Index
A
Aaker, D. A., 102
ADHD management case study, 289
Aeron Chair case study, 351-352
aesthetics, as Value Opportunity, 75
affective interaction design, 207
aircraft manufacturing case study, 320-322
aluminum cans, VOA (Value Opportunity Analysis) of, 96-98
aluminum seating, Positioning Map of, 52
analysis of VOs (Value Opportunities), 81-84
GE Adventure Series MRI, 89-90
Margaritaville Frozen Concoction Maker, 84-85
Apple
brand and product strategy integration, 101-102
VOs (Value Opportunities) and brand identity, 120
Apple iMac, 359
Arnold, Susan, 116
assessments, shifting from qualitative to quantitative, 279
AT&T telephone case study, 234-235
Athenian, Spartan versus, 197
auto industry case study, 357-360
PDM (Part Differentiation Matrix) in, 187-188
SET Factors, 14
B
banking industry case study, 265-266
basketball coaching analogy, 194-195
benevolent coaching style, dictatorial style versus, 194-195
beverage containers, VOA (Value Opportunity Analysis) of, 96-98
Beyond Blast. See Kennametal Beyond Blast titanium machining case study, 296-300
The Biggest Loser (television show), 22
biomechanics, 233
Black & Decker Snakelight case study, 59, 356
Bluth, Don, 273
BodyMedia FIT System case study, 19-24
interaction design, 277
PDM (Part Differentiation Matrix), 184-185
product goals, 91
strategic planning at startup, 107
VOA (Value Opportunity Analysis), 86-87
Borroni-Bird, Chris, 304
brand, products and, 9
The Brand Gap: How to Bridge the Distance Between Business Strategy and Design (Nuemeier), 105
brand identity
building versus maintaining, 114-119
in Upper Right products, 83-84
brand loyalty, 68
brand management, 206
brand strategy
building versus maintaining brand identity, 114
Cirque du Soleil case study, 114-115
Harley-Davidson case study, 118-119
P&G Herbal Essences case study, 115-117
corporate commitment to, 105-108
product brand management, 109
company identity versus product identity, 111-114
product strategy integration, 101-105
VOs (Value Opportunities) and, 120-122
Brazil, innovation in, 320
breakthrough products. See also new product development
defined, 3
Breuer/Tornado Marathon Carpet Cleaner case study, 353-354
BRIC countries, 319
Brazil, 320
China, Haier case study, 323-325, 328
India, Design Impact case study, 328-330
Bryant, Kobe, 194
Buffett, Jimmy. See Margaritaville Frozen Concoction Maker
Building Better Global Economic BRICs (O’Neil), 319
building brand identity, maintaining brand versus, 114
Cirque du Soleil case study, 114-115
Harley-Davidson case study, 118-119
P&G Herbal Essences case study, 115-117
Built to Love (Boatwright and Cagan), 74
Burns, Lawrence, 304
Buyology (Lindstrom), 208
C
Calhoun, Jeff, 95
Calipari, John, 195
Carnegie Mellon University, 306-311
case studies
ADHD management, 289
Black & Decker Snakelight, 59, 356
interaction design, 277
PDM (Part Differentiation Matrix), 184-185
product goals, 91
strategic planning at startup, 107
VOA (Value Opportunity Analysis), 86-87
changing SET Factors in, 339-340
GE Healthcare Adventure MRI Series, 28-32
VOA (Value Opportunity Analysis), 89-90
Kennametal Beyond Blast titanium machining, 296-300
Live Well Collaborative, 311-315
Margaritaville Frozen Concoction Maker, 15-19
PDM (Part Differentiation Matrix), 183-184
VOA (Value Opportunity Analysis), 84-85
Navistar/Carnegie Mellon partnership, 307-311
brand identity, 112
knockoffs, 58
Universal Design, 78
P&G Herbal Essences
brand and product strategy integration, 104
redefining brand identity, 115-117
Ritz-Carlton, 262
flexible brand identity, 112
PDM (Part Differentiation Matrix), 185-186
VOA (Value Opportunity Analysis), 87-89
updates on
Black & Decker Snakelight, 356
Breuer/Tornado Marathon Carpet Cleaner, 353-354
HeadBlade, 350
Herman Miller Aeron Chair, 351-352
Kodak Single Use Camera, 355
Zip Drive, 351
Casey, Jim, 267
The Centaur (Updike), 239
champions, team managers as, 198
