We’ve gone from a product-centric approach to a customer-centric one. The change has spurred differences on how companies pursue product development. The customer’s feedback is critical, and so, product cycles are keyed into them. Agile, Lean, Scrum, are familiar terms by now.
Still, not all processes have changed. Many parts of the overall product development cycle remain the same. Interviews, feedback gathering, observation techniques. And the core should stay the same, for the simple reason that, despite generations, we’re still human.
Nonetheless, as I stated before, most people don’t acknowledge how different Millennials are. So, while the human behavior is still typical to everyone, the way to measure and detect it is different.
This is why a product like Studio Connect caught my attention. While the design team is deep in Design Thinking territory, they realized they needed a new approach to engage with their audience.
“For any goods Target develops, it takes a firm design thinking approach. By spending time working with customers, the team identifies pain points, prototypes a solution, and then it iterates with wave after wave of consumer feedback.”
Made By Design is Target’s big bet on minimalism
Traditional focus groups or interviews aren’t cutting it anymore. Images and video do. Stories do. Why not use the same approach that powers the largest Millennial Social Network? Why not replicate what Instagram or Snap have achieved? Could it be used to drive the attention to problems we want to solve internally?
That’s precisely what Studio Connect has done. And it seems it’s been very successful with it. It’s a brilliant move. Bring what’s resonating with their behavior and focus it on our products.
While the article doesn’t grant much detail, I’m pretty sure the system enables powerful microtargeting and additional bells and whistles that help on the feedback gathering phase.