Recommended Reading

Business strategy

Christensen, Clayton. The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail. Boston: Harvard Business Review Press, 2013.

Lafley, A. G., and Roger Martin. Playing to Win: How Strategy Really Works. Boston, Harvard Business School Publishing, 2013.

Manning, Harley, and Kerry Bodine. Outside In: The Power of Putting Customers at the Center of Your Business. New Harvest, 2012.

Moore, Geoffrey. Crossing the Chasm. 3rd edition. New York: HarperCollins, 2014.

Osterwalder, Alexander, and Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. Hoboken, NJ: Wiley, 2010.

Sinek, Simon. Start with Why: How Great Leaders Inspire Everyone to Take Action. New York: Penguin, 2009.

Design thinking

Brown, Tim. Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation. New York: HarperCollins, 2009.

Liedtka, Jeanne, and Tim Ogilvie. Designing for Growth: A Design Thinking Tool Kit for Managers. New York: Columbia University Press, 2011.

Lockwood, Thomas. Design Thinking: Integrating Innovation, Customer Experience, and Brand Value. New York: Allworth Press, 2009.

Martin, Roger. Design of Business: Why Design Thinking Is the Next Competitive Advantage. Boston: Harvard Business School Publishing, 2009.

Observation and customer research

Goodman, Elizabeth, Mike Kuniavsky, and Andrea Moed. Observing the User Experience: A Practitioner’s Guide to User Research. 2nd edition. Waltham, MA: Morgan Kaufmann/Elsevier, 2012.

Beyer, Hugh, and Karen Holtzblatt. Contextual Design: Designing Customer-Centered Systems. San Francisco: Morgan Kaufmann, 1998.

Ladner, Sam. Practical Ethnography: A Guide to Doing Ethnography in the Private Sector. Walnut Creek, CA: Left Coast Press, 2014.

Pruitt, John, and Tamara Adlin. The Essential Persona Lifecycle: Your Guide to Building and Using Personas. Burlington, MA: Morgan Kaufmann, 2010.


Quesenbery, Whitney, and Kevin Brooks. Storytelling for User Experience: Crafting Stories for Better Design. Brooklyn, NY: Rosenfeld Media, 2010.

Simmons, Annette. The Story Factor. 2nd rev. edition. Cambridge, MA: Basic Books, 2006.

Metrics and measurement

Hubbard, Douglas. How to Measure Anything: Finding the Value of Intangibles in Business. Hoboken, NJ: Wiley, 2014.

Kaushik, Avinash. Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity. Indianapolis: Wiley, 2010.

Tullis, Thomas, and William Albert. Measuring the User Experience: Collecting, Analyzing, and Presenting Usability Metrics. Burlington, MA: Morgan Kaufmann, 2008.

Innovation, creativity and brainstorming

De Bono, Edward. Lateral Thinking: Creativity Step by Step. New York: Harper Colophon, 1990.

Berkun, Scott. The Myths of Innovation. Sebastopol, CA: O’Reilly Media, 2010.

Kelley, Tom, and Jonathan Littman. The Art of Innovation: Lessons in Creativity from IDEO, America’s Leading Design Firm. New York: Currency Books, 2001.

Prototyping and sketching

Roam, Dan. Unfolding the Napkin: The Hands-On Method for Solving Complex Problems with Simple Pictures. New York: Portfolio, 2009.

Buxton, Bill. Sketching User Experiences: Getting the Design Right and the Right Design. San Francisco: Morgan Kaufmann, 2007.

Warfel, Todd Zaki. Prototyping. Rosenfeld Media, 2011.

Synder, Carolyn. Paper Prototyping: The Fast and Easy Way to Design and Refine User Interfaces. San Francisco: Morgan Kaufmann, 2003.

Savoia, Alberto. Pretotype It. 2012.

A/B testing

Eisenberg, Brian, John Quarto-vonTivadar, Brett Crosby, and Lisa T. Davis. Always Be Testing: The Complete Guide to Google Website Optimizer. Indianapolis: Wiley, 2008.

Kohavi, Ron, Alex Deng, Roger Longbotham, and Ya Xu. “Seven Rules of Thumb for Web Site Experimenters.” EXP Platform,

Usability testing

Nielsen, Jakob. Usability Engineering. Cambridge, MA: Academic Press, 1993.

Dumas, Joseph S., and Janice C. Redish. Rev. ed. A Practical Guide to Usability Testing. Exeter, England; Portland, OR: Intellect Books, 1999.

Dumas, Joseph S., and Beth A. Loring. Moderating Usability Tests: Principals and Practice for Interacting. Burlington, MA: Morgan Kaufmann, 2008.

Krug, Steve. Rocket Surgery Made Easy: The Do-It-Yourself Guide to Finding and Fixing Usability Problems. Berkeley, CA: New Riders, 2010.

———. Don’t Make Me Think, Revisited: A Common Sense Approach to Web and Mobile Usability. Berkeley, CA: New Riders, 2014.

Interaction and user interface design

Mullet, Kevin, and Darrell Sano. Designing Visual Interfaces: Communication Oriented Technique. Upper Saddle River, NJ: Prentice Hall, 1994.

Lidwell, William, Kritina Holden, and Jill Butler. Universal Principles of Design, Revised and Updated: 125 Ways to Enhance Usability, Influence Perception, Increase Appeal, Make Better Design Decisions, and Teach through Design. Rev. ed. Beverly, MA: Rockport Publishers, 2010.

Saffer, Dan. Designing for Interaction: Creating Innovative Applications and Devices. 2nd ed. Berkeley, CA: New Riders, 2010.

———. Microinteractions: Designing with Details. Sebastapol, CA: O’Reilly Media, 2013.

Agile development

Schwaber, Ken. Agile Project Management with Scrum. Redmond, WA: Microsoft Press, 2004.

Derby, Esther, and Diana Larsen. Agile Retrospectives: Making Good Teams Great. Pragmatic Bookshelf, 2005.

Rubin, Kenneth S. Essential Scrum: A Practical Guide to the Most Popular Agile Process. Upper Saddle River, NJ: Pearson, 2013.

Shore, James, and Shane Warden. The Art of Agile Development. Sebastopol, CA: O’Reilly Media, 2008.


Blank, Steve. The Four Steps to the Epiphany: Successful Strategies for Products That Win. 2nd ed. K & S Ranch, 2013.

Alvarez, Cindy. Lean Customer Development: Building Products Your Customers Will Buy. Sebastopol, CA: O’Reilly Media, 2014.

Maurya, Ash. Running Lean: Iterate from Plan A to a Plan That Works. Sebastopol, CA: O’Reilly Media, 2012.

Ries, Eric. The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses. New York: Crown, 2011.

Managing change

Kotter, John P. Leading Change. Boston: Harvard Business Review Press. 2012.

———. A Sense of Urgency. Boston: Harvard Business School Publishing, 2008.

Kotter, John P., and Holger Rathgeber. Our Iceberg Is Melting: Changing and Succeeding Under Any Conditions. New York: St. Martins, 2005.

Heath, HHHH Chip, and Dan Health Switch: How to Change Things When Things Are Hard. New York: Crown, 2010.