Contents
Predictable Magic: Unleash the Power of Design Strategy to Transform Your Business
It’s the Individual That Matters
A Simpler Way to Innovate and Design
PART I: Creation of a Design Strategy
Chapter 1 Set the Stage for Success
Psycho-Aesthetics: An Integrated Approach to Innovation and Design
The Importance of Emotion—and Action
Chapter 2 Enable Your Stakeholders
Why It Doesn’t Happen Naturally
Essential Ingredients for Alignment
A New Focus on Consumer Testing
Building Confidence, Building Success
Designing for Tomorrow’s Markets Today
Experience Mapping Guides the Way
Strategy Based on Understanding
Experience Mapping and the Power of Design
Chapter 4 Personify Your Consumer
Personas—The Mask of the Consumer
Personas Fuel Intelligent, User-Centric Design
Using Personas to Guide Design
Getting a Handle on the Right Design
On a Wing and a Startup Prayer
Understanding a Changing Landscape
Finding the Opportunity for Follow-Up
Opportunity Is Where You Find It
The Benefits of Mining the Gaps
Choosing the Right Opportunities
PART II: Implementation and Consumer Experience
Chapter 6 Work the Design Process
From a Guitar Stand to a Guitar
Uncovering Aspirations (of Guitar Players)
The Role of Experts/Lead Users
Sustainable Solution to Sound Quality
Optimized Ergonomics for a Better Playing Experience
Competing by Helping Others Win
Beyond First-Mover Advantage to “First-Connector” Advantage
Calling Out the Benefits of a Design
Artistic Quadrant (Upper Left)
Versatile Quadrant (Lower Right)
Enriched Quadrant (Upper Right)
Winning Through Creating Heroes
Chapter 8 Reward Your Consumer
Do You Matter?: How Great Design Will Make People Love Your Company
Design is the "in" mantra—so what does this mean exactly and why do you care?
How Michael Dell got egg on his face
Why "design or die" should be your new mantra
Welcome to "customer experience supply chain management."
Who are you?
What do you do?
Why does it matter?
Does your company matter?
Three questions you really have to answer truthfully if you care about your future
Lessons from some big name hits and misses
8 more questions you need to know the answers to
Would the world be a darker place without you?
What design can do for you
Don’t just play the game—change the game!
How design communicates with people
How the design of products and services creates an emotional connection with your customers
Using design to create a relationship with your customer that matters
How you use great design to reinvent an industry
How great design builds bulletproof brands.
Design as a total concept
How iconic design-driven companies behave
A look at what your company needs to do to be design driven
How companies like Nike, Apple, BMW, and IKEA behave and how design is embedded in their culture
The role of research
Why a little research is good and more is mostly bad
Using talent to turn data into great design
Why usability doesn’t equal useful
How usability testing can destroy the soul of a design.
5. Your Brand Is Not Your Logo
Why your brand is not what you say it is
What your brand actually is and who says so
How your brand is a living thing
Where your brand lives (and it’s not at your corporate headquarters)
The role of design in brands built to last
How Coke almost lost it
How to communicate what your brand is about.
Why you never want to have a day like Zhang Ruimin
Products as portals to experience that matters to customers
How Home Depot got a new tag line
Fuego and how to build a better barbeque
How you use design for "customer experience supply chain management"
How to design a great experience with a consistent promise across multiple touch points.
7. Your Products and Services Are Talking to People
How to make sure that they’re saying the right thing
What is a design language?
Why is it important?
How you actually create and manage your companies design language
Thinking strategically
Effective design strategy
How to think about design as a business weapon
Building your product brand.
8. Building a Design-Driven Culture
Why good design is everybody’s job
The importance of culture to design
Why changing culture takes time
Why we need risk support instead of risk management
Why risk should be understood—not avoided
How innovative design can define new ground that is valued by your customers
How your company can use design to carve out new space
How to manage design from the top
Why great design requires faith and commitment
How leadership is essential to great design
How to manage creative resources to get the best from them.
