Abstract
Comparison of product, user,
and customer-centric approaches. In this study, the differences between
product, user and customer-centric are analyzed in terms of market, product,
inquiry, methodology, innovation, competitive advantage, profitability and
strategy. The user-centric approach different from customer-centric focuses on
users' activities and emotions and offers products to improve their activities
rather than attractively selling the existence goods. The user-centric process
is based on ethnographic research by extracting personas to develop the
experiences rather than engineers’ total quality methods and six sigma. It
prioritizes the user's experience and feeling over functional needs. It treats
the user as a whole what they interact with. The example of Eventbrite has been
added to a company that organizes the worldwide event to demonstrate the
product and user-oriented needs. Technology facilitates experience development.
References
- Blank, S., (2013). “Why the Lean Start-Up Changes Everything”, Harvard Business Review, 4(2), 34-40.
- Brown, T. (2008). “Design Thinking”, Harvard Business Review, 5(3), 56-65.
- Brown T. (2009). Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation, New York: Harper Business.
- Brown, T., ve Wyatt, J. (2010). “Design Thinking for Social Innovation”, Stanford Social Innovation Review, Winter, pp. 30-35.
- Eventbrite. (2018). New Dimensions on Event Organizations. www.eventbrite.com/newdimesions (erişim tarihi: 10.6.2018)
- Gray, D., Brow, S. ve Macanfo, J. (2010), Gamestorming: A Playbook for Innovators, Rulebreakers, and Changemakers, New York: O’reilly Media.
- Kelley, T. (2005). The Ten Faces of Innovation, New York: Doubleday.
- Kelley, T. ve Kelly, D. (2014). Yaratıcı Özgüven, İstanbul: Optimist yayınları.
- Kumar, V. (2012). 101 Design Methods: A Structured Approach for Driving Innovation in Your Organization, Chicago: Wiley.
- Liedtka J ve Ogilvie, T. (2011). Designing for Growth, New York: Columbia Business School.
- Liedtka, J., King, A. ve Bennett, K. (2014). Solvıng Problems with Design Thinking, New York: Columbia Business School.
- Luma Institute, (2012). Innovating for People-Handbook of Human-Centered Design Methods, Chicago: Luma.
- Luma Institute, (2014). “Innovation Taxonomy”, Harvard Business Review, Jan-Feb.
- Pink, D. (2006). A Whole New Mind, New York, Riverhead Trade.
- Ries, E. (2011). Lean Startup, Chicago: Crown Business.
- Steinbeck, R., (2011). Building Creative Competence in Globally Distributed Courses through Design Thinking, Comunicar, 37(19), 27-35.
Abstract
Makalede ürün, kullanıcı ve
müşteri odaklı yaklaşımlar piyasa, ürün, soru, metodoloji, inovasyon, rekabetçi
avantaj, karlılık, strateji açısından analizi yapılmaktadır. Dünya çapında
etkinlik organizasyonu düzenleyen Eventbrite firmasının ürün odaklılıktan
kullanıcı odaklı ihtiyaçlara yönelik evrimleşmesiyle ilgili bir örnekte
gösterilmiştir. Kullanıcı odaklılık müşteri odaklılıktan farklı olarak
pazarlamadaki müşteriye iyi hizmet sunma algısının çok ötesinde kullanıcının
faaliyetlerine ve duygularını odaklanılmakta ve onları ilerletmeye yönelik ürün
sunulmaktadır. Kullanıcı odaklılık mühendislerin ‘toplam kalite yöntemleri ve
altı sigma’ gibi süreç etkinliğine dayalı ve ürün iyileştirmesi sistemlerinden
ayrışmaktadır. Etnografik metotlarla kullanıcıyı derinden tanıyıp içgörüler
toplanmaktadır. Kullanıcı deneyiminde duygusal, sosyal, bilişsel ve kültürel
ihtiyaçlar fiziksel ihtiyaçlara göre ön planda tutmaktadır. Kullanıcıyı tek
başına değil ama çevresindeki ekosistemle beraber bütünsel olarak ele
almaktadır. Özünde teknoloji kullanıcı
deneyiminin aracıdır.
References
- Blank, S., (2013). “Why the Lean Start-Up Changes Everything”, Harvard Business Review, 4(2), 34-40.
- Brown, T. (2008). “Design Thinking”, Harvard Business Review, 5(3), 56-65.
- Brown T. (2009). Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation, New York: Harper Business.
- Brown, T., ve Wyatt, J. (2010). “Design Thinking for Social Innovation”, Stanford Social Innovation Review, Winter, pp. 30-35.
- Eventbrite. (2018). New Dimensions on Event Organizations. www.eventbrite.com/newdimesions (erişim tarihi: 10.6.2018)
- Gray, D., Brow, S. ve Macanfo, J. (2010), Gamestorming: A Playbook for Innovators, Rulebreakers, and Changemakers, New York: O’reilly Media.
- Kelley, T. (2005). The Ten Faces of Innovation, New York: Doubleday.
- Kelley, T. ve Kelly, D. (2014). Yaratıcı Özgüven, İstanbul: Optimist yayınları.
- Kumar, V. (2012). 101 Design Methods: A Structured Approach for Driving Innovation in Your Organization, Chicago: Wiley.
- Liedtka J ve Ogilvie, T. (2011). Designing for Growth, New York: Columbia Business School.
- Liedtka, J., King, A. ve Bennett, K. (2014). Solvıng Problems with Design Thinking, New York: Columbia Business School.
- Luma Institute, (2012). Innovating for People-Handbook of Human-Centered Design Methods, Chicago: Luma.
- Luma Institute, (2014). “Innovation Taxonomy”, Harvard Business Review, Jan-Feb.
- Pink, D. (2006). A Whole New Mind, New York, Riverhead Trade.
- Ries, E. (2011). Lean Startup, Chicago: Crown Business.
- Steinbeck, R., (2011). Building Creative Competence in Globally Distributed Courses through Design Thinking, Comunicar, 37(19), 27-35.
Details
| Primary Language | Turkish |
|---|---|
| Subjects | Economics |
| Journal Section | Research Article |
| Authors | |
| Publication Date | February 10, 2020 |
| Published in Issue | Year 2019 Volume: 6 Issue: 1 |
Pamukkale Journal of Business and Information Management