Blog  Design4Impact

As Consumers' Demands Change, Designers Are All in the Behavior Business (Fast Company)

Over the past few months, I've been busy challenging the design community with a theory that designers are now in the "behavior business." Many of the challenges that businesses are facing cannot be addressed without a strategy for influencing consumer behavior in a positive and sustained manner, in areas like personal finance and preventative care. For example, I have spent significant time with head of disease management for a major U.S. insurance company who can't do his job, and manage the ballooning costs of chronic illnesses, if his members don't get their annual checkup (which is free BTW).

Even as behavior emerges as a central theme to many businesses, design is generally not at the top of the agenda. Yet times like these require creative thinking more than ever: if you feel that things are under control, then you are not moving fast enough. The design community needs to help businesses not just understand how we think, but how we fit in.

Blog  Design4Impact

Kindle DX: Why Size Matters (from Fast Company)

People have a lot of expectations for the new, larger-sized Kindle DX [0]. Interesting how a shift in size / form factor can hold the fate of an entire industry (newspapers in this case) in its hand. Wow, the power of industrial design! I wish a larger screen could save the Boston Globe. But I doubt that is the case, at least not in the way people are hoping.

Blog  Design4Impact

Re-Kindling your Brand (from Fast Company)

It's such a relief to have a new cause celebre in the world of product design--particularly something not made by Apple. I am talking about the new Kindle, of course. I can finally take the iPhone out of every one of my presentation decks. Like the Wii, the Kindle seems to be breaking new ground, appealing to people (like my wife, an editor at a women's magazine) who are not Luddites (she has used a smartphone for email for years) but don't fetishize their gizmos at all. The Kindle is a different story.

It is particularly exciting for anyone in the product design community when a major consumer brand makes the leap to hardware. Unfortunately, this usually takes the form of "logo slapping," by the likes of Disney and others. The results are superficial at best. But they can also do real damage to the brand.

At frog, we talk a lot about "brand-led innovation," a concept that is becoming core to any brand or marketing strategy. But innovation cannot be delivered through conventional marketing media alone. It requires new products or services of some kind, like Hulu. And I would argue that innovation has a different impact when the product is something you can hold and love.