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Well-Designed: How to Use Empathy to Create Products People Love

Kolko, Jon

Published by Harvard Business Review Press
ISBN 10: 1625274793 / ISBN 13: 9781625274793
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Bibliographic Details

Title: Well-Designed: How to Use Empathy to Create ...

Publisher: Harvard Business Review Press

Binding: Hardcover

Book Condition: New


Num Pages: 224 pages, illustrations. BIC Classification: KJC; KJM; KJU. Category: (G) General (US: Trade). Dimension: 245 x 165 x 24. Weight in Grams: 482. . 2014. Hardcover. . . . . Books ship from the US and Ireland. Bookseller Inventory # V9781625274793

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Synopsis: From Design Thinking to Design Doing

Innovators today are told to run loose and think lean in order to fail fast and succeed sooner. But in a world obsessed with the new, where cool added features often trump actual customer needs, it?s the consumer who suffers. In our quest to be more agile, we end up creating products that underwhelm.

So how does a company like Nest, creator of the mundane thermostat, earn accolades like “beautiful? and “revolutionary? and a $3.2 billion Google buyout? What did Nest do differently to create a household product that people speak of with love?

Nest, and companies like it, understand that emotional connection is critical to product development. And they use a clear, repeatable design process that focuses squarely on consumer engagement rather than piling on features for features? sake.

In this refreshingly jargon-free and practical book, product design expert Jon Kolko maps out this process, demonstrating how it will help you and your team conceive and build successful, emotionally resonant products again and again.

The key, says Kolko, is empathy. You need to deeply understand customer needs and feelings, and this understanding must be reflected in the product. In successive chapters of the book, we see how leading companies use a design process of storytelling and iteration that evokes positive emotions, changes behavior, and creates deep engagement. Here are the four key steps:

1. Determine a product-market fit by seeking signals from communities of users.
2. Identify behavioral insights by conducting ethnographic research.
3. Sketch a product strategy by synthesizing complex research data into simple insights.
4. Polish the product details using visual representations to simplify complex ideas.

Kolko walks the reader through each step, sharing eye-opening insights from his fifteen-year career in product design along the way.

Whether you?re a designer, a product developer, or a marketer thinking about your company?s next offering, this book will forever change the way you think about—and create—successful products.

Product Description: A new way to create—and then disrupt

Industry disruption is no longer isolated to a unique product or service. Today's consumer needs engagement in order to be swayed to interact, connect, and buy your next offering. Achieve this and you'll achieve success. Sharp and refreshing, design insider and expert Jon Kolko offers a new view and usable process for conceiving and building powerful, emotionally resonant new products in this new book.

In Well-Designed, Kolko—VP at MyEdu and Founder and Director of the Austin Center for Design--shows how deep, meaningful engagement happens when products and services are delivered in an authentic way, when consumers see them less like manufactured artifacts and more like good friends. The key is empathy-driven design thinking, using a process of storytelling and iteration, with results that provoke emotion, change behavior, and create deep engagement.

Kolko, who has been engaged in this process of design for more than 15 years, now shares a concrete set of steps for identifying lucrative opportunities, designing for innovation, and producing products that have deep, meaningful emotional engagement. By following this process, readers will learn how to raise the role of design to a strategic competency.

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