Kensington has chosen to opt out of the technology arms race and turned to product experience as a competitive advantage.
The result is Kensington’s Ci Lifestyle Collection, a new line of mice and keyboards for home and mobile users designed with extensive field research on customer experience in mind. […]
[The company conducted] a field research study to uncover the behavior and psychology of home and mobile users. […]
The team didn’t follow the research by going straight into design. Instead, they took a step back and formulated a product experience strategy that became the foundation of every thought throughout the process was put into the product. The strategy eventually took the form of three “design pillars,” — thinness, convertible power and sleep state — which were used to guide the work of the team as the design evolved.
Jesse James Garrett writes in Business Week how by focusing on customer experience, Kensington, the computer accessory purveyor, turns out a stylish and crowd-pleasing new collection of wares.