Designing for the Digital Age

770 Pages·2016·19.55 MB·English

by  Kim Goodwin

DESIGNING FOR THE DIGITAL AGE
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DESIGNING FOR THE DIGITAL AGE
How to Create Human-Centered
Products and Services
Kim Goodwin
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Designing for the Digital Age: How to Create Human-Centered Products and Services
Published by
Wiley Publishing, Inc.
10475 Crosspoint Boulevard
Indianapolis, IN 46256
www.wiley.com
Copyright © 2009 by Kim Goodwin
Published by Wiley Publishing, Inc., Indianapolis, Indiana
Published simultaneously in Canada
ISBN: 978-0-470-22910-1
Manufactured in the United States of America
10 9 8 7 6 5 4 3 2 1
Library of Congress Cataloging-in-Publication Data
Goodwin, Kim, 1971-
Designing for the digital age : how to create human-centered products and services / Kim Goodwin.
p. cm.
Includes index.
ISBN 978-0-470-22910-1 (paper/website)
1. Design, Industrial. 2. Computer graphics. 3. Human engineering. I. Title.
TS171.G664 2009
745.2--dc22
2008049813
No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any
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This book is for Bené, my strength and inspiration,

my parents, who taught me I could do anything,

and everyone who believes that design should make the world a better place (today and tomorrow).
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About the Author
Kim Goodwin is VP Design and General Manager at Cooper, where she leads both an integrated practice
of interaction, visual, and industrial designers and the development of the acclaimed Cooper U design
curriculum. Kim knows the design world from multiple angles; she started 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 start-ups 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.
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Credits
Acquisitions Editor proJEct coordinAtor, covEr
Katie Mohr lynsey stanford
dEvElopMEnt Editor BooK dEsiGnErs
sara shlaer daniel Kuo, nick Myers,
nate Fortin, and Jayson Mccauliff
production Editor
coMpositor
liz Britten
patrick cunningham
copy Editor
prooFrEAdEr
c.M. Jones
Justin neely, Word one
EditoriAl MAnAGEr
indExEr
Mary Beth Wakefield
Jack lewis
production MAnAGEr
covEr iMAGE
tim tate
Emily nathan and nick Myers
vicE prEsidEnt And
ExEcutivE Group puBlishEr covEr dEsiGnErs
richard swadley nick Myers and nate Fortin
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Acknowledgments
This book is in your hands (and is what it is) various parts of the book, as did Robert Reimann.
thanks to the efforts, influence, and support of I’m especially grateful for the close scrutiny and
dozens of people, so please forgive me if I’m long- suggestions from Dave, Nate, Michael, and Steve,
winded in my thanks. who read all or most of the book at least once.
Thanks to cover girl Karen Lemen and the many
Some of those people have no idea of their role
others who agreed to be in photos. Of course, I
in the book’s creation, starting with my parents,
also owe thanks to Alan and Sue Cooper for in-
who had me convinced at an early age that I
troducing me to Chris Webb at Wiley, for donating
could do anything (except carry a tune). Long-
visual design time to the cause, and above all, for
ago art teacher Ron Lupton told me I should find
founding a company where great things happen.
a profession that used both my right and left
brain—“Goodwin,” he said, “I don’t know how you Research and design work are generally confiden-
produce such beautiful work, because you never tial, so huge thanks to Thorsten Burger of DePuy,
shut up in my class.” He’s also one of the people Greg Roberts of Accu-Med, V.J. Bonnard and Paul
who showed me that teaching is a worthwhile Turner of NetApp, Chris Gielow of Cardinal Health,
endeavor. Many colleagues and clients, at Cooper Chris Dollar of McKesson, Ken Hamma of the J.
and elsewhere, have left their mark on my think- Paul Getty Museum, and especially John Chaffins
ing and made me a better designer, and by now of Cross Country Healthcare for being generous
thousands of people in classes and workshops enough to share. Thanks also to the friends and
have (I hope) helped make me a better teacher. colleagues who participated in the example user
interviews, and to Rolf Molich for sharing unpub-
The book represents my own experience and
lished research.
views; I don’t claim to speak for Cooper or anyone
who works there. However, many people at Cooper The Wiley crew has been terrific. Chris Webb not
have had a direct impact on the book. A design only believed in the book, but said, “Sure, you can
text needs to be a good example of the craft, and design it,” which is a privilege I’m sure no edi-
designers Daniel Kuo, Nick Myers, Nate Fortin, tor grants lightly. Katie Mohr generously agreed
and Jayson McCauliff did an admirable job. Nick, to make the book bigger so I wouldn’t have to
Daniel, Rebecca Bortman, Paula Mieselman, Mi- cut content. Sara Shlaer offered plenty of help-
chael Voege, and Emily Nathan all either made my ful comments and knew just when (and how) to
illustrations look better or contributed illustrations nudge me about deadlines. Patrick Cunningham
or photos of their own. Jayson “pixel stud” McCau- and Liz Britten have been patient with a control-
liff did that and more: in addition to cranking out freak-author’s comments on layout.
or improving on at least a hundred fabulous illus-
Last, but never least, I must thank family and
trations, he managed the chaos of assembling the
friends. Eva Emmert provided much of my writing
final art and touched every file to make sure it was
soundtrack. My cats helped tremendously with
perfect. Jayson, Daniel, Michael, Nate, and Nick
typing. Everyone in my life offered moral support
also did some of the great design and research
and didn’t complain about not seeing much of me
work featured in examples, as did Chris Noessel,
the past 18 months. Finally, I wouldn’t have made
Chris Weeldreyer, Dana Smith, Dave Cronin, David
it through the book without the love and support
Fore, Doug LeMoine, Jonathan Korman, Lane Hal-
of Bené Gatzert, whose patience, encouragement,
ley, Noah Guyot, Steve Calde, Suzy Thompson,
extra chores, and occasional, well-timed doses of
and Tim McCoy. Many of them also commented on
chocolate kept me going.
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Contents at a Glance
Foreword xxiii
Introduction xxvii
1 Goal-Directed Product and Service Design 3
2 Assembling the Team 15
3 Project Planning 35
4 Research Fundamentals 51
5 Understanding the Business 65
6 Planning User Research 85
7 Understanding Potential Users and Customers 113
8 Example Interview 155
9 Other Sources of Information and Inspiration 183
10 Making Sense of Your Data: Modeling 201
11 Personas 229
12 Defining Requirements 299
13 Putting It All Together: The User and Domain Analysis 351
14 Framework Definition: Visualizing Solutions 377
15 Principles and Patterns for Framework Design 405
16 Designing the Form Factor and Interaction Framework 425
17 Principles and Patterns in Design Language 479
18 Developing the Design Language 497
19 Communicating the Framework and Design Language 515
20 Detailed Design: Making Your Ideas Real 551
21 Detailed Design Principles and Patterns 571
22 Detailed Design Process and Practices 605
23 Evaluating Your Design 649
24 Communicating Detailed Design 659
25 Supporting Implementation and Launch 685
26 Improving Design Capabilities in Individuals and Organizations 693
Index 710
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