As digital tools proliferate and their capabilities multiply, one thing remains constant: what people don’t have more of is time. Our time is, arguably, one of the most precious resources we have on this planet.
Over the past eight years, as a part of our research for our annual Collaboratives programs, which focus on large cross-industry challenges, we have been asking consumers and companies to describe for us their desires and beliefs about new digital experiences. While their responses have varied, one common thread has run through every field study, survey, and interview we’ve conducted: no one wants digital tools that waste their time, while everyone wants digital experiences to offer time well spent. Too many apps, URLs, and devices do the opposite. There are two false premises that hinder the time value of digital experiences.
Two Myths About Creating…
