VCD – Value-centered Design I

Isn’t that Human-centered afterall?…

Hi, welcome to 2019 🙂 afterall we are all just returning from holiday season. So, why the title of this post? well, my path in the Design > Product Management > Innovation as been leading me to question more and more what is worth more to invest time and resources?

  • a) Developing a Product with a poor experience but that delivers great value for end users.
  • b) Developing a Product with a great experience but that delivers no value to the end user.
  • c) All of the above.

You’ll all say that, “of course we want option c)“, right? So let’s make things more challenging, we remove option c).

  • a) Developing a Product with a poor experience but that delivers great value for end users.
  • b) Developing a Product with a great experience but that delivers no value to the end user.
  • c) All of the above.

Imagine you could only have one of the things, now which option would you chose? ahh that’s a nice debate for a group of die hard creative artists and designers :)…

A different way to put things in perspective is when you have an existing product with a poor experience, but you know what? it brings loads of cash to the company. What to do in these situations? how do you convince a CEO to sign the check to start developments on a new product to substitute the existing one, not knowing if it’s going to be a sales success or not?

This is where I want to arrive: isn’t creating value to end users and clients, a Human-centric approach also? I think so. Moreover that might be the ultimate most important thing we all, (product designers, managers, CEO’s) need to deliver to the users of our products.

So be prepared as a Designer to face poor experience products but that deliver tons of value to the end users. Because you gonna have to respect it, try to understand it, and improve the experience without breaking the value, and here lies the challenge, because as a Designer you also no need to think as a Change Manager, as a CEO, as a Product Manager. This is especially true in the B2B world.

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