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Predictable Magic: Unleash the Power of Design Strategy to Transform Your Business by Ravi Sawhney, Deepa Prahalad

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4 Personify Your Consumer

The next step in crafting an effective design strategy is developing a deep understanding of potential customers, what they seek in the category, and their needs, desires, and aspirations. Creating meaningful consumer experiences depends on these insights. Developing and mapping personas can enable companies to identify target consumers and set design priorities.

Redesigning an Icon

Leading audio products company JBL (James B. Lansing) Professional had a problem. After more than a decade as the leader in the portable powered speaker market it created with the original EON line of portable public address (PA) speakers, JBL’s competition had begun encroaching on the EON’s market share. In the years since its introduction ...

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