Many business executives overlook importance of design
in overall marketing performance, but truth is it can make or break your marketing
campaign. While your company marketing may be what gets grabs people's
attention and gets them to take action, your web design will often decide
whether or not they make the purchase.
in overall marketing performance, but truth is it can make or break your marketing
campaign. While your company marketing may be what gets grabs people's
attention and gets them to take action, your web design will often decide
whether or not they make the purchase.
At last year's FUSE, Cliff
Kuang, Design Editor at Fast Company and Founding Editor of its Co Design,
discussed the biggest design story of the year and how design is having "a
moment."
Kuang, Design Editor at Fast Company and Founding Editor of its Co Design,
discussed the biggest design story of the year and how design is having "a
moment."
Kuang distinguishes the current moment versus the moment we
were experiencing about 15-20 years ago when a lot of people thought the breakthrough
of design thinking was going to transform the way corporate decision-making
happens. But, it didn't quite happen like that'
were experiencing about 15-20 years ago when a lot of people thought the breakthrough
of design thinking was going to transform the way corporate decision-making
happens. But, it didn't quite happen like that'
Presently, design is not optional for most companies. 'We
are in a stage in the technology cycle where we are trying to figure out how to
integrate and make the best of what's already out there, as opposed to inventing
wholesale like new technology new technology platforms,' he explained .
are in a stage in the technology cycle where we are trying to figure out how to
integrate and make the best of what's already out there, as opposed to inventing
wholesale like new technology new technology platforms,' he explained .
Now, we are at this very integration phase. When you are in
an integration phase, you need to watch out for most is the user experience and
the design of that experience, according to Kuang. For example, banking is in
the midst of being disrupted by mobile experiences.
an integration phase, you need to watch out for most is the user experience and
the design of that experience, according to Kuang. For example, banking is in
the midst of being disrupted by mobile experiences.
There are several examples that prove why design matters
crucially to the ongoing success of a business. Ultimately,
a business can't differentiate itself purely through technical innovation.
crucially to the ongoing success of a business. Ultimately,
a business can't differentiate itself purely through technical innovation.
Kuang said, 'In the end, where the rubber hits the road, is
the design experience that people create.'
the design experience that people create.'
Check out the full
interview below:
Cliff Kuang of Fast Company from IIR USA on Vimeo.
Uniting brand strategists and designers, along with trend
hunters and culture curators, the 18th annual FUSE conference celebrates a collaborative
approach to building more meaningful brands. We're curating stories about
fusing strategy and design in all its' forms to ignite brand passion and
growth. Provocative discussions will cover graphic design, industrial design,
experience design, digital communications, interactive design & social
media, brand strategy, trends, culture and more.
hunters and culture curators, the 18th annual FUSE conference celebrates a collaborative
approach to building more meaningful brands. We're curating stories about
fusing strategy and design in all its' forms to ignite brand passion and
growth. Provocative discussions will cover graphic design, industrial design,
experience design, digital communications, interactive design & social
media, brand strategy, trends, culture and more.
With One Collective Voice, FUSE becomes a forum for all to
share stories, inspiration and best practices. This year, we present our most
Iconic and Inclusive experience ever and welcome all to discover the magic of
FUSE. To learn about FUSE 2014 click
here: http://bit.ly/1e4f8zU
share stories, inspiration and best practices. This year, we present our most
Iconic and Inclusive experience ever and welcome all to discover the magic of
FUSE. To learn about FUSE 2014 click
here: http://bit.ly/1e4f8zU
About the Author:
Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and
print journalism, covering a variety of topics in business strategy, marketing,
and technology. Amanda is the Editor at Large for several of IIR's blogs
including Next Big Design, Customers 1st, and ProjectWorld and World Congress for Business
Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,.
She previously worked at Technology Marketing Corporation as a Web Editor where
she covered breaking news and feature stories in the technology industry. She
can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.
Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and
print journalism, covering a variety of topics in business strategy, marketing,
and technology. Amanda is the Editor at Large for several of IIR's blogs
including Next Big Design, Customers 1st, and ProjectWorld and World Congress for Business
Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,.
She previously worked at Technology Marketing Corporation as a Web Editor where
she covered breaking news and feature stories in the technology industry. She
can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.
