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Full Description
Companies invest fortunes on innovation and product strategy. But, by some estimates, 80% of new products fail or dramatically underperform every year, though a few rare products succeed brilliantly. Why is this the case? Their creators have seamlessly integrated corporate strategy with design. They don't deliver utilitarian objects: they craft rewarding, empowering experiences. To outsiders, this looks like magic: incomprehensible, and impossible to reproduce. But it isn't. Predictable Magic presents a complete design process for making the "magic" happen -- over and over again. Veteran industrial designer Ravi Sawhney and business strategist Deepa Prahalad introduce Psycho-Aesthetics, a breakthrough approach for systematically creating deep emotional connections between consumers and brands. Step by step, the authors cover everything from research to strategy, implementation to consumer experience. They also demonstrate Psycho-Aesthetics at work - in case studies from some of the world's top companies, including Sprint, Medtronic, Amana, and Hyundai. You'll see how these great companies have used Psycho-Aesthetics to go beyond the utilitarian (or even the merely "beautiful"), to build products that powerfully connect with people... touch them... move them... time and again.
Contents
Acknowledgments . . . xvAbout the Authors . . . xixPreface . . . xxiIntroduction . . . 1It's the Individual That Matters . . . 1The Model . . . 3A Simpler Way to Innovate and Design . . . 4About This Book . . . 5PART I: Creation of a Design StrategyChapter 1 Set the Stage for Success . . . 9Designing the Intangible . . . 9New Rules of Competition . . . 10A New Perspective on Design . . . 11Overcoming the Hurdles . . . 12Psycho-Aesthetics (R): An Integrated Approach to Innovation and Design . . . 13The Importance of Emotion-and Action . . . 15Chapter 2 Enable Your Stakeholders . . . 19New Stakeholders, New Process . . . 20Why It Doesn't Happen Naturally . . . 21Essential Ingredients for Alignment . . . 22Process in Action-Amana . . . 24An Accurate Diagnosis . . . 25A New Focus on Consumer Testing. . . 26Building Confidence, Building Success . . . 28Moving Forward . . . 29Creating Meaning . . . 30Chapter 3 Map the Future . . . 33Designing for Tomorrow's Markets Today . . . 37Experience Mapping Guides the Way . . . 38Mapping Emotions . . . 40Engaging Interactivity. . . 42Mapping Out the Possibilities . . . 44Strategy Based on Understanding . . . 47Experience Mapping and the Power of Design . . . 47Chapter 4 Personify Your Consumer . . . 51Redesigning an Icon . . . 51Personas-The Mask of the Consumer . . . 53Personas Fuel Intelligent, User-Centric Design . . . 54What Goes into a Persona . . . 56What You Get Out of Personas . . . 58Using Personas to Guide Design . . . 60Mapping Personas . . . 61Getting a Handle on the Right Design. . . 64A Fresh Perspective . . . 67Chapter 5 Own the Opportunity . . . 71On a Wing and a Startup Prayer . . . 71Understanding a Changing Landscape . . .72Finding the Opportunity for Follow-Up . . . 74A Market Winning Strategy . . . 78Opportunity Is Where You Find It . . . 79The Benefits of Mining the Gaps . . . 79Unearthing the Opportunity . . . 82Choosing the Right Opportunities . . . 85The True Power . . . 87Part I Conclusion . . . 91Amana . . . 94Flip Cam . . . 95JBL Professional . . . 96Vestalife . . . 97PART II: Implementation and Consumer ExperienceChapter 6 Work the Design Process . . . 101From a Guitar Stand to a Guitar . . . 102Set Up a War Room . . . 103Uncovering Aspirations (of Guitar Players) . . . 104Get Started-Fast . . . 105The Role of Experts/Lead Users . . . 106Back to the Consumer. . . 110Sustainable Solution to Sound Quality . . . 111Optimized Ergonomics for a Better Playing Experience . . .112The Final Result . . . 113Personalized Experience . . . 113The Importance of Execution. . . 114Channeling Our Learning. . . 116Designing a New Way to Market . . . 117Competing by Helping Others Win . . . 118Finding a Balance . . . 120Chapter 7 Engage Emotionally . . . 121The Importance of Belonging. . . 122Beyond First-Mover Advantage to "First-Connector" Advantage . . .124The Hero's Journey . . . 125Why We Still Need Heroes. . . . 126Calling Out the Benefits of a Design . . . 128Motivating Behavior Change . . . 128Boosting Memory and Recall . . . 128The Creation of Heroes . . . 130What It Takes to Make a Hero . . . 133Basic Quadrant (Lower Left) . . . 133Artistic Quadrant (Upper Left) . . . 134Versatile Quadrant (Lower Right) . . . 134Enriched Quadrant (Upper Right) . . . 135Winning Through Creating Heroes . . . 135Chapter 8 Reward Your Consumer . . . 139Putting It All Together . . . 139Greening the Landscape. . . . 140Enable Your Stakeholders . . . 142Map the Future . . . 143Personify Your Consumer . . . 144Own the Opportunity . . . 146Work the Design Process . . . 148Engage Emotionally . . . 150Reward the Consumer . . . 153Part II Conclusion . . . 157Afterword . . . 161Endnotes . . . 165Bibliography . . . 171Index . . . 177
