Subject to Change: An insight per page
Just started Adaptive Path’s Subject to Change, and it’s shaping up to be an important read. Only about 30 pages in, but already have had some great insights:
Brand strategy can ruin experience strategy — creating a brand is like projecting a personality. “These are the words we want you to use when you think of us” is not a response to customer needs. No matter how well-grounded the personality is in a cultural trend or audience insight, brand strategies don’t point to experience design.
Products should be like magic — with Arthur C Clarke’s passing, people have been quoting his line “Any sufficiently advanced technology is indistinguishable from magic”. It’s a phrase that tends to highlight the alienating effects of a feeling of magic. But Subject to Change argues that magic is our goal:
No one wants to deliver a product that mystifies its audience. In fact, the inception of most new products is spurred by a need to address an experiential concern. [But] Customers have little appreciation for the technical workings of a product. Beyond the interface, everything else might as well be magic. Think about a light switch. You flip a swtich; a light turns on. How many of us care how it works? Or you put things in the refrigerator, and a day later, when you take them out, they’re cold. Magic. You pick up a handset, press seven or ten digits, and are talking to someone far away. Magic.
A tempered definition of magic helps us understand the long-sigh (which may be close to the long wow) of a good product. I also like the “inception of most new products is spurred by a need to address an experiential concern”. That’s the most sober, non-fetishized way of describing Apple’s non-innovative, second/third/fourth to market design-focused approach to product design, going all the way back to the Mac (”computers for the rest of us”).
In this spirit of energetic non-fetishized discource, the book also debunks the hype around being new, being different, and being innovative as virtues unto themselves. By grounding the conversation in experience, it provides focus (while at the same time making our design jobs harder to do, and richer in reward).
Diggin’ it.











