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创意人指南
书籍

创意人指南

如何打造让用户心动的产品、服务和体验

Wiley, 2020 more...

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关键特征

  • 结构清晰
  • 概览
  • 入门知识

导读荐语

本书中,国际设计思维专家内森·贝尔德,探讨了企业利用多元化精英团队打造创意产品技巧和方法。它们包括企业如何与用户产生共情、观察用户日常、提炼用户洞察、形成产品创意,利用研讨会优化创意、选定最佳方案,建立产品模型,以及测试、优化、发布产品等。

浓缩书

创新始于组建精英团队。

创建一支专业的跨职能团队。团队成员控制在6~10人,覆盖市场研究、营销、销售、技术/研发、包装、供应链、财务和设计等领域,确保他们在思维模式、职业背景、文化、年龄和性别上存在差异。团队架构会因行业而不同,但是一般都需要设立一名项目(创意)总监和一名项目经理。设立这个角色看似违背团队属性,但创新需要极大的专注力,而通过负责项目的整体运行,项目经理能为为团队成员专注各自的角色提供保障。启动一个项目后,团队活力和凝聚力会迅速提升。此时可以展开团队“创新机遇”讨论,主题可以是产品客群、用户场景、市场洞察、技术、市场趋势等方向。比如,一家航空公司的创新机遇可以是优化旅客的长途飞行体验。实现这个目标,可以先将其分成机票订购、机场办理登机、登机出发、目的地机场落地、到达最终目的地等具体的出行环节,再为每一个环节安排专业团队进行优化。切记,团队目标不可以太泛,或者太细。

关于作者

内森·贝尔德(Nathan Baird),Methodry 创始人、总经理,设计思维专家。


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