This article reports the results of a long-term
research project utilizing a multi-phased, grounded
theory approach to explore various design strategies,
particularly as they relate to two fundamentally
different types of consumer outcomes:
functional differentiation and emotional value creation.
We focus on the less utilized but potentially
more powerful emotional approach to design, and
offer specific managerial philosophies and practices
that can be used to better infuse powerful design
elements into products and services that will translate
into deeper and longer-lasting connections to
customers.