Radius
Philips
Competes with Oral-B Acme Dental Care
Procter & Gamble
YangZhou Fivestar Toothbrush Co.,Ltd Walmart
Distributes at
Manufactures with
Yangzhou Hanjiang Jiangyang Tourist Products Factory
Target
Yangzhou Shuguang Toothbrush Factory
Figure 7.15 Concept map at zoom level –3.
Consider how the seven levels of zoom allow you to traverse the entire concept hierarchy of the design space (see Fig. 7.19). At each of these levels, you will generate new knowledge about the experience framework being built. All levels of detail will ultimately lead to the “user experience,” so this method of synthesis allows you to acknowledge each level individually yet retain a sense of the whole. In this way, you can generate the substance of thought that will drive creative decisions during the design phase of the project.
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Exposing the Magic of Design