A lyric from a song by Sugarland still flaws me to this day: “Pictures, dishes and socks, It’s our whole life down to one box.” The simple attention to detail is a reminder that country music at it’s foundation is written for humans. Beautifully described by Bill C. Malone, country music is a vigorous hybrid form of music, constantly changing and growing in complexity, just as the society in which it thrives also matures and evolves, with no practical limitations.
I will now offer up a loaded statement: as designers we are finally catching up to country music.
We are beginning to focus not just on customers, but humans. This puts us in an exciting position, we are increasingly adopting a human-centred approach to design to create experiences while adapting to the same technology in tandem ourselves.
Large scale organisations are now (finally) zooming out and focusing their products based on the needs, habits, desires and motivations (as well as the context of use) of their customers whilst balancing this with technical and financial feasibility.
Companies like Netflix, Spotify and Uber have disrupted stagnant industries and markets. Their success is a result of not simply looking at where the industry was at the time, but where they wanted it to be. Bill Monroe did the same for country music in 1948 when he decided to place fiddle, banjo and mandolin at the front line of his music, creating a new style and genre known as bluegrass.
Outside of Appalachia, these companies now continue to experiment, grow, thrive and adapt based on how their customers use their product every day. If we like Netflix and Uber look at the long game, focusing on basic customer needs, habits, desires and motivations this will as assist us in understanding the activities relevant to our designs, products and the expectations of the humans we are designing for.
For the “non-disruptors,” the logical step is not creating small teams in pockets of the organisation, but how they can persist and continuously reimagine where humans are going at an organisational scale.
Time to cowboy up.