Kim Goodwin 
Designing for the Digital Age 
How to Create Human-Centered Products and Services

Whether you’re designing consumer electronics, medical
devices, enterprise Web apps, or new ways to check out at the
supermarket, today’s digitally-enabled products and services
provide both great opportunities to deliver compelling user
experiences and great risks of driving your customers crazy with
complicated, confusing technology.

Designing successful products and services in the digital age
requires a multi-disciplinary team with expertise in interaction
design, visual design, industrial design, and other disciplines. It
also takes the ability to come up with the big ideas that make a
desirable product or service, as well as the skill and perseverance
to execute on the thousand small ideas that get your design into
the hands of users. It requires expertise in project management,
user research, and consensus-building. This comprehensive,
full-color volume addresses all of these and more with detailed
how-to information, real-life examples, and exercises. Topics
include assembling a design team, planning and conducting user
research, analyzing your data and turning it into personas, using
scenarios to drive requirements definition and design,
collaborating in design meetings, evaluating and iterating your
design, and documenting finished design in a way that works for
engineers and stakeholders alike.

Spis treści

Foreword xxiii

Introduction xxvii

1 Goal-Directed Product and Service Design 3

2 Assembling the Team 15

3 Project Planning 35

4 Research Fundamentals 51

5 Understanding the Business 65

6 Planning User Research 85

7 Understanding Potential Users and Customers 113

8 Example Interview 155

9 Other Sources of Information and Inspiration 183

10 Making Sense of Your Data: Modeling 201

11 Personas 229

12 Defining Requirements 299

13 Putting It All Together: The User and Domain Analysis 351

14 Framework Definition: Visualizing Solutions 377

15 Principles and Patterns for Framework Design 405

16 Designing the Form Factor and Interaction Framework 425

17 Principles and Patterns in Design Language 479

18 Developing the Design Language 497

19 Communicating the Framework and Design Language 515

20 Detailed Design: Making Your Ideas Real 551

21 Detailed Design Principles and Patterns 571

22 Detailed Design Process and Practices 605

23 Evaluating Your Design 649

24 Communicating Detailed Design 659

25 Supporting Implementation and Launch 685

26 Improving Design Capabilities in Individuals and Organizations 693

Index 710

O autorze

Kim Goodwin is VP Design and General Manager at Cooper, where she leads an integrated practice of interaction, visual, and industrial designers, and also directs the development of the acclaimed Cooper U design curriculum. Kim knows the design world from multiple angles; she started her career as an in-house and freelance designer and spent several years as an in-house creative director before joining Cooper 11 years ago. Kim has led projects involving a tremendous range of design problems, including Web sites, complex analytical and enterprise applications, phones, medical devices, services, and even organizations. Her clients and employers have included everything from one-man startups to the world’s largest companies, as well as universities and government agencies. This range of experience and a passion for teaching have led to Kim’s popularity as an author and as
a speaker at conferences and companies around the world.