REALLY great design matters.

Think DESIGN

What is design?

Is it only a tangible thing that applies to physical objects like cars, phones, hairdryers (whatever they are) and headphones? Is it the aesthetics of how things look or is it the deeper usability or functionality of an object?

The concept of good design relates equally to intangibles. For example, software or apps, even process. We have all also felt the deep frustration of listening to 3 or 4 layers of confusingly named, numbered options read out by automated call routing systems; none of which seem to be what you want. or need .... when you need to speak to a human being. Poor design.

Anyone who has dealt with Apple products will be familiar with the way that they seamlessly interact with apple software and thereafter smoothly with the user (usually... at least). Great design is the reason that Jonny Ive's name is well-known (not to mention some of the other design greats... think Sir Alec Issigonis whose design language lives on, or Charles & Ray Eames whose iconic legacy survives today).

Maybe, great design is simply the emotion of interaction with (or even just looking at) something. In this way we can define design as an emotional response.

Is working out how design works just an Interesting but theoretical definitional debate? Or is it a subject that is at the core of almost everything we all try to do as businesses - irrespective of what make, sell, or provide.

We all want our customers or clients to feel good - really good - when they use our product or service. Wouldn't it be great if they were blown away by the attention to detail that had been demonstrated in making their reaction significantly closer to WOW than to MEH. There is a good reason for this - word of mouth, repeat purchase, brand loyalty, growth, up selling ... whatever. Having great product or service design is the easiest way to achieve these things.

Great design is needed even where there is no profit motive. Do the good users of a local council service also deserve to be wowed by how good something was? .... absolutely.

What is great design? ....... three things need to coincide ...

1. Very easy to use

2. Really useful

3. Hugely pleasing / satisfying

it can be making something easy to read / it can be leading someone to do something in a process / or make a decision / It can be about making the functionality intuitive or pleasant to use.

it can be a complex process, an app, a physical button placement or a typeface or just the sound that a car door makes when closed. All of these need GREAT design to work really well - or in my language create positive emotion in use.

Is it important? Hell YES!

If you love a product or service and its so easy to use with fantastic functionality - you will return to repeat purchase and / or be more likely, happy to pay a higher price for such an experience.

Next time you are innovating, or changing something, anything .... Think DESIGN, think WOW!

REALLY GREAT DESIGN MATTERS!