The Designing for Growth Field Book: A Step-By-Step Project Guide (Spiral)

The Four Questions
The Steps
Step 1: Identify an Opportunity
Step 2: Scope Your Project
Step 3: Draft Your Design Brief
Step 4: Make Your Plans
Step 5: Do Your Research
Step 6: Identify Insights
Step 7: Establish Design Criteria
Step 8: Brainstorm Ideas
Step 9: Develop Concepts
Step 10: Create Some Napkin Pitches
Step 11: Surface Key Assumptions
Step 12: Make Prototypes 30
Step 13: Get Feedback from Stakeholders
Step 14: Run Your Learning Launches
Step 15: Design the On-Ramp
What Now? What Next?
The Tools
Secondary Research
Direct Observation
Ethnographic Interviews
Job to Be Done
Value Chain Analysis
Journey Mapping
Personas
360 Empathy
Creating Posters
Brainstorming
Anchors
Bring-Build-Buy Map
Forced Connections
Combinatorial Play
Visualization Basics
Storytelling
Storyboarding
Co-Creation Tools
Templates and Resources
An Example Project
Acknowledgements