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The Role of Experience Design in Digital Transformation
“Design is not about beautification, nor is it about solutions or utility. In todays business landscape, design is about meaning and significance. In our quest to capitalize on technologies, design is our tool for simplifying and humanizing technology”
In his presentation, our Strategy Consultant Tzachi Toledo shared his thoughts on the changing role of design and the importance of experience design as a competitive edge in digital transformation.
The talk took place in Visa's annual event for the Polish Visa members Banks on December in Warsaw.
Technological opportunitiesTechnologies keep growing exponentially,
converging with each other to create an
abundance of technological opportunities. It has
come to a point where technology is no longer
the bottleneck to innovation.
As consumers become exposed to these new
technologies their expectations rise.
At the same time corporate innovation is lagging
behind, unable to provide the experiences
consumers expect from their products and
There is a huge transformation space between
the technology and the actual corporate
Successful digital transformation is about
leveraging technology to meet user
expectations and beyond.
This is done by creating and designing
We can learn a lot about the
changing role of design from
the mobile industry.
In 2007, Nokia was a leading
company with a dominant
position in the cell phones
market. They kept on
perfecting their devices,
making them faster, adding
features and making them
Then came the iPhone which
marked the beginning of the
end for Nokia.
Besides designing a desirable
product, the iPhone provided
an engaging and meaningful
Moreover, rather than a
product, the iPhone’s apps
turned the device to a provider
When we compare the old devices to those we
see today we can the shift in the role of design.
From focusing on the form of the product, design
now focuses on the experience of the service/
Different experiences on
Focus on product
“The computer is not the thing - it is
the thing that gets us to the thing”
Halt & Catch fire
And it’s not only about
getting to the thing but also
about the journey leading
While technology is
increasingly enabling new
things, designing good and
meaningful experiences is
Everything is becoming more
connected, complicated and
confusing, especially from a
Thats why we keep seeing
bad design everywhere.
Instead of design, we keep
“The chief cause of
problems is solutions”
Bad design has a negative
impact on everything we do
• Well being
• Quality of life and work
Imagine the impact of bad user
experience not only at the consumer
scale but at the enterprise scale.
If we keep cutting corners, we’re
heading for a global usability crisis.
That’s where design come in.
Prof. John Heskett, 1937 - 2014
“Design is the human capacity to
shape and make our environment in
ways that satisfy our needs and give
meaning to our lives.”
Design is not only about solutions or utility, it is
also about significance and meaning.
In our quest to fill the transformation opportunity
space, design is our tool for simplifying and
humanizing technology, thus filling in the gap.
vision and strategy
The effectiveness and impact of
design highly depends on when we
incorporate it in the process.
When incorporating design as part
of the strategy, there are several
things we found to work well
People before product
“We are good at flying
planes, now let’s get good
at flying people”
Jan Carlzon, CEO SAS
Don’t design for yourself.
You are not the user.
Successful design is human centric. Understanding
and addressing true human needs and pain points
is achieved by spending time and learning from
Design is not decoration.
Design is not the frosting on
top, it is an essential part of the
strategy, it is a driver for
Pixel design is essential but
it’s not transformative
04Use design right.
It’s about transformation.
Focus on radical
Less is more. With the
connected lives people
live today we need to
keep it simple.
Join forces with strategy
Working in silos is a sure bet
for killing innovation. Magic
resides at the intersection of
technology, strategy and
You might be very smart but
your employees and your
customers can teach you a
lot. Work together to reach
Get design into the
The only way design can be an
integral part the strategy is if decision
makers promote and communicate
the importance of experience design
to the rest of the organization.