Chevy Volt case study, 302
China, innovation in, 323-325, 328
Chrysler PT Cruiser, 358
Cirque du Soleil case study, 114-115
classroom seating case study, 283-289
Clay Street, 178
Cloyd, Gil, 307
cognitive dissonance, 226
collaboration of teams, 171-172. See also partnerships, 305-316
commodity products in Upper Right (in Positioning Map), 93-94
companies, partnerships with universities, 305-307, 315-316
LWC (Live Well Collaborative), 311-315
Navistar/Carnegie Mellon partnership, 307-311
company identity, product identity versus, 111-114
complexity (parts design), 181
computer manufacturing case study, 322-323
conceptualization of product opportunities, 133-135, 148-152
conflict management, 171-172, 188-190
conflict within teams, 151
constraints, balancing with variables, 193
consumer culture, growth of, 41-42
copyright. See intellectual property protection, 59-60, 155
core technology, as Value Opportunity, 80
corporate commitment to brand and product strategy, 105-108
corporate mission in team management, 192
corporate values in brand strategy, 108-109
cost-driven products, value-driven products versus, 72-73
costs
Cradle to Cradle (McDonough and Braungart), 328-330
Crossing the Chasm (Moore), 49, 227
Crown Wave case study, 111, 346-348
Csikszentmihalyi, Mihaly, 178
CT scanners. See GE Healthcare Adventure MRI Series case study
Curitiba (Brazil), innovation in, 320
customer research (UPS case study), 270
product connections with, 104
customers, role of
in brand strategy, 105
customization, 208
Cyrus, Miley, 276
D
Dallas Stadium case study, 291-295
Davis, Ray, 265
Deadheads, 17
Design for the Real World: Human Ecology and Social Change (Papanek), 318, 328
Design Impact case study, 328-330
The Design of Things to Come (Cagan, Vogel, and Boatwright), 59
DesignSingapore Council case study, 332-335
desirable products, defined, 67
DeWalt, brand identity, 111
diagnostics in human factors research, 207
dictatorial coaching style, benevolent style versus, 194-195
disciplines
integration of, 163-166, 199-200
PDM (Part Differentiation Matrix), 190-191
for user-centered design, 210-212
PDM. See PDM
Disney, Roy, 273
Dreamworks, 364
Dunkin’ Donuts, 28
E
Eames, Charles and Ray, 328
economic factors in POGs (product opportunity gaps), 12
educational products case study, 277-279
Eisner, Michael, 273
electric vehicles case study, 300-305
emotion, as Value Opportunity, 74-75
empathic innovation, 30
empathy, logic versus, 260-261
empowerment of interdisciplinary teams, 191-199
entertainment industry case study, 272-276
environmental impact, as Value Opportunity, 79
ergonomics, 225
Margaritaville Frozen Concoction Maker case study, 220-222
new product ethnography, 127
techniques of, 217
evolutionary product development, revolutionary development versus, 60-61
F
fantasy expectations, 71
filtering product opportunities, 139-140
FIT System. See BodyMedia FIT System case study
flexible identity, 112
Flow (Csikszentmihalyi), 178
focus groups, 152
Ford, Henry, 42
Forlizzi, Jodi, 276
form models, 154
Freeplay Radio case study, 356-357
function models, 154
Fuzzy Front End, defined, 3. See also new product development
G
The Game-Changer: How You Can Drive Revenue and Profit Growth with Innovation (Lafley), 116
Gates, Bill, 258
Gauthier, Daniel, 114
GE Healthcare Adventure MRI Series case study, 28-32
VOA (Value Opportunity Analysis), 89-90
Gilmore, James, 70
Gladwell, Malcolm, 238
glass bottles, VOA (Value Opportunity Analysis) of, 96-98
GM (General Motors), SET Factors, 14
go/no-go decision point, 154
goals, VOs (Value Opportunities) and, 91-93
Grand Challenges (for society), 363
Grateful Dead, 17
Grow (Stengel), 363
H
Haier case study, 323-325, 328
Harley-Davidson case study, 118-119
HeadBlade case study, 350
Herbal Essences case study. See P&G Herbal Essences case study
Herman Miller Aeron Chair case study, 102, 351-352
HFES (Human Factors Ergonomics Society), 205-206
