Cover -- Contents -- Acknowledgments -- About the Authors -- Preface -- Introduction -- It's the Individual That Matters -- The Model -- A Simpler Way to Innovate and Design -- About This Book -- PART I: Creation of a Design Strategy -- Chapter 1 Set the Stage for Success -- Designing the Intangible -- New Rules of Competition -- A New Perspective on Design -- Overcoming the Hurdles -- Psycho-Aesthetics: An Integrated Approach to Innovation and Design -- The Importance of Emotion-and Action -- Chapter 2 Enable Your Stakeholders -- New Stakeholders, New Process -- Why It Doesn't Happen Naturally -- Essential Ingredients for Alignment -- Process in Action-Amana -- A New Focus on Consumer Testing -- Building Confidence, Building Success -- Moving Forward -- Creating Meaning -- Chapter 3 Map the Future -- Designing for Tomorrow's Markets Today -- Experience Mapping Guides the Way -- Mapping Emotions -- Engaging Interactivity -- Mapping Out the Possibilities -- Strategy Based on Understanding -- Experience Mapping and the Power of Design -- Chapter 4 Personify Your Consumer -- Redesigning an Icon -- Personas-The Mask of the Consumer -- Personas Fuel Intelligent, User-Centric Design -- What Goes into a Persona -- What You Get Out of Personas -- Using Personas to Guide Design -- Mapping Personas -- Getting a Handle on the Right Design -- A Fresh Perspective -- Chapter 5 Own the Opportunity -- On a Wing and a Startup Prayer -- A Market Winning Strategy -- Opportunity Is Where You Find It -- Unearthing the Opportunity -- Choosing the Right Opportunities -- The True Power -- Part I: Conclusion -- Amana -- Flip Cam -- JBL Professional -- Vestalife -- PART II: Implementation and Consumer Experience -- Chapter 6 Work the Design Process -- From a Guitar Stand to a Guitar -- Set Up a War Room -- Get Started-Fast -- The Role of Experts/Lead Users.

Back to the Consumer -- The Importance of Execution -- Channeling Our Learning -- Designing a New Way to Market -- Finding a Balance -- Chapter 7 Engage Emotionally -- The Importance of Belonging -- The Hero's Journey -- Why We Still Need Heroes -- The Creation of Heroes -- What It Takes to Make a Hero -- Winning Through Creating Heroes -- Chapter 8 Reward Your Consumer -- Putting It All Together -- Greening the Landscape -- Enable Your Stakeholders -- Map the Future -- Personify Your Consumer -- Own the Opportunity -- Work the Design Process -- Engage Emotionally -- Reward the Consumer -- Part II: Conclusion -- Afterword -- Endnotes -- Bibliography -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I-J -- K-L -- M -- N-O -- P -- Q-R -- S -- T -- U-V -- W-Z.

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 objects: they craft rewarding, empowering experiences. To outsiders, this looks like magic: 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.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2019. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.