KILLER PRODUCTS IN THE MARKET ECOSYSTEM:
THE ROLE OF DESIGN IN CREATING A KILLER PRODUCT

There is an obvious analogy between market space and ecosystem. In this analogy, products might be regarded as species, market success as natural selection, etc. The market space has its “invisible hand” as natural forces beyond control of humanity, and we watch it in awe just as we watch (and try to predict) the evolutionary processes. In fact, we are not helpless in this regard, and design is our best tool to intervene the market forces. This intervention is not limited with the product we design, but is also an intervention to the “evolutionary process” in the market “ecosystem”.

According to this fertile analogy this paper propose to examine killer products, might be regarded as killer species. (Such as the “killer weed” Caulerpa taxifolia in the Mediterranean; a type of algae , generally used as aquarium ornamentation, accidentally released to the Mediterranean Sea. This seaweed prevents other plants from growing by covering so large area, leading to the nickname "Killer Algae".1) Their success might be harmful to the ecosystem as a whole.

In this paper several killer products, applications such as (Sony Play Station, digital cameras, IBM’s PC, Zip, Nero…) are investigated. Whether killer species-products are unpredictable and uncontrollable or essentials designing a killing product are questioned. In short, the paper tries to abstract what makes a product “killer” and the role of design in this process.

References:
Meinesz, A., J. deVaugelas, B. Hesse & X. Mari, 1993. Spread of the introduced tropical green algae Caulerpa taxifolia in northern Meditierranean waters. Journal of Applied Psychology 5: 141-147.