Chapter 11: Setting product strategy

Why is product design important and what factors affect a good design?

By: Kartik SinglaIndian Institute of Technology(BHU), Varanasi

“Design is the totality of features that affect

how a product looks and feels to a customer”

Benefits or importance of design

Well designed products are easy to manufacture and distribute.

A well designed product is pleasing to the customer, easy to open install and use.

“Customers are ready to pay $204 more for a well-designed laptop!!!!!”

“Well designed products can be easily differentiated from others in the

market”

Some IDEA award winners

Each design should reflect:

Bold simplicity

Real authenticity

Familiar yet Surprising nature

Intensive ethnographic study of customers.

Involves

Design thinking(art of good design)

Creative brainstorming sessions.

Involves

Design thinking

Collaborative teamwork.

Involves

Design thinking

Unique designs are the mainstay of all luxury brands!!!!!

“These slides were prepared by ‘Kartik Singla’

as a part of an internship done under ‘Prof. Sameer Mathur’ (www.IIMInternship.com).”

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