By C. Perera, JadeTimes News
Creating innovative and captivating products is essential for success in today's market. Unfortunately, most MBA programs rarely highlight the crucial convergence of management, technology, and design. Traditional methods often prioritize functionality over user experience, but companies are increasingly recognizing the value of human centered design. This approach emphasizes prioritizing people and end user satisfaction in product development, resulting in products that not only meet functional needs but also forge enduring emotional connections with consumers.
Putting People First
The essence of human centered design is understanding the end users of the product. Rather than starting with the company's objectives and assumptions, this approach puts end user experience at the forefront of product design. Unlike the traditional method, which imposes the company's goals on consumers, the alternative involves deeply exploring the real life situations of intended users, identifying their needs and preferences, and developing solutions that make a difference in their lives.
This often leads to entirely new product ideas and directions for the company. For example, Apple's commitment to human centered design is evident in products like the iPhone and MacBook, known for their ease of use and intuitive design. Apple's focus on user research and iterative testing ensures that business decisions naturally arise from user experience and preferences.
Understanding Users
Human centered design requires designers to employ various techniques such as interviews, observations, and surveys to understand human behavior patterns when using products. By understanding users' reactions, psychological states, and challenges, designers can empathize with their experiences. This approach involves ongoing testing and refinement, with design engineers creating prototypes and soliciting consumer feedback to improve the product. Amazon, for instance, engages in extensive product experimentation and customer interaction at each development phase, leading to innovations like the “One Click” ordering system and the Alexa voice assistant.
Why It Matters
Although implementing human centered design can be time consuming and costly, it offers substantial long term benefits for businesses. By ensuring that products align with user preferences, companies can increase revenue, customer loyalty, and brand recognition. Loyal customers who make repeat purchases are the foundation of sustainable business and provide a competitive advantage. Moreover, human centered design facilitates innovation and the opening of new markets. By understanding user desires and problems, companies can tailor products to meet these needs, sometimes creating entirely new industries in the process. This concept, known as Blue Ocean Strategy, allows companies to escape intense competition and create innovative products that add significant customer value.
Integrating human centered product development into the MBA curriculum equips students to understand the complexities businesses face and enhances their ability to apply creative thinking to real world challenges. Graduates emerge as skilled product managers and business leaders capable of identifying overlooked aspects of product development and applying design thinking principles to solve complex business problems. A human oriented mindset is both rare and valuable, and those who can leverage this skill set are more likely to succeed in a rapidly evolving global business environment.
