Part I:
Our Process

Preface

Inspiration, Perspiration, or Execution

Back to the future

Four stories: the Smartphone, Febreze, Post-its, the Traveling Clog Family

What do these stories tell us?

Why vision matters (and doesn’t )

Capturing lightning in a bottle

The design process: evolution vs intelligent design?

[something]-Centered Design

Stage gate
Waterfall
Agile
FDA and user-centered design
V-model
Six Sigma

Influential Factors

“Be like water my friend”

In the end, we are all human

Part II:
Perspectives

Preface

Who “designs”?

The people in the portrait

A few caveats

User Groups (aka the User)
Use Environments
Domain experts, KOLs
User research
Risk
Usability testing
Designer – ID, UI, UX
Marketing, Branding
Sales
Corporate
Regulatory
Engineer
Software developer
Standards, Heuristics
Human factors
Manufacturing
Logistics / distribution
Training
Customer support
PM

We are all product managers

Looking at your team

Part III:
Iterations

Preface

Always keep it moving

When to start, how to start, what to start with

Where are your needs?

The costly commitments

The educated leap

The puzzle metaphor

When to test an iteration

What is valid?

Pushing the iterative process

Copy first, ask questions later…
The power of the reviewer
1 foot or 30,000 foot view
You have more time than you think

Freeze – when is design done?

Residual risk and outcomes

“Closing” thoughts