Designing experiences, not products

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a talk by Paul Adams at the iQ Content Bootcamp April 2008

Text of Designing experiences, not products

  • 1. The way we do business is broken. We do business from theinside out , but it should be the other around. Our internal businesssilos make for terrible customer experiences. What good is agreat website if your in-store staff are rude? What good is a greatonline purchasing tool if people dont understand what you sell?Customer experiences matter most because quality goods andcustomer satisfaction are commoditised. In the early 21st century,customer loyaltyis increasingly necessary to be competitive. Andthe best way to drive loyalty is to create consistently compellingand authentic experiences. To design these experiences, we needa new skill set, a new way of understanding people. A new way ofunderstanding customers. We need to understand how peoplethink, and what motivates them to behave in certain ways. Thebest way to do this is to design from theoutside in . To observepeople in their own environment, probing them so that weunderstand their behaviour. This understanding enables us todesign things that are meaningful and valuable to people. So stopdesigning products and features, and start designing experiences.

2. The way we do business is broken. We do business from theinside out, but it should be the other around. Our internal businesssilos make for terrible customer experiences. What good is agreat website if your in-store staff are rude? What good is a greatonline purchasing tool if people dont understand what you sell?Customer experiences matter most because quality goods andcustomer satisfaction are commoditised. In the early 21st century,customer loyaltyis increasingly necessary to be competitive. Andthe best way to drive loyalty is to create consistently compellingand authentic experiences. To design these experiences, we needa new skill set, a new way of understanding people. A new way ofunderstanding customers. We need to understand how peoplethink, and what motivates them to behave in certain ways. Thebest way to do this is to design from the outside in. To observepeople in their own environment, probing them so that weunderstand their behaviour. This understanding enables us todesign things that are meaningful and valuable to people. So stopdesigning products and features, and start designing experiences.inside out outside in 3. The way we do business is broken.We do business from theinside out, but it should be the other around. Our internal businesssilos make for terrible customer experiences. What good is agreat website if your in-store staff are rude? What good is a greatonline purchasing tool if people dont understand what you sell?Customer experiences matter most because quality goods andcustomer satisfaction are commoditised. In the early 21st century,customer loyaltyis increasingly necessary to be competitive. Andthe best way to drive loyalty is to create consistently compellingand authentic experiences. To design these experiences, we needa new skill set, a new way of understanding people. A new way ofunderstanding customers. We need to understand how peoplethink, and what motivates them to behave in certain ways. Thebest way to do this is to design from the outside in. To observepeople in their own environment, probing them so that weunderstand their behaviour. This understanding enables us todesign things that are meaningful and valuable to people. So stopdesigning products and features, and start designing experiences. 4. Heathrow Take off shoesLaptop stays in bag Gatwick Leave shoes onLaptop removed from bag City Take off shoes Laptop removed from bag 5. 6. 7. 8. 9. 10. The way we do business is broken.We do business from theinside out , but it should be the other around.Our internal businesssilos make for terrible customer experiences. What good is agreat website if your in-store staff are rude? What good is a greatonline purchasing tool if people dont understand what you sell?Customer experiences matter most because quality goods andcustomer satisfaction are commoditised. In the early 21st century,customer loyaltyis increasingly necessary to be competitive. Andthe best way to drive loyalty is to create consistently compellingand authentic experiences. To design these experiences, we needa new skill set, a new way of understanding people. A new way ofunderstanding customers. We need to understand how peoplethink, and what motivates them to behave in certain ways. Thebest way to do this is to design from the outside in. To observepeople in their own environment, probing them so that weunderstand their behaviour. This understanding enables us todesign things that are meaningful and valuable to people. So stopdesigning products and features, and start designing experiences. 