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Cummins Engine Global PD Speeds Innovation Locked

Quick Insight | Posted: 2006-03-01

Bombardier Transportation Global PD Reduces Cycle Time Locked

Quick Insight | Posted: 2006-03-01

Emotional Design and Product Differentiation:  An Interview with Don Norman Locked

Quick Insight | Posted: 2006-02-15

In this MRT interview, Don Norman, author of The Design of Everyday Things and Emotional Design, speaks about how cognitive and emotional aspects of product design influence buying decisions. Norman explains how ‘design’ involves the customer’s total experience of a product and distinguishes three levels of design: visceral, behavioural and reflective. He also outlines the role that each level of design plays at different stages of the product lifecycle including the differing design requirements of early adopters as compared with ordinary users. A cognitive scientist, Don serves as Professor of Electrical Engineering and Computer Science, Psychology, and Cognitive Science at Northwestern University. He is also co-founder of the Nielsen Norman Group consulting firm. Among his many non-academic activities, Norman was previously Vice President of the Advanced Technology Group at Apple Computer.

Framework & Overview: Design as a Differentiator Locked

Quick Insight | Posted: 2006-02-01

General Electric’s Renewed Commitment to Design Locked

Quick Insight | Posted: 2006-02-01

Design and Differentiation in Medical Products: Affymetrix Design Language a Key to New Product Strategy Locked

Quick Insight | Posted: 2006-02-01

The medical products industry, where firms tend to compete on technology alone, provides an excellent case for how design may be used to create competitive advantage. In this report, Allan Cameron of Design Continuum explains why design has become a key to product differentiation and how his firm worked with medical products firm Affymetrix to create designs which helped their products stand out from the competition. Affymetrix’s Steve Kellett describes how product and user research enabled the company to create a design language, a lexicon representing the image it wanted its product to convey. It included such attributes as empowering, approachable, precise, trustworthy, and brilliant. The design language offered cues for determining the product’s physical design and a general framework for understanding the design features that would best embody the attributes the company had decided mattered most. Cameron and Kellett make a case for design for differentiation, and show how such an approach may be applied.

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