Disrupt: Think the Unthinkable to Spark Transformation in Your Business
Introduction: Disruptive Thinking: The Revolution is in Full Swing
PART I: The Hypotheses, the Opportunity, and the Ideas
Chapter 1: Crafting a Disruptive Hypothesis: Be Wrong at the Start, to be Right at the End
Chapter 2: Discovering a Disruptive Opportunity: Explore the Least Obvious
Chapter 3: Generating a Disruptive Idea: Unexpected Ideas Have Fewer Competitors
PART II: The Solution and the Pitch
Chapter 4: Shaping a Disruptive Solution: Novelty for Novelty’s Sake is a Resource Killer
Chapter 5: Making a Disruptive Pitch: Under Prepare the Obvious, Over Prepare the Unusual
Epilogue: An Instinct for Change: Look Where No One Else is Looking
Quick Reference Guide: Process Summary
Creating Breakthrough Products: Revealing the Secrets that Drive Global Innovation
Glossary of Acronyms and Terms
Chapter 1 What Drives New Product Development
Positioning Breakthrough Products
Products, Services, and Product-Service Ecosystems
Identifying Product Opportunities: The SET Factors
POG and SET Factor Case Studies
The Margaritaville Frozen Concoction Maker
The GE Healthcare Adventure MRI Series
Chapter 2 Moving to the Upper Right
Integrating Style and Technology
The Growth of Consumer Culture
The Introduction of Style to Mass Production
Post–World War II Growth of the Middle Class and the Height of Mass Marketing
The Rise of Consumer Awareness and the End of Mass Marketing
The Era of Customer Value, Mass Customization, and the Global Economy
Positioning Map: Style Versus Technology
Lower Left: Low Use of Style and Technology
Lower Right: Low Use of Style, High Use of Technology
Upper Left: High Use of Style, Low Use of Technology
Upper Right: High Use of Style and Technology
Positioning Map of Margaritaville Frozen Concoction Maker
Positioning Map of BodyMedia FIT System
Positioning Map of GE Adventure Series
The Upper Right and Intellectual Property
Revolutionary Versus Evolutionary Product Development
Chapter 3 The Upper Right: The Value Quadrant
The Sheer Cliff of Value: The Third Dimension
The Shift in the Concept of Value in Products and Services
Qualities and a Customer’s Value System: Cost Versus Value
Value Opportunity Charts and Analysis
VOA of Margaritaville Frozen Concoction Maker
VOA of GE Adventure Series MRI
The Time and Place for Value Opportunities
The Upper Right for Industrial Products
Chapter 4 The Core of a Successful Brand Strategy: Breakthrough Products and Services
Brand Strategy and Product Strategy
Corporate Commitment to Product and Brand
Corporate Values and Customer Values
Company Identity Versus Product Identity
Building Brand Versus Maintaining Brand
Starting from Scratch: Cirque du Soleil
Redefining a Brand: Herbal Essences
Maintaining an Established Identity: Harley
Brand and the Value Opportunities
Chapter 5 A Comprehensive Approach to User-Centered, Integrated New Product Development
Clarifying the Fuzzy Front End of New Product Development
iNPD Is Only Part of the Process
Allocating the Time Resource: Scheduling
Allocating the Cost Resource: Financing
Allocating the Human Resource: Team Selection
Chapter 6 Integrating Disciplines and Managing Diverse Teams
User-Centered iNPD Facilitates Customer Value
Negotiation in the Design Process
PDM and the Role of Core Disciplines
Issues in Team Management: Team Empowerment
Understand the Corporate Mission
Serve As a Catalyst and a Filter
Let the Team Become the Experts
Recognize the Personality and Needs of the Team
Use of an Interests-Based Management Approach
iNPD Team Integration Effectiveness
Chapter 7 Understanding the User’s Needs, Wants, and Desires
Overview: Usability and Desirability
An Integrated Approach to a User-Driven Process
Using Ethnography to Understand Parrotheads
Lifestyle Reference and Trend Analysis
Ergonomics: Interaction, Task Analysis, and Anthropometrics
Scenario Development (Part II)
Identifying Users in Nonconsumer Products: Designing Parts within Products
Visualizing Ideas and Concepts Early and Often
Chapter 8 Service Innovation: Breakthrough Innovation on the Product–Service Ecosystem Continuum
The Era of Interconnected Ecosystems: Product, Interface, and Service
Umpqua: Designing a Bank Like a Product
UPS Moves Beyond the Package Delivery Industry
The Disney Renaissance: The Ultimate Entertainment Service
Interaction Through a Multisensory Interactive Teaching Tool
Chapter 9 Case Studies: The Power of the Upper Right
Reinventing the Classroom with Upper Right Seating Systems: The IDEO and Steelcase Node
Ball Parks Play in the Upper Right: The Dallas Stadium and PNC Park
Innovation in Machining: Kennametal Beyond Blast Titanium Manufacturing
Electric Vehicle Innovation: Bringing Upper Right Transportation to the Twenty-First Century
Upper Right Open Innovation Partnerships between Companies and Universities
Innovation along the Highway: Navistar International LoneStar
The 50+ and Environmental Responsibilities: Designing a New Refillable Sustainable Packaging System
Making University–Industry Innovation Partnerships Work
Chapter 10 Case Studies: The Global Power of the Upper Right
Brazil: Innovation and Growth in South America
China: Haier, The First Major Chinese Global Brand
India: Design Impact and Social Responsibility in India
Be Green Packaging: The World Is Flat Meets Cradle to Cradle in Connect+Develop
DesignSingapore Council: The Third Component from the Little Country That Can