Overview of Case Studies

This section summarizes the nine case studies presented in this chapter.

• We begin with America’s favorite pasttime, seeing how the new breed of baseball stadiums position themselves clearly in the Upper Right.

• Next the Black & Decker SnakeLight focuses again on consumer products responding to a new POG in a somewhat saturated arena. The Positioning Map and VOA show how this high-valued product redefined the competitive positioning of the industry to the Upper Right. The SnakeLight development also illustrates how supplier partnering can lead to effective innovation.

• The Marathon industrial carpet cleaner highlights how turnkey consulting firms can provide the solution for new designs for small companies. This design by HLB also illustrates how highly integrated design teams can produce decidedly creative solutions.

• The next case study also highlights a partnering between a company (DynaVox Systems) and a design consulting firm (Daedalus Excel) to create a socially important product (maximizing the social impact VO). The design of the DynaMyte Augmentative Communicator required an integrated team that included members from the company and the design firm and that incorporated secondary stakeholders into the design process.

• Kodak’s single use cameras were redesigned from “throw aways” to “reusables,” maximizing the environmental impact VO and also saving this great idea for a product from itself being “thrown away” due to the outcry over its negative effect on the environment.

• The next case study examines how UPS has maintained its brand, services, and products as a leader in a competitive and rapidly changing service industry.

• The Aeron chair revolutionized office seating and redefined use of materials and hierarchy of features in the workplace. It also illustrates the growing awareness of ergonomics in product development, emphasizing that particular Value Opportunity.

• The iMac is an excellent example of design pushing material performance. This case study illustrates how VOs move a product from the high tech Lower Right to the value-oriented Upper Right.

• Finally, the Freeplay Radio responds to a critical social need for underdeveloped countries in Africa. It highlights the social impact VO. The case study illustrates how design for people in emerging nations can still be effective and found in the Upper Right. The product was so successful that it is finding application across the globe in a variety of uses.