Beyond the Product: Designing Customer Experiences
“Design is not just what it looks like and feels like. Design is how it works.” Steve Jobs People buy experiences, not products. While service experience design has a long history of scholarly research, product experience research has tended to focus on discrete features and benefits rather than the holistic experience of purchase, usage and re-purchase.
MSI members have asked if there are generalizations from the mature field of retail and service design that can help managers in all categories enhance customers’ experience and create brand value. Specifically, what accounts for experiences that are remembered, interesting, repeated and valued–and shared with others? What management and organizational structures, cultures, or practices are needed to successfully design positive product experiences?