Designing for emotions is key. It means intentionally creating within the individual – staging, orchestrating, choreographing all good verbs for it – a response that triggers feelings beyond rationality. It is certainly an art form today, but the first step toward making it a science is identifying and understanding what emotions current offerings trigger, which is why I am very enamoured with the SusaGroup methodology.
But understand that is not just about “creating better experiences” with “products and services”. Rather, experiences are a distinct economic offering, as distinct from services as services are from goods. Most companies should shift up from selling goods to services, and from selling services to experiences, which is what people value more today.
It is not just about making a good or service more experiential (although that is a good thing!), but that it is about designing experiences as the offering of the company, what it sells to customers.
Charlotte
Getting Emotional with...Joe Pine
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