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Design and Strategy: A Step-by-Step Guide [Minkštas viršelis]

4.00/5 (2 ratings by Goodreads)
  • Formatas: Paperback / softback, 650 pages, aukštis x plotis: 246x174 mm, weight: 1677 g, 50 Tables, color; 243 Line drawings, color; 7 Halftones, color; 250 Illustrations, color
  • Išleidimo metai: 14-Dec-2022
  • Leidėjas: Routledge
  • ISBN-10: 1032122919
  • ISBN-13: 9781032122915
Kitos knygos pagal šią temą:
Design and Strategy: A Step-by-Step GuideDidesnis paveikslėlis
  • Formatas: Paperback / softback, 650 pages, aukštis x plotis: 246x174 mm, weight: 1677 g, 50 Tables, color; 243 Line drawings, color; 7 Halftones, color; 250 Illustrations, color
  • Išleidimo metai: 14-Dec-2022
  • Leidėjas: Routledge
  • ISBN-10: 1032122919
  • ISBN-13: 9781032122915
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9781032122915.html
Raktažodžiai:
"This major practical handbook bridges the gap between strategy and design, presenting a step-by-step design process with a strategic approach and extensive methods for innovation, strategy development, design methodology and problem solving. It is an effective guide to planning and implementing design projects to ensure strategic anchoring of the process and outcome. Built around a six-part phase structure that represents the design process, covering initial preparations and project briefing, research and analysis, targets and strategy, concept development, prototyping and modelling, production and delivery, it is a must-have resource for professionals and students. Readers can easily dip in and out of sections, using the phase structure as a navigationtool. Unlike other books on the market, Design and Strategy addresses the design process from the perspective of both the company and the designer. For businesses, it highlights the value of design as a strategic tool for positioning, competition and innovation. For the designer, it teaches how to create solutions that are strategically anchored and deliver successful outcomes for businesses, resulting in appreciative clients. It includes over 250 illustrations and diagrams, tables, and text boxes showing how to move through each stage with clear visualisation and explanation. This book encourages all designers in product design and manufacturing, service design, communication design, branding, and advertising, to think beyond shape and colour to see design through the lens of strategy, process and problem solving, and all business managers, innovators and developers, to see the value in strategic design outcomes"--

This major practical handbook bridges the gap between strategy and design, presenting a step-by-step design process with a strategic approach and extensive methods for innovation, strategy development, design methodology and problem solving.

Recenzijos

"I have worked at the intersection of design and strategy for over 25 years, have read a great deal of nonsense written about both, fortunately this book bucks the trend. A ready reckoner for anyone looking to develop cohesive, intelligent new design work rooted in plans, not hopes."

Simon Manchipp, Founder & Executive Strategic Creative Director of SomeOne.

"A very accessible and comprehensive overview of a strategic design process with practical tools and guides for working strategically with design for both students and practitioners."

Rachel Cooper OBE, Distinguished Professor of Design Management, Lancaster University, UK.

"Wandas book is encyclopedic and unrivaled. The most comprehensive deconstruction of the rigor it takes to build on a strategy to design a sustainable future, whether you are a designer, a marketer, or a manager."

Alina Wheeler, Author Designing Brand Identity: an essential resource for the whole branding team.

