Co.Design | business + design: For decades, the most successful businesses thrived on product innovation as the natural strategy to increase revenues, market share, and loyalty. Fast forward to 2014: today’s product innovations, and the growth they create, are often incremental, narrow, and fleeting. Take TVs or PCs--every competitor quickly matches the latest features, speed, brightness. As a result, companies are finding that returns from product efforts are harder to rely on. Among the Global Innovation 1000, R&D spending rose 5.8% last year, yet revenue for those companies increased less than 1%. Global competition and technological diffusion mean that competitors quickly catch up with most improvements, while the transparency of digital and social media also prompts consumers to quickly switch allegiance with each new alluring offer.
Enter: the experience.
2 comments:
The "Design the Experience, not the product" mentality reminds me of what I think every theater designer should keep in mind when making a show. If all the designer cares about whats between the walls of the proscenium arch and upstage of the plaster line, I dont think the show will reach its full potential. To me, shows that put the audience right into an environment that supports the action in some way are the best kind of shows. I doesnt just apply to the design on the show, as the old saying goes: "If the audience doesnt leve the theater whistling one of the tunes, something is wrong" provided its a musical.
It seems that it used to be that we just went out and bought a blender or a tv or a pair of socks. Now it seems that we aren't supposed to just buy new products, but that we are supposed to experience these things.
While this is strange for consumer goods, perhaps this is a good societal change for theatre audience, who may have a new expectation to experience theatre and television, instead of just consuming it.
Post a Comment