'Consumer' to 'Human' Experience
In contrast to artificial situations of focus group discussions,
designers prefer conducting
looking at the world
through their customers’ eyes, empathizing with the soul, mind and body
Zen Buddhism with its total immersion in reality, attention to
ordinary life and day-to-day experiences is possibly the best way to
describe how they like approaching to work.
Those who combine
design thinking with interest in user research are
called human factor specialists. They
research into total human – not
merely customer – experience, investigate how people approach the world,
what nuances of interaction with the product,
brand, environment is of
the most importance for them, what they expect from usage.
Today, many companies create such new jobs as cognitive psychologists,
cross-cultural specialists who adapt products of global brands to
markets with different values and mentality, as well as ethnographers.
Thinking – the Best Tool to Tackle Tacit Knowledge
new way of thinking to tackle ‘ill-defined’
As the real power in the market goes to the customer, companies must
learn how to use effectively the tacit knowledge their people
Design to Experience Design
This is a gift of co-creation, of holistic approach to life and ability
to fill it with meaning, emotions and lifestyle drivers. New designers
are able to create diverse human experiences, not just physical shapes,
content, not simply a form, workplaces, not merely furniture.
Knowledge Economy to the Creativity Economy
In today’s era of hypercompetition companies must be very
differentiate from the competition in the eyes of their customers.
Companies need to learn how to
manage creativity effectively. They also need very