Nobody makes bad products on purpose. Often, however, the wrong goals are in the foreground. If business goals are the only drivers in product development, the probability is that the most important factor is overlooked: the customer.
How can we get millennials interested in financial planning? How can we effectively help pregnant women and their partners when questions and problems arise? How can we make buying a car from a dealer a unique experience? At NOLTE&LAUTH we address these and similar problems through our expertise in service innovation, developing targeted digital solutions to solve real customer problems and needs.
Jetlagged but excited, I arrived with high hopes and made my way to the centre of San Francisco a few hours after landing in the USA to attend a two-day training course at Cooper U on the topic of service design. In the following I will tell you about why I felt compelled to go there, and what I found there when I did.