history
of human factors research, 205-206
of style and technology integration, 40-47
customer value, mass customization, global economy, 46-47
growth of consumer culture, 41-42
mass marketing and middle class growth, 44-45
style and mass production, 42-44
Ho, Jeffrey, 333
Honda Insight, 304
Human Factors Ergonomics Society (HFES), 205-206
human factors research, 205. See also user-centered design, 210-212
advanced diagnostics, 207
affective interaction design, 207
brand management, 206
ergonomics, 225
Margaritaville Frozen Concoction Maker case study, 220-222
techniques of, 217
interaction design, 207
lifestyle reference and trend analysis, 223-225
mass customer-zation, 208
product definition from, 244-245
SideWinder case study, 246-247
quantitative versus qualitative analysis, 208-210
scenario development, 212-214, 236-237
hybrid vehicles, 302
I
identification of product opportunities, 133, 136-143
iMac, 359
impact, as Value Opportunity, 76-79
Include Fitness case study, 289-290
industrial design services, 159
industrial products, in Upper Right (in Positioning Map), 93-94
innovation. See also interconnections between products and services; Upper Right (in Positioning Map)
in Brazil, 320
in China, Haier case study, 323-325, 328
Dallas Stadium case study, 291-295
electric vehicles case study, 300-305
in India, Design Impact case study, 328-330
Kennametal Beyond Blast titanium machining case study, 296-300
partnerships between universities and companies, 305-307, 315-316
LWC (Live Well Collaborative), 311-315
Navistar/Carnegie Mellon partnership, 307-311
in product and service interconnections, 258
Steelcase Node case study, 283-289
iNPD (integrated new product development) process, 128-130
at Carnegie Mellon University, 306
conceptualization of product opportunities, 133-135, 148-152
identification of product opportunities, 133, 136-143
integration of disciplines, 163-166, 199-200
realization of product opportunities, 135, 153-156
role in overall development process, 130-131
understanding of product opportunities, 133, 143-148
integration of disciplines, 163-166, 199-200
PDM (Part Differentiation Matrix) and, 190-191
for user-centered design, 210-212
intellectual property protection, 59-60, 155
interaction, ergonomics of, 225-227
interaction design, 207, 276-279
interactive teaching tool case study, 277-279
interconnections between products and services, 257-260
traditional service design, 262-264
Umbqua Bank case study, 265-266
interdisciplinary teams. See teams
interests-based negotiation, 173
interests-based team management, 196-198
interface opportunities (new product development), 128
interfaces with products and services, 258
interviews (in ethnography), 217
J
Jackson, Phil, 194
Johnson, Peter, 197
Jones, Jerry and Gene, 291
Jordan, Michael, 194
Justice, Lorraine, 327
K
Kamen, Dean, 304
Kanter, Rosabeth, 108
Kasabach, Chris, 22
Katzenberg, Jeffrey, 273
Kennametal Beyond Blast titanium machining case study, 296-300
KhooTeckPuat Hospital (KTPH) case study, 333-335
Knight, Bobby, 194
Kodak Single Use Camera case study, 355
Kornau, Matt, 328
Kotchka, Claudia, 178
Kramer, Valerie, 225
Krzyzewski, Mike, 194
KTPH (KhooTeckPuat Hospital) case study, 333-335
Kuehler, David, 178
L
Laliberté, Guy, 114
Lasseter, John, 276
legal issues, intellectual property protection, 59-60
Lerner, Jaime, 320
lifestyle impact (parts design), 181
Lindstrom, Martin, 208
Live Well Collaborative (LWC), 307, 311-315
logic, empathy versus, 260-261
LoneStar. See Navistar, 103, 307-311
Lower Left (in Positioning Map), 48-49
Lower Right (in Positioning Map), 49-50
Lucas, George, 238
Ludwig, James, 287
LWC (Live Well Collaborative), 307, 311-315
M
maintaining brand identity, building brand versus, 114
Cirque du Soleil case study, 114-115
Harley-Davidson case study, 118-119
P&G Herbal Essences case study, 115-117
management of interdisciplinary teams, 191-199
