A recent AARP study found that older Americans (45 and over) control more than half of the consumer economy, but face a more complex marketplace and more time constraints than any previous generation. Talk to the average person today and you’ll likely hear a common refrain: there’s a difference between what businesses give their customers and what their customers actually want. Customers want simplicity, but they are offered complexity. Customers want service, but they are offered technology. Customers want to accomplish their goals, but they are offered “compelling features.” In each case, they aren’t offered the experience that the customer wants.This is what is known as the customer experience gap: The difference between what customers want and what they get. In this keynote, Phil Terry will talk about the business of design: Why successful companies are both reducing this gap and paying attention to this important market.