Well-designed : how to use empathy to create products people love (Book, 2014) [WorldCat.org]
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Well-designed : how to use empathy to create products people love

Author: Jon Kolko
Publisher: Boston, Massachusetts : Harvard Business Review Press, [2014]
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
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  Read more...
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Details

Document Type: Book
All Authors / Contributors: Jon Kolko
ISBN: 9781625274793 1625274793
OCLC Number: 872622551
Description: viii, 234 pages : illustrations ; 23 cm
Contents: Introduction: From design thinking to design doing --
A new way o f developing products --
The nitty-gritty --
1. By design. The scope of a product ; Wait, that's really someone's job? ; What is design thinking? ; Bringing design thinking to product management ; An interview with Joe Gebbia, on creative roles and intuition --
2. Product-market fit: finding broad appeal. What is "The market"? ; Seeking signals from the market ; Frameworks to synthesize product-market signals ; An interview with Josh Elman, on the process of product management --
3. Behavioral insights: identifying latent needs and desires. Observing human behavior ; Seeking signals from people ; Frameworks to synthesize behavioral insights ; An interview with Gary Chou, on the spirit and soul of product development --
4. Product strategy: sketching a playbook of emotional value. Understanding design strategy ; Identifying the emotional value proposition ; Developing a product stance ; Considering analogous situations ; An interview with Mark Phillip, on restraint in product decisions --
5. Product vision: crafting the product details. Defining the product ; Exploring, through iteration and variation ; Recruiting people to the rpoduct vision ; An interview with Frank Lyman, on the career of product management --
6. Shipping. Building and leveraging a product road map ; Sweating the details ; Taking a proactive stance ; An interview with Alex Rainert, on growing a product and a business --
Conclusion: The future of product management.
Responsibility: Jon Kolko.

Abstract:

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 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 ethnogreaphic 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 merketer thinking about your company's next offering, this book will forever change the way you think about - and create - successful products. --

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"Top 11 Books to Watch for Q4." -- 250 Words (250words.com) A "Best Book of the year" pick." ... worthy reading for anyone looking to launch a new product or tweak an existing one." -- SUCCESS Read more...

 
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