Index
A
actionable manifest, creating, 80
aligning stakeholders. See collaboration in design process
Amana
design collaboration, 19-29
empowerment, 16
Psycho-Aesthetics maps, 94
Amazon.com
first connectors, 125
Psycho-Aesthetics mapping, 45
Angelou, Maya, 18
AOL, 86
Apple, 135
Artistic quadrant (Psycho-Aesthetics map), 44
design priorities, determining, 108
Hero’s Journey in, 134
aspirations, determining, 104-105
attraction stage (Hero’s Journey), 130-131
B
Barnes, Eric, 139-155
Basic quadrant (Psycho-Aesthetics map), 44
design priorities, determining, 107
Hero’s Journey in, 133-134
behavior change, motivation for, 128
belonging, importance of, 122-124
brand value, 17
brands, convergence with design, 49
BriteSmile, 117
business models, identifying opportunities, 81
C
camcorder example. See Flip camcorder example (design based on consumer experience)
Campbell, Glen, 113
Campbell, Joseph, 126, 135, 153
Carbone, Lewis, 33
Castle (television show), business model opportunities, 81
channels
Discus Dental example, 116-119
identifying opportunities, 81
collaboration, 159
consumer experience as basis of, 92
collaboration in design process, 20-21, 29, 31
Amana example, 24-29
difficulties of, 21-22
KOR Water example, 142-143
requirements for, 22-23
collaboration tools, lack of, 12
competition, based on design, 10-11
complexity, reducing, 92
consumer analytics in persona development, 56
consumer behavior, 141
consumer experience
as collaboration basis, 92
design based on
experience mapping, 38-40, 47-48. See also Psycho-Aesthetics maps
Flip camcorder example, 33-37
innovation freedom, 39
market share–based design versus, 37
consumer priorities, adhering to, 110-114
consumer testing, 26-27
Consumer’s Hierarchy of Needs, Desires, and Aspirations, 40, 62
consumers
connections with, 80
identifying opportunities, 80
personas. See personas
thought process of, 88
context, provided by personas, 54
Cooper, Alan, 53
core consumers, identifying, 85
corporate performance, design and, 49
Cosby, Bill, 79
creative process, starting, 105-106
D
Day, Clarence, 1
day-in-the-life scenarios, 59
demographics, in persona development, 56
design
aligning with strategy, 14
based on consumer experience
experience mapping, 38-40, 47-48. See also Psycho-Aesthetics maps
Flip camcorder example, 33-37
innovation freedom, 39
market share–based design versus, 37
challenges in, 12
collaboration in, 20-21, 29, 31
Amana example, 24-29
difficulties of, 21-22
KOR Water example, 142-143
requirements for, 22-23
convergence with brand, 49
corporate performance and, 49
as differentiator, 140
emotional connections to, 9-13. See also Psycho-Aesthetics
Amana example, 28-29
empowerment, 15-18
for personas, JBL Professional example, 64, 67
priorities, determining
in Artistic quadrant, 108
in Basic quadrant, 107
in Enriched quadrant, 109
in Versatile quadrant, 108
starting points, importance of, 91
sustainability and, 49
for value communications, 51-52
design process, 101-102
Discus Dental example, 116-119
guitar example, 102-103
aspirations, determining, 104-105
consumer priorities, 110-114
execution, importance of, 114-115
starting creative process, 105-106
war room, 103-104
KOR Water example, 139-155
emotional engagement, 150-153
experience mapping, 143-144
identifying opportunities, 146-148
personas, 144-146
stakeholder alignment, 142-143
priorities of, 92-93
Desire Code, 129
Deutsch, Bob, 88
development process, focusing, 79
Discus Dental example (channels), 116-119
Dorfman, Robert, 116
Dowdy, Ben, 151
Dutch Boy, perspective provided by personas example, 67
Dyson, James, 101
E
emotional benefits, identifying, 86
emotional connections
to design, 9-13. See also Psycho-Aesthetics
Amana example, 28-29
empowerment, 15-18
value of, 17-18
emotional engagement, 121-122
first connectors, 124-125
Hero’s Journey, 125-126
in Artistic quadrant, 134
in Basic quadrant, 133-134
benefits of design, enhancing, 128
in Enriched quadrant, 135
motivation for behavior change, 128
recall, increasing, 128-129
stages of, 130-133
stories, impact of, 126-128
in Versatile quadrant, 134-135
viral marketing and, 136-137
KOR Water example, 150-153
MiniMed example, 122-124
emotions
mapping, 40-41
quantifying, 22
travel through social networks, 136
empathy, in personas, 54, 69-70
EMPOWER, 15-18
empowerment, 41
engagement stage (Hero’s Journey), 131-132
engaging emotionally. See emotional engagement
engaging interactivity, 42-43
Enriched quadrant (Psycho-Aesthetics map), 45
design priorities, determining, 109
Hero’s Journey in, 135
EONs. See JBL Professional
ergonomics (guitar example), 112
ethnography, in persona development, 57
execution, importance of, 114-115
experience. See consumer experience
experience mapping, 38-40. See also Psycho-Aesthetics maps
KOR Water example, 143-144
power of design and, 47-48
strategy based on, 47
value of, 48
experts, role in design process, 106, 110
F
Farber, Sam, 55
feature creep, 108
Felder, Don, 113
financial modeling, vulnerability of, 17
first connectors, 124-125
first movers, 124-125
Flip camcorder
design based on consumer experience, 33-37
Psycho-Aesthetics mapping, 48, 95
FloH Club, 86
Freud, Sigmund, 126
G
gap mining, benefits of, 79-82
Glee (television show), business model opportunities, 81
green movement, 140
guitar example (design process), 102-103
