“Art is never finished, only abandoned.”
– Leonardo da Vinci
At Signal, we’ve always focused on a highly collaborative, iterative design approach – from apps and websites to marketing communications. So when Fast Company asked thought leaders for their predictions on the future of web design, we were pleased to see that “The design is never finished” made the list. Here’s more about that trend – plus 4 more from that list we think are essential to begin including in your marketing strategies today.
1. The design is never finished.
The iPhone is a case in point. This beloved communication tool is constantly being refined to meet the evolving needs of tech fans. Software is also an example of living, breathing design – one that confronts us regularly as our computers prompt us to download the latest updates! In a world where personalization and individual expression take center stage, “design will increasingly become less about what you take out of the box, and more about what that design offers over time as you live with it.”
APPLICATION: Consider an agile development methodology for web design that is fluid, personal and customer-driven.
2. Companies will become as responsive as their websites.
Responsive web design gives the user an optimal experience across a range of devices. But what about a responsive company? Corporate strategists have been saying “Change is the only constant” for decades – but this is different. It means being able to react in real time, requiring “long-term systems that can pivot to change, optimize, and reinvent their products” by improving what has come before.
APPLICATION: Organize your web development people, processes and tools to turn on a dime in response to to evolving conditions. Let go of status quo!
3. The relationship between design and data science will grow tighter.
It’s the age of the so-called internet of things. More and more devices (buildings, cars, even kitchen appliances!) are embedded with network connectivity to observe and react. With this comes a new relationship between design and experience – and between data analytics and design professionals. These two groups must increasingly work together for smarter, more effective solutions. Observing, measuring and making changes to your website in the interest of good UX is now the order of the day.
APPLICATION: Incorporate user experience (UX) principles into everything you do to achieve design that enhances customer satisfaction and loyalty.
4. Atomic storytelling.
Your online brand is not a linear narrative – it has all the twists, turns and flashbacks of any good story. Today’s audiences aren’t used to consuming anything on the Internet in a linear fashion anyway – and they don’t tap into just a single page, video or article about your product. Today’s marketers need to tell stories across a system, with “campaigns that look like subway roadmaps, and become more granular and complex.”
APPLICATION: Having strong key messages – and choosing the right channels to convey chunks of messaging – has become more important than ever before.
5. Advertising and marketing will be part of the design process.
When do you think about advertising and marketing? On the front end, during design – or the back end, when it’s ready to sell? For many companies, it’s the latter. If that’s the case, consider the benefits of including marketing during the design process. Marketing intelligence – including customer data, personas, demographics and other preference information – can richly inform the design of features and how to talk about them.
APPLICATION: Don’t design in a vacuum. Get your differentiators straight while the product or service is being built – and make sure the needs of your key customers are covered – by partnering with marketing early.
The world is always changing and the design is never finished. Get moving on the ideas above to move your marketing strategy forward.
