Title: Innovating designed products and experiences
Context: Innovating only on features is a death spiral that no company can ever use to maintain market leadership. Innovating on experience on the other hand? That’s how you build customer loyalty.
Synopsis: Being first to market with the latest and greatest technological innovation is nice, until about 5 minutes later when all of your competitors start rolling out their new products with their new features that look and act an awful lot like your “game changers”. But, if those new features are also part of a larger and cohesive user experience package that you are offering your customers, well, that is much harder for your competition to imitate. This requires that a clear and coherent user experience “vision” be articulated prior to any discussion of individual bits and bobs that may be the building blocks of this larger UX plan. Understanding that feature innovation operates in support of experience innovation is what separates the long term market leaders from the constant churn further down the sales charts.
Best Bit: “What we should be innovating – what’s more valuable and more differentiable – is the experience.”
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