Predictable Magic: Unleash the Power of Design Strategy to Transform Your Business, Rough Cuts

Description

• Copyright 2011
• Dimensions: 6" x 9"
• Pages: 208
• Edition: 1st

• Rough Cuts
• ISBN-10: 0-13-138807-X
• ISBN-13: 978-0-13-138807-9

This is the Rough Cut version of the printed book.

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.

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Sample Content

Table of Contents

Acknowledgments . . . xv

About the Authors . . . xix

Preface . . . xxi

Introduction . . . 1

It’s the Individual That Matters . . . 1

The Model . . . 3

A Simpler Way to Innovate and Design . . . 4

About This Book . . . 5

PART I: Creation of a Design Strategy

Chapter 1 Set the Stage for Success . . . 9

Designing the Intangible . . . 9

New Rules of Competition . . . 10

A New Perspective on Design . . . 11

Overcoming the Hurdles . . . 12

Psycho-Aesthetics®: An Integrated Approach to Innovation and Design . . . 13

The Importance of Emotion—and Action . . . 15

Chapter 2 Enable Your Stakeholders . . . 19

New Stakeholders, New Process . . . 20

Why It Doesn’t Happen Naturally . . . 21

Essential Ingredients for Alignment . . . 22

Process in Action—Amana . . . 24

An Accurate Diagnosis . . . 25

A New Focus on Consumer Testing. . . 26

Building Confidence, Building Success . . . 28

Moving Forward . . . 29

Creating Meaning . . . 30

Chapter 3 Map the Future . . . 33

Designing for Tomorrow’s Markets Today . . . 37

Experience Mapping Guides the Way . . . 38

Mapping Emotions . . . 40

Engaging Interactivity. . . 42

Mapping Out the Possibilities . . . 44

Strategy Based on Understanding . . . 47

Experience Mapping and the Power of Design . . . 47

Chapter 4 Personify Your Consumer . . . 51

Redesigning an Icon . . . 51

Personas—The Mask of the Consumer . . . 53

Personas Fuel Intelligent, User-Centric Design . . . 54

What Goes into a Persona . . . 56

What You Get Out of Personas . . . 58

Using Personas to Guide Design . . . 60

Mapping Personas . . . 61

Getting a Handle on the Right Design. . . 64

A Fresh Perspective . . . 67

Chapter 5 Own the Opportunity . . . 71

On a Wing and a Startup Prayer . . . 71

Understanding a Changing Landscape . . .72

Finding the Opportunity for Follow-Up . . . 74

A Market Winning Strategy . . . 78

Opportunity Is Where You Find It . . . 79

The Benefits of Mining the Gaps . . . 79

Unearthing the Opportunity . . . 82

Choosing the Right Opportunities . . . 85

The True Power . . . 87

Part I Conclusion . . . 91

Amana . . . 94

Flip Cam . . . 95

JBL Professional . . . 96

Vestalife . . . 97

PART II: Implementation and Consumer Expe

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