Index
A
active listening
paraphrasing, 16
activities
An Alarming Digital Sketch Challenge, 63
Bald Biker Sketch Challenge, 62
Bald Biker Spark Frame, 61
Brand Persona, 123
Brand Voice Karaoke, 123
Context of Use, 87
documenting, 25
Elevator Pitch, 127
Find the Fake, 18
Lasso the Leaders, 15
Make a (Brand) Promise, 120
Measure Up, 32
Name that Brand, 117
Object of Your Affection, 32
Pinky Swear, 120
The Principles’ Office, 85
Prioritizing Features, 98
Rock On, 14
Sketch for a Cook, 102
Sleepin’ with the Fishes, Sea? 93
The Spark Frame, 50
Splatter Your Marketing Matrix, 133
testing, 106
Tweet Re-Mix, 123
An Alarming Digital Sketch Challenge, 63
artifacts, collecting in field, 24
assumptions
challenging, 42
writing down, 24
audience, knowing, 128
audience dictionary
consumer, 128
customer, 128
user, 128
B
Bald Biker, 60
Bald Biker Sketch Challenge, 62
Bald Biker Spark Frame, 61
Bark vs. Purr game
goal, 41
group data date, 41
pitch, 41
presentation, 41
requirements, 41
steps, 41
Beginner Ben persona, 21
biking for bald people, 60
body language
arms, 17
body orientation, 17
facial expression, 17
feet, 17
resource, 26
Boss-Level Brainstorming, 73
Brainstorm Fuel, 77
Brainstorm Warm-Up, 71
brainstorming
boss-level, 73
essentials, 69
brand bibles, 125
Brand Building
brand promise, 135
case study, 134
challenge statement, 135
Spark, 136
Universal Truth, 136
Brand Building Blocks, 119, 121
Brand Meets World, 126
Brand Persona, picturing, 123
Brand Promise
SPARK, 121
Universal Truth, 121
Brand Tone, 122
Brand Voice, 122
Brand Voice Karaoke, 124
brands as solutions, 116
Brand-y Land game
goal, 118
requirements, 118
scoring, 118
C
Campbell, Joseph, 138
Case Studies
Bald Biker, 60
Comparison: Livin’ on the Edge, 130, 134
The Yolk’s on You case study, 37
Challenge Cards
Challenge statement, 22
comparative solutions, exploring, 89
Comparison: Livin’ on the Edge, 130, 134
concepts
vs. features, 94
significance, 55
sketching, 59
sketching concepts, 56
constraints
Sleepin’ with the Fishes, Sea? 90
TooCooks solution, 100
consumer, connotation, 128
context of use
activity, 87
bus driver, 86
passenger, 86
context questions, 86
context solutions, 46
contrast & compare, 89
customer, connotation, 128
D
Dalí, Salvador, 73
delight & performance features, 95
design principles
explained, 84
resources, 112
Sleeping, 90
TooCooks solution, 100
desirability, determining, 89
digital prototypes, sketching, 102
DIY (Do It Yourself), 109
drawing. See sketching concepts
E
Elevator Pitch
audience dictionary, 128
goal, 127
requirements, 127
empathy resource, 26
“Exquisite Corpse” game
dissecting corpse, 73
goal, 73
requirements, 73
sketching corpse, 73
theme, 73
F
facilitator tips, 69
Fashion a Plan game
data collection worksheet, 40
goal, 39
qualitative data, 39
quantitative data, 39
requirements, 39
set up, 39
weekly plans, 39
feasibility, determining, 88
features
vs. concepts, 94
considering, 97
prioritizing, 98
splattering, 96
TooCooks solution, 100
Field Character Study
analyzing results, 11
checking guesses, 11
goal, 11
making guesses, 11
repeating, 11
requirements, 11
setting up, 11
time, 11
variations, 11
watch & record, 11
Find the Fake activity, 19
Ford, Henry, 35
frustrations, documenting, 25
G
The Game of Phones
connecting, 72
goal, 72
scramble on airwaves, 72
sending message, 72
games
Bark vs. Purr, 41
Brand-y Land, 118
“Exquisite Corpse,” 73
Field Character Study, 11
The Game of Phones, 72
Improv Testing: Prototype Theater, 108
Interior Design Your Life, 67–68
Maître Do, Maître Don’t, 12
Once, Twice, Three Times a Story, 132
Photo Safari, 6
Pick a Peck of People Patterns, 75
Reframe in the Membrane, 65
Saying No Like a Pro, 83
Shoe Tie, Shoe, 71
Talk Sketchy to Me, 57
“Gamestorming,” 78
goals, documenting, 25
Gorski, Frank, 37
H
haiku, 66
Hyundai case study, 130
I
IDEATE Mixtape, 78
impact, understanding, 38
Improv Testing: Prototype Theater, 108
improvements, quantitative vs. qualitative, 31
interactive prototypes, 99
Interior Design Your Life
constraints, 67
goal, 67
requirements, 67
