Projects and resources

• Beats by Dr. Dre06:12Budd presents Beats by Dr. Dre as a case where desirable design and branding created competitive advantage in headphones.
• Juicy Salif06:55Budd uses the Juicy Salif juicer to show that a beautiful object may still be unpleasant to use.
• Mailchimp11:37Budd cites Mailchimp as an email client that delivers delight through playful details and emotional resonance.
• Zappos11:59Budd cites Zappos for customer-focused service, including staff helping callers find pizza.
• Dropbox12:58Budd says Dropbox put its marketing effort into building a seamless product after acquisition costs became unsustainable.
• GitHub13:42Budd mentions GitHub as an example of a developer tool while arguing that design should be central to other products.
• Nest smoke alarm14:09Budd points to Nest's smoke alarm as an example of design making a previously undistinguished product category desirable.
• Amazon EC214:55Budd names EC2 as a cloud-computing example that makes technology less of a protective barrier.
• Amazon S314:55Budd names S3 alongside EC2 as cloud computing that makes it possible to build high-end products quickly.
• Airbnb19:50Budd names Airbnb among startups where a design co-founder helped initiate the product.
• Clearleft20:49Budd says Clearleft spends weeks with clients on business problems before design is discussed.

Concepts

• Kano model09:30Budd explains the Kano model through basic expectations, performance improvements and delightful features.
• Lean startup21:16Budd describes Lean as teaching business people and developers to leave the office, talk to users and iterate.
• A/B testing21:56Budd criticises the idea that comparing two design versions with A/B testing can replace designers.