As a teenager, Mike Pfotenhauer loved to hike, but he hated how uncomfortable he felt carrying the backpacks then on the market. So, at age 16, he created his own, sewing all the pieces together himself. He went on to design and deliver customized outdoor equipment to clients who’d heard of him through the grapevine, and eventually he founded Osprey, a company that designs and manufactures all kinds of specialty bags and packs, with user-friendly features such as body-hugging contours, a top “lid” flap that converts into a spacious day pack, and a magnetic connector to secure the drinking tube from the built-in water reservoir.
5 Ways to Design Products Customers Love
Tactics for empathizing with users.
		
	
	November 08, 2017
	 
		
				Laura Lezza/Getty Images
		
	
		Summary.   
		
					There are two well-known ways of using design thinking to make better products and services: employ user-designers who represent the customer base, and rely on ethnographic research to get inside users’ heads. But recent research on architectural firms highlights three other approaches: Temporarily adopt the role of user; immerse oneself in the customer or client’s culture; and use cognitive artifacts in parallel with prototypes to enhance creativity.
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			Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Innovation and Creativity. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
			Unlock your team's curiosity and willingness to take smart risks.
			
			
		 
		