Designing for the Digital Age: How to Create Human-Centered Products and Services 1st Edition

by Kim Goodwin (Author), Alan Cooper (Foreword)

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ISBN-13: 978-0470229101

ISBN-10: 9780470229101

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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.

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Editorial Reviews

Review

"Kim’s book is nothing less than a complete handbook for an entire profession. Kim’s unique background in the practice, pedagogy, and epistemology of the design business has given her the experience needed to write the ultimate ‘how-to’ book. Every step in this fascinating and multi-faceted discipline is described in detail in simple, readable prose, richly illustrated with examples taken from real products, real clients, and real design problems. This book is comprehensive in its scope, exhaustive in its depth, authoritative in its practice, and priceless in its wisdom. I’ve no doubt that this will become the most dog-eared, annotated and worn-from-many-readings volume in your library." ―Alan Cooper, bestselling author of The Inmates Are Running the Asylum and About Face 3: The Essentials of Interaction Design

"Kim is one of the brightest minds in the world of user experience design. Her work on Goal-Directed Design and persona development has set a standard." ―Jared Spool, Founding Principal, User Interface Engineering

From the Inside Flap

DISIGNING FOR THE DIGITAL AGE

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 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 volume addresses all of these and more.

"Kim's book is nothing less than a complete handbook for an entire profession. Kim's unique background in the practice, pedagogy, and epistemology of the design business has given her the experience needed to write the ultimate 'how-to' book. Every step in this fascinating and multi-faceted discipline is described in detail in simple, readable prose, richly illustrated with examples taken from real products, real clients, and real design problems. This book is comprehensive in its scope, exhaustive in its depth, authoritative in its practice, and priceless in its wisdom. I've no doubt that this will become the most dog-eared, annotated and worn-from-many-readings volume in your library."
ALAN COOPER
Bestselling author of The Inmates Are Running the Asylum and About Face 3: The Essentials of Interaction Design

"Kim is one of the brightest minds in the world of user experience design. Her work on Goal-Directed Design and persona development has set a standard."
JARED SPOOL
CEO & Founding Principal, User Interface Engineering

From the Back Cover

DISIGNING FOR THE DIGITAL AGE

About the Author

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.

ASIN : 0470229101
Publisher : Wiley; 1st edition (March 3, 2009)
Language: : English
Paperback : 768 pages
ISBN-10 : 9780470229101
ISBN-13 : 978-0470229101
Item Weight : 3.38 pounds
Dimensions : 7.4 x 1.5 x 9.1 inches

Best Sellers Rank: #502,379 in Books (See Top 100 in Books)
- #237 in User Experience & Website Usability
- #610 in Web Design (Books)
- #4,748 in Computer Science (Books)

Customer Reviews:
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Lisa SS

Massive Book needs to be in Kindle format but it's solid!

Reviewed in the United States on April 9, 2017

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This book was recommend purchase for DesignLab and it's a plethora of information. The author has a solid understanding and grasp of today's market. I recommended this book to my mentor as well. If you're studying UI or UX Design or want to know about the business of digital design I highly recommend it. Caveat, the book is huge I don't recommend you carry it around however if possible. Hopefully it will be available in ebook format.

2 people found this helpful

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Bruce Pharr

A Handbook for Goal-Directed Design in the Digital Age

Reviewed in the United States on April 1, 2012

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Alan Cooper created Goal-Directed Design methodology, which he introduced in his influential 1998 book The Inmates Are Running the Asylum: Why High-Tech Products Drive Us Crazy and How to Restore the Sanity. He also founded Cooper, a leading interaction design consultancy. In his foreword to Designing for the Digital Age: How to Create Human-Centered Products and Services, he says this about the author:

"Kim Goodwin has been a prime participant in the dialog at Cooper since 1997. She has been one of the major contributors to the development of our design methodology. She is an authority on design, problem scoping, engagement management, and design documentation. Kim has labored in the trenches in a broad variety of design segments, from clinical medicine to conceptual blockbusting. She has led groups of designers, coordinating their work, and synchronizing it with the needs of some very demanding clients.

