u003cbu003eFrom Design Thinking to Design u003ciu003eDoingu003c/iu003eu003c/bu003eu003cbru003eu003cbru003eInnovators today are told to run loose and think lean in order to fail fast and succeed sooner. But in a world obsessed with the new, where cool added features often trump actual customer needs, it's the consumer who suffers. In our quest to be more agile, we end up creating products that underwhelm.u003cbru003eu003cbru003eSo how does a company like Nest, creator of the mundane thermostat, earn accolades like beautiful” and revolutionary” and a $3.2 billion Google buyout? What did Nest do differently to create a household product that people speak of with love?u003cbru003eu003cbru003eNest, and companies like it, understand that emotional connection is critical to product development. And they use a clear, repeatable design process that focuses squarely on consumer engagement rather than piling on features for features' sake.u003cbru003eu003cbru003eIn this refreshingly jargon-free and practical book, product design expert Jon Kolko maps out this process, demonstrating how it will help you and your team conceive and build successful, emotionally resonant products again and again.u003cbru003eu003cbru003eThe key, says Kolko, is empathy. You need to deeply understand customer needs and feelings, and this understanding must be reflected in the product. In successive chapters of the book, we see how leading companies use a design process of storytelling and iteration that evokes positive emotions, changes behavior, and creates deep engagement. Here are the four key steps:u003cbru003eu003cbru003e1. u003ciu003eDetermine a product-market fitu003c/iu003e by seeking signals from communities of users.u003cbru003e2. u003ciu003eIdentify behavioral insightsu003c/iu003e by conducting ethnographic research.u003cbru003e3. u003ciu003eSketch a product strategyu003c/iu003e by synthesizing complex research data into simple insights.u003cbru003e4. u003ciu003ePolish the product detailsu003c/iu003e using visual representations to simplify complex ideas.u003cbru003eu003cbru003eKolko walks the reader through each step, sharing eye-opening insights from his fifteen-year career in product design along the way.u003cbru003eu003cbru003eWhether you're a designer, a product developer, or a marketer thinking about your company's next offering, this book will forever change the way you think aboutand createsuccessful products.u003cbru003e