15 June 2007

Kensington uses customer experience strategy to redesign peripherals

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Jesse James Garrett writes in Business Week how by focusing on customer experience, Kensington, the computer accessory purveyor, turns out a stylish and crowd-pleasing new collection of wares.

Kensington has chosen to opt out of the technology arms race and turned to product experience as a competitive advantage.

The result is Kensington’s Ci Lifestyle Collection, a new line of mice and keyboards for home and mobile users designed with extensive field research on customer experience in mind. […]

[The company conducted] a field research study to uncover the behavior and psychology of home and mobile users. […]

The team didn’t follow the research by going straight into design. Instead, they took a step back and formulated a product experience strategy that became the foundation of every thought throughout the process was put into the product. The strategy eventually took the form of three “design pillars,” — thinness, convertible power and sleep state — which were used to guide the work of the team as the design evolved.

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