Customer Centered Design - Briefly Explained
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Customer-centered design focuses on creating valuable, usable, and feasible products by leveraging user insights throughout the product development process. This approach minimizes market failure risks and extends product lifecycles through continuous innovation that meets customer expectations. While customer feedback is crucial, designers must also recognize its limitations, especially for groundbreaking innovations or industries with limited post-sale interaction.
Customer Centered Design - Briefly Explained
- 1. Customer Centered Design Briefly Explained
- 2. 2 Want to.. “The job of the product manager is to create a product that is valuable, useable and feasible” Marty Cagan , Inspired: How to Create Products Customers Love
- 3. 3 Innovate? “First users of a product, rather than the manufacturer, are responsible for over 75% of breakthrough inventions” Von Hippel, “LEAD USERS: A Source of Novel Product Concepts,” Management Science, 1986
- 4. 4 Do things differently? “Design is no longer a discrete stylistic gesture thrown at a project just before it is handed off to marketing..” Tim Brown, Change by Design
- 5. 5 To minimise risk? “..Design is now part of product conception right through to implementation, and allows a customer to write the last chapter of the book” Tim Brown, Change by Design
- 6. 6 And grow. “When the user’s personal goals are met by the design, business goals are far more effectively achieved” Alan Cooper, About Face. The Essentials of Interaction Design
- 7. Customer centered design is not new.. ..in fact it’s one of the most successful market-pull strategies used in product development over the past decade 7
- 8. It delivers 2 major benefits 8
- 9. 9 Firstly, customer centered design can dramatically reduce the risk of failure in market.
- 10. 10 Secondly, your product lifecycle is greatly extended through incremental innovation that meets or exceeds customer expectations
- 12. These are three terms used to guide what is essentially the same design process. But there are subtle differences: 12
- 13. The work of Von Hippel in the late eighties pioneered the term Lead User as a design philosophy stating..
- 14. 14 ..that first-time users of a product are in the best position to articulate their problems and derive innovative solutions to those problems.
- 15. 10 years later the design thinking of authors Beyer and Holtzblatt made popular the term customer centered systems..
- 16. .. and focused on a subset of the product development planning phases by excluding the build phase
- 17. Recently human centered design has become the buzz word but in reality it simply applies..
- 18. .. a set of lenses to same planning phases 18
- 19. During the Research phase we strive to hear the voice of the customer. Qualitative research techniques are used to extract goals, needs and product requirements desired by the customer. 19
- 20. The Concept phase uses the insights gathered from Research to create desirable, new concepts that are validated through ongoing consultation with customers. 20
- 21. Finally the Design phase delivers a technically feasible and commercially viable prototype that meets the needs, goals or wants of the target customer. 21
- 22. So, how do I conduct research on my customers’ needs, goals and desires? 22
- 23. As a Product Manager you can : Spend time observing your subject matter Interview an individual Conduct a group interview Ask your target market to document their opinions Cross fertilise using solution design from another industry Perform secondary research (leverage existing product data and subject matter expertise within your organisation)
- 24. Where is customer centered design most powerful? Software development for established products. Incumbent service providers seeking to increase their net promoter score. Incremental innovation within mature markets eg. Customer Care and Hospitality Banking and Finance 24
- 25. The Financial Services industry has been leveraging customer centered design during the past two decades and their products now score consistently high in customer satisfaction polling. “Financial Services firm USAA earned the highest NPS across all brands and industries examined at 87%” Satmetrix 2011 report 25
- 26. But there are limitations to customer centered design and it is not strictly true that customers always know what is best for them. 26 Think about products heralding new technology disruption or radical innovation.
- 27. Also, many products operate in a market with minimal opportunity for post sale customer interaction eg. Fashion industry Retailers “Retail consumer brands would kill for the number of built-in interactions that your average retail bank already has with its customers.” 27 Global marketing strategist, Jonathan Salem Baskin
- 28. Whilst customer centered design dominates current UX practitioner thinking it can prove resource intensive to gather primary research. In his 2009 article titled “5 Design Decision Styles” Jared Spool shares design techniques requiring less research than customer centered design: 2828 Less resource intensive More resource intensive
- 29. The key is knowing when to deploy these techniques: Unintentional – sometimes good design is pure luck. Self Design – putting yourself in your customer’s shoes. Genius Design – anticipates customer need. Activity Focused – addresses customer tasks rather than needs. Customer Centered – generally perceived to be the least risky way of delivering successful innovation.
- 30. In conclusion: The best Product Managers are not only familiar with the process and tools of customer centered design but are also aware of its limitations and embrace innovation through alternate design processes when needed. 30
- 31. Brainmates applies a repeatable Product Delivery Framework that embraces innovation.
- 32. Connect with Brainmates 32 Brainmates Group @Brainmates #prodmgmt Facebook.com/Brainmates www.brainmates.com.au info@brainmates.com.au + 61 2 9232 8147