"And she has taught others to design. Many hundreds of people have gotten a taste of Kim's clarity, patience, thoroughness, and rigor by attending her presentations and at conferences, her one-day field seminars, or her design courses. In fact, Kim has been the primary creator of training content for our very successful Cooper U classes. Over the years, her particular expertise at observation, synthesis, and communication while in charge of other design teams and honed in the classroom, led her to write this book. Much of the content and wisdom gleaned from those classes is evident here."

It is quickly apparent that the book was produced from tried and true application, not just concepts and theory. It is filled with comprehensive examples of real product designs, that not only clearly illustrate the processes, but also gives them enormous credibility. At the same time, the foundation of the book is a deeply held conviction about design and best way to do it.

"Design is the craft of visualizing concrete solutions that serve human needs and goals within certain constraints. Design is a craft because it is neither science nor art, but somewhere in between. In order for design to be design and not art, it must serve human needs and goals. Finally, design always happens within certain constraints."

"Goal-Directed Design encompasses the design of a product's behavior, visual form, and physical form. Its fundamental premise is that the best way to design a successful product is to focus on achieving goals."

"The Goal-Directed method is a set of tools and best practices developed entirely through practice in the real world. The method consists of four components: principles, patterns, process, and practices."

After briefly discussing principles (guidelines for creating good solutions under specific circumstances) and patterns (types of solutions that tend to be useful for certain classes of problems), the book devotes almost 700 pages to a detailed description of process and practices. The process and practices are grouped into seven stages of a design project:

1. Getting Started
2. Research
3. Modeling
4. Requirements
5. Framework
6. Detailed Design
7. Ensuring Success

One of my initial concerns was that the process and practices described require a large team of diverse specialists, which few companies can afford, working over a relatively long total timeline. While the book states that the methodology can be scaled for smaller teams and a shorter timeline, I had my doubts. However, I recently had an opportunity to develop a project plan directly with Cooper for the design of role-based user interfaces for genomics research laboratory software, and I saw, firsthand, that the process can be effectively scaled to address limited resources and tight timelines.

Alan Cooper also writes, "This book is comprehensive in its scope, exhaustive in its depth, authoritative in its practice, and priceless in its wisdom. It will certainly become the anchor document for an entire practice. While I expect to see it on the bookshelves of every practicing designer, I further expect that it will spend the lion's share of its time off the shelf and at the elbow of hard-working designers."

I've read about 60% of the book over 24 months in a non-linear manner, and it is very possible that I will never read the complete book. However, it has taken its place with a select group of books that I refer to constantly for real-world problem solving. This is not a book to read, but rather a book to use, and I strongly recommend it for anyone involved in any function of interaction design.

7 people found this helpful

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Alexander

Probably the most comprehensive book on current state of a profession of a digital product designer.

Reviewed in the United States on December 22, 2018

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From assembling a design team and planning design projects to filed study and interviews, from persona development to detailed design and usability testing — the book covers it all. In well structured manner the author step by step explains all whats and whys behind each step in design process.

If you want to systematize whatever you learned from your own practice — this book is for you. If you're looking for ways to expand your influence as a product designer in your organization — this book is for you. If you're at the forefront of bringing a design centered culture into your company — this book is definitely for you.

Example interview with author's annotations and example of persona's story are really insightful. Thank you, Kim.

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Nick D

Excellent resource

Reviewed in the United States on May 8, 2017

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I read this book for school and appreciated how concise yet wholesome each chapter was. It's heavy material, but the content is critical for the UX practitioner. The chapters about different deliverables are really fleshed out which can make some of the reading tedious, but the book really does hit all corners.

One person found this helpful

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John M

Goodwin explains it all....

