Professor Cara Wrigley

PhD. GCAP. BBEnv(IndDes). BDesStd.

Cara unravels complex problems to accelerate innovation using design thinking.

Prof. Cara Wrigley is an Industrial Designer who is actively researching the value that design holds in business—specifically through the creation of strategies to design business models which lead to emotive customer engagement.

As the Professor of Design Innovation within the Faculty of Engineering, Architecture and Information Technology at The University of Queensland, she is a design researcher who works with businesses to help them better connect with their customers.

“Complex real-world problems do not align neatly with academic disciplines...”

—Mapping Interdisciplinary Expertise

Books

Affected

  • The rapid emergence of new technologies has revolutionized the way companies build relationships and interact with their customers. Today, it’s more important than ever to have an emotional understanding of customers and how they feel about a product, service, or business, even when your primary interactions are via digital channels.

    Affected goes beyond influencing behaviors to understanding cognition and emotion as a way to better connect with customers in the digital space. In it, Wrigley and Straker offer a new approach—one that examines channel relationships and useful concepts for clarifying and refining the emotional meaning behind company strategy and their relationship to corresponding channels. Using case study examples from and over a decade of primary research in the area, they discuss the process and impact of such emotionally aware channel designs. Spanning entrepreneurial start-up techniques of wunderkind artist Cj Hendry through to the lucrative retail sector of luxury brand Burberry, this seminal book offers multi-channel design approach that can show companies how to select, design, and maintain digital engagements based on their strategy and industry needs.

    • Shows businesses how they can better understand and engage with customers digitally

    • Demonstrates how to gain competitive advantage by integrating design methods into corporate strategy

    • Provides multi-channel approaches for how businesses can select, design, and maintain digital engagements

    • Establishes a clear framework for analysing and applying the right strategy for your digital engagement

    Connecting and engaging with customers is pivotal to business success, but in the digital space the old methods just won’t cut it. With Affected, you’ll find the tools and techniques you need to find your customers where they are.

  • TABLE OF CONTENTS

    Foreword ix

    About the authors xi

    Preface xiii

    Part I: Affecting customers 1

    Chapter 1 Introducing affect: Creating enduring engagements 3

    Chapter 2 Customer drivers: Emotion, affect and the hedonic pursuit 21

    Case Study: Cj Hendry: Art through Instagram 47

    Part II: Affective companies 65

    Chapter 3 Digital connections: Stimulus, channels, touchpoints and typologies 67

    Chapter 4 Digital business: Success in a virtual world 95

    Case Study: Falling in Burberry Love 113

    Part III: Affective strategy 129

    Chapter 5 Designing affect: The Digital Affect Framework 131

    Case Study: Affect in the aviation industry 151

    Chapter 6 Managing affect: Digital strategy in the real world 169

    Final thoughts 191

    Appendix A A (very) brief history of emotions 193

    Appendix B Digital Affect Framework canvas 197

    Appendix C Typologies and touchpoints index 201

    Glossary of key terms 207

    Personal reflections and acknowledgements 211

    References 213

    Endnotes 217

    Index 219

Design Innovation & Integration

  • Design Innovation and Integration is more than just a toolkit; it is a guidebook for the industry leaders of tomorrow, providing a holistic understanding of the approaches, practices and tools required to integrate design strategically within an organisation.

  • Novel solutions are required to meet complex problems, yet how to make these solutions a reality is rarely addressed. This book expands on existing design toolkits to provide an understanding of the principles and methods that underpin such tools and align them with organisational strategy. The aim is not to equip readers with a stocktake list of design tools, but to assist them to learn how to apply, adapt and re-mould tools to best suit their needs. It also demonstrates the more complex process of design integration, highlighting common pitfalls and opportunities.

    Drawing on over 10 years of independent research, authors Straker, Wrigley, and Nusem share experiences and outcomes (along with personal repartees) from their research, teaching and pet projects.

    The two key parts of this book, Design Innovation and Design Integration, equip the reader with an understanding of the theory encompassing these two areas. This book can be leveraged by readers seeking to develop their own design approach and to implement design in their organisation.

    If you are looking to grow your influence and create an environment in which design innovation can flourish, then this book is for you.

Design Thinking
Pedagogy

  • The problems facing society today are complex, multifaceted, and require crossing multiple disciplinary boundaries. As such, these problems call for interdisciplinary collaboration, including new and different combinations of skills and knowledge. Currently, tertiary education providers are not well-positioned to develop these interdisciplinary capabilities at a rate commensurate with the speed of contemporary change. This book places design thinking as the catalyst to create change in the tertiary education sector and to build interdisciplinary skill sets that are required for the graduate of the future. By presenting a series of case studies and drawing on global experts in the field, this book investigates pedagogical approaches, disciplinary facilitation practice, curriculum integration, and a framework for understanding design thinking pedagogy within tertiary education. Focusing on how educational institutions can produce innovative graduates with the ability to traverse disciplinary constraints, this book will be essential reading for research students, academics, and industry practitioners.

  • 1.Introduction

    2. Research of Design Thinking Pedagogy

    3. Design Thinking Undergraduate Education for Epistemic Fluency

    4. Mastering Design Thinking in Postgraduate Education

    5. Digital and Professional Design Thinking Education

    6. Designing Education Ecosystems and an Ecology of Learning

    7. Conclusion. References.

    Appendix A: Design Thinking Pedagogy Description and Definitions.

    Appendix B: Related Publications.

    Appendix C: About the Expert Sidebars

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