Building the right marketing strategy can be tricky if you see your customer only through a bubble of research. Peter Merholz strives to construct better models for understanding customers as something more than sheep, highly-rational Vulcans, or Type A personalities. Peter's case studies include connecting consumers to a financial services program and redesigning insulin pumps.
Traditional marketing techniques can oversimplify customers and their desires. Successful marketing is about understanding consumers as people and what they really want. Design theory is a key component for this by providing better experiences. Successful organizations learn to understand behavior, motivation, context, and emotion. The ultimate reward is a product that delivers the "long wow," delivering new delights to customers over time.
Peter Merholz is the director of practice development and a founding partner of Adaptive Path. He is an experienced information architect, writer, speaker, and leader in the field of user-experience design. Clients include Cathay Pacific, Yamaha, and the California Health Care Foundation. His major projects at Adaptive Path include unifying PeopleSoft's three separate web properties into one unified presence, conducting research on health care policy for CHCF, recommending improvements for Yamaha's next generation digital keyboards, and helping Intel wrangle their massive set of product offerings into a manageable experience.
Peter is a regular speaker at web design and information architecture conferences, such as ASIS&T's Information Architecture Summits. He keynoted both the Institute of Design's 2003 About With and For conference, and 2004 SIGCHI.NL, the premiere Dutch HCI conference.
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