Why Outside In?
The way we do business is broken.
We do business from the inside out, but it should be the other around.
Our internal business silos make for terrible customer experiences. What good is a great website if your in-store staff are rude? What good is a great online purchasing tool if people don’t understand what you sell?
Customer experiences matter most because quality goods and customer 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 consistently compelling and authentic experiences.
To design these experiences, we need a new skill set, a new way of understanding people. A new way of understanding customers. We need to understand how people think, and what motivates them to behave in certain ways. The best way to do this is to design from the outside in. To observe people in their own environment, probing them so that we understand their behaviour. This understanding enables us to design things that are meaningful and valuable to people. So stop designing products and features, and start designing experiences.
Paul Adams
http://www.slideshare.net/padday/designing-experiences-not-products/
padday at gmail.com
“The way we do business is broken.”
It’s always refreshing to hear somebody speak the bold truth. Thanks for your work- I look forward to reading the book and bringing this mentality to work.
I’m enjoying reading your book. I believe that the all the recession means is markets are changing, times are changing, the way we buy, live and share our experiences has changed, it brings the power to the people. It may not be viable to do business in the way we have done for so many years, and until you accept this you business may struggle to move forward in these tough economic times. Where doors are closing many new and exciting ones are opening. Social marketing is the way forward
I am enjoying reading your book, and feel we are on the verge of some very exciting times for marketing. The speculations of our contemporary writers have never been closer to the truth- take ‘Minority Report’ and the way they viewed advertising in the future. I don’t believe in implications people perceive the word recession to have. I just think the times are changing; the way we buy, live and share experience is changing…and fast. It may not be viable to do business in the ways we’re used to where one door closes another door opens. (sorry that my computer submitted the last comment before I had a chance to proof read it)