Consumer technology needs to enable human ambitions to be of enduring value

Consumer technology needs to enable and empower human actions and ambitions to be valuable.

If you cannot clearly articulate the human value proposition for any given technology go back to the drawing board because you have not designed useful technology but unnecessary junk. It may be functional, it may even be aesthetically pleasing, but it is still junk. If it has no clear human benefit, it is junk. The benefit may be fun, it may be practical, but it still needs to exist.

Every piece of enduring technology from the Braun alarm clock to the Hoover vacuum cleaner; from the biro pen to the iPod can be expressed in terms of human benefit.

When the value of a technology is expressed solely in self referential terms, with the product describing what has, not what it can do for people, there can be no judgement other than failure because it is unnecessary to the buyer.

Far too many technology companies set the bar too low and forget about the most important factor in the product, the person.

Not the buyer, not the user, not any one of a dozen personas, but the human.

Not a demographic, not a segment, not a persona, but a human.

They express the description in functional terms, list features and detail technical attributes.

Successful consumer products don’t focus on the function, they focus on the human value.

If you want to be successful at consumer product or service design, don’t start with what you can do, start with why someone will care.

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