IDEO redefined good design by creating experiences, not just products

What customers think and feel about a company and/or its products is a key aspect of business success. It is the job of marketers to understand the needs of their consumer. In doing so they can develop goods or services which meet their needs more precisely than their competitors.

Customers do not usually make purchases without thinking carefully about their requirements. Wherever there is choice, decisions are involved, and these may be influenced by constantly changing motives. The organizations that can understand why customers make decisions such as who buys, what they buy and how they buy will, by catering more closely for customers needs, become potentially more successful.

Most markets are made up of groups of customers with different sets of expectations about the products and services that they want to buy. Marketing oriented businesses will therefore need to carry out research into customer requirements to make sure that they provide those products and services which best meet customer expectations in the relevant market segment.

Customers are the most important people for any organization. They are the resource upon which the success of the business depends.

Organizations are dependent upon their customers. If they do not develop customer loyalty and satisfaction, they could lose their customers. Without customers the organization would not exist. The purpose of the organization is to fulfill the needs of the customers.

According to the many business guru’s and to many more successful companies, the key to success lies not only in having a good product, but also in being able to provide the customer with the level of service they desire.

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First step IDEO do to understand the consumer experience by doing observation. Some of IDEO’s techniques are:

  • Shadowing, observing people using the products, such as shopping, going to hospitals, using cell phones.
  • Consumer journey, keeping track of all the interactions a consumer has with a product, service or space
  • Extreme user interviews, talking directly to people, about product or service and also their experience using it
  • Storytelling, prompting people to tell stories about their personal experiences

Step 2 is brainstorming. They are analyzing data gathered by observing people. These are the rules :

  • Defer judgement, they do not dismiss any ideas
  • Build on the ideas of others
  • Encourage wild ideas, the most out of the box notions
  • go for quantity, aims for many new ideas as possible
  • Be visual
  • Stay focused on the topic, on target
  • One conversation at one time

Step 3: Rapid Prototyping

Mocking up working models helps everyone visualize possible solutions and speeds up decision making and innovation. These are the guideline:

  • Mock up everything
  • Use videography (short movies)
  • Go fast (quickly and cheaply)
  • No grills
  • Create scenarios
  • Bodystorm

Step 4 for is Refining. At this stage, IDEO narrows choices to a few possibilities. Here’s how it’s done:

  • Brainstorm
  • Focus prototyping
  • Engage the client (actively in the process of narrowing the choices)
  • Be disciplined
  • Focus
  • Get agreement from all stakeholder

The last step is implementation. Bring IDEO’s strong engineering, design, and social-science capabilities to bear when actually creating a product or service

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~ oleh nilanilanila pada Oktober 21, 2009.

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