interviews
active listening, 16
personas, 21
planning, 24
questions, 12
Sponge challenge, 22
user models, 20
investors, pitching to, 138
J
Joaquín
frustrations, 92
goals, 92
journeys, 20
K
Kmart case study, 130
L
language, visual, 58
Lasso the Leaders activity, 15
Lawson
frustrations, 101
goals, 101
Livin’ on the Edge case study, 130, 134
M
Maître Do, Maître Don’t
being interviewed, 12
checking out menu, 12
comparing orders, 12
goal, 12
ordering, 12
quizzing partner, 12
requirements, 12
time, 12
The Make magazine, 109
Maker Movement, 109
marketing
art of, 129
entertainment, 129
making, 126
masterminding, 134
novelty, 129
personalization, 129
marketing matrix, splattering, 133
Measure Up activity, 32
Megan (with Angie)
frustrations, 101
goals, 101
Mental Models
resource, 26
significance, 20
Meredith (with Paul and Jenn)
frustrations, 92
goals, 92
N
Name that Brand activity, 117
The Next Top Model, 20
No Shame to Reframe, 64
Noisebridge, 109
O
Object of Your Affection activity, 32
Once, Twice, Three Times a Story, 132
P
paper prototype, testing, 104. See also prototypes
paraphrasing, 16
patterns, detecting, 74
people solutions, 46
performance & delight features, 95
personality, relevance to brands, 116
personas
activities, 21
demographics, 21
frustrations, 21
goals, 21
Lawson, 101
Megan, 101
TooCooks solution, 101
Photo Safari
Photoshop, 6
picture day, 6
printer & posterboard, 6
requirements, 6
social networks, 6
sorting, 6
time, 6
physical prototypes, 109
Pick a Peck of People Patterns
Big Picture, 75
challenge, 75
designing solutions, 75
goal, 75
requirements, 75
sorting results, 75
Sticky Notes, 75
pitching to investors, 138
plan, making, 24
Power of a Savvy No, 82
presentation advice, 137
The Principles’ Office, 85
prioritization pressure, 97
process solutions, 46
product solutions, 46
profile document
About this Person, 25
activities, 25
age, 25
frustrations, 25
goals, 25
location, 25
other facts, 25
personal info, 25
promise, challenge statement, 119
Prototype Theater
goal, 108
requirements, 108
prototypes. See also paper prototype
interactive, 99
physical, 109
sketching, 102
Pumping Station, 109
Q
qualitative improvements, 31
quantitative improvements, 31
questions, fat vs. skinny, 13–14
R
Reframe in the Membrane
generating list, 65
goal, 65
refitting challenge, 65
requirements, 65
reviewing results, 65
sketching concepts, 65
research questions, fat vs. skinny, 13–14
resources
body language, 26
design principles, 112
digital sketching, 78
DIY (Do It Yourself), 109
empathy, 26
IDEATE Mixtape, 78
The Make magazine, 109
Maker Movement, 109
Mental Models, 26
Noisebridge, 109
printable sketch templates, 78
Pumping Station, 109
sharing solutions, 138
sketch screens, 105
storytelling, 138
usability testing, 112
Rock On activity, 14
S
Savvy No, finding, 82
Saying No Like a Pro
goal, 83
requirements, 83
screens. See test screens
Sculpt
activities, 81
after test, 107
challenge, 110
concepts vs. features, 94
context questions, 86
contrast & compare, 89
debriefing, 112
design principles, 84
desirability, 89
feasibility, 88
features, 97
improv testing, 108
interactive prototypes, 99
Joaquín, 92
Maker Movement, 109
Meredith (with Paul and Jenn), 92
performance & delight features, 95
personas, 92
physical prototypes, 109
Power of a Savvy No, 82
The Principles’ Office, 85
prioritization pressure, 97
prioritizing features, 98
prototype for concept, 110
Prototype Theater, 108
questions, 81
refinements, 5
resources, 112
Saying No Like a Pro, 83
Sketch for a Cook, 102
sketching digital prototypes, 102
Sleepin’ with the Fishes, Sea? 90–91, 93
Spark Summary, 111
splattering features, 96
templates for test screens, 105
test questions, 106
testing paper prototypes, 104
TooCooks, 100
viability, 88
Yes AND, No BECAUSE, 81
sharing solutions, 138
Shoe Tie, Shoe
goal, 71
requirements, 71
Sketch for a Cook, 102
sketch screens, templates for, 105
sketch templates, 78
sketching, apps for, 78
sketching concepts, 59
skinny research questions, 13–14
Sleepin’ with the Fishes, Sea?
