The No. 1 reason startups fail is that they try to build something that nobody wants.People adopt and endorse something which they feel they want at a primal level, with the design appeal of the product/service coming in play.

Design creates Desirability

Creating something that people would desire requires examining the three main forces involved.<ul><li>The Person: The kind of person the product or service is targeted towards, his likes and dislikes, age, and preferences.</li><li>The Situation: The current situation, climate, mindset or even the state of the world is a big factor. People require different things in different situations.</li><li>The Problem: The problem part is the force which makes the person take action. It is the trigger for the person to find a solution.</li></ul>The solution to the problem may not become your product or service automatically, but it can be a process to move towards the best kind of solution.

The Three Forces

How to use these forces to design things people want. "Solve a problem people have" - every business 101 lesson ever taught. Everyone who builds a business or designs a product dreams about making things people want. But anyone who's tried it knows it's not that simple.

Design creates Desirability

The three human forces that drive design solutions

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What is Product Design? [Beginner’s Guide]

Lecture 2 : What is the Design Process?

Plain vs simple in product design