Customer Experience is the new marketing because so many people see “advertising” as pushy and not true. Tim Brown, CEO of IDEO, says “We’re at a moment where there’s almost no societal system that doesn’t require a redesign.” People remember experiences and stories. It’s how people remember brands and embrace a brand completely.
Developing the Apple Mouse
Human Centered Design for Special Needs
The Oral B Toothbrush for children
Challenge for Attendees:
David Ogilvy once said, "People don’t think how they feel. They don’t say what they think and don’t do what they say." So my advice is to shadow your user and observe them, leave out interpretations and assumptions, and keep asking why like a kid, as that will bring you to the root cause of the problem.
For e.g., your user drinks water; an interpretation is he/she is thirsty. But the observation is he/she drinks a glass of water. By asking "why?" you will know that maybe he/she had a cough or some other reason for drinking. But never interpret observations; always ask "why".