Tag Archives: design thinking

Apple unboxed

19 Nov

Apple is rightly legendary for the love and passion its products create. Steve Jobs once said, you have to start with the customer experience and work backwards to the technology, and we all know about his relentless attention to detail.

This is reflected in a trend for new proud owners to film themselves unpacking their new purchases. The attached, from thenextweb.com  is a ‘best of’ compilation of exactly such films, this one from last year focused on the ipad 2.

It’s a nice example of the old dictum, the devil is in the detail. Clearly Apple are world class at thinking through the total experience, right down to the box and packaging, and the whole  process of unpacking and exploring your new product.

Two good lesson then for customer journey mappers :

  • Every single detail counts, no detail is too small, and the devil really is in the detail
  • Don’t underestimate the ‘theatre’ of the experience – the emotion created at the each step of the journey, and the ‘dramatic arc’ of exploration from beginning to end


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