Reviewed in the United States on February 18, 2009

Verified Purchase

Designing for the Digital Age: How to Create Human-Centered Products and Services serves as an excellent guide and reference for new and experienced human centered design practitioners. Kim Goodwin (VP of Cooper) does a great job translating her goal-oriented design processes into clear and understandable terms. Human/user centered design books can easily be littered with heavy jargon or unintelligible references that make it difficult or impossible to understand or practice. Goodwin makes a conscious effort to explain and visualize many of the concepts introduced in each chapter and keeps the research lingo within reason. For example, in Chapter 12: Defining Requirements, Goodwin dispels what requirements aren't (i.e. features or specifications) and promptly outlines what is needed to generate effective requirements (i.e. data needs, functional needs, product / service qualities, constraints). In addition, Goodwin's writing style guarantees a cognitive learning experience with most readers by providing multiple exercises and scenarios that engage and evoke a desire for comprehension. The photography, diagrams, and charting are plentiful and supplement the subject matter effectively also.

I believe that this book is easily a pylon supporting the ever-swelling weight of UCD with its hoard of overlapping design disciplines. I recommend it to anyone interested in design or the design process...

Table of Contents:

Getting Started
Chapter 1: Goal-Directed Product and Service Design
Chapter 2: Assembling the Team
Chapter 3: Project Planning
Research
Chapter 4: Research Fundamentals
Chapter 5: Understanding the Business
Chapter 6: Planning User Research
Chapter 7: Understanding Potential Users and Customers
Chapter 8: Example Interview
Chapter 9: Other Sources of Information and Inspiration
Modeling
Chapter 10: Making Sense of Your Data: Modeling
Chapter 11: Personas
Requirements
Chapter 12: Defining Requirements
Chapter 13: Putting It All Together: The User and Domain Analysis
Framework
Chapter 14: Framework Definition: Visualizing Solutions
Chapter 15: Principles and Patterns for Framework Design
Chapter 16: Designing the Form Factor and Interaction Framework
Chapter 17: Principles and Patterns in Design Language
Chapter 18: Developing the Design Language
Chapter 19: Communicating the Framework and Design Language
Detailed Design
Chapter 20: Detailed Design: Making Your Ideas Real
Chapter 21: Detailed Design Principles and Patterns
Chapter 22: Detailed Design Process and Practices
Chapter 23: Evaluating Your Design
Chapter 24: Communicating Detailed Design
Ensuring Success
Chapter 25: Supporting Implementation and Launch
Chapter 26: Improving Design Capabilities in Individuals and Organizations

21 people found this helpful

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Top reviews from other countries

Mr. L. M. Mcivor

Great overview of UX, methods and approaches

Reviewed in the United Kingdom on February 25, 2010

Verified Purchase

This book is great for people who are relatively new to user experience, but also acts as a really handy reference for more experienced practitioners too.

It gives you an overview of UCD (or Goal Directed Design as it's called in this book, that's Cooper's proprietary name for their process), with detailed chapters on organising a project, running and then analysing research, designing the product etc.

One of the best overall UX books I've seen for a while, and the first thing I would recommend anyone in this field to buy.

5 people found this helpful

E. Chittenden

Great for a UX library

Reviewed in the United Kingdom on August 16, 2013

Verified Purchase

This book doesn't have the greatest title to accurately describe the contents of the book. If you work in UX then this book should really be a staple on your bookshelves. It's one of those books that not only explains the 'what' but also the 'why' and 'how' in great detail. I've found a lot of new tools and techniques in there that have really helped transform the way that I deliver UX. Buy it! there won't be any regrets.

2 people found this helpful

Graham B

Four Stars

Reviewed in the United Kingdom on June 8, 2016

Verified Purchase

Great book... very pleased

Amazon Customer

Five Stars

Reviewed in the United Kingdom on October 8, 2015

Verified Purchase

All good thanks! Helping a lot with my studies.

One person found this helpful

Jay

Incredibly powerful

Reviewed in Canada on January 23, 2013

Verified Purchase

This is by far one of the most comprehensive books on the subject matter I've read. It's full of many great examples and provides insight into tested process stacks. I would recommend this book for new and seasoned UXers.

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