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
There are essentially
five suggested ways with which we should “Atomize Design”:
Start with a design mindset:
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.
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.
agile in design:
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.
About the Author
A Managing Partner at Brillio, Hung is a strong creative practitioner and strategic leader with over 24 years of experience, focused on combining strategy and branded digital design to create compelling user experiences