Design is the emotional glue that binds everything together beautifully at the surface.
Design brings it all together. During definition, we spend most of our time architecting an interaction system that is clear, highly relevant and intuitive. Everything we define is intended to help users successfully make decisions and solve problems. In design, we build on that, giving fully-realized visual form to the work, created with both large-scale design systems thinking and the smaller intangible charms that breathe life into the experience.
It’s not about novelty. Great designers know that an immersive visual and interactive experience can elicit a deep emotional and motivating response from users. It brings gravity and buoyancy at the same time. That is what we want—for users to feel powerfully connected to you and lightened by the ease of our construction. But one of the challenges in design is that it is easy to be distracted by pure novelty. Designing for the sake of style—without solid goals and user centered thinking behind every decision—leads to results that are purely superficial: flat, empty and unengaging for users.
We design for lasting impressions. We spend time learning our users’ perceptions, fears, and desires. We master the little, forgotten details that really surprise and delight them. We engage them through visual storytelling, rich symbolism, and metaphor. We design for energy and movement. We give users an overall sense of who we are and a strong desire to return for more—creating a sense of fullness that they cannot easily forget.
Who Design Benefits
- Organizational leaders who are looking for design to set their organization apart from others.
- Product managers and creative leaders who want their design to support user needs and business goals.
- Customer experience leaders who want to make sure their visual presentation leads to an overall feeling of energy and emotion.
- Production leaders looking to build the best possible product within the timeframe and budget available.