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1、DesignWithoutDesignersIwillalwaysremembermyfirstintroductiontothepowerofgoodproductdesign.IwasnewlyarrivedatApple,stilllearningthewaysofbusiness,whenIwasvisitedbyamemberofApple'sIndustrialDesignteam.Heshowedmeafoammockupofaproposedproduct."Wow,"Isaid,"Iwantone
2、!Whatisit?"Thatexperiencebroughthomethepowerofdesign:IwasexcitedandenthusiasticevenbeforeIknewwhatitwas.Thistypeofvisceral"wow"responserequirescreativedesigners.Itissubjective,personal.Uhoh,thisisnotwhatengineersliketohear.Ifyoucan'tputanumbertoit,it'snotimpor
3、tant.Asaresult,thereisatrendtoeliminatedesigners.Whoneedsthemwhenwecansimplytestourwaytosuccess?Theexcitementofpowerful,captivatingdesignisdefinedasirrelevant.Worse,thenatureofdesignisindanger.Don'tbelieveme?ConsiderGoogle.Inawell-publicizedmove,aseniordesigne
4、ratGooglerecentlyquit,statingthatGooglehadnointerestinorunderstandingofdesign.Google,itseems,reliesprimarilyupontestresults,nothumanskillorjudgment.Wanttoknowwhetheradesigniseffective?Tryitout.Googlecanquicklysubmitsamplestomillionsofpeopleinwell-controlledtri
5、als,pittingonedesignagainstanother,selectingthewinnerbaseduponnumberofclicks,orsales,orwhateverobjectivemeasuretheywish.Whichcolorofblueisbest?Test.Itemplacement?Test.Webpagelayout?Test.ThisprocedureishardlyuniquetoGoogle.Amazon.comhaslongfollowedthispractice.
6、YearsagoIwasproudlyinformedthattheynolongerhavedebatesaboutwhichdesignisbest:theysimplytestthemandusethedatatodecide.Andthis,ofcourse,istheapproachusedbythehuman-centerediterativedesignapproach:prototype,test,revise.Isthisthefutureofdesign?Certainlythereareman
7、ywhobelieveso.Thisisahottopiconthetalkandseminarcircuit.Afterall,theproponentsaskreasonably,whocouldobjecttomakingdecisionsbasedupondata?TwoTypesofInnovation:IncrementalImprovementsandNewConceptsIndesign—andalmostallinnovation,forthatmatter—thereareatleasttwod
8、istinctforms.Oneisincrementalimprovement.Inthemanufacturingofproducts,companiesassumethatunitcostswillcontinuallydecreasethroughcontinual,incrementalimprovements.Asteadychainofincr
