Design is more relevant now than ever before. Demanding customers, changing needs and evolving technology ecosystems are putting extreme pressure on enterprises to attract and retain customers. With these upcoming challenges, leading organizations are placing huge bets on iconic designs to create an ever-lasting business value.
Take example of Disneyland, a fantastic theme park with the goal of creating happiness through a delightful and magical user experience for visitors. Personalization, user-friendly mobile app and constant capturing of visitor’s feedback helped them captivate customers and be a master class of experience design. Now look at, Airbnb, an online platform offering lodging, that leveraged design thinking to transform itself from a failing startup to a billion-dollar business. Its seamless interface with Airbnb Experiences made it a creative and resilient organization deeply focusing on user experience. These designs act as constant reminder of how a strong design can disrupt and make sustainable impact to an organization’s strategic imperatives.
It’s however apparent that design being so ubiquitous is not only for designers. It is for anyone with the curiosity to creatively solve hard challenges. Hence, integrating design in everyday experiences in new and delightful ways is becoming critical to engage, connect and deepen relationship with customers. These interactions are made even more seamless and smooth with fresh digital perspectives, methods, and processes.
With the new class of consumers empowered by digital technologies, enterprises must embrace “Atomizing” design into their lives through micro-moments that matter to consumers. Micro-moments occur whenever users reach out to their digital device to achieve a specific objective like compare flight prices, learn about a new product or browse an internet plan. These micro-moments shape preferences and help in effective decision-making process.
There are essentially five suggested ways with which we should “Atomize Design”:
Based on human-centred observation and prototyping, design thinking enables one to be creative and curious about why things are the way they are or why people behave the way they do. Its about learning the finer details about the users and their behaviour. Merging this observation data with technology allows one to make better and more relevant decisions on the things one plans to design.
Everyone in today’s world prefers the most simplified and easiest journey to their need. Even though, making things simple is often the most difficult task to accomplish, it is required to make users feel more powerful and effective. By making interface visuals, interactions consistent, or navigation seamless, one can make the entire user experience less complex and design more relevant to users.
Enterprises must be flexible enough while designing. They must be present for the users at the right time and place by tapping the right technology. Take for example Spotify, a global media service provider with the primary business of offering an audio streaming platform. It is flexible enough to give power in the hands of the users and allows them to leverage its experience whether they are static, moving or with a third-party provider.
When creating a design solution, it becomes essential to not only consider user’s need but also the desired experience. This must factor in people’s emotions that play a central role in human cognition and decision making. Hence a design that has great utility along with characteristic of desirability creates a delightful user experience.
With digital technologies disrupting the world, every organization requires cultural change that comes with open and transparent shared values. It starts with the top leadership that are experienced to address both the business goals and human needs. They are the ones that points the company in the right direction, establishes expectations, and leads by example. This change is then drilled down right to the bottom of the stream to embrace the digital cultural mindset.
Companies that use these ways effectively boost their odds of becoming more creative organizations designing products and services more relevant for the consumers. The prize for atomizing design in consumer’s lives is market dominance.
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