SXSW was populated with experiences. Whether to entertain or inform or possibly both, attendees were immersed in brands and concepts that sought to provide certain feelings or an understanding of something by engaging as many senses as possible. The experiences weren’t about UI or overtly tactical things, but about understanding context and how to properly use that to impact people. So, we can move from “user” to “experience,” because that’s what is truly meaningful to people.
Greg Flory makes sense of the chaos created by the collision of technology, vision, globalization, the rapidly advancing future, and the rippling impact of mobile innovation on adjacent industries and technologies at Mobile World Congress in Barcelona.
Why aren’t more brands using surprise and delight tactics to build loyalty and brand love? Simple. They don’t interact with their customers regularly, and when they do, they focus on transacting. Also, they are unsure what action might have even a small bit of delight for any individual customer.
Brands that embrace simplicity are more profitable, have greater customer loyalty and employee engagement. What does simplicity mean? It means being uncomplicated, free from pretense or guile, easy to understand and without unnecessary embellishments.
When Virtual Reality became a hot topic a few years ago, the key success factor for the head-mounted medium was its adoption – a lot of talk and no user base kept many businesses from stepping into the space. Well, the Vive, Rift, and PSVR, hit the market this year. 2016 will be VR’s first “billion-dollar year” and Goldman Sachs, among others, predict VR to be an $80 billion industry by 2025. What’s more interesting is 70% of the revenue in 2016 is from hardware alone. The market is equipped and growing at an alarming rate – now it’s time to give them what they came here for: content.
The foundation of human-centered design is respect for the people you are designing for. That’s why we place empathy – the ability to understand and share the feelings and experiences of another – at the center of the design process.