Digital business models have become essential
With social networks and e-commerce sites setting new benchmarks for speed, agility, and user-friendliness, consumers expect similar online performance from banks, retailers, telecommunication and other companies.
Digital experiences have become commoditized.
From illustrating icons to crafting responsive layouts, interface design has never been easier.
Success or failure in the digital world is ultimately determined at the interface to the customer, and that is firmly in the hands of the renown US platform and social media operators.
Customers use a variety of vertical applications to retrieve information, make purchases and consume entertainment. First priority is to ensure that a digital service works.
The challenge is to make it distinctive. Companies want the customer to instantly recognize the brand providing the service to drive brand awareness and build equity.
Focus on users’ experiences, especially their emotional ones.
Tool and Methods
Visualising new ideas and customer journeys, and testing with customers and staff from day one, this approach highlights potential challenges and generates ideas to mitigate them, resulting in bigger confidence in the ideas and higher commitment to action.
To build empathy with users, a design-centric organization empowers employees to observe behavior and draw conclusions about what people want and need.
Those conclusions are tremendously hard to express in quantitative language. Instead, organizations that “get” design use emotional language (words that concern desires, aspirations, engagement, and experience) to describe products and users.
Team members discuss the emotional resonance of a value proposition as much as they discuss utility and product requirements.
“We need business people who understand creativity, who know when and how to use the specialist, and who can manage innovation; creative specialists who understand the environment in which their talents will be used and who can talk the same language as their clients and their business colleagues; and engineers and technologists who understand the design process and can talk the language of business.”
- Source: Cox, George, The Cox Review of Creativity in Business, Dec 2005
Today is about data access and processing
To squezze some value out of data requires strong capabilities.
Companies