balance between upper management and team, 192-193
corporate mission, understanding, 192
dictatorial versus benevolent coaching styles, 194-195
expertise of team versus expertise of manager, 196
interests-based management, 196-198
personality of team, recognizing, 196
visionaries and champions, 198
Margaritaville Frozen Concoction Maker case study, 15-19
PDM (Part Differentiation Matrix), 183-184
VOA (Value Opportunity Analysis), 84-85
Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image (Schmitt and Simonson), 155, 206
mass customer-zation, 208
mass customization, 46-47, 208
development of, 206
Matt, Brian, 17
Mazda Miata, 358
McDonalds, 28
McDonough, William, 332
McKee, Robert, 239
The Measure of Man and Woman: Human Factors in Design (Dreyfuss), 231
Meyer, Ben, 278
middle class, growth of, 44-45
Mitchell, Bill, 304
mood boards, 224
Moore’s Law, 12
Motorola Talkabout case study, 348-349
movie director analogy, 195
movie-making analogy (innovation), 363-364
MRI scanners. See GE Healthcare Adventure MRI Series case study
Muller, Tom, 300
multisensory interactive teaching tool case study, 277-279
N
Nader, Ralph, 45
brand and product strategy integration, 103
partnership with Carnegie Mellon University, 307-311
negotiation in design process, 172-176
Fuzzy Front End, defined, 3
human factors research. See human factors research
at Carnegie Mellon University, 306
conceptualization of product opportunities, 133-135, 148-152
identification of product opportunities, 133, 136-143
integration of discplines, 163-166, 199-200
realization of product opportunities, 135, 153-156
role in overall development process, 130-131
understanding of product opportunities, 133, 143-148
for interface opportunities, 128
parachuting analogy, 4
PDM (Part Differentiation Matrix), 181-187
BodyMedia FIT System case study, 184-185
integrated development and, 190-191
Margaritaville Frozen Concoction Maker case study, 183-184
revolutionary versus evolutionary development, 60-61
secondary stakeholders, 241-242
for service design, 128
stakeholders, influence of, 30
teams. See teams
new product ethnography, 127
niche marketing, 45
Nissan Leaf case study, 301-302
nonconsumer products, identifying users of, 243
Norman, Donald, 41
Noyes, Elliot, 45
Nuemeier, Marty, 105
O
O’Neal, Shaquille, 194
O’Neil, Jim, 319
observation (in ethnography), 217
ODAM (Organisation of Development Action and Maintenance), 329
open innovation. See innovation
orchestra conductor analogy, 195
Organisation of Development Action and Maintenance (ODAM), 329
Outliers: The Story of Success (Gladwell), 238
Overthun, Thomas, 286
OXO GoodGrips case study, 32, 340-346
brand identity, 112
knockoffs, 58
Universal Design, 78
P
P&G Clay Street, 178
P&G Herbal Essences case study
brand and product strategy integration, 104
redefining brand identity, 115-117
packaging case study (Be Green), 330-332
packaging system case study (Live Well Collaborative), 311-315
Parrotheads. See Margaritaville Frozen Concoction Maker
Part Differentiation Matrix. See PDM (Part Differentiation Matrix)
partnerships between universities and companies, 305-307, 315-316
LWC (Live Well Collaborative), 311-315
Navistar/Carnegie Mellon partnership, 307-311
patents, benefits of, 155. See also intellectual property protection, 56-60, 155
PDM (Part Differentiation Matrix), 181-187
BodyMedia FIT System case study, 184-185
integrated development and, 190-191
Margaritaville Frozen Concoction Maker case study, 183-184
UPS case study, 270
Peet’s Coffee, 27
Peet, Alfred, 27
Peña, Alejandro, 17
Pine, B. Joseph, 70
Pixar Studios, 276
plastic bottles, VOA (Value Opportunity Analysis) of, 96-98
POGs (product opportunity gaps). See also product opportunities
case studies
Crown Wave, 348
Disney, 273
GE Healthcare Adventure MRI Series, 28-32
Margaritaville Frozen Concoction Maker, 15-19
OXO GoodGrips, 32
UPS, 269
