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Jingdong book

至关重要的设计

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Jingdong book

至关重要的设计

Name: 至关重要的设计
Brand: Jingdong book
SKU: 3102003861
Price: 42.32 USD
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苹果公司前首席设计师罗伯特·布伦纳，“乔纳森·艾维”的伯乐，首度以“苹果人”内部视角揭示苹果设计之道。
乔布斯设计团队中最有影响力的设计大师，精彩讲述伟大的设计如何成就伟大的企业。
甄选全球企业经典案例，深度探寻苹果、宜家、星巴克、摩托罗拉等知名品牌的成败根源，堪称成为设计主导型企业的必读著作。
伟大的产品源于至关重要的设计，这是一系列通向完美体验的门户。

本书采用双色印刷，极具设计感，并保留了原版书中近300张的精致图片，图文并茂，原汁原味地呈现设计大师的独到见解。

Content Description

锤子科技创始人兼CEO罗永浩，小米科技董事长兼CEO雷军，两大巨头首次同时推荐一本书，这本书到底有什么特殊之处？设计于企业至关重要，本书于设计至关重要。
在《至关重要的设计》中，苹果前首席设计师领衔讲述，如何成就俘获人心的伟大设计，如何为你的客户设计出心仪的体验。书中呈现了世界顶尖设计大师对于设计内涵与企业文化的精彩诠释，伟大的设计不只是参与游戏，而是重写游戏规则，要建立以设计为导向的文化，让设计意识融入企业文化的每个细胞当中。
读懂设计，你也许就是下一个苹果。

Author Description

罗伯特·布伦纳（R·bert Brunner），作为工业设计师，罗伯特·布伦纳是高科技领域的标志性人物。他曾为苹果公司的首席设计师，苹果工业设计部门的创立者。他在苹果公司担任工业设计主管时，他创立了工业设计小组（Industrial Design Gr·up），开发了世界上第一款平板电脑苹果Newt·n，以及奠定了如今笔记本电脑标准P·werB·k 。同时，他还是Mac电脑，即iMac的前身的发明者。之后，他又设计了第一款Kindle。

Comments

在一个更加理想化的世界里，一个企业的光荣和魔力一定是因为产品的成功，而产品的成功一定是因为设计的成功，这是我的信仰。即使是在“渠道为王”、“营销为王”、“供应链为王”的邪恶观念最为喧嚣的年代，也从来没有改变过。哈特穆特·艾斯林格(Hartmut Esslinger，苹果公司早期产品的主要设计师) ，罗伯特·布伦纳（Robert Brunner，苹果公司中期产品的主要设计师，本书作者），乔纳森·艾维(Jonathan Ive，苹果公司后期产品的主要设计师）这三代苹果设计师的作品和成就，是我的信心的重要来源。

和那些沉默的设计师不同，罗伯特·布伦纳在他的设计事业持续辉煌的同时，还为我们撰写了这本阐述他的设计理念和商业理念的宝贵作品，相信这本书会对那些坚信“产品为王”、“体验为王”的理想主义设计师和企业家，在理念、技术和情感上提供巨大的帮助和支持，强烈推荐！

——锤子科技创始人兼CEO 罗永浩

“这是个真正的改变游戏规则的人！设计体验是改变我们世纪的强大动力，就如大众营销在上个世纪的左右一样。”
――约翰·斯考利（John Scully），百事公司和苹果公司前首席执行官

“伟大的设计是与你的客户建立深厚的关系。如果不这么做，就会功亏一篑。这本书向你展示如何成就伟大的设计，以及其他更多能够带给你惊喜的东西。请做好准备，让你的观念焕然一新。”
――比尔·伯纳特（Bill Burnette），斯坦福大学，设计项目执行总监

“设计是最伟大的改变者，然而很少人能对一点有透彻了解。《至关重要的设计》展示了一系列这个领域最鲜活最典型的案例，能够让完全你理解整合设计策略的意义。”
――雷·瑞利（Ray Riley），微软公司娱乐与产品设计总经理

“本书对你而言是个挑战，它提出并解答了当今总裁才会思考的重大问题。所以，打开书，开始阅读吧。”
――诺亚·科纳（Noah Kerner），Noise公司首席执行官

