Predictable Magic Unleash the Power of Design Strategy to Transform Your Business

by Prahalad, Deepa; Sawhney, Ravi

• ISBN13: 9780137023486
• ISBN10: 0137023480
• Edition: 1st
• Format: Hardcover
• Copyright: 2010-07-19
• Publisher: FT Press

Summary

How to design incredibly successful products - over and over again! bull; bull;Use Psycho-Aesthetics to integrate strategy, design, and story...create memorable experiences...and reach consumers at the deepest emotional levels! bull;Build products that make people feel great about themselves. bull;Embed 'triggers' that generate the purchase impulse. bull;Establish 'first connector' advantage: help customers overcome the anxieties that go with anything new. 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.

Author Biography

Deepa Prahalad is a business strategist specializing in opportunities at the intersection of consumer experience, technology, and strategy. She has experience in a wide range of industries and has worked as a management consultant with firms from start-ups to large multinationals. Passionate about emerging markets and innovation, she began her career researching how to improve efficiency in UN procurement and later moved to Singapore to become a commodities trader with Cargill. She holds a BA in Political Science and Economics from the University of Michigan and an MBA from the Tuck School of Business at Dartmouth.

 

Ravi Sawhney is founder and CEO of RKS, a global leader in strategy, innovation, and design. Sawhney’s contributions to the industrial design profession are legendary. At Xerox, he was sole Industrial Designer working with a team of 20 cognitive and social scientists to develop the world’s first touch-screen interface. Sawhney has been recognized with nearly every major industrial design award and has helped RKS’ elite clients generate more than 150 patents. He invented the popular Psycho-Aesthetics® design strategy presented in this book, an approach that has been profiled as a Harvard Business School case study.

Table of Contents

Acknowledgments	p. xv
About the Authors	p. xix
Preface	p. xxi
Introduction	p. 1
It's the Individual that Matters	p. 1
The Model	p. 3
A Simpler Way to Innovate and Design	p. 4
About this Book	p. 5
Creation of a Design Strategy
Set the Stage for Success	p. 9
Designing the Intangible	p. 9
New Rules of Competition	p. 10
A New Perspective on Design	p. 11
Overcoming the Hurdles	p. 12
Psycho-Aesthetics: An Integrated Approach to Innovation and Design	p. 13
The Importance of Emotion-and Action	p. 15
Enable your Stakeholders	p. 19
New Stakeholders, New Process	p. 20
Why it doesn't Happen Naturally	p. 21
Essential Ingredients for Alignment	p. 22
Process in Action-Amana	p. 24
An Accurate Diagnosis	p. 25
A New Focus on Consumer Testing	p. 26
Building Confidence, Building Success	p. 28
Moving Forward	p. 29
Creating Meaning	p. 30
Map the Future	p. 33
Designing for Tomorrow's Markets Today	p. 37
Experience Mapping Guides the Way	p. 38
Mapping Emotions	p. 40
Engaging Interactivity	p. 42
Mapping out the Possibilities	p. 44
Strategy Based on Understanding	p. 47
Experience Mapping and the Power of Design	p. 47
Personify your Consumer	p. 51
Redesigning an Icon	p. 51
Personas-The Mask of the Consumer	p. 53
Personas Fuel Intelligent, User-Centric Design	p. 54
What goes into a Persona	p. 56
What you get out of Personas	p. 58
Using Personas to Guide Design	p. 60
Mapping Personas	p. 61
Getting a Handle on the Right Design	p. 64
A Fresh Perspective	p. 67
Own the Opportunity	p. 71
On a Wing and a Startup Prayer	p. 71
Understanding a Changing Landscape	p. 72
Finding the Opportunity for Follow-up	p. 74
A Market Winning Strategy	p. 78
Opportunity is where you find it	p. 79
The Benefits of Mining the Gaps	p. 79
Unearthing the Opportunity	p. 82
Choosing the Right Opportunities	p. 85
The True Power	p. 87
Conclusion	p. 91
Amana	p. 94
Flip Cam	p. 95
JBL Professional	p. 96
Vestalife	p. 97
Implementation and Consumer Experience
Work the Design Process	p. 101
From a Guitar Stand to a Guitar	p. 102
Set up a War Room	p. 103
Uncovering Aspirations (of Guitar Players)	p. 104
Get Started-Fast	p. 105
The Role of Experts/Lead users	p. 106
Back to the Consumer	p. 110
Sustainable Solution to Sound Quality	p. 111
Optimized Ergonomics for a Better Playing Experience	p. 112
The Final Result	p. 113
Personalized Experience	p. 113
The Importance of Execution	p. 114
Channeling our Learning	p. 116
Designing a New way to Market	p. 117
Competing by Helping others Win	p. 118
Finding a Balance	p. 120
Engage Emotionally	p. 121
The Importance of Belonging	p. 122
Beyond First-Mover Advantage to "First-Connector" Advantage	p. 124
The Hero's Journey	p. 125
Why we Still need Heroes	p. 126
Calling out the Benefits of a Design	p. 128
Motivating Behavior Change	p. 128
Boosting Memory and Recall	p. 128
The Creation of Heroes	p. 130
What it takes to make a Hero	p. 133
Basic Quadrant (Lower Left)	p. 133
Artistic Quadrant (Upper Left)	p. 134
Versatile Quadrant (Lower Right)	p. 134
Enriched Quadrant (Upper Right)	p. 135
Winning Through Creating Heroes	p. 135
Reward your Consumer	p. 139
Putting it all Together	p. 139
Greening the Landscape	p. 140
Enable your Stakeholders	p. 142
Map the Future	p. 143
Personify your Consumer	p. 144
Own the Opportunity	p. 146
Work the Design Process	p. 148
Engage Emotionally	p. 150
Reward the Consumer	p. 153
Conclusion	p. 157
Afterword	p. 161
Endnotes	p. 165
Bibliography	p. 171
Index	p. 177
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