DNA Decoder: Sohrab Vossoughi

The field of design research is moving fast, but if you look far enough out to the edge, you just might see Sohrab Vossoughi, founder and president of ZIBA Design. Vossoughi is taking traditional product design methods (he began by designing computers and printers for Hewlett Packard Co. (HPQ )) and transforming them into new ways of creating deeply emotional consumer experiences.

ZIBA's research for Logitech on mobile-phone headsets, for example, showed that most people prefer wearable technology they can touch and intuitively use, don't need to fuss over as they rush through the day, and which looks good near the face. Vossoughi then thought up a range of stories about types of potential users -- the Road Warrior, the Teen Talker, the Family Connector -- and tested them out. That led to "Logi," as Vossoughi calls the company, to come out with a variety of new headsets.