

Contents:

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

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

ISBN:

9781430261827

143026182X

OCLC:

868675725