Empathy instruction backfires on designers

Chung, Jaehee and Jaewoo Joo (2017), “Effect of Empathy on Designers and Non-designers in Concept Evaluation,” Archives of Design Research, 30 (3), 57-71.     Abstract Background: Empathy instruction (“please empathize with the person in the narrative”) is often provided when new product concepts are evaluated in a narrative form. However, concept evaluators tend to empathize with…

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Empathy support system

Empathy matters in design and new  product development (e.g., Dev Patnaik’s Wired to Care). In order to deeply dive into target customers’ thoughts and feelings, marketers have used some combination of observation and interview (i.e., market-oriented ethnography in Rosenthal and Capper 2006) and even pictures (e.g., Zaltman Metaphor Elicitation Technique). Academic researchers in the marketing area…

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Bridging the Chasm between Design and Marketing

Although integrating design and marketing is critical for successful new product development (NPD), there has been a limited attention to the potential problems that arise during the NPD process and their possible solutions in academic literature. In order to narrow this gap, our study conducted a series of surveys of an interdisciplinary class project between…

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Expert Products, Novice Consumers

Crate and Barrel, one of my favorite stores following Pottery Barn and Williams and Sonoma, has a section called “Everything You Never Knew You Needed.” It introduces highly specialized kitchen utensils including jar spatula, melon baller, strawberry huller, avocado slicer, dual citrus squeezer, egg timer, and herb scissors. At first, they look useless for many who…

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The world’s first DC motor 3D printer: RAPY

Everyone has dreams but only few pursue them. I love the anecdote of the inventors of the world’s first DC motor 3D printer, RAPY (Rapid Advanced Printing sYstem). I decide to support it at the Kickstarter. I learn how to use this machine now and hope to “play” with it soon. The following is what…

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Jan Chipchase @ Seoul

. Speech at Seoul by Jan Chipchase (Executive Creative Director of Global Insights at Frog, Author of Hidden in Plain Sight) Title: “Leap of Faith” Synopsis:  “Drawing on over a decade working for Fortune 500 and Korean clients Jan’s talk will explore the use of real-world insights to inform and inspire design, strategy, challenge minds and…

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Apple and Samsung took different approaches toward design thinking

Chang, YoungJoong, Jaibeom Kim, and Jaewoo Joo (2013), “An Exploratory Study on the Evolution of Design Thinking: Comparison of Apple and Samsung,” Design Management Journal, 8 (1), 22-34.   … Samsung is a good example of a “technology push” firm. Samsung has been a late mover in the electronics market. Responding to unparalleled business challenges, the company…

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Sound from the wood wick candle

When we buy candles, we generally consider how they look or how they smell. Therefore, most candle makers carve their candles artistically or add scents to the candle waxes (e.g., Red Roses of Jo Malone). However, some candle makers pay attention to a different aspect of candle: wick. A candle wick is usually a braided…

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[Student] Design plans by business students

Eight groups of the business students in my Design Management course presented their design plans. In the course, they studied Product Design and Development using the book written by Ulrich and Eppinger. They brought up a wide variety of consumer/user needs and addressed the needs in fresh ways.

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