5 Own the Opportunity

Identifying emerging opportunities requires understanding gaps in which consumer emotions and desires are not met by current industry offerings; this reveals a new, uncontested market space. This leads to specific design priorities for target personas to guide the development process and maximize market share.

On a Wing and a Startup Prayer

In 2007, startup Vestalife debuted with the introduction of the Ladybug iPod speaker dock created and designed by LDA. The engaging little device got its name because it looks like a ladybug— the friendly little insect seen as a sign of good luck in many cultures. When closed, the Ladybug is a sphere a mere 5 inches in diameter. But with its “wings” unfurled, the speakers span a full ...

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