Catalogue

Book Abstract

01 Design matters 设计，至关重要
你可以创造一项好的设计，制作一个不错的实物，但这并不意味着它将成为一个优秀的产品或一桩好生意。也许还算成功，也许会赢得某些奖励，甚至这会成为某些博客上热烈讨论的话题。然而，伟大的产品与好产品之间的区别就在于，伟大的产品会体现出一种大众能理解和感知的理念，这种理念能够在大众心目中成长，从情感上与之契合。
现在，你可以设计一款与iPhone相似的产品，拥有漂亮的细节和材质，但这并不意味着它最终能够成功。除非你拥有一个强大的理念，能够覆盖它的外观展示、操作、功能，以及它与大众沟通的方式、它的品牌定位和品牌效应。只有当以上提及的各方面全部具备且相辅相成时，才能形成一款优秀的产品，从而成就一番好事业。当然，时机也非常重要。要不是手机、数码相机、掌上电脑、MP3以及手提电脑逐渐成为我们生活中密不可分的部分，我们就不会意识到自己是多么想拥有一部iPhone，一部功能繁多，却又简单奢华的手机。
如何通过设计让你的公司与顾客建立联系，正是本书的核心主题之一。完整的设计应该包含顾客对公司的所有体验：亲眼所见，交流所感，以及接触所得，这些会逐步形成观念并激发出想拥有你的产品的欲望。这些触点不应该只是碰巧被激发，而必须去精心地设计和协调，这能让你在顾客心目中有着举足轻重的地位，你和你的顾客都会非常享受这种一拍即合的感觉。
达到这种境界的方法就是，将产品设计看做一个整体概念，包括产品如何操作，给顾客的印象如何，以及给顾客的感受如何。纳入设计的是整个体验过程：
假如你是顾客，你会如何购买此产品，当你真正拥有此产品并打开包装盒时，有什么事情发生，你会有怎样的感受，以及有关产品的一切是如何与你沟通的。当然，这一切都是你开始去了解此产品时会产生的一连串事件。这也是设计的一部分，所有这些触点对你而言具有非凡的意义。
拥有产品只是下一步关系的开始。产品有问题时会发生什么事？之后又会发生什么？对此，顾客有何感受？所有这一切都必须纳入客户体验的总体设计中。IDEO设计公司就是基于这样的观念来开展所有工作的。该理念认为，设计并不仅限于制造带有各种按钮的产品，而是涵盖了设计理应包含的方方面面：大众与产品之间的所有互动。因为这些产品既创造（或毁灭）了大众与公司之间的关系，也决定了他们是否会关注某家公司。在这些顾客中，有些是以旧想法去理解设计的含义，认为设计只是创造视觉或实体效果，而有些则把设计看做是整体体验。例如，电话服务所带来的体验应该如何？这是怎么设计出来的？无疑，这就是一种设计出来的体验--要么是刻意为之，要么是遵循潜规则。
我们试图传达给你的是：除非真正掌握设计的概念，否则将只有死路一条。当然，你的产品本身也应该无可挑剔。
要么设计，要么去死
事实上，设计制胜或死路一条，对于制造产品，以及提供服务的公司而言是至关重要的抉择。商家必须了解如何设计客户体验，否则就将被抛弃在无人问津的墓地里。然而，令人相当惊奇的是，美国汽车制造业在某种程度上似乎并未掌握设计理念。为什么呢？因为在设计问题上，美国的汽车业并无一个令人满意的答案。但是，欧洲汽车制造公司在设计上却一直远远优于美国同行。可以猜测，美国汽车制造业并不清楚如何将注意力集中在他们希望创造并提供的体验上，而这一体验又会引起之后的一连串反应。但真正令人难过的是，当美国汽车业一统天下时，设计曾是它们最灵验的咒语。想想那些大胆的铬合金配件和尾翼设计吧！
另外一个非常重要的理念就是：当一切已经完成时，你的顾客并不关心过程只关心结果，但对你而言，每件事细节的部署和落实都很重要。策划、制造并分析成本构成的过程，这一切都非常重要。商家们对此情有独钟，因为一个方便的Excel界面就可以将所有的东西全部量化。但最终，如果设计体验出错，这一切都会付诸东流。
……

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