The global economy has gone through different eras. Previously, we have had the Commodity Economy, the Manufacturing Economy, the Service Economy and the Information Economy. Now we have the Dream Economy.
People’s purchase choices are increasingly based on their dreams and aspirations. Understanding people, their values, their hopes and their lifestyles is the key to success in the Dream Economy. Usability is no longer just about practical benefits but, more importantly, emotional ones.
This presentation describes a series of techniques to facilitate a deep understanding of users and looks at the case studies from the 21st Century’s most successful brands.