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Full Description
The world needs beautiful design. But aesthetics are inherently subjective. In Design Currency, authors Jenn and Ken Visocky O'Grady show you how to frame the value of your design work in terms that your business partners will both understand and respect. An actionable resource, Design Currency empowers you to do your job with less pushback on aesthetic decisions, encourages earlier involvement in the creation process, and makes it easier for you to justify your fees.For a designer, understanding how your work creates value is essential to growing your business and building better, more profitable relationships. Those relationships are easier to initiate, establish, and retain when you can clearly explain how your capabilities meet your client's needs. This book shows you how to do exactly that.In Design Currency, you will learn how to:Leverage traditional design skills in new waysMeasure the value that your design work brings to a projectArticulate that value so that you can position yourself as a partner in the development processCharge what you're worth and prevent your job from getting crowd-sourced or out-sourcedGenerate business value by better identifying audience needs
Contents
CH1Design Is Having Its MomentThe Sky, Not Falling* Data Visualization and Information Design* User Experience Design (UXD)* Design Thinking* Design Research* Design EntrepreneurshipQuick TipsCH2: Understand Your SkillsYour Preferred Qualifications* Design, Thinking + Making* Project Management* Life-long Learning* Comfort with Risk* Accepting Criticism* Comprehensive Communication* Organization and Systems ThinkingVisualizing Your AbilitiesWhat's Your Letter Profile?Quick TipsCH3: Understand Your ServicesDesign is a Value GeneratorHard and Soft ValueDefining Value by the ProjectHierarchies of Value* Hierarchy of User Needs* The Design StaircaseQuick TipsCH4: Define MetricsMetrics, Metrics, Metrics!Setting Metrics* Return on Investment* Cost / Benefit Analysis* Money Isn't Everything-Goals, Outputs, and Outcomes-S.M.A.R.T. MetricsMaking The Case: Numbers in Context* Balanced Scorecard and the Four Powers of DesignQuick TipsCH5: Define Business ImpactDemonstrating Impact: How Does the Design Industry Measure Up?Proving Design's Value, A Series of Studies* Design Value Factfinder-Findings* Design Effectiveness Industry Report-Findings* The Economic Effects of Design-FindingsQuick TipsCH6: Define Your AudienceGetting to Know You* Human Centered Design* Universal DesignCraft A Research Plan* Logic ModelsMake Sense of Research* Frameworks- POEMS- POSTA- Users: Think/Do/Use- The 5E User ExperienceDesign AlchemyQuick TipsCH7: Promote The Value of DesignCase Studies
