Products, pages, profiles, and entire click paths are often narcissistic by design, taking into account the needs of decision makers and stakeholders over the customers they’re designed to entice. Instead, they should be designed to evoke emotions and trigger a desired effect, regardless of platform or device.
In the development of customer-facing products, apps, displays, and destinations, businesses often miss what are among the most critical elements for true customer engagement: evoking a desired experience and sentiment.
Businesses tend to have a narrow view of customer needs or expectations. And, rather than design to evoke human emotion, journeys are designed with a “mediumalistic” approach, where platforms and devices take precedence over the human connection or aftereffect. Products, pages, profiles, and entire click paths are narcissistic by design, taking into account the needs of decision makers and stakeholders over the customers they’re designed to entice. The need to plug into trends trumps the opportunity to innovate and improve the customer journey.
Read the full article on fastcompany.com!