25 October 2020

27. User-First Innovation with Dave Rickett

Today’s guest is the Senior Vice President of If/Then, Dave Rickett. Dave is a creative visionary in digital strategy and user interface. He is also a strong proponent of user-first methodologies. He helped shape the user experience for brands such as Coca-Cola, The College Board, and ING.

Dave strongly believes that User-First Innovation is key to a successful, scalable, long-term business. If you don’t focus on your customers, you will end up being left in the dust of your competition.

[00:01 – 13:35] User-First Innovation

  • I talked briefly about valuable information that you can take advantage of in this episode
  • I introduce and welcome the guest, Dave Rickett
  • Dave Rickett discusses user-first innovation
    • Putting the user at the center of everything you do
  • How to up your user-first innovation game:
    • Compares different organizations that utilize and don’t utilize user-first innovation
    • The Rise of Apple
    • Betting on the future
    • The ‘Feature Trap’

[13:36 – 22:19] Going Beyond User-First Innovation

  • Dave shares tools that you can use to help you think ‘user-first.’
    • Invest in your analytics
    • Customer journey mapping
  • What user-first truly means for your business
  • Risks of not focusing on user-first innovation

[22:20 – 28:16] Closing Segment

  • Disruptors that are doing well in their respective industries
    • COVID as an avenue for out of the norm businesses to rise and be successful
  • Dave’s final thoughts for the listeners:
    • If you are going to try to think customer first, you have to commit to it. It means swallowing what you think you know about them and actually listening to what they’re saying.
  • Connect with Dave online. See the links below.


Tweetable Quotes:

“It’s really about humanizing the customer and bringing their voice into whatever it is we are doing.” – Dave Rickett

“As soon as you put the word design on anything, a lot of people just focus immediately on the design of something, but it’s really a lot more than that. It’s really about how your customers engage with your business and products and services as a whole.” – Dave Rickett

“If you think about it from a business point of view, you’re trying to sell something to people, and you want to make it as easy as possible for them to purchase that. So how do you do that? You’ve got to really understand who you are selling to.” – Dave Rickett

“User-centered or user-first innovation is really understanding who you’re selling to and doing it in a way that makes it as easy as possible to purchase from you.” – Dave Rickett

 You can follow Dave on LinkedIn or check out his company at https://www.ifthen.com/.

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