Organisations that thrive plan and design for repeated successful product launches.
The reason companies like Samsung, Apple and Phillips continue to pump out amazing products and profits is because they have a culture of design that is embedded into the way they do business. And it is because the products are more than just beautifully designed objects, rather the products are just part of a total experience of buying and owning a brilliantly thought out experience.
Doing business is not just making a product and hoping for sales. These companies set about designing an experience with their brand. The physical product is just part of the total experience that is a portal to the total enjoyment of being part of something special.
Imagine the iPhone without a great website, stores with experts to help you, an iTunes store to download songs and millions of apps. Without these things you still have a wonderful object, but fundamentally it is just a telephone.
Apple have thought about the total experience of buying and owning an apple device, even the packaging is part of the carefully designed experience. If your phone breaks then the way you get it fixed is also not just an after-thought. And if you think Apple sometimes miss a few features that is also deliberate, hence the long queue lining up to buy the next version. If you give away all the tricks in version 1 then nobody needs to buy version 2.
Design Success does not need just apply to mobile phones. The ethos of being design-led and focused on innovation can be applied to any product or service, even carpet.
With Laneve we are working to build a total experience with New Zealand wool carpet. We could sell wool to spinners and stop there, but that would only be doing part of the job.
We think about who can make Laneve, we build websites to explain the process, we created a network of 280 Premier Partner stores to sell the products, and after the product is installed we created a process for customers to find out which farm grew their wool. We are not finished yet, we are only in version 1.0
Below is the Innovation process in info-graphic form. It applies to everything.