By Harry Williams
As “customer-centricity” (aka. “human-centred design”) rose to cult status over the past several years, a simple formula for digital product design emerged. Define your target audience, understand their needs and desires, design a product that solves them better than competitors, and voila. You have yourself a successful digital product. A select group of design agencies and individuals enjoyed riding that wave for a while. But it’s becoming apparent that that wave is all wash and no break. We’re going to take a look at why this isn’t the optimal formula for creating successful products and present an alternative we think can help — growth-led product.