Simplicity definitely serves as a competitive advantage to businesses that can best embody it. In our current age of information overload, complexity may be today’s greatest challenge (Yen, 2014). This is a personal and cultural epidemic. Left unchecked, complexity is devastating, as it creates waste, slows progress, creates confusion and increases costs (Yen, 2014). At some point, designing products become more and more about increasing features to the point of overwhelm (Brown, 2009). To counter this, companies need to create easier, more user friendly objects and features. This is especially important when you consider the vast differences in technological experience and user confidence amongst consumers of difference age groups and backgrounds. For many common products that are practically a necessity of modern living (think smartphones or computers), it is imperative that as many features as possible be as easy to use for the maximum segment of the general population. If something is too confusing to learn and master, people will eventually walk away. I know that in many cases, the best products that I use are those that are easy to understand and operate. Consumers look to products to make their lives easier and less stressful, not more overwhelming. Companies that can improve and simplify their products are at a distinct advantage (Yen, 2014). Therefore, I believe that simplicity serves as a very important competitive advantage.
Making a product that is “human centered”, where the focus of the design is on the intended end user, makes the process of purchasing and using more satisfying and less stressful for the consumer (Brown, 2009). Using process technology for customers, where the customer is involved in the service delivery process, results in greater perceived freedom, choice and satisfaction for the consumer (James, 2011). Amazon is a perfect example of this; they give the user virtually unlimited choice, freedom and information in selecting product and completing the order. This in turn, creates the closest match between customer wants and corporate offerings. Another way to think of this is a conscious movement from consumption to participation, where there is value created beyond simply financial measurements (Brown, 2009). Another important value added area is customer feedback. When companies elicit important, extensive feedback from their users, they open the door improving their systems and products (Brown, 2009). After all, the customer knows their needs and wants better than anyone. Lastly, added value can come through mass customization (James, 2011). Examples of this are new homes and automobiles, where you have a base model that you can seemingly customize to an endless degree, by adding additional upgrades and features. This freedom to customize leaves the customer with the freedom to be unique and stand out from the mass consumption herd.
One of my absolutely favorite technology products is my kindle Ereader. Created by Amazon, this electronic reader is light, portable, reliable and stores a seemingly endless library of books in a compact, attractive package. My Kindle contains 92 books and counting. As I travel frequently, it is a loyal and trusted companion, allowing me to be constructive and creative while waiting in airports or taking long flights. I love the endless selection of eBooks on Amazon’s website and the absolute ease of ordering. With an eBook, you receive it right away! No waiting for delivery. I also love the vast amount of preview information and reviews on their website. This gives me the power to make an educated, constructive purchasing decision.
Another favorite technology product for me is another Amazon product and that is my Audible subscription. This is an audio book service where I can purchase audible books and listen to them on my smartphone. I currently have 77 audio books from Audible and am adding more each month. The audible app is easy to use and I am constantly listening to entertaining, informative and live enhancing books while I drive, walk and exercise. It is a technological tool that I treasure beyond measure and it allows me to endlessly satisfy my insatiable desire for knowledge.
The third technological product that I love is an online learning website called Udemy. I am recently new customer to Udemy, which is a website that offers thousands of online courses on seemingly every subject, for as little as $15 U.S. I recently started an Introductory Spanish course and not only am I having a ton of fun, but I am learning a lot as well. The format is entertaining, well designed and easy to use. Having access to so much selection and user reviews allows me to make an informed purchasing decision. Like Kindle and Audible, Udemy allows me to create a satisfying, customized educational experience.
References
Brown, T. (2009). Designers – Think Big! [Video File]. Retrieved from http://www.ted.com/talks/tim_brown_urges_designers_to_think_big?language=en
James, T. (2011). Operations Strategy. Bookboon.
Yen, S. (2014, August 11). How Design Thinking Drives Competitive Advantage. Forbes. Retrieved from http://www.forbes.com/sites/sap/2014/08/11/how-design-thinking-drives-competitive-advantage/#7c1f8eaa7a53%20
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