It is common to experience design that lacks insight in application. Far less common is design – in its myriad manifestations – that distinguishes by supporting the customer’s aspiration for fun and creativity.
Survey Apple Store shoppers, as I did recently, and you will hear a variety of distinctions prompting robust referrals and discerning acknowledgement of the Apple retail experience. Customers used these words to describe the Apple Store: welcoming, real service, efficient, friendly, consistent, problem-solving, exploring, personal, organized, intuitively-oriented, fast-yet-patient, visually clean design, white space, child friendly, not age-biased, open, learning place, collaborative, fun, fair, high potential, about what’s possible, hands-on, congratulatory, empathic, confident, dimensional, product knowledgeable, quality products, cool!, independence-enabling, well-lit, easy to navigate, creativity-enabling, congruent, generative, energizing, refreshing integrity.
Note: This is a list we’d enjoy using to describe excellent individual performers and for highly effective organizations (see: Leaning Into Life, Living Doubtlessly and Getting the Kick out of Mission and Values: ¡Olé Olé Olé, Barça!).
What can you do to further distinguish your brand’s relevance and the buying experience? Is what you are offering more about your profits than about supporting each customer’s potential? How empathic and goal-enabling are you in the marketplace?