Well-Designed: How to Use Empathy to Create Products People Love - Hardcover
by Jon Kolko (Author)
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.Jon Kolko is Vice President of Consumer Design at Blackboard Inc. He joined Blackboard with the acquisition of MyEdu, a start-up focused on helping students succeed in college and get jobs. Jon is also the founder and Director of Austin Center for Design. His work focuses on bringing the power of design to social enterprises. He has worked extensively with both start-ups and Fortune 500 clients, and he's most interested in humanizing educational technology. Jon previously held the roles of both Principal Designer and Associate Creative Director at frog design and was also a Professor of Interaction Design and Industrial Design at the Savannah College of Art and Design.
At the heart of every product lies a unique story, driven by our passion for quality and innovation. Each item enhances your everyday life and sparks joy.