Inviting Customers Into the Product Design Process

Customers buy in the modern world where expectations have changed, where patience is short, where exceptional service and delivery are expected, and where they expect things to be either value for money, incredibly simple or very fun. Satisfying the customers’ needs and expectations should be the driving force behind any product creation. Customers like being engaged, listened to and taken seriously. They like to provide feedback and solutions to help products become more user friendly. So why not take advantage of customers’ willingness to share ideas and experiences?

The process of design involving two or more people sharing ideas, is known as co-design. Customer co-design enlists the services, knowledge and ideas of current and future customers to design, develop and maintain a product, process, system and/or experience. Co-designing with customers is mutually beneficial. Customers will feel valued and understood. You will be able to design solutions that really work well for them, resulting in faster acceptance of new offerings and greater customer loyalty. By working side by side with customers, the people in your organization gain valuable insights into customers’ needs. By acting on those insights, your team gains faster adoption of new products, services, or processes. Customer service, an integral part of most organizations, is the first place to look for customer requirements and for customer co-design opportunities.

It is suggested that you proactively engage with customers and develop a customer co-design atmosphere. Here are a few opportunities to achieve that.

  • Form a Customer Advisory Board (CAB), where you recruit your most insightful customers to help identify and assess their and other customers’ unfulfilled requirements;
  • Incorporate the Voice of the Customer (VOC) into your organization’s culture. This entails encouraging customers to talk among themselves in focus groups, forums, social media etc. and observing how they offer solutions to each other’s problems;
  • Design the processes that impact customers to be more efficient and effective by understanding how customers perceive the processes and incorporating their suggestions for improvement;
  • Take advantage of the business network that supports your customers’ other needs. Your organization cannot provide everything that your customers need. Partner and collaborate with other organizations and your customers to provide all-round satisfying products and services.

The future of business competition and prosperity is based on the successful processes of co-design and co-creation, where customers play an integral part. The key to designing a successful product is to use customer co-design early and often. Give your employees, at all levels, the authority to interact with customers to obtain firsthand knowledge of what they would like from your products and how they would use it. The intelligence that you will gather from customer interactions will be priceless.