Designer's Guide to Product Vision, The

"This book is fantastic. This is a must-read for designers who want to fulfill their potential -- treated equally to their peers in technology and business -- and ultimately secure a seat at the table with business managers and developers. If you're a designer who thinks getting ahead means you have to go back to school for an MBA, read this book first. Pulling from agile methods in design, Fish and Kiekbusch provide a concrete step-by-step product vision process. The book proves while correcting lack of business acumen is important, vision is the designer's way forward. It's essentially a playbook that sets the stage towards successful product validation-outlining a workflow for any designer who wishes to 'level up' from being a tactical designer to a strategic designer. I highly recommend this book for anyone interested in design leadership." -- Heather Shaw, Professor, Department Chair of Design, Lesley Art + Design

Laura Fish is a modern designer focusing on strategic product vision that can shape big change for the better. Drawing on fifteen years embedded in digital product programs and user experience teams, she can now speak to hard lessons learned and expertise gained that have led her to redefine her professional purpose and make the changes needed to level herself up. She is now dedicated to helping fellow designers do the same, acting as a visioneering sherpa to guide the journey.

Part I: The Calling 1. The State of the Designer 2. Re-Design School 3. Master Class: First Principles Thinking Part II: The Vision 4. Getting Started with the A-Team 5. Strategy: Connecting the Dots 6. Telling the Story of the Future Experience Part III: Visioneering 7. Setting Your Compass by Your North Star 8. Building Your Visioneering Practice Afterword: Purpose Driven