Get In the Fast Lane

The 21st century has brought the world to the fingertips of consumers. Blazing internet speeds, ultra-capable and portable computers and devices, and an increasingly demanding population has ushered in an era of amenities unlike any the developed world has ever experienced. Today’s end users live in a culture of convenience, and they insist upon products and services that cater to their fast-paced lives.

Redbox, a subsidiary of Coinstar, exemplifies the importance of considering the wants of the end user. As foreseen by McDonald’s venture division, which initially funded the company, Redbox’s hyper-convenient kiosk model, placed thoughtfully within grocery stores and pharmacies as part of the consumer’s normal routine, took merely 4 years to surpass industry leader Blockbuster in number of locations. Along with other alternatives like Netflix, with mailing and instant streaming designed to eliminate the hassles of the the video rental process, Redbox has now forced traditional video rental retailers like Blockbuster into obsolescence and even bankruptcy.

Likewise, Domino’s and Pizza Hut have elevated the humble pizza-delivery industry, bolstering their already powerful businesses by incorporating online ordering via computer, mobile device, or even text messaging, and allowing customers to follow up with the status of their order with tools like Domino’s pizza tracker. Pizza delivery has always been a convenience-based service, but now more than ever, simplifying and expediting the process is crucial. Millions of dollars are spent annually by these companies in efforts to better cater to their customers.

Convenience-oriented design in a product or service is an absolutely essential ingredient for building a successful enterprise. Consumers are simply more interested in a product that suits their lifestyle, and are willing to invest more in that brand. Most importantly, ease of use and speediness of service builds strong brand affinity. Design your business anticipating the needs of the end user, and distinguish your brand from competitors to achieve wins. Isn’t that convenient?

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