News By Tag
News By Place
Building Products to Love
Authors of "Built to Love" share why product emotions are critical to the long-term success of products. Moreover, they describe how to create products that people love so much they can’t see themselves without them.
Designing products and services that strike an emotional chord with customers doesn't happen by luck. Emotions must be understood and products designed with emotions clearly in mind.
Professors Peter Boatwright and Jonathan Cagan at Carnegie Mellon, authors of "Built to Love" are top experts in product development. They have conducted extensive research in the field and consult with top product companies (e.g., Apple, Navistar/International Truck, Procter & Gamble, Alcoa, Whirlpool, Lubrizo).
Peter and Jonathan outline in their book a simple, three-step process for developing products that meet the emotional needs of the consumers:
1. Determine appropriate emotions. Determine what feelings you would like the product to evoke?
2. Craft emotion strategy. Determine how your product will evoke the feelings.
3. Translate strategy into features. Determine the points where the customer will interact with the product - called "touchpoints."
To read a review of their book visit http://strategy-
# # #
Strategy-Keys.com publishes best practices and important insights to help you develop and implement winning business strategies. Strategy-Keys.com is owned by Breakthrough Practices.