This is a great article on experience innovation.
Excerpts from the article:
- Look at new ways to delight customers. Don’t think of products in terms of just features. A really good example is what Delta has done at Concourse G at Minneapolis-St. Paul Airport to create a unique travel experience for their passengers. Food can be ordered using interactive menus in the iPads inside the restaurants (the photograph on the right was taken by me while waiting at a Japanese restaurant at Concourse G). You can choose your dishes and swipe your credit card to make a payment and you are served within 15 minutes or less. This eliminates the need for a waiter to take your order and then to wait for your check. In addition to ordering food, you can also check the status of your flight, log into Facebook, and play games on the iPad.
- Don’t ask customers what they need. They don’t always know what they need. This does not discredit the power of qualitative data or mean that users need to be eliminated from a product development process but instead implies that innovation should be user-focused and not user-led.
- Observe how customers behave and what makes them happy or sad (gets into emotional design and hedonomics).
- Assess what customers could do when a change is introduced.
- Think of a long term roadmap that balances smaller changes with long term investments that require more dramatic thinking.