4Poyntz Dezign: The hierachy of customer-centered design

I’ve often been criticized by “human factors academics” for the impurity of my design work. (I’m looking at you, HOT Lab!
lol) By impurity, I mean having design influenced not just on usability
but also the business case, the marketing / go to market plan, the
development plan, the competitive analysis, and the customer
experience. Academics work in silos of knowledge. For example, they
don’t care about the ROI of design: if a 10% improvement in usability
results in a 50% hike in development cost, who cares. Such
silo-thinking is a fast track to business failure.

Good design practitioners know that product design should leverage all
aspects of the business. You might call this the hierarchy of
customer-centered design. Which brings me to Gord McCaskill, who wrote his own Business Hierarchy of Needs as part of creating Ottawa-based firms ITS Dynamic and 4Poyntz Dezign.

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