economic factors, 12
VOs (Value Opportunities) and, 91
positioning breakthrough products, 5-7. See also Upper Right (in Positioning Map)
of aluminum seating, 52
of BodyMedia FIT System, 53-55
Dallas Stadium case study, 292
Kennametal Beyond Blast titanium machining case study, 296-297
of Margaritaville Frozen Concoction Maker, 52-53
quadrants in, 47
style and technology integration, 37-47
Upper Left, 50
Upper Right. See Upper Right (in Positioning Map)
OXO GoodGrips peeler case study, 341
postponement, 113
Pour Your Heart Into It (Schultz), 28
power-based negotiation, 173
Prichard, Paul, 300
product brand management, 109
building versus maintaining brand identity, 114
Cirque du Soleil case study, 114-115
Harley-Davidson case study, 118-119
P&G Herbal Essences case study, 115-117
company identity versus product identity, 111-114
product development. See new product development
product identity
company identity versus, 111-114
conceptualizing, 133-135, 148-152
identifying, 133, 136-141, 143
product opportunity gaps. See POGs (product opportunity gaps)
brand strategy integration, 101-105
corporate commitment to, 105-108
product-service ecosystems, defined, 8
products
brand and, 9
connection with customer values, 104
cost-driven versus value-driven, 72-73
industrial/commodity products in Upper Right (in Positioning Map), 93-94
interconnection with services, 257-260
traditional service design, 262-264
Umbqua Bank case study, 265-266
nonconsumer products, identifying users of, 243
services and
BodyMedia FIT System case study, 24
Starbucks case study, 25
successful products, factors in, 9
value
VOA (Value Opportunity Analysis), 81-84
GE Adventure Series MRI, 89-90
Margaritaville Frozen Concoction Maker, 84-85
VOs (Value Opportunities), 73-74
aesthetics, 75
core technology, 80
profit
in Upper Right products, 82-83
program planning, importance of, 106-107
prototyping
rough prototyping, 145
PT Cruiser, 358
Pugh charts, 151
Pugh, Stuart, 151
Pyramid of Success (Wooden), 194
Q
qualitative human factors analysis, 208-210
Margaritaville Frozen Concoction Maker case study, 220-222
techniques of, 217
qualities (of products), value and, 70-73
quality, as Value Opportunity, 80-81
quantitative human factors analysis, 208-210
R
Rams, Dieter, 102
Rand, Paul, 45
realization of product opportunities, 135, 153-156
recyclable packaging case study, 330-332
Reinventing the Automobile: Personal Urban Mobility for the 21st Century (Mitchell), 304
repetitive stress injury, 227
reverse engineering, 150
revolutionary product development, evolutionary development versus, 60-61
Reynolds, Robert, 289
Rider, Ed, 239
rights-based negotiation, 173
Ritz-Carlton case study, 262
Roberts, Dexter, 323
rough prototyping, 145
Rowling, J. K., 239
S
scenarios, 208
development of, 212-214, 236-237
in identification of product opportunities, 142-143
understanding product opportunities, 145, 148
Schulze, Horst, 262
Sears Coldspot Refrigerator, 43
secondary stakeholders, 136, 241-242
Segway, 304
SenseWear System case study. See BodyMedia FIT System case study
sensory perception, 75
service design (new product development), 128
services
defined, 8
interconnection with products, 257-260
BodyMedia FIT System case study, 24
Starbucks case study, 25
traditional service design, 262-264
Umbqua Bank case study, 265-266
VOA for, 263
case studies
classroom seating, 283
GE Healthcare Adventure MRI Series, 28-32
Margaritaville Frozen Concoction Maker, 15-19
economic factors, 12
in human factors research, 208
in product opportunity identification, 138
for Segway, 304
VOs (Value Opportunities) and, 91
Seward, Reneé, 277
Sheer Cliff of Value (in Positioning Map), 6, 65-66. See also value
SideWinder case study, 246-247
Snakelight. See Black & Decker Snakelight case study, 59, 356
social factors in POGs (product opportunity gaps), 11-12
social impact, as Value Opportunity, 78
