We’re joining in with the International Association of Designers (IAoD) to celebrate World Design Days. Good design matters and World Design Days is an important opportunity to highlight the role of design in the world.
The first day’s theme is ‘Design Futuristic’, and we’re discussing our future-back approach to creating a compelling vision of tomorrow’s experience, with a focus on designing for youths and young adults.
A Design-led approach to defining the experience of tomorrow
Tomorrow’s customers will demand more personal, intuitive and responsive services. They’ll expect them to be seamlessly joined-up across all of the touchpoints they interact with – online or instore, in person or assisted by AI.
Successful organisations will be those who have the empathy to understand their customers, the ambition to create a transformational vision, and the willingness to embrace new attitudes and approaches to customer experience delivery, enabled by the right capabilities and culture.
Our approach is to be vision led, and delivery focused, starting with a clear understanding of your future customers – what will they value most, what will encourage them to transact, and how to align services and customer experiences around their specific expectations and preferences.
Designing for youths and young adults
Over the years we’ve seen brands like Volkswagen, Unite Students, eBay, Channel 4, Zurich and the BBC use a design-led approach to forming a compelling vision of their future experience for youths and young adults.
Three key areas of exploration have been at the heart of successfully engaging with and winning loyalty from this group.
Young adults are defined by their affinity with technology.
Those in the 18-35 age bracket are the most frequent users of mobile devices, especially for social media (78%) but also for more functional uses such as mobile banking and job applications. Utilising technology as vehicles for services is a great way to effectively engage with this group.
They expect a frictionless experience, favouring flexible and open communication.
The way content is delivered is just as, if not more, important as the content itself. Even if the information presented may be serious and lengthy, the way it’s presented to this age group needs to be slick and engaging.
Combining a seamless experience with a steady (and thoughtfully structured) stream of fresh, engaging content is key.
Regular contact and speedy response times are critical to fostering loyalty with millennials.They are wary of being ’sold to’. Providing valuable information, and demonstrating how services will be appropriate solutions in the future will build affinity and generate loyalty and advocacy.
Businesses need a compelling vision for their future service experience.
Without a clear vision, an understanding of their customers and a definition of the future experience (in a form that everyone can understand and get excited about), there is no defined target for the service and value it should provide.
Contributing teams and front-line colleagues need to understand why and in what they are investing their time and energy for them to be motivated and committed. They also need to understand for who they are designing and delivering the service.
Surfacing a strong, exciting and motivating central idea that everybody can own with the fidelity needed to ensure it's seen as valuable and exciting is a vital starting point. Our Design-led approach helps organisations succeed by first reimagining the products and services they should provide, and then how they should reorganise with the goal of delivering them.
More information about our design-led approach