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Laura Weiss ‘97 | MIT Sloan | 02.29.12
Customers
(and Related Topics)
to the Design Process
Human (desirability)
Are you producing a
product or service that
people will want to
buy?
Business (viability)
Can you produce this
product or service in a
way that makes
“business” sense?
Technical (feasibility)
Do you have the
means to deliver this
product or service in a
way that “works” for all
stakeholders?
4 practices 4 modules,
Opportunity Identification Product Design Testing Launch + Lifecycle Management
Be inspired
by people.
Opportunity Identification
Design in
context. Product Design
An invention ''bigger than
pantyhose,'' ''bigger than
the Internet'' and ''almost
as big as cold fusion would
have been.”
Get tangible,
fast.
Testing
Rough •just good enough – it’s a
tool for learning, not the solution
•any materials will do
•less emotional attachment
• can iterate many options quickly
• is efficient and cheap
• offers immediate feedback
Rapid
Right • be clear about what you
want to learn
•focus on high risk areas first
•build only what you need to build
The “chair of death” Herman Miller ‘Aeron’ Chair, 1992
Tell a compelling
story. Launch + Lifecycle Management
Be inspired by people.
Design in context.
Get tangible, fast.
Tell a compelling
story.