User Experience and Systems Thinking

Donald Norman has published an article entitled, “Systems Thinking: A Product Is More Than the Product,” in the September/October 2009 issue of interactions.  While well worth reading in its entirety, there are a few key passages worth highlighting, including:

• “A product is actually a service.” (p. 52)
• “In reality a product is all about the experience. It is about discovery, purchase, anticipation, opening the package, the very first usage. It is also about continued usage, learning, the need for assistance, updating, maintenance, supplies, and eventual renewal in the form of disposal or exchange.” (p. 52)
• “If you think of the product as a service, then the separate parts make no sense – the point of a product is to offer great experiences to its owner, which means that it offers a service.” (p. 52)
• “…the most important aspect for the delivery of a cohesive experience is systems thinking.” (p. 52)
• “A systems analysis goes beyond the design of individual screens or actions. It considers the entire experience from start to finish: thought through action through reflection.” (p. 54)
• “A product is more than the product. It is a cohesive, integrated set of experiences.” (p. 54)