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Product Design by Paul Rodgers, Alex Milton

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Identifying customer wants, needs, and demands

“Recognizing the need,” Charles Eames stated, “is the primary condition for design.” Early in their careers together, Charles and Ray Eames (see p. 31) identified the need for affordable yet high-quality furniture for the average consumer—furniture that could serve a variety of uses. For 40 years they experimented with ways to meet this challenge: designing flexibility into their compact storage units and collapsible sofas for the home; seating for stadiums, airports, and schools; and chairs for virtually anywhere.

This section concentrates on methods and tips to help you, as a product designer, focus on connecting your creative output with the customers most likely to appreciate and value it. It ...

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