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The book is divided into three sections, Context, Frameworks and Tools, and Moving Forward; and ten chapters: Thinking about Design, Thinking about Business, Thinking about Change, Thinking about Experience Design, Brand Frameworks and Tools, Product/Service Framework and Tools, Customer Journey Framework, Putting It Together, Getting Business to Act on Experience Design, and Working with Vendors.
“Value drives relevance which drives engagement, which is the best way to drive revenue,” said Newbery, Method’s chief strategy officer. Trying to fix the experience at the 11th hour through brilliant design alone cannot create value that doesn’t exist.” The authors highlight that only 25 percent of new product innovations ever reach commercial launch, and only 45 percent of those meet profit goals, resulting in an 11 percent success rate.