Sunday, April 10, 2011

Predictable Magic by Deepa Prahalad & Ravi Sawhney

Physcho-Aesthetics: Aligning Product design to Business Strategy

Product Design is mostly considered as an art form. However in ‘Predictable Magic’, Deepa Prahlad and Ravi Sawhney introduces a framework that they call Phsycho-Aesthetics, through which the design process can be aligned to corporate strategy enabling business to come up with successful product designs. Companies like Apple, Google and Amazon have shown how critical it is to build deep emotional connections between their consumers and product brands. But how do we map this process? How doe we get business managers, engineering professionals and designers on the same page? Read this book to understand how the Phsycho-Aesthetics approach will help a company achieve this.

In the first part of the ebook, the authors show you how their framework can help in developing user-centric designs through consumer ‘personas’, mapping business goals to product features, targeting specific segments with unmet needs, and develop market winning strategies. In the second part they take you through the implementation of the design strategy and how to continuously engage the customers. With many real life case studies understanding of the framework becomes very easy.

I am not sure if entirely new designs or concepts can be created using the Pyshco-Aesthetics approach, but it will definitely help any entrepreneur, business manager or designer in validating their product design approach.

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