Chapter 3. Business and Audience Context

"If your customer base is aging with you, then eventually you are going to become obsolete or irrelevant. You need to be constantly figuring out who are your new customers and what are you doing to stay forever young."

- Jeff Bezos

This chapter addresses the following questions:

• Why do organizations invest in experience design for their products and services?
• How do designers help organizations form an experience strategy?

First, let's consider an example of a successful product experience strategy. Back in 2006, before the iPhone launched the mobile revolution, chatter about an exciting and revolutionary camcorder swept news outlets, social media, and dinner conversations around the world. The product did not represent a breakthrough in advanced, multi-featured videography. On the contrary, the video camera, called Flip, was about the size of a deck of cards. It had a big red button to begin recording and a couple of other buttons that handled basic functions...