Big brands to guide users to user centric difficult to produce radical innovation


"the customer is God."." This sentence is used as a rule to repeat: companies must be user centric. But there’s one problem: it doesn’t work. This is true: large brands guide users rather than being led by users.

, for example, Apple Corp, I asked some people in the Apple design group how to view the "user centric" design. What did they say? – "nonsense! The atmosphere was created to get consultants to have a bite to eat, and to give those insecure managers a false sense of security.". At Apple, we don’t waste time consulting users, and we shape our brand by creating great products that we are convinced that users will love very much."

IKEA has the same faith. Through close contact with IKEA’s global brands and design directors, we find that in IKEA, an unwritten philosophy is: "We show people the way" (we show people how to do it)." IKEA designers do not create their products through user research. When asked why, they replied, "we tried, it didn’t work."."

yes, apple and IKEA are not so openly said, because they are two (from the design perspective) is very close to the company, but also challenges the user centered theory will bring the risk of offending customers and design community. But because of this, because no one has come up against it, this user – led misconception will spread.

The concept of

‘s iconic product

if the company can not listen to the customers, it should listen to? The best brands have been leading a concept, that is a clear view of the world, a kind of unique value creation, as well as a way to get them, not by the one and only user research influence culture. They define their own rules, which must be at the top of the list. Both agents, designers, teams, agencies, or design directors must implement it clearly and thoroughly throughout the project.

, we can find the same philosophy in the world of iconic products. These products fall into three categories, none of which are generated by user driven designs.

democratic products. They are also called "slow type"". These products took a long time to become a sign, they usually have a plain and simple design, to meet the specific functions, such as folders, tea bags, peeler and mail, their functional value is greater than the aesthetic value. As time goes on, users begin to rely on them, and even these products have so much significance that they begin to acquire cultural currency and deeper connotations. These democratic products are often easy to obtain.

design products. It’s a very familiar product, such as chairs

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