# Well-Designed: How to Use Empathy to Create Products People Love - Hardcover

by **Jon Kolko** (Author)

**From Design Thinking to Design _Doing_**

Innovators 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.

So 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?

Nest, 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.

In 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.

The 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:

1\. _Determine a product-market fit_ by seeking signals from communities of users.  
2\. _Identify behavioral insights_ by conducting ethnographic research.  
3\. _Sketch a product strategy_ by synthesizing complex research data into simple insights.  
4\. _Polish the product details_ using visual representations to simplify complex ideas.

Kolko walks the reader through each step, sharing eye-opening insights from his fifteen-year career in product design along the way.

Whether 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 about--and create--successful products.  

### Author Biography

**Jon Kolko** is Vice President of Consumer Design at Blackboard Inc. He joined Blackboard with the acquisition of MyEdu, a start-up focused on helping students succeed in college and get jobs. Jon is also the founder and Director of Austin Center for Design. His work focuses on bringing the power of design to social enterprises. He has worked extensively with both start-ups and _Fortune_ 500 clients, and he's most interested in humanizing educational technology. Jon previously held the roles of both Principal Designer and Associate Creative Director at frog design and was also a Professor of Interaction Design and Industrial Design at the Savannah College of Art and Design.  

**Number of Pages:** 224

**Dimensions:** 0.9 x 9.61 x 6.39 IN

**Publication Date:** November 11, 2014

## Details

- **Price:** 35.0 USD
- **Vendor:** Books by splitShops
- **Type:** Books
- **Tags:** Books by splitShops, Shopify Collective

## Variants

| Variant | Price | Available |
|---------|-------|-----------|
| Default Title | 35.00 USD | In stock |

## Images

- Well-Designed: How to Use Empathy to Create Products People Love - Hardcover

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