User-centric design has turned companies’ marketing strategies upside down. It is no longer only essential to understand the needs of the consumer, but we must also know how to create products that satisfy those needs and fulfil the purpose for which they were designed.
In this article, we will look at how brands can implement the concept of Consumer-Centric design in their brand strategies, and how businesses might apply it today.
Delivering a WOW experience is the motto of Zappos, one of the largest and most successful online shoe and clothing shops. The company, led by Tony Hsieh, is now used as a case study at many of the world’s leading business schools. It has a remarkable differential advantage, standing out for having pushed the boundaries of what definesexcellent customer service. They even went as far as to open a 24/7 channel, available to answer all of your questions or to advise you on how to make the best purchase.
When we talk about consumer-centric design, we are referring to putting the consumer at the centre of your business. Zappos has been able to do this very well. Thanks to this strategy, Zappos’ consumers become brand advocates, starting from the moment they make a purchase.
Likewise, Zappos does not charge for shipping, delivery or return of products. They give their consumers the opportunity to try on different models of shoes from the comfort of their own home.
Nowadays, with the example of companies like Zappos, there is no doubt that we ought to put the focus on the consumer, rather than the product. As we have seen, the most important thing for the consumer is that they can contact you 24/7, and even more so with the pandemic-related travel restrictions. In addition, the freedom to choose between different products, avoiding any initial commitment, encourages new sales opportunities.
Another company which we consider to be a prime example of consumer-centric design is the famous American make-up brand Glossier. This company is a favourite among beauty vloggers and experts alike. They design their products to appeal to their consumers, and this process is so successful that the consumers become their best advertising agents. Their consumers post their purchases on Instagram the minute they get their hands on these exclusively designed products.
Glossier knows this, and as such they look to maximise on this desire for exclusivity among their consumers. Each product is launched separately and from time to time, so that the consumer feels an urge to keep up-to-date on the brand.
In addition, Glossier asks questions and listens, providing multiple channels of communication between staff and consumers. In fact, many of the brand’s members join because they have been fans or models of the brand. Consumers engage with the brand as if they were stakeholders, because they feel a real interest in the business.
Focusing on consumer-centric design today means being fully engaged with the consumer and what they need.Being transparent, approachable and empathetic are no longer ancillary qualities for companies, but have become a must in order to build consumer loyalty.
And you, do you already incorporate this strategy? What would your strategy be? Do you consider your consumer to be at the centre of your business? At Pointbleu, we would love to hear from you.