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Presumptive Design
Design Provocations for Innovation
1st Edition - September 10, 2015
Authors: Leo Frishberg, Charles Lambdin
Paperback ISBN:9780128030868
9 7 8 - 0 - 1 2 - 8 0 3 0 8 6 - 8
eBook ISBN:9780128030875
9 7 8 - 0 - 1 2 - 8 0 3 0 8 7 - 5
Everything you know about the future is wrong. Presumptive Design: Design Provocations for Innovation is for people “inventing” the future: future products, services, companies,… Read more
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Everything you know about the future is wrong. Presumptive Design: Design Provocations for Innovation is for people “inventing” the future: future products, services, companies, strategies and policies. It introduces a design-research method that shortens time to insights from months to days. Presumptive Design is a fundamentally agile approach to identifying your audiences’ key needs. Offering rapidly crafted artifacts, your teams collaborate with your customers to identify preferred and profitable elements of your desired outcome. Presumptive Design focuses on your users’ problem space, informing your business strategy, your project’s early stage definition, and your innovation pipeline. Comprising discussions of design theory with case studies and how-to’s, the book offers business leadership, management and innovators the benefits of design thinking and user experience in the context of early stage problem definition. Presumptive Design is an advanced technique and quick to use: within days of reading this book, your research and design teams can apply the approach to capture a risk-reduced view of your future.
Provides actionable approaches to inform strategy and problem definition through design thinking
Offers a design-based research method to complement existing market, ethnographic and customer research methods
Demonstrates a powerful technique for identifying disruptive innovation early in the innovation pipeline by putting customers first
Presents each concept with case studies and exploration of risk factors involved including warnings for situations in which the technique can be misapplied
Experienced designers, developers, analysts, managers, and business leaders
Dedication
Foreword
Preface
Acknowledgments
Part 1: Context
Introduction
Chapter 1: Introducing Presumptive Design
Abstract
Overview
This Book’s Value Proposition
The Five Principles of Presumptive Design
So, Why Bother?
Chapter 2: PrD and Design Thinking
Abstract
Overview
Design Thinking
PrD and Sato’s Design Thinking Model
How PrD Accelerates Learning
Summary
Chapter 3: PrD and an Agile Way of Business
Abstract
Overview
The Changing Nature of Business Strategy
Disruptive Innovation and PrD
PrD in a Culture of Agility
PrD, Design Thinking, and Business Value
Summary
Part 2: Principles and Risks
Introduction
Chapter 4: Design to Fail
Abstract
Overview
We’re Going to Fail—It’s a Question of When and by How Much
Designing the Right Thing
There’s Nothing Wrong About Being Wrong
We Seek Intelligent Failures
Risk Factors
Conclusion
Summary
Chapter 5: Create, Discover, Analyze
Abstract
Overview
Begin at the End
The Artifact Provokes Discovery
Analyze What They Mean, Not Just What We Heard
Taking the Low Road
Risk Factors
Summary
Chapter 6: Make Assumptions Explicit
Abstract
Overview
Revealing Assumptions Isn’t Easy
Ass.U.Me—Implicit Assumptions Make Us All Look Stupid
Risk Factors
Summary
Chapter 7: Iterate, Iterate, Iterate!
Abstract
Overview
Iterating Is Not Wasted Effort
Iteration Begins Day One
Iterating is a Risk Reduction Strategy
Risk Factors
Summary
Chapter 8: The Faster We Go The Sooner We Know
Abstract
Overview
Just Get Started
The Future Wasn’t Built to Last
Maximize Insight, Minimize Investment
Moving Fast While Staying Real
Risk Factors
Summary
Chapter 9: The Perils of PrD
Abstract
Overview
Is It the Right Problem?
PrD Needs Two Things
Additional Ways PrD Can Fail
Summary
Chapter 10: Lack of Diversity
Abstract
Overview
The Hazards of Homogeneity
Diversity of Reasoning
Where Things Go Wrong
Summary
Chapter 11: Believing Our Own Stories
Abstract
Overview
Increasing Investment Increases Belief
The Three Traps
Confirmation Bias
Been There, Done That
Summary
Chapter 12: Unclear Objectives
Abstract
Overview
Explicit and Implicit Objectives
It Takes a Village …
Structural Failures
The Artifact Serves the Objectives
The Objectives Frame the Report
Summary
Chapter 13: Losing Our Audience
Abstract
Overview
Users Catch on Rough Edges
When Confusion is a Distraction Versus Branch Point
Leo Frishberg is Principal of Phase II, a Portland, OR based User Experience (UX) and Product strategy consultancy. As Director of UX at athenahealth, he is responsible for driving leading edge efforts to change the US healthcare system. While Sr. Manager, UX at The Home Depot Quote Center, he established a world-class user experience team driving a multi-billion dollar enterprise. At Intel, as Product Design Manager, he led multiple enterprise UX teams responsible for enabling technologies. Leo began the enterprise phase of his career as Principal UX Architect at Tektronix where he established UX as a strategic component of the Logic Analyzer Product line. Learn more about this leading edge design-research method at the companion website to the book Presumptive Design.
Affiliations and expertise
Principal of Phase II, a Portland, OR based User Experience (UX) and Product strategy consultancy, Portland, Oregon, USA
CL
Charles Lambdin
Charles Lambdin is a User Experience Researcher and Designer at Intel Corporation. He has a Master’s in experimental psychology and a PhD in human factors. Most of his publications are in the area of research methodology and statistics.
Affiliations and expertise
User Experience Researcher and Designer, Intel Corporation, Portland, Oregon, USA