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 they craft rewarding, empowering experiences. To outsiders, this looks like 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.
Widely publicised across the product design community, the book promises “a complete design process for making the ‘magic’ happen — over and over again.” Accessibly written and eminently practical, Prahalad and Sawhney use the term Psycho-Aesthetics to describe their approach.
The underpinnings of their process centre on a grid, aligning a version of Maslow’s hierarchy along the vertical and degree of immersive interactivity along the horizontal.
They anchor their design process by mapping current products against these axes, then overlaying consumer personas according to their desired product experience within the category. The design team uses the intersections and gaps on the map to drive product definition and design strategy.
The book left me unconvinced by its theoretical stance (and even doubting that it has one), but respectful of the authors, the clarity of their communication, and their portfolio of case studies.
I am not a designer . . . an engineer . . . or a marketing person . . . but this book was very interesting, wildly informative, intellectually accessible, and yes entertaining! As I see it . . . in life's various roles beyond those professional capacities mentioned above we are all designers/producers/consumers. So on any number of levels, this book is insightful and useful. It is ultimately a professional, industrial-strength, treatment on business products and programs - a genre I am admittedly under-qualified to critique - but as a dad, Sunday school teacher, a small business owner, and a curiosity freak, I was by truly charged by its implications in all aspects of my to-be-constructed-by-pictogram life.
Desde Leader Summaries recomendamos la lectura del libro El Poder del Diseño, de Deepa Prahalad y Ravi Sawhney. Las personas interesadas en las siguientes temáticas lo encontrarán práctico y útil: marketing y ventas, atraer y retener a los clientes, gestionar marcas y posicionamiento. En el siguiente enlace tienes el resumen del libro El Poder del Diseño, Cómo utilizar la psicoestética para crear productos emocionalmente relevantes para los clientes: El Poder del Diseño
I really love the idea of this book which is how to create a objective process around design strategy and customer experience. The authors put together a model that appears useful, but also appears somewhat complex. For that reason it may work for a company but will probably not go mainstream.