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Presumptive Design: Design Provocations for Innovation, by Leo Frishberg, Charles Lambdin
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Everything you know about the future is wrong. Presumptive Design: Design Provocations for Innovation is for people “inventing” the future: future products, services, companies, strategies and policies. It introduces a design-research method that shortens time to insights from months to days. Presumptive Design is a fundamentally agile approach to identifying your audiences’ key needs. Offering rapidly crafted artifacts, your teams collaborate with your customers to identify preferred and profitable elements of your desired outcome. Presumptive Design focuses on your users’ problem space, informing your business strategy, your project’s early stage definition, and your innovation pipeline. Comprising discussions of design theory with case studies and how-to’s, the book offers business leadership, management and innovators the benefits of design thinking and user experience in the context of early stage problem definition. Presumptive Design is an advanced technique and quick to use: within days of reading this book, your research and design teams can apply the approach to capture a risk-reduced view of your future.
- Provides actionable approaches to inform strategy and problem definition through design thinking
- Offers a design-based research method to complement existing market, ethnographic and customer research methods
- Demonstrates a powerful technique for identifying disruptive innovation early in the innovation pipeline by putting customers first
- Presents each concept with case studies and exploration of risk factors involved including warnings for situations in which the technique can be misapplied
- Sales Rank: #1487917 in eBooks
- Published on: 2015-09-10
- Released on: 2015-09-10
- Format: Kindle eBook
Review
Frishberg and Lambdin have discovered the magic glue that binds design thinking to agile. In Presumptive Design, they boil down the essence of both, mix it all together, and package it up with a bow. The result is a clear, powerful, and brilliantly practical process. Product teams who struggle to balance human-centricity with speed will love this book. - Leah Buley, Author, A UX Team of One
This book lays out a passionate, compelling case about a crucial yet under-recognized truth in human-centered work: the acts of "design" and "research" are inextricable. Thanks to this book's ample theoretical frameworks and practical guidelines we can revel in that entanglement, to the benefit of our products, our designs and our users. - Steve Portigal, Author, Interviewing Users: How To Uncover Compelling Insights
A handbook for design paratroopers who want to move fast and learn even faster. - Dave Gray, Author, Gamestorming
Presumptive Design is a powerful approach that has fundamentally changed my perspective on design research. This is a thoughtful and readable book―a comprehensive resource for practitioners, backed by a wealth of relevant research. Overcome project start inertia, embrace failure, and reach consensus quicker with PrD. - Jim Kalbach, Author, Mapping Experiences and Designing Web Navigation
From the Back Cover
Presumptive Design: Design Provocations for Innovation is for people "inventing" the future: future products, services, companies, strategies and policies. It introduces a design-research method that shortens time to insights from months to days. Presumptive Design is a fundamentally agile approach to identifying your audiences’ key needs. Offering rapidly crafted artifacts, your teams collaborate with your customers to identify preferred and profitable elements of your desired outcome. Presumptive Design focuses on your users’ problem space, informing your business strategy, your project’s early stage definition, and your innovation pipeline. Comprising discussions of design theory with case studies and how-to’s, the book offers business leadership, management and innovators the benefits of design thinking and user experience in the context of early stage problem definition. Presumptive Design is an advanced technique and quick to use: within days of reading this book, your research and design teams can apply the approach to capture a risk-reduced view of your future.
About the Author
Leo Frishberg is a Product Design Manager at Intel with more than 40 years’ experience in design. Leo co-discovered the techniques in this book in 1984 and has been applying them in practice for over 10 years in a wide variety of contexts including consumer gifts, industrial tools, software application development and emerging businesses. These techniques have been detailed in his writings for Interactions magazine and workshops he’s led during CHI conferences.
Charles Lambdin is a User Experience Researcher and Designer at Intel Corporation. He has a Master’s in experimental psychology and a PhD in human factors. Most of his publications are in the area of research methodology and statistics.
Most helpful customer reviews
5 of 5 people found the following review helpful.
This book fundamentally changed my perspective on design research. ...
By Jim Kalbach
This book fundamentally changed my perspective on design research. Presumptive Design (PrD) teaches us to embrace being wrong. As the authors write, "Everything you know about the future is wrong." How true! This confirms a suspicion I've had for a while: it's OK to start the design process with a design artifact. Just put it out there. Then, learn about your assumptions and hypotheses from first-hand user feedback - immediately. Design is not about nailing it from the beginning, but how you become less wrong as you go along.
This book is well-researched and lays out the theoretical framework for PrD in detail. The authors bring decades of experience to the topic. A clear approach to facilitating PrD and running collaborative design sessions is described in detail in Chapters 14-16. Keep in mind that the purpose of PrD is "to elicit and provoke conversations with stakeholders about their mental models through the use of a throwaway artifact." In other words, PrD engages others in a dialog about design. But it also instills a much-needed sense of humility and learning into the organization: it's OK to be wrong.
Planning and executing don't have to be separate activities in design. Thinking and doing are not discrete steps. Instead, it's thinking BY doing. As Mike Tyson once said, "Everyone has a plan until you get punched in the face." PrD shows us how to take that first bold step as quickly as possible to form a design plan that is based on reality, not on hallucinations dreamed up around a boardroom table.
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