What Customers Want You To Know About Design …but will never tell you
Design sends a message about how well you know your customer. Design speaks louder than words on paper, speeches about the customer, or advertising claims. When design becomes a strategic asset, customers buy more, refer more, and complain less.
Customers can’t tell you about a competitive advatage, because they don’t know what technology should be doing, but isn’t. That’s why getting to the design crux is so important.
Companies from Mazda to Microsoft have found usability comes up short. They have used the techniques you can find on this site to delve deeper into what influences and delights customers. Customers want you to know you get zero marketing points for usability. Your products should be usable as bare minimum competence. That’s why Design Crux techniques go far beyond simple usability to persuasive and desirability design.
An Information Design Approach
Crux (krucks): 1. A crucial point. 2. A troubling problem. Design Crux is about what design could do for your customers, but doesn’t.
Information isn’t just a part of UX design. Information is the desirable, persuasive human factor a powerful customer experience is made of.
Users get an experience, no matter what you do. Captology, desirability and contextual design are the means for a specific user experience you intended.
If information is supposed to be power, then information design takes on the responsibility others avoid.
New design commemorates ten years
Check out more discussion threads on LinkedIn; Design Innovator’s Network
Citing Design Crux
Designs that make my Heart Beat Faster by Kevin Reeder; Associate Professor, Industrial Design
Evaluating a Fabric Device Controller by Amy Hurst & John Zimmerman; Human–Computer Interaction Institute and School of Design, Carnegie Mellon University
Visual Storyboarding provides a conceptual bridge from research to development; International Technology Education Association