18 June 2006

To charge up customers, put customers in charge [The New York Times]

Be the first to share

Customer in charge - illustration by James O'Brian
William C. Taylor, co-author of “Mavericks at Work” has just published a feature on mass customisation in the New York Times business section.

It features examples of John Fluevog Shoes, Jones Soda and Threadless and quotes MIT’s Eric von Hippel:

“Eric von Hippel, head of the innovation and entrepreneurship group at the Sloan School of Management at the Massachusetts Institute of Technology, has studied the effects of ‘lead-user innovation’ in industries from extreme-sports gear to medical equipment.”

“In a time of ever more talented technology enthusiasts, hobbyists and do-it-yourselfers, all connected by Internet-enabled communication, he says, the most intensely engaged users of a product often find new ways to enhance it long before its manufacturer does. Thus, he argues, companies that aspire to stand out in fast-moving markets would be wise to invite their smartest users into the product design process.”

“‘It’s getting cheaper and cheaper for users to innovate on their own,’ Professor von Hippel said. ‘This is not traditional market research — asking customers what they want. This is identifying what your most advanced users are already doing and understanding what their innovations mean for the future of your business.'”

Read full story (permanent link)

Be the first to share
22 November 2017
Human-centred design in global health: A scoping review of applications and contexts
Human-centred design in global health: A scoping review of applications and contexts By Alessandra N. Bazzano (1), Jane Martin (2), Elaine Hicks (3), Maille Faughnan (1), and Laura Murphy (1) PLoS ONE12(11): e0186744. Published: November 1, 2017 Health …
22 November 2017
[Book] Making Cities Smarter
Making Cities Smarter - Designing Interactive Urban Applications by Martin Tomitsch Jovis Publishers March 2018, 208 pages Abstract More than half of the world's population is now living in cities, and this number is predicted to rise. This means that …
12 November 2017
Six hacks for service designers working in an agile environment
Ideally service designers deliver our best value when we stay outside the “Scrum” (literally and figuratively), fulfilling our strategic role and avoiding the hectic pace and too-narrow focus of two-week sprints. Our work, …
8 November 2017
‘Thick data’ sees the market future when big data can’t
“Customers are really the most unpredictable, the most unknown, and the most difficult-to-quantify thing for any business,” said Tricia Wang, ethnographer and co-founder of Sudden Compass, in an interview during the IBM Data Science for …
8 November 2017
Service design at BBVA bank
BBVA (an international financial institution with a presence in 35 countries, providing services to 70 million customers) was one of the sponsors of the Service Design Global Conference in Madrid last week. Derek White, BBVA’s …
31 October 2017
Waymo focuses on user experience
Waymo —formerly the Google self-driving car project— is investing a lot of time and effort on building out the user experience of its self-driving vehicles, which includes both the external and internal user-facing features of …
1 October 2017
Financial Times special report on citizen empowerment through technology
The Financial Times has published People's Technology, an excellent special report on how grassroots communities across Europe are using technologies in new ways to solve problems and empower citizens. People and communities are putting new …
1 October 2017
Building the networked city from the ground up with citizens
How can technology lead to more participation in democratic processes? Who should own and control city data? Can cities embrace a model that socializes data and encourages new forms of cooperativism and democratic innovation? Albert …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

20 November 2017
Experientia and Italian bank Intesa Sanpaolo announce innovative partnership

Wide ranging partnership also covers collaboration with design schools and public events on service design “Finding the way forward for independent design means building new business models for service design consultancies in the age of the company buy-out.” Michele Visciola, President, Experientia PRESS RELEASE It seems the business world is finally realising that service and […]

26 October 2017
Epic storytelling with video

Another EPIC conference come and gone, and no, we’re not using “epic” in the way under-10s use it about cool things on the internet. EPIC is the Ethnographic Praxis in Industry Conference, one of the most important annual events for practitioners of anthropology, ethnography and related disciplines. Ethnography is one of Experientia’s key methodologies, underpinning […]

23 October 2017
Experientia is hiring! Service design intern

Service Design Intern: Lausanne, Switzerland and Turin, Italy Experientia, an international experience design consultancy, is looking for service design interns for our Turin, Italy office, to support research, concept development and design. The ideal candidate will be a holistic thinker and designer, with a systems approach to enable complex service offerings, driven by an understanding […]

23 October 2017
Experientia is hiring! Senior Service Designer

Senior Service Designer: Lausanne, Switzerland and Turin, Italy (*) We are looking for service designers with outstanding design skills, methodical thinking, and experience in designing complex service ecosystems using a human-centered design methodology.   Required 2-5 years’ experience in service design and/or user experience design University and/or advanced degree(s) in Service Design, Interaction Design, User […]

23 October 2017
Experientia is hiring! Lead Service Designer

Lead Service Designer: Lausanne, Switzerland and Turin, Italy (*) Experientia is seeking a Senior Service Designer to lead service design projects from the Turin, Italy office (*) or the Lausanne, Switzerland office. The Senior Service Designer will have experience leading a team of behavioral analysts and service modelers in research and service design projects lasting […]

18 October 2017
Innovate through service design – The Innovation Center of Intesa Sanpaolo and Experientia for “Torino Design of the City”

by Erin O’Loughlin – Photos: Naz Kazazoglu In Turin, you only need to tell your taxi driver “Take me to the skyscraper” to end up at the impressive Innovation Center of the Intesa Sanpaolo bank, rising in the heart of Turin, with a fine view of the Turin hills and the Italian alps. Here on […]

See all articles