tumblr_o6kyw6MzkF1shc1wyo1_500.jpgI was reading my 7YO daughter the Dr Seuss story “The Sneetches” last week. For me it’s a great illustration of how we often end up designing for something customers aren’t really after. We try to make the best products, services or experiences and forget about how those things are only a means for customers – a means to get a feeling.Our primary motivations are often about seeking to mantain or gain a feeling of security, confidence, validity, empowerment, belonging etc etc. Or we want to overcome obstacles that keep us from feeling this way.

Source: Why design for products, services or experiences? Customers want something else…