Cohesive Design: A Desire-Driven Framework for Transformative Innovation

Industrial design has evolved from a focus on functional performance and mass production efficiency to embracing human-centered practices and sustainability. However, traditional approaches that concentrate on explicit user needs may overlook the deeper, often unarticulated desires that truly drive innovation. This paper proposes a cohesive design methodology that integrates the Jobs-To-Be-Done (JTBD) theory with a novel Desire Segmentation approach to uncover latent desires. Using the laundry domain as a case study, the paper demonstrates how designing with an emphasis on desire—not merely on explicit needs—can yield transformative innovations that redefine user experiences.