11. Data Logic User Interface 12. Magic User Interface 13. The way we do business is broken. We do business from theinside out, but it should be the other around. Our internal businesssilos make for terrible customer experiences.What good is agreat website if your in-store staff are rude?What good is a greatonline purchasing tool if people dont understand what you sell? Customer experiences matter most because quality goods andcustomer satisfaction are commoditised. In the early 21st century,customer loyaltyis increasingly necessary to be competitive. Andthe best way to drive loyalty is to create consistently compellingand authentic experiences. To design these experiences, we needa new skill set, a new way of understanding people. A new way ofunderstanding customers. We need to understand how peoplethink, and what motivates them to behave in certain ways. Thebest way to do this is to design from the outside in. To observepeople in their own environment, probing them so that weunderstand their behaviour. This understanding enables us todesign things that are meaningful and valuable to people. So stopdesigning products and features, and start designing experiences. 14. Your websiteis not enough. 15. Your section ofthe websiteis not enough. 16. 17. 18. 19. lawnmower and the mainstory on todays6 oclock news 20. 21. 22. Every channel. Every touchpoint. 23. Its not my job. 24. 25. The way we do business is broken. We do business from theinside out, but it should be the other around. Our internal businesssilos make for terrible customer experiences. What good is agreat website if your in-store staff are rude? What good is a greatonline purchasing tool if people dont understand what you sell? Customer experiences matter most because quality goods andcustomer satisfaction are commoditised.In the early 21st century,customer loyaltyis increasingly necessary to be competitive. Andthe best way to drive loyalty is to create consistently compellingand authentic experiences. To design these experiences, we needa new skill set, a new way of understanding people. A new way ofunderstanding customers. We need to understand how peoplethink, and what motivates them to behave in certain ways. Thebest way to do this is to design from the outside in. To observepeople in their own environment, probing them so that weunderstand their behaviour. This understanding enables us todesign things that are meaningful and valuable to people. So stopdesigning products and features, and start designing experiences. 26. Peoples expectations are higher. 27. 28. 29. She should use Google Maps for mobile! 30. Or maybeshe shouldjust asksomeone. 31. Youre compared to everyexperience aperson hasever had. 32. Features arenot whatcustomers careabout. 33. 34. The way we do business is broken. We do business from theinside out, but it should be the other around. Our internal businesssilos make for terrible customer experiences. What good is agreat website if your in-store staff are rude? What good is a greatonline purchasing tool if people dont understand what you sell?Customer experiences matter most because quality goods andcustomer satisfaction are commoditised. In the early 21st century,customer loyalty is increasingly necessary to be competitive. And the best way to drive loyalty is to create consistentlycompellingand authentic experiences .To design these experiences, we needa new skill set, a new way of understanding people. A new way ofunderstanding customers. We need to understand how peoplethink, and what motivates them to behave in certain ways. Thebest way to do this is to design from the outside in. To observepeople in their own environment, probing them so that weunderstand their behaviour. This understanding enables us todesign things that are meaningful and valuable to people. So stopdesigning products and features, and start designing experiences. 35. Photo credit: www.flickr.com/photos/rudolf_schuba/473295245/ 36. Photo credit: www.flickr.com/photos/mcluhan/448247204/sizes/l/ 37. 38. 39. The way we do business is broken. We do business from theinside out, but it should be the other around. Our internal businesssilos make for terrible customer experiences. What good is agreat website if your in-store staff are rude? What good is a greatonline purchasing tool if people dont understand what you sell?Customer experiences matter most because quality goods andcustomer satisfaction are commoditised. In the early 21st century,customer loyaltyis increasingly necessary to be competitive. Andthe best way to drive loyalty is to create consistently compellingand authentic experiences . To design these experiences, we needa new skill set, a new way of understanding people. A new way ofunderstanding customers. We need to understand how peoplethink, and what motivates them to behave in certain ways. Thebest way to do this is to design from the outside in. To observepeople in their own environment, probing them so that weunderstand their behaviour. This understanding enables us todesign things that are meaningful and valuable to people. So stopdesigning products and features, and start designing experiences. 40. 41. The w