STRATEGY

Setting

Chapter 11

WHY

product design is

important and what factors

affect a good design?

Design is the totality of

features that affect how a

product looks, feels and

functions to consumer.

Design offers a potent way

to differentiate and position a

company’s product and services.

Design can help

differentiate a product from

others in the market.

Hawkins cooker with very unique design

Stylite flashlight whose switch glows in

dark.

How can a good design be

created?

Design Thinking

3 Phases of

Design Thinking

1. OBSERVATION

Intensive ethnographic

studies of consumers

2. IDEATION

Creative brainstorming

sessions

3. IMPLEMENTATION

Collaborative teamwork

to decide how to bring

the design to reality

These slides were created by Ankit Kumar, IIT

Delhi, during a Marketing internship by Prof.

Sameer Mathur, IIM Lucknow