Dynamically adapting design and usability in consumer technology products to technology and market life-cycles : a case study of smartphones

Design-driven business strategy has received a lot of attention in recent times, with Apple frequently standing out as an exemplar of the success of such a strategy. Most of the existing literature, while emphasizing the importance of design for market success, takes a fairly static view of design. In this thesis we provide a prescriptive guideline on adapting design strategy over time in response to the dynamics of technology evolution and market adoption mechanisms for technology products. Our Design Strategy Framework builds on existing literature in three main areas: design, technology adoption life-cycle and market adoption mechanisms. For the purposes of this thesis, we have adopted Sanders perspective of defining a product in terms of three key design attributes - usefulness (functionality), usability (ease of use) and desirability (aesthetics). We have used Anderson and Tushman's paper on the Cyclical Model of Technological Change as our basis for defining the stages in the technology adoption life-cycle. Finally, we have used Rogers' theory on Diffusion of Innovation to define the characteristics of the user base (adopter category) in each stage of market adoption. Based on this foundation, our framework prescribes emphasis on one of the three design attributes of a product during each stage of market adoption. This recommendation is grounded on the technological maturity during that stage as well as the characteristics of the user segment that leads them to value certain product attributes over others.

Department dc:contributor.department

System Design and Management Program.

Grantor dc:publisher

Massachusetts Institute of Technology

Year dc:date.issued

2009

Author dc:creator

• Subramanian, Sangita, 1976-

Advisor dc:contributor.advisor

• Maria C. Yang.

• System Design and Management Program.

Statement dc:rights

• M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission.

Licence dc:rights.uri

• http://dspace.mit.edu/handle/1721.1/7582

Language dc:language.iso

eng

Handle dc:identifier.uri

http://hdl.handle.net/1721.1/55244

OAI identifier oai:identifier

oai:dspace.mit.edu:1721.1/55244