CONTENIDO:
Introduction
How to Use This Book
Managing the Design Process
The Design Process
PARTE 1: APPLIED CREATIVITY
Creativity in a Business Environment
Defining Design's Power Role
How Designers Work
Choosing a Designer
Five ways to Determine a Good Designer¬Client Match
PARTE 2: BIG GOALS
Design in an Ever-Changing World
Design Thinking
Design Supports Internal Communications
Socially Responsible Design
Measuring Design
Making the Most of Design Investment
PARTE 3 : DESIGN-CENTRIC RESEARCH
The Importance of Research for Design
Research Aligns and Focuses Design
Design Research is About Better Design Thinking
Three Useful Research Tactics
Defining the Audience: Demographics and Ethnography
Defining the Audience: Psychographics
Defining the Medium
PARTE 4 : STRATEGIC THINKING
Design and Strategy
What is Design Strategy?
Design as a Business Tool
Developing a Design Strategy
Managing Aesthetic Strategy
Evaluating Design Strategy
Articulating Design Strategy
Common Mistakes in Design Strategy
PARTE 5 : INFORMED RISK TAKING
Taking Creative Risks
Assessing Risk
Risk versus Uncertainty
Building Courage
Innovative Design Means Taking a Calculated Risk
Presenting Risky Ideas
PARTE 6 : CREATIVE BRIEFS
Creative Briefs are Strategic Tools
How to do a Creative Brief
The 10 Most Important Things to Include in a Creative Brief
Managing to a Creative Brief
What's Included in a Design Criteria?
Who Uses a Creative Brief?
Going Without a Creative Brief
PARTE 7 : AESTHETIC CONSIDERATIONS
Aesthetic in Design
Well-Designed Goes Beyond Pretty
Aesthetic Components
Mapping Aesthetics
Understanding Aesthetic Dynamics in Design
Evaluating Aesthetic Choices
How to Do a Design Critique
Betting Aesthetic Ideas Approved
PARTE 8 : MANAGING EXPECTATIONS
How to Manage Client Expectations
Four Best Practices for Successfully Managing Client Expectations
Communication and Design Management
Ongoing Design Management Directory of Contributors
Index
Bibliography and Resources
Acknowledgments
About the Author
Resumen
Este libro ilustra el punto donde la teoría se encuentra con la práctica en el entorno del estudio de diseño. Este libro examina conceptos y métodos de gestión de diseño en aplicaciones del mundo real. A diferencia de otros libros sobre gestión de diseño, este libro es visualmente impresionante, con muchos estudios de caso ricos en imágenes para ilustrar los fundamentos de la gestión del diseño de una manera que habla a un público de diseño. La información no es algo que se suele enseñar en la escuela de diseño (o de negocios): se aprende en el trabajo, por lo que es una referencia invaluable para los diseñadores.
