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Designing Digital Products and Services That Customers Want

Title Author(s) Type Topic(s) Comments Date
Designing Digital Products and Services That Customers WantReynolds, Peter
Weill, Peter
Research BriefingDigital Innovation12013-03-21
Abstract: Leading firms increasingly engage their customers in the design of digital products and services to deliver new, innovative solutions. This briefing describes four practices for successfully engaging external clients in the design of digital products and services: (1) clear accountability for customer experience, (2) development of deep customer insight, (3) co-design with customers, and (4) ongoing customer engagement. We illustrate these practices with an example from Credit Suisse's HOLT business unit redesign of its financial evaluation tool to deliver a simple and intuitive web-based product for its clients.

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Dipak Misra
June 21, 2013

Absolutely essential stuff for any organization engaged in service delivery. The significance of customer experience is typically addressed in assessing the ‘usability’ aspects of systems. Now, there is a need to graduate to the next level of maturity wherein firms address, measure and assess the extent of customer engagement!


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