Everyone knows the values of design like function, intuitiveness, aesthetics. All these need to be in place from the outset. But in order to craft genuinely rewarding customer journeys (for both the customer and the brand) the creative needs to add real value to the customer experience. That can only happen if the creative team then consider the specific customer values of the design.
The ‘Specific values’ are concerned with the target audience and flexing the proposition.
To produce great design, the designer needs to understand the customer and segmentation. They need to understand who they are and what turns them on. If you are going to create content to be read, returned to, shared or linked to, it had better speak to the customer on a deeper level. It’s important to remember that when a customer shares your content in their circles, they aren’t building your brand, they are building theirs.
The specific values
Design needs to add value. Which means it doesn’t just do the job and say the right things and look the part, (the generic values) the customer’s experience has to be genuinely better because of it. The brand need sot be better for it, and all that that entails. Which means we need to understand what ‘better’ really means to our customers.
Designers need to understand different customer profiles, different mindsets. We need to understand who the different target audiences are, segmentation within those and then be able to tailor propositions, messaging and journeys appropriately. Which means great design needs to be able to flex
We also need to understand that different people have different drivers. And because human beings aren’t machines, these drivers can leap frog each other for dominance depending on what’s happening in their lives. Which means our content strategies need to account for different rational and emotional drivers. Which means our design needs to be able to allow for many and varied content styles, yet still look like one author.
More specifically great design will satisfy a users needs, calm their fears and support and reassure them throughout the journey. Great design is enabling.
Generic values of great design – or adding value
Vision for great design – what makes a designer excel
The three principles of great design