A product is anything that can satisfy customer needs or wants in a market. Product design is the process of imagining, creating, and iterating products to solve user problems through empathizing with people, defining the problem, ideating solutions, building prototypes, and testing solutions. There are three levels of a product - the core value or benefit, the actual product, and the augmented aspects. Good product design has five essential properties - utility, reliability, usability, pleasurability, and desirability.

1. Product Design
THELMA V. VILLAFLORES
Capstone Research

2. What is a product?
A product is anything
that can be offered to a
market to satisfy the
needs or wants of the
customer.
https://marketing-insider.eu/three-levels-of-product/ THELMA V. VILLAFLORES

3. What is product design?
Product design is the
process of imagining,
creating, and iterating
products that solve
users’ problems or
address specific needs
in a given market.
https://www.productplan.com/glossary/product-design/ THELMA V. VILLAFLORES
https://chairish-prod.freetls.fastly.net/image/product/master/0ac761f9-27df-4285-
ad65-0888cd9892ee/art-deco-machine-age-man-ashtray-9340

4. 1
2
3
4
5
Empathize with people
Define the problem
Ideate a solution
Build a prototype
Test the solution
Product Design Process
https://www.productplan.com/glossary/product-design/ THELMA V. VILLAFLORES

5. Augmented Product
Core Value
Actual Product
01
02
03
Three Levels of Product
https://marketing-insider.eu/three-levels-of-product/ THELMA V. VILLAFLORES

6. 1
2
3
4
5
Utility
Reliability
Usability
Pleasurabilty
Desirability
Essential
Properties
of Good
Product
Design
https://uxplanet.org/5-essential-properties-of-good-product-design-eb7808fee24f THELMA V. VILLAFLORES

7. Hierarchy of
User Needs
https://uxplanet.org/5-essential-properties-of-good-product-design-eb7808fee24f THELMA V. VILLAFLORES

8. https://www.digsdigs.com/photos/awesome-creative-chair-designs-12.jpg
https://7gadgets.com/wp-content/uploads/2009/11/chair-gazebo-2.jpg

9. Utility
(Functionality)
Does it solve
my problem?
https://uxplanet.org/5-essential-properties-of-good-product-design-eb7808fee24f THELMA V. VILLAFLORES

10. https://www.freshtilledsoil.com/wp-
content/uploads/Bialetti-Pasta-Pot-draining.jpg
https://webneel.com/unusual-product-designs

11. Reliability
(Consistency)
Will it always
work?
https://uxplanet.org/5-essential-properties-of-good-product-design-eb7808fee24f THELMA V. VILLAFLORES

12. Industrial Marketing Today Blog

13. Usability
(Efficiency)
How easy is it
to use?
https://uxplanet.org/5-essential-properties-of-good-product-design-eb7808fee24f THELMA V. VILLAFLORES

14. Nielsen
Usability
Model
Nielsen usability model. Image by Researchgate THELMA V. VILLAFLORES

15. https://www.boredpanda.com/creative-packaging-
designs/?utm_source=r.search.yahoo&utm_medium=referral&utm_campaign=organic

16. Ogilvy & Mather, Germany

17. Pleasurability
(Positive
Emotional
Response)
What do you
feel when
you use the
product?
https://uxplanet.org/5-essential-properties-of-good-product-design-eb7808fee24f THELMA V. VILLAFLORES

18. pacsafe
lamy

19. Desirability
(Symbol of
Status)
Does a
product
make you
feel good to
own it?
https://uxplanet.org/5-essential-properties-of-good-product-design-eb7808fee24f THELMA V. VILLAFLORES

20. Hierarchy of
User Needs
https://uxplanet.org/5-essential-properties-of-good-product-design-eb7808fee24f THELMA V. VILLAFLORES