Design Emotion First

October 9, 2007  

Here’s a useful innovation tip.

Designworks, a division of BMW, designs cars and other products such as cell phones, computers, and tractors. Their design process is particularly interesting. Instead of starting with functions and features, they start with emotion.

Designers first meet with company executives, employees, and customers in order to capture the emotion that customers will feel when they use this product. This is done using sketch artists rather than words. Only after everyone agrees on these emotions will the design of the form and style begin.

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