Why We Need to Design Experiences, Not Products

So you have an idea. You want to build something because you think it will make some money. You make a business case. You develop specs. You get your design and dev team on board. You build it, and then you market the heck out if it.   

Your idea does all right. Your marketing spend gives you some traction. People use it for a while, but they don't seem to love it. Users start to leave for a competitor. You built a good product that functioned well. What happened?  

You designed a product. Not an experience.

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