To design successfully in the Age of Experience requires moving from traditional “design thinking” to broader “experience thinking”.
Designers must harness the emotive power of design to engross a customer in a compelling experience rather than a simple purchase and use of a product. They must collaborate with diverse communities to imagine multisensory, real-world experiences that reinforce brand promise and enrich purchasing, ownership and service experiences.
Designers can use digital design, modeling and simulation applications to create emotional assets for service, support, marketing and sales experiences. These include creative multimedia presentations of customer stories, product-based fictional narratives, and new services and product capabilities delivered via software updates to smart, connected products. The connection enabled by these products can also be used to better understand product usage and the customer experience and empower the customer to choose content, services or enhancements that are right for them.
New generation platforms, referred to by analysts as “Product Innovation Platforms”, use cloud, mobile, social and big data technologies to break down traditional knowledge, workflow and data silos and enable experience-focused collaboration among diverse disciplines. Designers can more easily achieve a perfect balance of form and function, for a memorable and meaningful customer experience.
That is the power of Design in the Age of Experience.
Executive Vice President, Chief Strategy Officer
Round Table with CEO #2.
Design in the Age of Experience
11 & 12 April 2016 - Milan