This document discusses linking customers to the design process and related topics. It introduces four modules and practices: Opportunity Identification, Product Design, Testing, and Launch & Lifecycle Management. The first module encourages being inspired by people to identify opportunities. The second module stresses designing products in context. The third recommends getting tangible prototypes fast through rough, rapid, and right testing. The final module emphasizes telling a compelling story to launch a product and manage its lifecycle.

1. Linking
Customers
to the
Design Process
(and Related Topics)
Laura Weiss ‘97 | MIT Sloan | 02.29.12

3. Are you producing a
product or service that
Human people will want to
buy?
(desirability)
Business Technical
(viability) (feasibility)
Can you produce this Do you have the
product or service in a means to deliver this
way that makes product or service in a
“business” sense? way that “works” for all
stakeholders?

4. 4 modules,
4 practices
Opportunity Identification Product Design Testing Launch + Lifecycle Management

5. Be
inspired
by
people.
Opportunity Identification

10. Design
in
context.
Product Design

11. An invention ''bigger than
pantyhose,'' ''bigger than
the Internet'' and ''almost
as big as cold fusion would
have been.”

17. Get
tangible,
fast.
Testing

18. Rough
•just good enough – it’s a
tool for learning, not the
solution
•any materials will do
•less emotional
attachment

19. Rapid
• can iterate many options
quickly
• is efficient and cheap
• offers immediate feedback

20. Right
• be clear about what you
want to learn
•focus on high risk areas first
•build only what you need to
build

21. The “chair of death”
Herman Miller ‘Aeron’ Chair, 1992

23. Tella
compelling
story.
Launch + Lifecycle Management

31. Be inspired by people.
Design in context.
Get tangible, fast.
Tell a compelling
story.