CONTENTS
foreword
Shawn M. McKinney x
introduction
THE NEW DESIGNER I
New Skills for the Conceptual Economy
chapter i
MAGIC FOOTSTEPS AND WICKED PROBLEMS 17
An Overview of the Design Process
chapter 2
A FRAMEWORK FOR GETTING THINGS DONE WELL 39
The Value of Process
chapter 3
THE COLLABORATIVE DESIGNER 65
Creating a Strong Client-Designer Relationship
chapter 4
DESIGNING IN CONTEXT 97
Empathic Design Through Research
chapter 5
UNDERSTANDING THE BUSINESS III
Linking Design and Business
Chapter 6
UNDERSTANDING THE AUDIENCE 140
Designing for People
chapter 7
WHAT'S THE BIG IDEA?176
Managing the Complexity of Concept Development
chapter 8
MAKING STRATEGY VISIBLE206
Design Development
chapter 9
DESIGN ACCOUNTflBILITY 230
Design in the Land of the Bottom Line
chapter 10
PLANNING IN A TURBULENT ENVIRONMENT 251
Managing the Design Process
chapter 11
REFINING YOUR PROCESS 273
Implementing Design Process
ACKNOWLEDGEMENTS 284
INDEX. 286