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  Maddie Grant , CAE , August 29, 2010
Outstanding article and topic. I really like the "toothbrush analogy"!!
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  Wes Trochlil , August 11, 2010
Great article, Scott. My favorite point: "In the design thinking process, the question of "What problem are we trying to solve?" is asked again and again..."

This is true for ALL problem solving. Too often I find my clients trying to figure out how to collect data more efficiently, when in the end the data they're collecting isn't even being used! If they asked "what problem are we trying to solve" they would often discover that the real problem isn't the HOW but the WHY.

Wes Trochlil
Effective Database Management
Author of "Put Your Data to Work: 52 Tips and Techniques for Effectively Managing Your Database" published by ASAE.
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  Bill Walker , August 09, 2010
Thanks for this simply insightful article, Scott. One additional thing to emphasize about extraordinary design: it creates adoration. It's clear in your mention of iPhone users, and your love for well designed objects.

One aspect of object design, which associations should also think about when designing experiences, is how one feels about the object when it's not in use. I, too, have a few Oxo tools in my kitchen, but they are actually not my first choice when I'm shopping for kitchen gadgets. They are great to use, but not easy to store. The large handles get in the way, in drawers and on hooks. Putting an Oxo gadget on a pegboard is not an easy task, since the holes are embedded in thick, rubberized handles. The performance of the tool when not in use detracts from its otherwise high performance. Macintosh computers, on the other hand, go to sleep and wake up quite easily, adding to ease of use and overall product satisfaction. How does this translate into membership experiences (such as annual conferences, which are "off" - aka in sleep mode - most of the time) for associations?

I'd love to see a part two focused on experience design (rather than extrapolating from object design).
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  John Pearson , August 06, 2010
Brilliant! What a fresh, interesting and compelling approach to re-thinking the same old/same old task force meeting on rejuvenating tired out products, programs and services. I am recommending this article to all my association clients. Best line: "Yet most associations do not approach design in a deliberate and disciplined way."