Creatively interpreting and managing design to address consumer needs can be a source of great business success. Articles in this issue offer insights on finding opportunities in new constituencies. They demonstrate research techniques and design processes that yield a clearer picture of user perspectives. They reveal how responding to distinctive market segments can generate high-margin products and serv9ices. Blending theory with practice, case studies abound, including profiles on Microsoft's Xbox 360, the Dyson vacuum, the Bugaboo stroller, innovations in mobile phones, and user-focused trends at the US Postal Service.
Engaging the Hearts and Minds of Consumers
Reconceptualizing the Xbox Platform
Will Meaningful Brand Experiences Disrupt Your Market?
Beyond Sticky Stamps: Transforming Customer Experience at the US Postal Service
Aradhana Goel, Francia Glandorf Smith, and Jon West
Making Designs Dissonant
A Holistic Approach to Delivering Ergonomic Innovation
Increasing Sales by Considering Disabilities
Stephen B. Wilcox
Design and Mobile Innovation
How Brands Determine Organizational Creativity
Social Science Strategies for User-Focused Innovation and Design Management
Victor Seidel and John P. Pinto
Teaching User-Focused Innovation
James Morley Read
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