'Experience Design' Helps Business and Design Firms
As more and more businesses look to tap into the power of design, two of the founders of an award-winning global design firm challenge the foundation on which business and design collaborate. In a newly released book "Experience Design: A Framework for Integrating Brand, Experience, and Value," authors Patrick Newbery and Kevin Farnham argue that in order to be successful, businesses need to engage customers through value, not just look and feel, and this requires a different approach from both sides-business managers and designers.
Authors Newbery and Farnham point out that although innovation has been a prominent topic of focus for businesses and the media, statistics show that only 25% of new product innovations ever reach commercial launch, and only 45% of these meet profit goals. That nets out to 11% success rate, which is not a guaranteed lifeline.
"Apple's reinvention of itself changed the world in many ways. The design of the end products and services is brilliant. But it wasn't just how they were designed-it's what Apple chose to design, and why, that mattered," says co-author Kevin Farnham, CEO of Method. "Apple created value by redefining the experiences people could have with products they already wanted to use."
"Experience Design" advocates that businesses should view their engagement with customers as an integrated system of brand, experience, and value, that changes over time. Experience design helps business take a portfolio-based approach to exploring new areas of value as natural extensions of the brand and customers' needs.
Hiring the best design talent to finish and market products that were developed as reactions to change is an outdated model. Experience design requires unlocking a brand's purpose and intent in order to define and differentiate products and services that meet the real needs of customers. Teams must focus on customer engagement and experience throughout the customer life-cycle. Business and design must have a common view of objectives, options, and decision-making criteria.