Preface
Preface iii
Bard Annweiler
Preface v
Wanda
Acknowledgements vii
Introduction: How to use the book? viii
What is design? x
Phase 1 Initiation
1(40)
Introduction
1(4)
1.1 Initial preparations
5(4)
1.2 Project brief
9(1)
1.3 Initial meeting
10(6)
1.3.1 Before the meeting
11(1)
1.3.2 During the meeting
12(1)
1.3.3 After the meeting
13(1)
1.3.4 Meeting administration
13(3)
1.4 Initial workshop
16(6)
1.4.1 Purpose of initial workshop
16(1)
1.4.2 Workshop preparation
17(1)
1.4.3 Workshop invitation
17(1)
1.4.4 Workshop facilities
18(1)
1.4.5 Workshop management
18(1)
1.4.6 Workshop execution
18(1)
1.4.7 Workshop report
19(1)
1.4.8 Workshop process
20(2)
1.5 Project description
22(2)
1.6 Progress schedule
24(2)
1.7 Price quotation
26(5)
1.7.1 Price request
28(1)
1.7.2 Price setup
28(1)
1.7.3 Terms and conditions
28(1)
1.7.4 Negotiation
29(1)
1.7.5 Hourly rate
29(2)
1.8 Contract
31(1)
1.9 Team collaboration
32(9)
1.9.1 Control loop
35(2)
1.9.2 Gameplan
37(2)
1.9.3 Agile process management
39(2)
Phase 2 Insight
41(130)
Introduction
41(9)
2.1 Understanding the company
50(5)
2.1.1 Value creation
51(1)
2.1.2 Decision making
51(2)
2.1.3 Organisational culture
53(1)
2.1.4 Organisational development
53(1)
2.1.5 The company's universe
54(1)
2.2 Situational study-
55(3)
2.2.1 Situational study process
56(1)
2.2.2 PIPI workshop
56(1)
2.2.3 Where are we -- where will we?
57(1)
2.3 Problem statement
58(12)
2.3.1 Problem
60(1)
2.3.2 Problem statement process
61(1)
2.3.3 Problem definition
61(1)
2.3.4 Problem statement formulation
62(1)
2.3.5 Problem statement delimitation
63(2)
2.3.6 Problem statement analysis
65(2)
2.3.7 Problem statement requirements
67(1)
2.3.8 A good problem statement
67(1)
2.3.9 Wicked problems
68(2)
2.4 Method selection
70(4)
2.4.1 Qualitative method
70(1)
2.4.2 Quantitative method
71(2)
2.4.3 Method triangulation
73(1)
2.4.4 Research question
73(1)
2.5 Research process
74(8)
2.5.1 Problem statement (Step 1)
76(1)
2.5.2 Research design (Step 2)
76(2)
2.5.3 Choice of method (Step 3)
78(1)
2.5.4 Choice of units (Step 4)
79(1)
2.5.5 Data collection (Step 5)
80(1)
2.5.6 Data analysis and discussion (Step 6)
80(1)
2.5.7 Data interpretation (Step 7)
81(1)
2.5.8 Report preparation (Step 8)
82(1)
2.6 Research
82(33)
2.6.1 Survey
82(8)
2.6.2 Interview
90(7)
2.6.3 Observation
97(5)
2.6.4 Focus group
102(2)
2.6.5 UX Research
104(2)
2.6.6 Experiment
106(2)
2.6.7 Scientific research
108(4)
2.6.8 Artistic research
112(1)
2.6.9 Design research
113(2)
2.7 Analyses
115(40)
2.7.1 Situational analysis
117(2)
2.7.2 Internal analysis
119(2)
2.7.3 Value chain analysis
121(1)
2.7.4 Competitor analysis
122(3)
2.7.5 Positioning analysis
125(4)
2.7.6 Target group analysis
129(8)
2.7.7 Brand analysis
137(5)
2.7.8 Visual analysis
142(4)
2.7.9 PESTLE analysis
146(2)
2.7.10 SWOT analysis
148(5)
2.7.11 Gap analysis
153(2)
2.8 Mapping
155(9)
2.8.1 Mapping methods
156(1)
2.8.2 Moodboard
156(3)
2.8.3 Storyboard
159(1)
2.8.4 Customer journey
160(1)
2.8.5 GIGA mapping
160(4)
2.9 Testing and measuring
164(7)
2.9.1 User testing
165(1)
2.9.2 A/B testing
166(1)
2.9.3 Funnel
167(1)
2.9.4 Zero-point measurement
167(1)
2.9.5 Why do we measure?
167(1)
2.9.6 KPIs and metrics
168(1)
2.9.7 Qualitative indicators and metrics
169(1)
2.9.8 Mental availability measurements
169(1)
2.9.9 Category entry points
170(1)
Phase 3 Strategy
171(166)
Introduction
171(5)
3.1 Strategy development
176(10)
3.1.1 Different approaches
177(4)
3.1.2 Strategic management tool
181(1)
3.1.3 TOP 5
182(1)
3.1.4 Strategic workshop
182(1)
3.1.5 Workshop process
182(2)
3.1.6 Strategic workshop report
184(1)
3.1.7 Workshop template
185(1)
3.2 Overall strategy
186(15)
3.2.1 Purpose
187(1)
3.2.2 Mission
187(1)
3.2.3 Business idea
187(2)
3.2.4 Vision
