Scott Hurff - Designing Products People Love: How Great Designers Create Successful Products

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Products today arent designed like they were even just a few years ago. This breezy, easy-to-read guide walks you through modern product design as its practiced in the field by some of todays best designers. Both an overview of the field and a handy how-to guide, this book has something for everyone working to make products people love.

DAN SAFFER, AUTHOR OF MICROINTERACTIONS

P RODUCT DESIGN IS NOT JUST ABOUT shipping .

Its not just about being original.

Its not just about making things beautiful or stylish.

And its not just about making something easy to use.

Product design is about creating something thats right for your customer by completely understanding what they feel, what they think, and what they want.

But, ultimately, designing a product means designing something that sells .

Because thats why a product exists in the first place.

This isnt a new notion. The purpose of the enterprise is to create a customer, wrote legendary organizational expert Peter Drucker in The Practice of Management .[] And he wrote that almost 50 years ago.

Maybe youre reading this book because you or your team have been stuck in the ship-pivot-ship loop of death, and cant figure out how to get out of it.

Perhaps youre reading this book because your team wants more design-minded solutions, and youre in an ancillary design role.

Or you mightve been intrigued by the money. Its hard not to be. The number of designer-led companies that have raised money or have been acquired in the past few years is only rising.[]

Whether its for survival, adaptation, or vanityor none of the aboveIm glad youre here.

Youre going to learn how to ignore all of the noise.

Youre going to learn how to create products that sell .

Creating a successful digital product is the ultimate realization of creativity, hard work, and leadership. We too easily forget that products are made by people, for people.

The result is that the how of building a product has become mystified, detached from the what of a product.

Thats because the way that successful products are built is a competitive advantage for all companies, from the largestlike Facebook and LinkedInto the smallest up-and-coming startups you havent even heard of yet.

Overnight successes are rare. Successful products arent happy accidents, as were led to believe. And most of them are too often made sloppily and without good practices.

So how do you create a product that sells?

Ill promise you that it doesnt begin with devouring biographies of mythologized figures, repeating the phrase if you build it, they will come, or thinking that if we just get it out there, well know what to build next .

Lets talk about why this is the book for you.