Chapter 1: Introduction to Design Thinking
Chapter Goal: To provide basic background and theory in a way that entrepreneurs and small businesses will best understand and value design thinking, and to clarify what design thinking is and is not.
Chapter 2: The Role of Research in Design Thinking
Chapter Goal: To show why research - something small businesses tend to skimp on - is not only a critical component in design thinking but also accessible, scalable, and simple. The chapter includes up to 5 design-thinking research methods, their corresponding documentation practices, and scenarios in which the methods are useful.
Chapter 3: Designing Business Strategy
Chapter Goal: To show why purposefully designed and clearly articulated business strategy is critical to success for entrepreneurs and small businesses, and how to use design thinking to create winning, flexible strategies as well as viable business models. Includes up to 5 design-thinking applications/exercises.
Chapter 4: Designing Live Customer Experiences
Chapter Goal: To present why and how well-designed customer experiences can boost a brand and company. Covers things like store design, customer service, and employee training. Includes up to 5 design-thinking applications/exercises.
Chapter 5: Designing Digital Customer Experiences
Chapter Goal: To show when and how to use design thinking to produce pleasant customer experiences on the Internet, in software products, and elsewhere to boost sales, improve usability, enhance customer loyalty, garner useful feedback, and more. Includes up to 5 design-thinking applications/exercises.
Chapter 6: Designing Services and Service Delivery
Chapter Goal: To show how purposefully designed services and delivery can be key market differentiators for entrepreneurs and small businesses. Also covers designing an effective value chain. Includes up to 5 design-thinking applications/exercises.
Chapter 7: Designing Marketing
Chapter Goal: To offer tools for "rapid branding" and rolling out marketing plans to aid new products and services. Also shows how to use design thinking to ensure a healthy brand or shore up a flagging brand, and how design thinking can be especially powerful applied to marketing. Includes up to 5 design-thinking applications/exercises.
Chapter 8: Designing for Change
Chapter Goal: To present how design-thinking can help businesses identify potential changes and prepare themselves before it's too late. Such changes include things at a broad level such as economic recessions, at a market level as with competitive challenges, or on a more intimate scale as when a business's specific product or service offering is at risk of commoditization or marginalization. Includes up to 5 design-thinking applications/exercises.
Appendix 1: Case Studies
Five case studies that demonstrate the success of applying design-thinking methodology to business challenges. Potential case studies include: branding strategy for a technology start-up; business strategy for a healthcare start-up; customer experience design for a specialty retail franchise; designing for change for an independent music label; qualitative research design for a digital news outlet.
Appendix 2: Metrics for Design Thinking
How to measure the success of your design-thinking initiatives, and how to use the results to improve design new, profitable initiatives.
Appendix 3: Design Thinking Glossary of Jargon
A glossary of terms/jargon specific to design thinking.
Appendix 4: Design-Thinking Resources
A list of recommended online resources, books by other authors, and organizations for further exploration of design thinking.
Über den Autor
Beverly Ingle founded Resilient By Design, a design strategy and innovation management consultancy based in San Antonio, Texas, where she works with clients from a variety of industries to understand and leverage the design process to create stronger, more profitable businesses. Equally left-brained and right-brained, she is a strategist through and through, and she is passionate about developing strong brands that resonate with local consumers as a means to helping entrepreneurs and local economies succeed.A Fellow among the inaugural cohort of the Leading by Design Fellows Program of the California College of the Arts, Beverly has used the skills she s learned to help companies grow, weather change, and become more profitable anchors in their local communities.
- Introduction to Design Thinking
- The Role of Research in Design Thinking
- Designing Business Strategy
- Designing Live Customer Experiences
- Designing Digital Customer Experiences
- Designing Services and Service Delivery
- Designing Marketing
- Designing for Change
- Designing for Growth
- Case Studies
- Metrics for Design Thinking
- Glossary of Design Thinking Jargon
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:
Design Thinking for Entrepreneurs and Small Businesses takes powerful design-thinking tools out of the corporate conference room and puts them into the hands of entrepreneurs and small-business owners to help them design better products, processes, services, and customer experiences.