189(2)
3.2.5 Core values
191(5)
3.2.6 Value proposition
196(2)
3.2.7 The value pyramid
198(3)
3.2.9 Strategic narrative
201(1)
3.3 Goals and subgoals
201(10)
3.3.1 Business goals
202(1)
3.3.2 Big hairy goals
203(1)
3.3.3 Development of goals
204(1)
3.3.4 Goal hierarchy
204(3)
3.3.5 Qual vs. quant goals
207(1)
3.3.6 Measurable goals
208(1)
3.3.7 Goal achievement
208(1)
3.3.8 Sustainability goals
209(1)
3.3.9 Goals for design project
210(1)
3.4 Business strategy
211(14)
3.4.1 Competitive strategy
211(1)
3.4.2 Porter's generic strategies
212(3)
3.4.3 Sustainability strategy
215(1)
3.4.4 Blue Ocean Strategy
215(2)
3.4.5 Transient advantage
217(2)
3.4.6 Distinctive asset-building strategy
219(3)
3.4.7 Agile strategy management
222(1)
3.4.8 Is the right strategy chosen?
223(1)
3.4.9 Strategy implementation
224(1)
3.5 Business model
225(5)
3.5.1 Business model canvas
227(1)
3.5.2 Sustainable business model
227(1)
3.5.3 Business model innovation
228(1)
3.5.4 Lean start-up
229(1)
3.6 Market strategy
230(15)
3.6.1 Markets
230(1)
3.6.2 Marketing tasks
231(1)
3.6.3 STP marketing strategy
232(1)
3.6.4 Customers' needs
233(1)
3.6.5 The four Ps
234(2)
3.6.6 The four Cs
236(2)
3.6.7 Content marketing
238(1)
3.6.8 Inbound marketing
239(2)
3.6.9 Digital strategy
241(4)
3.7 Brand strategy
245(55)
3.7.1 Brand platform
251(1)
3.7.2 Brand architecture
251(9)
3.7.3 Brand positioning
260(11)
3.7.4 Brand story
271(5)
3.7.5 Brand identity
276(4)
3.7.6 Brand assets
280(9)
3.7.7 Brand name
289(7)
3.7.8 Brand perspective
296(3)
3.7.9 Brand refresh, redesign, rebranding
299(1)
3.8 Communication strategy
300(32)
3.8.1 Communication audit
304(3)
3.8.2 Identifying the target group
307(2)
3.8.3 Communication goals
309(2)
3.8.4 Desired reputation
311(4)
3.8.5 Communication platform
315(3)
3.8.6 Communication elements
318(3)
3.8.7 Communication development
321(4)
3.8.8 Channels and media
325(4)
3.8.9 Communication measurement
329(3)
3.9 Design strategy
332(5)
3.9.1 Design strategy compass
333(1)
3.9.2 Design strategy development
333(1)
3.9.3 Design strategy content
334(1)
3.9.4 Design goal
334(1)
3.9.5 Operational strategy
335(1)
3.9.6 Design platform
335(1)
3.9.7 Visual assets
336(1)
3.9.8 Elements and surfaces
336(1)
3.9.9 Design strategy vs. design brief
336(1)
Phase 4 Design
337(192)
Introduction
337(8)
4.1 Design brief
345(3)
4.2 Strategy><Design
348(6)
4.2.1 Mapping as a link
349(1)
4.2.2 Visualise strategy
350(2)
4.2.3 Visualise name
352(1)
4.2.4 Distinctive brand assets
352(1)
4.2.5 Idea as a bridge
353(1)
4.2.6 The fifth element
353(1)
4.3 Design methodology
354(36)
4.3.1 Human-centred design
355(3)
4.3.2 User-experience
358(1)
4.3.3 Emotional design
359(1)
4.3.4 Innovation
360(3)
4.3.5 Iterative method
363(3)
4.3.6 Divergence and convergence
366(2)
4.3.7 Sprint
368(2)
4.3.8 Scrum
370(1)
4.3.9 Kanban
371(1)
4.3.10 Lean and agile
371(3)
4.3.11 Design thinking
374(2)
4.3.12 Customer journey
376(2)
4.3.13 Need-finding
378(2)
4.3.14 Service blueprint
380(1)
4.3.15 Co-design
381(2)
4.3.16 Business design
383(2)
4.3.17 Strategic design thinking
385(1)
4.3.18 Systemic design
386(3)
4.3.19 In retrospect
389(1)
4.4 Concept development
390(22)
4.4.1 Foundation and framework
390(2)
4.4.2 Creative problem solving
392(4)
4.4.3 Brainstorming
396(2)
4.4.4 Idea development
398(11)
4.4.5 Conceptual directions
409(1)
4.4.6 Verbalisation and visualisation
410(1)
4.4.7 Prototyping of ideas
410(1)
4.4.8 Testing of ideas
410(1)
4.4.9 Presentation of ideas
411(1)
4.5 Design development
412(9)
4.5.1 The three-direction principle
412(1)
4.5.2 Design sketches
413(4)
4.5.3 Concrete design
417(4)
4.6 Design elements
421(12)
4.6.1 Shape
421(5)
4.6.2 Colour
426(4)
4.6.3 Texture
430(1)
4.6.4 Space
430(3)
4.7 Composition
433(15)