social VO (Value Opportunity) for electric vehicles, 304
socially responsible design, 328
societal goals, 363
Spartan, Athenian versus, 197
stakeholders
influence of, 30
secondary stakeholders, 241-242
flexible brand identity, 112
PDM (Part Differentiation Matrix), 185-186
VOA (Value Opportunity Analysis), 87-89
Steelcase Node case study, 283-289
Stengel, Jim, 363
Stumpf, Bill, 233
style
defined, 37
integration with technology, 37-40
Upper Left quadrant, 50
successful products, factors in, 9
Super Size Me (film), 22
SuperCorp: How Vanguard Companies Create Innovation, Profits, Growth, and Social Good (Kanter), 108
T
team conflict, PDM (Part Differentiation Matrix) and, 188-190
bias in, 129
conflict within, 151
elements of, 129
iNPD process. See iNPD process
integration of disciplines, 163-166, 199-200
PDM (Part Differentiation Matrix) and, 190-191
for user-centered design, 210-212
PDM. See PDM
technology
defined, 38
in Positioning Map
Upper Left quadrant, 50
technology factors in POGs (product opportunity gaps), 12-13
testing, shifting from qualitative to quantitative, 279
Tett, Gillian, 319
titanium machining case study, 296-300
Tolkien, J. R. R., 239
Toyota Prius, 302
trademarks. See intellectual property protection, 59-60, 155
traditional service design, 262-264
transgenerational products, 224
Trubey, Bryan, 293
trucking case study. See Navistar, 103, 307-311
24 Hour Fitness, 23
U
Umbqua Bank case study, 265-266
understanding of product opportunities, 133, 143-148
Universal Design, 78
Universal Methods of Design (Martin and Hanington), 217
universities, partnerships with companies, 305-307, 315-316
LWC (Live Well Collaborative), 311-315
Navistar/Carnegie Mellon partnership, 307-311
updates on case studies
Black & Decker Snakelight, 356
Breuer/Tornado Marathon Carpet Cleaner, 353-354
HeadBlade, 350
Herman Miller Aeron Chair, 351-352
Kodak Single Use Camera, 355
Zip Drive, 351
Updike, John, 239
Upper Left (in Positioning Map), 50
Upper Right (in Positioning Map), 6-7, 50-51
Dallas Stadium case study, 292
experience economy, 71
industrial/commodity products, 93-94
intellectual property protection, 59-60
revolutionary versus evolutionary product development, 60-61
usable products, defined, 67
useful products, defined, 67
user research. See human factors research
user-centered design, interdisciplinary approach to, 210-212
user-centered iNPD process. See iNPD process
users of nonconsumer products, identifying, 243
V
value. See also VOA (Value Opportunity Analysis); VOs (Value Opportunities)
in Positioning Map, 50-51, 65-66
price sensitivity, 40
Value Opportunities. See VOs
Value Opportunity Analysis. See VOA
value-driven products, cost-driven products versus, 72-73
values
corporate values in brand strategy, 108-109
customer values
product connections with, 104
variables, balancing with constraints, 193
visionaries, team managers as, 198
VistaLab pipettes case study, 95-96
visual stories (in ethnography), 217
visualization in iNPD process, 247-252
VOA (Value Opportunity Analysis), 64, 81-84
BodyMedia FIT System case study, 86-87
Chevy Volt case study, 303
Coca-Cola bottles/cans case study, 96-98
Crown Wave case study, 348
empathetic versus logical aspects, 261
GE Adventure Series MRI case study, 89-90
in interaction design, 277
Kennametal Beyond Blast titanium machining case study, 298
Margaritaville Frozen Concoction Maker case study, 84-85
Navistar truck case study, 308
Nissan Leaf case study, 302
OXO GoodGrips peeler case study, 343-344
for services, 263
Steelcase Node case study, 287
VOs (Value Opportunities), 73-74
aesthetics, 75
Be Green case study, 331
core technology, 80
in understanding product opportunities, 148
UPS case study, 271
VW Beetle, 359
W
Weedman, Jeff, 330
weighted matrix, 151
The Wisdom of Teams (Katzenbach and Smith), 176
Wooden, John, 194
The World Is Flat (Friedman), 330
X–Y–Z
Zimpher, Nancy, 307
Zip Drive case study, 351