The User Experience Economy
Rodrigo Seoane, Creative, Barcelona
30 Mar 2017

Remember when the coffee had only two types: Espresso & Brewed. Today, if you had been in a Starbucks store knows this world change.

Looking back to the beginning of commerce, every trade was based on commodities, and the products were what could be extracted from the land: animals, vegetables, and minerals. People extract the products and sell it in the market. It was an agrarian based economy.

In the middle of the 18th century during the Industrial Revolution, we had a change in the predominant offer. Instead of commodities, we start to sell manufactured products (goods) and the economy becomes industrial based. What happens in the last 50 years is a commoditization of this goods. They begin to be treated as commodities where customers don’t care about the development process and only focus on what meter. The Price.

Was the customization of products who brings services, because this was driven to a specific client and wasn’t in the production line. This made a new change into the economy in the last 50 years, moving from an industrial base to a service based.

“The way to fight against commoditization is through customization.”
And finally, in the last 30 years, we are living another change where services are being commoditized. This means that we should move forward into an economy based on the customization of services and deliver a service so specific to a client that is exactly what he needs at this exact time and space. It will create an unforgettable moment and the offer becomes a unique experience. This new economy will be based on Experiences.
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Photograph by Lorem Ipsum via Unsplash

An experience occurs when a company intentionally uses services as the stage, and goods as props, to engage individual customers in a way that creates a memorable event. Commodities are fungible, goods tangible, services intangible, and experiences memorable.

The solution of mass customization isn’t new but fits the need for companies who want to reach more consumers and want to make them feel unique in their consumer experiences.

And you, what kind of experiences are offering to your customers?

Your customers pay you, log into your app, and perform certain tasks. If they’re confused and never accomplish the task, they won’t come back. Invest in the health of your business. A great user experience returns many benefits to products developed for either internal use or sale.

And remember good brands are more than products. They fulfill customer dreams and generate impact for people and the world.

I’m a standard Image Caption.
Photograph by Lorem Ipsum via Unsplash

This article was first posted here.

Dennis Pollard, S. C. (07 de 2008). Strategies for Mass Customization. Journal of Business & Economics Research, pp. 77-86.
Pine, J. (2000). Markets of One – Creating Customer Unique Value through Mass Customization. Harvard Business Press.
Pine, J. (02 de 2004). Joseph Pine, What the customers want. TED – Ideas worth spreading:
Prado, M. d. (04 de 2011). Mundo do Marketing
Welcome to the Experience Economy – B. Joseph Pine II andJames H. Gilmore

Also published on Medium.