Design Is How It Works

May 17, 2010
A series of case studies of attractive and efficient design, from journalist Greene, makes a persuasive case for regarding design as an essential component of the development process of any product, which must be attended to at all stages, not just at the end. The best service or product design, according to Greene, creates a singular experience for the customer. Through case studies of design-savvy companies like Porsche, Nike, LEGO, OXO, Clif bars, and Virgin Atlantic, Greene discusses the brands’ origins and presses home the point that successful companies turn their customers into cultists of a sort, admirers of both the form and function of the products they’re using. Porsche drivers love the experience of driving the car, not just its clean lines; OXO identifies its customers’ cleaning pet peeves, then designs products around them; REI doesn’t just sell gear but authenticity. While Greene’s enthusiasm is clear, and design aficionados will lap up the case studies, the omission of prescriptive instruction and slight analysis make this a hard sell to the general reader.

July 1, 2010
Design in the twenty-first century is about creating experiences that consumers cannot get elsewhere and satisfying needs they never knew they had. A design culture starts with the CEO, who must allow the organization to rethink its innovation process and perhaps even its business processes. It requires experimenting, making mistakes, revisiting decisions, testing and trying different ideas without worrying about quantifying risk, cost overruns, and other basics in a numbers-oriented business. Greene introduces us to eight companies (Porsche; Nike; LEGO; OXO, design-centric kitchenware; REI, outdoor outfitter; energy-food company Clif Bar; Ace Hotels; and Virgin Atlantic) of different sizes, in different industries and locations, new and old, publicly traded and privately held to show that design is something in which any company can succeed. Greene provides valuable information and insight for companies in all businesses as he explains the importance of design thinking. He quotes Apples Steve Jobs in discussing the iPod, Its designs not just what it looks like and feels like. Design is how it works.(Reprinted with permission of Booklist, copyright 2010, American Library Association.)