constraints, 90
design principles, 90
map, 91
smiles
fake, 18
genuine, 18
at rest, 18
solutions
brands as, 116
comparative, 89
context type, 46
exploring, 46
people type, 46
process type, 46
product type, 46
sharing, 138
sparking, 70
Spark
activities, 29
Bark vs. Purr, 41
debriefing, 52
qualitative data, 38
quantitative data, 38
questions, 29
resources, 52
solutions, 46
The Spark Frame, 50
Striking a Spark, 45
Striking a Spark activity, 47, 51
understanding impact, 38
using insights, 4
Spark challenge, 48
Spark Frame
activity, 50
challenge, 30
improvements, 31
Object of Your Affection, 32
solution ideas, 30
spark, 30
Spark Summary
Brainstorm Fuel, 77
Testing Activity, 111
Sparking a Solution
amping up good, 42
challenging assumptions, 42
unexpected resources, 42
Splatter
activities, 55
An Alarming Digital Sketch Challenge, 63
Bald Biker Sketch Challenge, 62
Bald Biker Spark Frame, 61
Boss-Level Brainstorming, 73
Brainstorm Fuel, 77
Brainstorm Warm-Up, 71
brainstorming essentials, 69
challenge, 76
concepts, 55
constraints, 66
debriefing, 78
detecting patterns, 74
facilitator tips, 69
The Game of Phones, 72
haiku, 66
Interior Design Your Life, 67–68
No Shame to Reframe, 64
Pick a Peck of People Patterns, 75
questions, 55
Reframe in the Membrane, 65
resources, 78
Spark Summary, 77
sparking solutions, 70
Talk Sketchy to Me, 57
visual language, 58
visualization, 5
Splatter Your Marketing Matrix, 133
splattering features, 96
Sponge
active listening, 16
activities, 9
artifacts, 24
challenge, 22
debriefing, 26
empathy resource, 26
Field Character Study, 11
Find the Fake activity, 19
Lasso the Leaders, 15
Maitre Do, Maitre Don’t, 12
making plans, 24
mental models, 26
personas, 21
profile document, 25
questions, 9
resources, 26
skinny vs. fat questions, 13–14
smiles, 18
techniques, 4
user models, 20
Storytell
activities, 115
art of marketing, 129
attention, 115
brand bibles, 125
Brand Building, 135
Brand Building Blocks, 119
Brand Persona, 123
Brand Promise, 119
Brand Voice Karaoke, 124
brands as solutions, 116
Brand-y Land, 118
budget, 115
Build Your Brand, 134
challenge statement for promise, 119
challenges, 115
debriefing, 138
Elevator Pitch, 127
expression, 5
Make a (Brand) Promise, 120
make your marketing, 126
Mastermind Your Marketing, 134
Name that Brand, 117
Once, Twice, Three Times a Story, 132
personality, 116
pitching to investors, 138
presentation advice, 137
questions, 115
resources, 138
Splatter Your Marketing Matrix, 133
stacking brand building blocks, 121
Storytell! 134
time, 115
Truth & the Universe, 121
voice & tone, 122
storytelling platforms
broadcast, 131
live events, 131
mobile, 131
print, 131
social, 131
web, 131
Striking a Spark activity, 51
amp up the good, 47
challenge, 45
challenging assumptions, 47
solution ideas, 45
Spark! insights, 45
unexpected resources, 47
T
Talk Sketchy to Me game
goal, 57
guesser, 57
replay value, 57
requirements, 57
roles, 57
statement, 57
test, after, 107
test screens, templates for, 105
TooCooks solution
constraints, 100
design principles, 100
features, 100
personas, 101
Truth & the Universe, 121
U
usability testing resource, 112
user, connotation, 128
user journeys, 20
user models
mental, 20
user journeys, 20
V
viability, determining, 88
visual language, 58
voice & tone, relevance to brands, 122
W
WORD Herd game
goals, 33
Plot out the Cloud, 33
requirements, 33
tattoo design, 33
X
XD (experience design), 1
Y
Yes AND, No BECAUSE, 81
The Yolk’s on You case study, 37