4.7.1 Perception
433(1)
4.7.2 Principles of composition
434(2)
4.7.3 Unity/whole
436(4)
4.7.4 Focal point
440(1)
4.7.5 Proportions
441(1)
4.7.6 Balance
442(3)
4.7.7 Rhythm
445(3)
4.8 Surface and format
448(22)
4.8.1 Surface
449(2)
4.8.2 Format
451(4)
4.8.3 Aspect ratios
455(4)
4.8.4 The A series
459(4)
4.8.5 The golden ratio
463(1)
4.8.6 Golden rectangle
464(2)
4.8.7 The golden spiral
466(1)
4.8.8 Fibonacci
467(2)
4.8.9 The rule of thirds
469(1)
4.9 Identity development
470(59)
4.9.1 The identity principles
471(3)
4.9.2 The identity elements
474(2)
4.9.3 Logo
476(13)
4.9.4 Symbol
489(5)
4.9.5 Identity colours
494(4)
4.9.6 Typography
498(17)
4.9.7 Distinctive assets
515(1)
4.9.8 Identity management
516(1)
4.9.9 Grid system
517(12)
Phase 5 Production
529(56)
Introduction
529(3)
5.1 Implementation
532(1)
5.2 Model
533(6)
5.2.1 Dummy
534(1)
5.2.2 Sketch model
535(1)
5.2.3 Wireframe
535(1)
5.2.4 Mockup
536(1)
5.2.5 Prototype
536(2)
5.2.6 Data model and simulation
538(1)
5.2.7 Presentation model
538(1)
5.2.8 Blueprint
539(1)
5.2.9 Production model
539(1)
5.3 Material selection
539(5)
5.3.1 Materials
539(1)
5.3.2 Functionality
540(1)
5.3.3 Material insight
541(1)
5.3.4 Material properties
541(1)
5.3.5 Material life cycle
542(1)
5.3.6 Product life cycle
543(1)
5.3.7 Product life extension
543(1)
5.3.8 Incorrect material selection
544(1)
5.3.9 Sustainable materials
544(1)
5.4 Paper and cartonboard
544(12)
5.4.1 Paper
544(1)
5.4.2 Paper construction
545(1)
5.4.3 Paper production
545(1)
5.4.4 Paper properties
546(2)
5.4.5 Paper selection
548(2)
5.4.6 Cartonboard
550(1)
5.4.7 Green packaging
551(2)
5.4.8 Packaging materials
553(1)
5.4.9 Ecolabelling and certification
554(2)
5.5 Colour management
556(17)
5.5.1 Colour models
558(1)
5.5.2 Colour gamut
559(1)
5.5.3 Colour profiles
560(2)
5.5.4 Select colour profile
562(3)
5.5.5 Colour channels and tone depth
565(1)
5.5.6 Workflow
566(2)
5.5.7 File types
568(1)
5.5.8 PDF for printing
569(3)
5.5.9 Colour reference systems
572(1)
5.6 Production for digital media
573(2)
5.7 Production for printed media
575(7)
5.7.1 Press techniques
576(1)
5.7.2 Printing methods
577(1)
5.7.3 Raster
578(1)
5.7.4 Four colours (CMYK)
579(1)
5.7.5 Printing inks
580(1)
5.7.6 Printing effects
580(2)
5.8 Installations and constructions
582(1)
5.9 Quality assurance
583(2)
Phase 6 Management
585(39)
Introduction
585(3)
6.1 Intangible assets
588(2)
6.2 Legal protection
590(6)
6.2.1 Copyright
590(1)
6.2.2 Trademark
591(2)
6.2.3 Domain name
593(1)
6.2.4 Company name
593(1)
6.2.5 Exclusive rights in social media
594(1)
6.2.6 Design rights
594(1)
6.2.7 Patents
594(1)
6.2.8 Counterfeiting
595(1)
6.2.9 Marketing rights/unfair competition
595(1)
6.3 Design management
596(1)
6.4 Design effect
597(7)
6.4.1 Design ladder
598(1)
6.4.2 The value of design
599(1)
6.4.3 Design-driven company
600(1)
6.4.4 Design impact awards
601(1)
6.4.7 Visual impact
602(1)
6.4.8 How to measure the design effect?
602(2)
6.5 Design manual
604(8)
6.5.1 Purpose and target group
604(1)
6.5.2 Foundation
605(1)
6.5.3 Scope
605(1)
6.5.4 Digital design manual
605(1)
6.5.5 Contents
606(5)
6.5.6 Unbranding
611(1)
6.6 Design templates
612(2)
6.7 Operations manual
614(1)
6.8 Further development
615(1)
6.9 Sustainable management
615(9)
6.9.1 Sustainability development
616(1)
6.9.2 Corporate sustainability
616(1)
6.9.3 Circular economy
617(1)
6.9.4 Net zero
618(1)
6.9.5 The trendsetters
618(1)
6.9.6 Greenwashing
618(1)
6.9.7 The designer's impact
619(2)
6.9.8 High complexity
621(1)
6.9.9 Sustainable font choice
622(2)
References 624(14)
Index 638(6)
List of figures 644(3)
List of tables 647(1)
Planning tool 648
Wanda Grimsgaard is Professor of Visual Communication at the University of South-Eastern Norway, USN Business School.