Design is about making improvements. It's the never-ending cycle of making things better through the process of creating something while simultaneously considering it's objective, function, economics and social factors
Intensive decision processes go into each and every decision that makes for successful design. A presumably simplistic result is not created without careful consideration to every detail. Every element in successful design has to have a purpose in order for countless pieces to come together and create a whole that communicates a story effectively.
Without purpose, there is no story for the viewer to participate in. Without a story, it is impossible for any message, item, or movement to transcend from "why?" to "what".
The new frontier of digital experiences is technology designed specifically for individual human behavior. Real users don't know about the latest trends or technology, they only want a functional experience that makes their lives easier.
Designing with people in mind is not "easy". It relies heavily on a focus with empathy as the north star – where you observe, engage, watch and listen in order to answer “why” people do things while more deeply understanding their multifaceted needs. It’s about discovering what is meaningful to them.
By accounting for unique human behavior, brands are able to not only expand the quality of their consumer experience, but also the effectiveness of technology solutions that power them. This shift is transforming traditional personalized relationships into something much more valuable: partnerships.
As designers, we must ask ourselves why our work matters, and why we want it to matter to others. To inspire the customer, you have to bring your design to a level that exceeds their expectations as well as the technology and social norms that are ingrained in culture today.
By fundamentally understanding what is compelling to the customer, you can inspire them to see beyond a brand and empower them to get behind a larger "cause" that delivers on a shared promise and keeps them engaged as a result.
At the core of inspiration, integrity and honesty must underpin everything. Openly setting core brand tenants, leveraging data, and listening to the customer speak in their own words and ideas is the key to becoming an inspiring business.
Passion is a universal human trait. We all have it. It dictates love, makes us more productive, and allows us to be creative. It overcomes fear and allows us to do the unthinkable, at times with reckless abandonment.
By incorporating all of the past successes and failures that inherently come with passion driven life experiences, the value of design increases. When passion drives design, we stop saying "but" and start thinking about "what" and begin to deliver more authentic value and engagement.
6 6 0 6