Posts about Strategy

Problem Framing, Not Problem Finding

Framing

We focus too much on problem solving. The goal of research is widely claimed to be about empathy building and understanding so we can identify and solve problems, and that’s not wrong. But it ignores one of the most important parts of research as an input for design strategy. Research helps produce a problem frame.
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Changing Behavior

Behavior

We’re stubborn creatures. Our behaviors – good and bad – are hard to change. This can be frustrating for those of us in the business of offering people new products and services; “if they would just use this, their lives would be so much better!”
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What is value?

Value is often considered “how much someone will pay.” This is structured atop a neoclassical view of economics: there’s an equilibrium between the cost of a product and the amount someone is willing to pay for it, and consumers go out of their way to maximize around and with that equilibrium.
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When The Business Wags The Dog

Designers often make bad business decisions. Our “good design” negatively impact the business. Making the buy button red and huge may drive sales, but it makes designers cry inside: it runs counter to their established aesthetic sensibilities, and feels like a bad design decision. And so we make it small with tiny text, and revenue goes down.
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