Publishers of technology books, eBooks, and videos for creative people

Home > Store

Design Currency: Understand, define, and promote the value of your design work

Register your product to gain access to bonus material or receive a coupon.

Design Currency: Understand, define, and promote the value of your design work


  • Sorry, this book is no longer in print.
Not for Sale

eBook (Watermarked)

  • Your Price: $22.39
  • List Price: $27.99
  • Includes EPUB, MOBI, and PDF
  • About eBook Formats
  • This eBook includes the following formats, accessible from your Account page after purchase:

    ePub EPUB The open industry format known for its reflowable content and usability on supported mobile devices.

    MOBI MOBI The eBook format compatible with the Amazon Kindle and Amazon Kindle applications.

    Adobe Reader PDF The popular standard, used most often with the free Adobe® Reader® software.

    This eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.


  • Copyright 2013
  • Dimensions: 6" x 9"
  • Pages: 240
  • Edition: 1st
  • Book
  • ISBN-10: 0-321-84492-0
  • ISBN-13: 978-0-321-84492-7

The world needs beautiful design. But aesthetics are inherently subjective. In Design Currency, authors Jenn and Ken Visocky O’Grady show you how to frame the value of your design work in terms that your business partners will both understand and respect. An actionable resource, Design Currency empowers you to do your job with less pushback on aesthetic decisions, encourages earlier involvement in the creation process, and makes it easier for you to justify your fees.

For a designer, understanding how your work creates value is essential to growing your business and building better, more profitable relationships. Those relationships are easier to initiate, establish, and retain when you can clearly explain how your capabilities meet your client’s needs. This book shows you how to do exactly that.

In Design Currency, you will learn how to:

  • Leverage traditional design skills in new ways
  • Measure the value that your design work brings to a project
  • Articulate that value so that you can position yourself as a partner in the development process
  • Charge what you’re worth and prevent your job from getting crowd-sourced or out-sourced
  • Generate business value by better identifying audience needs

Sample Content

Online Sample Chapter

Defining Metrics to Promote the Value of your Creative Work

Sample Pages

Download Chapter Chapter 4: Defining Metrics

Table of Contents

CH1: Understand Market Conditions
Design Is Having Its Moment
The Sky, Not Falling
• Data Visualization and Information Design
• User Experience Design (UXD)
• Design Thinking
• Design Research
• Design Entrepreneurship
Quick Tips

CH2: Understand Your Skills
Your Preferred Qualifications
• Design, Thinking + Making
• Project Management
• Life-long Learning
• Comfort with Risk
• Accepting Criticism
• Comprehensive Communication
• Organization and Systems Thinking
Visualizing Your Abilities
What’s Your Letter Profile?
Quick Tips

CH3: Understand Your Services
Design is a Value Generator
Hard and Soft Value
Defining Value by the Project
Hierarchies of Value
• Hierarchy of User Needs
• The Design Staircase
Quick Tips

CH4: Define Metrics
Metrics, Metrics, Metrics!
Setting Metrics
• Return on Investment
• Cost / Benefit Analysis
• Money Isn’t Everything
  –Goals, Outputs, and Outcomes
  –S.M.A.R.T. Metrics
Making The Case: Numbers in Context
• Balanced Scorecard and the Four Powers of Design
Quick Tips

CH5: Define Business Impact
Demonstrating Impact: How Does the Design Industry Measure Up?
Proving Design’s Value, A Series of Studies
• Design Value Factfinder
• Design Effectiveness Industry Report
• The Economic Effects of Design
Quick Tips

CH6: Define Your Audience
Getting to Know You
• Human Centered Design
• Universal Design
Craft A Research Plan
• Logic Models
Make Sense of Research
• Frameworks
- Users: Think/Do/Use
- The 5E User Experience
Design Alchemy
Quick Tips

CH7: Promote The Value of Design
Case Studies  


Submit Errata

More Information

Unlimited one-month access with your purchase
Free Safari Membership