CHAPTER 6: WORK THE DESIGN PROCESS

WORK THE DESIGN PROCESS

 Firms monetize strategies from translated research and insight

 Design process: create, test, recreate and so on
 “Everyone has ideas. They may be too busy or lack the confidence and technical ability to carry
them out.” –James Dyson, creator of top-selling upright vacuum cleaner
 Design process begins as a result of a strategic initiative
 Design process also begins as a personal inspiration
 A model helps teams to visualize and fully functioning prototypes
 Design strategy needs a clear path
 Realities of implementation needs to be integrated into design process

FROM A GUITAR STAND TO A GUITAR

 Requires complete responsibility for design and business decisions in development process
 Beginning of a long & inspiring design process: constant cycle of creation, evaluation, and re-
creation
 Process involves trial and error
 Process involves evaluating various approaches against the map
 Refinements are made continuously until solution is identified

SET UP A WAR ROOM

 War room – a collaborative space in which to focus on a specific goal

 Psycho-Aesthetics framework’s success depends on the team’s ability to refocus common goals
during mapping process
 Key ingredient: access to the visuals tools created during mapping process
 Team members seek consumer context and emotional connections for the innovations

DESIGNING A NEW WAY TO MARKET

 Hayman insisted that being underfunded was key to company’s success – company become
resourceful
 Emotional connections play a role in the company’s growth
 Convenience and lower prices are offered than professional products
 Not dilute the brand by following the trend
WORK THE DESIGN PROCESS

 Builds strategic information

 forms personal inspiration

 collaborates with change

 focuses on a specific goal

 has a unique vision

momentum and excitement

 expert users

 consumers comfort level

 reality check

 needs superior experience

 identifying control points

 manufacturability and materials

COMPETING BY HELPING OTHERS

 Zoom tooth whitening system - is a peroxide gel activated by an ultra violet lamp to
whiten the teeth

 Specially designed to reduce patient’s fears and anxiety

 Was created by separating the power supply pod from the lamp itself

 Power Supply - is a hardware component that supplies power to an electrical device.

 System produced superior results of whitening teeth up to eight shades in an hour, at 30

percent of the cost of alternative patient therapies

 Giving dentist an opportunity to compete in a growing and lucrative market.

THE ROLE OF EXPERTS/ LEAD USERS

 Lead Users - lead guitar is that rhythm guitar focuses on driving the music

 Can be done using riffs and baselines

 Lead often concentrates on filling between vocal lines

 Requires great sensitivity on behalf the guitarist and vocalist

 Lead creates or contributes to song intros and outros

Back to the consumer

IDENTIFY CUSTOMERS
 Understand customer wants and needs
 Identify whom to target and how to reach them

SATISFY CUSTOMERS
 Make the right product or service available to the right people at the right time
 Make everyone feel better off from the exchange
 Passion for music like rock stars, fans, and aspiring musician alike

RETAIN CUSTOMERS
 Give customers a reason to keep coming back
 Find new opportunities to win their business

Sustainable solution to sound quality

 Sound Quality
 Innovations on manufacturing materials
 Environmental awareness

Optimized ergonomics for a better playing experience

 Better connection with customers

 Instrument Design and Innovation
 Customer Satisfaction

Finding a balance

 Decision making
 Identifying trade offs
 Better market testers

PERSONALIZED EXPERIENCE

 innovation connects

 key targets equals better and wider audience

 affordable, durable, budget friendly

IMPORTANCE OF EXECUTION

 Designing a New Way to Market

 fresh grad hiring for a fresh start

 bigger scope will be applied

 Finding balance

 takes risk