188: Use Inventor Narrative to Design Great Hardware Products

Suresh Sethi is a Professor in Industrial Design at the University of Illinois. Prior to that, he ran a product design studio for 15 years, and before that, was a VP and Design Director at Whirlpool, among other high-level design roles at various companies. Today Suresh is going to share some valuable knowledge for inventors, startups, and small manufacturers on why customer storytelling is so important in the early development phases of designing a new physical consumer product invention, and how to best maximize the success of your product through the findings from his Ph.D. thesis on this very subject. Today you will hear us talk about: Creating products is about connecting to the business world. Feasible in terms of cost and the ability to sell in the market. Optimized material for the least waste in designing the product. Remove ego from design. Understand the client’s story and the meaning of the product. No product designers work in isolation, so you create an ecosystem that works together. Ability to understand and communicate. What leads a designer to love the form of their design? By focusing on the story and making a better product to fulfill that story, you will inadvertently create a more profitable and marketable product. It is the connection between people and the opportunity of the product. Evoke emotions Building a connection with your product People remember stories, not products People remember experiences, not products Creating a product that people want. Communicating clearly If your product doesn’t make a profit, your story doesn’t work either. Products come out of your own life experiences. Use narratives to design and build a product to  Think about the business, not just the product. Connect emotionally with your customers. Create a name that is memorable. Design simple and timeless forms. Suresh Sethi Links: LinkedIn The Product Startup Podcast Links: https://www.ProductStartup.com/ Instagram | LinkedIn | Facebook Page | Facebook Group | Pinterest | Twitter | YouTube Mako Design Links: https://www.makodesign.com/ YouTube | Instagram | LinkedIn | Facebook | Pinterest | Twitter Kevin Mako Links: Instagram | LinkedIn | Quora | Facebook | Twitter Partner: PTC’s best-in-class software solutions Onshape: The only cloud-native product development platform that delivers full-featured computer-aided design (CAD), integrated product data management (PDM) and enterprise analytics in a single system, and Creo: 3D CAD solution that provides designers with the most innovative tools to build better products faster, such as generative design, additive manufacturing, real-time simulation, IIoT, and augmented reality. Producer: MAKO Design + Invent is the original firm providing world-class consumer product development services tailored to startups, small manufacturers, and inventors. Simply put, we are the leading one-stop-shop for developing your physical product from idea to store shelves, all in a high-quality, cost-effective, and timely manner. We operate as one powerhouse 30-person product design team spread across 4 offices to serve you (Austin, Miami, San Francisco, & Toronto). We have full-stack in-house industrial design, mechanical engineering, electrical engineering, patent referral, prototyping, and manufacturing services. To assist our startup and inventor clients, in addition to above, we help with business strategy, product strategy, marketing, and sales/distribution for all consumer product categories.