The "Keep the Change" program grew out of a research project that sought to understand how Bank of America could improve service to baby-boomer women with children. As the study demonstrated, these consumers had strong concerns about money, but faced significant obstacles to saving that could be overcome with a well-designed program. The research team arrived at a solution that uses existing habits to reinforce the association of money and banking in consumers' minds and encourages them to save. Ultimately dubbed "Keep the Change," the service rounds up purchases made with a Bank of America Visa debit card to the nearest dollar and transfers the difference to a savings account. The program attracted 2.5 million customers in less than one year to open more than 700,000 new         

In 2005, Pangea Organics already offered a line of organic body-care products free of genetically modified organisms, preservatives and chemicals. As the market grew more crowded, however, consumers became suspicious of the apparent hype surrounding claims of "organic" products. Pangea Organics needed a new brand strategy to assure consumers that their products truly promoted environmental sustainability. The design team envisioned a packaging solution to provide consumers the product information and corporate transparency they desired. The strategy relied on viral marketing, fueled by intensive product education at the point of sale. For example, the company employed an environmentally friendly screen-printing process rather than glue-on labels, and included information on the package itself to explain how this change reduced the product's environmental footprint. Since the re-launch of its line in October 2005, Pangea Organics' revenue has grown seven-fold and distribution has

The LifePort Kidney Transporter, a high-tech alternative to the conventional method of organ storage and transportation, has given doctors and kidney patients increased hope. By pumping the kidney with a cold liquid solution, LifePort nearly doubles the ex vivo time between donor and recipient, allowing physicians to reach a greater number of patients and ensure a proper match. The design of LifePort offers ease of use and safety in a platform that requires only basic clinical skills and minimal training. Displays on the outside provide critical data for monitoring the kidney during transport. The system setup and user interface communicate only essential information and minimize errors. LifePort also creates emotional connections through an aesthetic appeal that clearly conveys the importance of the cargo inside. LifePort is now used at more than 100 regional centers worldwide, including two-thirds of the US market. It has become the

Master Lock created the Titanium Series - the first significant padlock design change in 50 years - to combat a competitive threat from low-cost imports in the late 1990s. This new line of consumer keyed padlocks features titanium reinforced steel lock components, a laser-welded stainless-steel body, rubberized overmolding and a coinjection-molded ABS bumper. Master Lock wisely emphasized design in corporate planning to bolster market leadership. The company used design research and industrial design to identify unmet consumer needs and opportunities for differentiation and innovation. This approach allowed Master Lock to compete based on the company's quality brand image rather than price alone. The design team understood that consumers care much less about the lock itself than they do about the valuables protected by it. This understanding led to a strategy of lifestyle segmentation that opened up new sales categories. Products in a variety of colors, sizes and bumper shapes allow the line to meet diverse practical and psychographic needs. Packaging replete

The Eclipse 500, the first very-light jet approved by the FAA, offers a unique combination of advanced instrumentation, small size and an economical price tag. Because of its high performance and an industry-changing price model, the design of the interior and user interface had to be as innovative, functional and luxurious as the exterior in order to attract buyers and satisfy passengers. The company worked with a multidisciplinary design team to ensure simplicity, usability and attractiveness in the jet's instrument panel, lighting system, cockpit and cabin. In addition to field work, the design team generated system rationales that explained the design of each component. As the design of the interior evolved, these rationales provided a critical reference for understanding how any changes might impact other systems - such as how moving a control a half inch would eliminate the storage space for a fire extinguisher. The team was able to achieve a layout for the instrument panel that is more intuitive, less cluttered, less fatiguing and more motion efficient. Taking cues from the automobile industry, the Eclipse 500 also has a fully integrated exterior and interior design with a consistent design language. This user-centered approach made a