Toyota Prius

Toyota's new Prius, a paragon of fresh automotive technology and an icon of "green-think" was heralded as the car of the future. But it was selling at smaller numbers than its adulation would suggest. Maybe its original styling was not communicating the groundbreaking technology within? Here's what happens when insightful design conveys a products greatest virtues to the general public.

The catalyst design case studies are available in text version ($9.99) or as an audio file ($12.99) at the IDSA Online store.