Guest Blog: Bruce Temkin

What separates Apple from the rest of the technology pack?

I work with a lot of technology-oriented companies filled with engineers and scientists. Many of those firms create products that do great things, but they’re missing an ingredient found in Apple’s products: Emotion.

Most engineering teams work feverishly on meeting functional requirements, some also put effort into making their product easy to use, but very, very few worry about the emotional response of users. What happens? Some customers end up liking their products, but not many love them. Apple, on the other hand, also worries about how customers will feel about its products, and customers love them for it.

Certainly, Steve Jobs is responsible for much of Apple’s success. But it wasn’t one man that made the company’s products great. He pushed the organization to understand the nuance of design. Sometimes little things like a rounded edge, a softer color, or a larger icon really matter. These small changes can be the difference between customers using or not using products or between them liking or loving them.

When companies worry about function and ease of use, they’re doing what they’ve been taught to do: Engineering.  But Apple shows that it’s not enough. They need to worry about Experience Design, which requires focusing on three areas: 

  • Functional: Does it do what you want it to do?
  • Accessible: How easy is it to do what you want to do?
  • Emotional: How does it make you feel?

If you want customers to love your products, then make the move from engineering to Experience Design

Bruce Temkin is a Customer Experience Transformist & Managing Partner

of Temkin Group. He is also Chair of the Customer Experience Professionals Association and writes a popular blog, Customer Experience Matters.