| Summary: | Thesis (S.M.)--Massachusetts Institute of Technology, System Design and Management Program, 2009. === Cataloged from PDF version of thesis. === Includes bibliographical references (p. 112-114). === Design-driven business strategy has received a lot of attention in recent times, with Apple frequently standing out as an exemplar of the success of such a strategy. Most of the existing literature, while emphasizing the importance of design for market success, takes a fairly static view of design. In this thesis we provide a prescriptive guideline on adapting design strategy over time in response to the dynamics of technology evolution and market adoption mechanisms for technology products. Our Design Strategy Framework builds on existing literature in three main areas: design, technology adoption life-cycle and market adoption mechanisms. For the purposes of this thesis, we have adopted Sanders perspective of defining a product in terms of three key design attributes - usefulness (functionality), usability (ease of use) and desirability (aesthetics). We have used Anderson and Tushman's paper on the Cyclical Model of Technological Change as our basis for defining the stages in the technology adoption life-cycle. Finally, we have used Rogers' theory on Diffusion of Innovation to define the characteristics of the user base (adopter category) in each stage of market adoption. Based on this foundation, our framework prescribes emphasis on one of the three design attributes of a product during each stage of market adoption. This recommendation is grounded on the technological maturity during that stage as well as the characteristics of the user segment that leads them to value certain product attributes over others. === (cont.) This thesis includes a case study of convergent handheld devices (PDAs and smartphones) which illustrates the application of the Design Strategy Framework in providing an explanation for a product's success or failure in the market based on its emphasis (or lack of) on the right design attribute at the right time. The thesis also includes a survey of current and potential smartphone users which is used to further validate the framework. While this thesis focuses on mobile handheld devices, the findings can be applied across consumer technology products. The Design Strategy framework can be used to determine what aspects of a design to focus a firm's development efforts on, given an understanding of the product's placement in the adoption cycle. Judiciously emphasizing the right aspects of design at the right time can improve a product's chances of market success. === by Sangita Subramanian. === S.M.
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