So I understand where this "we sell hole solutions!" website pattern comes from, but I swear to god I don't understand why people are still doing it. Consumers are generally pretty smart, and have already made the leap from "hole" to "drill". They think, I want a drill, and I have strong opinions as to whether I want corded or cordless, and to make sure it's compatible with the drill bits I already own.
The site says "we'll fill all your hole needs!" and the customer is scratching their heads because they can't tell if this is a company that makes hole punches for 3-ring binders, or excavating equipment for your backyard, or drills.īecause it's not how consumers think.
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It was a legitimate observation around focusing on customer needs rather than your product line, and so what other products or services might you also be able to profitably provide? And in the tech world it turned into helpfully focusing on product-led "use cases" in UX design - focusing on user flows of how to get things done, rather than individual features that a user can't figure out how to find or combine.īut then it got taken, in my opinion, waaay too far as marketing people started making websites that focus entirely on the "solution" and say next to nothing about the product. The example apparently goes back to Harvard Business School professor Theodore Levitt, and it was popularized in the mid 2000's. If I had a nickel for every time I heard someone explain it with the example "a customer isn't buying a drill, they're buying holes". The reason behind it is a philosophy that you're not selling a product but rather a "solution".
I agree with the substance of what you say, but I wouldn't actually call it a design trend at all, rather it's a marketing trend, and I can tell you exactly where it comes from.
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