aspirations, determining, 104-105
consumer priorities, 110-114
execution, importance of, 115-116
starting creative process, 105-106
war room, 103-104
Guitar Hero example (engaging interactivity), 43
H
Hackett, James, 55
Haeckel, Steve, 33
Hayman, Robert, 116
Henderson, Florence, 86
Hero’s Journey, 125-126
in Artistic quadrant, 134
in Basic quadrant, 133-134
benefits of design, enhancing, 128
in Enriched quadrant, 135
KOR Water example, 153-154
motivation for behavior change, 128
recall, increasing, 128-129
stages of, 130-133
stories, impact of, 126-128
in Versatile quadrant, 134-135
viral marketing and, 136-137
heroic evangelist stage (Hero’s Journey), 132
Horwitz, Jeremy, 72
I–J
inclusion, 23
information overload, 12
innovation freedom, 39
insulin pump example (emotional engagement), 122-124
intangible assets, 17
interactivity, engaging, 42-43
iTunes/iPod example (engaging interactivity), 43
Jagger, Mick, 113
Janowski, Paul, 102
JBL Professional
design for value communications example, 51-52
designing for personas example, 64, 67
perspective provided by personas example, 68
Psycho-Aesthetics maps, 96
usage scenarios for personas, 60-61
Jones, Rickie Lee, 113
Jung, Carl, 126
K–L
key attractors, 59
KOR Water example (design process), 139-155
emotional engagement, 150-153
experience mapping, 143-144
identifying opportunities, 146-148
personas, 144-146
stakeholder alignment, 142-143
Lafley, A. G., 69
Laliberté, Guy, 153
language barriers, in collaboration, 22
M
manufacturing, importance of execution, 114-115
mapping. See also experience mapping;
Psycho-Aesthetics maps
emotions, 40-41
personas, 61-64
role in design process, 92
market research, in persona development, 56
market share–based design, 37
Martin, Roger, 4
Maslow’s Hierarchy of Needs, 40
Matano, Tom, 30
Minimed
emotional engagement, 122-124
empowerment, 16
mining the gaps, benefits of, 79-82
Moment of Truth stage (Hero’s Journey), 132
motivation for behavior change, 128
N–O
Net Promoter Score, 137
Olson, Carla, 151
opportunities
identifying
benefits of, 79-82
KOR Water example, 146-148
matching personas and products, 82-85
power of Opportunity Zone, 87-88
selecting, 85-87
matching products and personas, 82-85
power of, 87-88
P
pain points, identifying, 86
Paul, Les, 104
Penn, Mark, 73
performance. See corporate
performance, 49
persona dashboards, 58
personalization (guitar example), 113-114
personas, 53
benefits of, 54-56
designing for, JBL Professional example, 64, 67
elements of, 56-57
empathy and, 69-70
KOR Water example, 144-146
mapping, 61-64
matching products to
in Opportunity Zone, 82-85
outcomes of, 58-59
perspective provided by, 67-68
stories created around, 126-128
usage scenarios for, 60-61
perspective, provided by personas, 67-68
Plato, 91
positioning, role in first connectors, 125
products, matching to personas
in Opportunity Zone, 82-85
consumer thought processes, 88
maximizing investment in, 157-159
Psycho-Aesthetics maps
Amana example, 94
emotion mapping, 40-41
Flip camcorder example, 95
interactivity, 42-43
JBL Professional example, 96
persona mapping, 61-64
quadrants in, 44-47
role in design process, 92
Vestalife example, 71-75, 78, 97
purchase stage (Hero’s Journey), 132
Pure Digital Technologies
design based on consumer experience example, 34
Psycho-Aesthetics mapping example, 48
Q–R
quadrants (Psycho-Aesthetics maps), 44-47
recall, increasing, 128-129
Rhea, Darrel, 85
Richards, Keith, 113
risk mitigation, with personas, 55
RKS. See guitar example (design process)
S
selecting opportunities, 85-87
Shustak, Paul, 139-155
Sinegal, Jim, 56
social media, magnitude of, 137
social networks
emotions traveling through, 136
impact of, 18
sound quality (guitar example), 111
speakers example. See JBL Professional
stakeholder alignment. See collaboration in design process
Starbucks, survivability example, 17
starting creative process, 105-106
statistics, technology consumer trends, 73
stories
benefits of design, enhancing, 128
impact of, 126-128
motivation for behavior change, 128
recall, increasing, 128-129
strategy
aligning with design, 14
selecting opportunities, 85, 87
survivability of companies, 17
sustainability, 140
design and, 49
T
Target, first connectors, 125
Tech Fatales, 73
technology consumer trends, 73
Teddy Ruxpin example (engaging interactivity), 42
teeth whitening example (channels), 116-119
Tenite, 111
Tesco, personas and empathy example, 69
thought process of consumers, 88
tone wood alternatives (guitar example), 111
touch points, 129
triggers, 59
Twain, Mark, 159
Tyneski, Frank, 39
U–V
usage scenarios for personas, 60-61
user-centric design with personas, 54-56
value communication, design for, 51-52
Versatile quadrant (Psycho-Aesthetics map), 44
design priorities, determining, 108
Hero’s Journey in, 134-135
Vestalife example
identifying opportunities, 71-75, 78
Psycho-Aesthetics maps, 97
viral marketing, Hero’s Journey and, 136-137
visualization, 23-24
Volkswagen, 131
W–Z
war room, 103-104
water bottle example (design process), 139-155
emotional engagement, 150-153
experience mapping, 143-144
identifying opportunities, 146-148
personas, 144-146
stakeholder alignment, 142-143
Wood, Ron, 113
word of mouth marketing, 137
Zalesne, E. Kinney, 73
Zoom! Tooth Whitening system
channels, 118
empowerment example, 16