As IAs we’re fond of taking the “human-centered” approach, which involves bringing in the human perspective to all steps of the problem-solving process. Whether we are talking to customers or co-creating solutions with users, this frame of mind allows us to bring forth products and services that serve human needs and goals.
The thing is, the understanding two humans can reach in a matter of minutes is tough to replicate in digital products. No matter what any AI expert says, no commercial technology that exists today can substitute having a conversation with another human. And, no matter how human-centered we get, we’re still designing for bits and pixels. Digital products are still digital.
However, we IAs aim to design these digital places to meet human needs, goals, and motivations. The question we often ask ourselves is, can we make the digital worlds we design more human spaces?
The answer we’ve come up with is that we need to design experiences where the digital spaces shapeshift to approximate an in-person conversation to the best of their abilities (and without a chatbot) given the limitations of the medium. We need to think about navigation differently. Most importantly, we need to design for customer intentions.
In this session, Lis & Diana will cover why designing for customer intentions throughout your digital ecosystem empowers your team to build a bridge between what customers need and what your business provides. We’ll then dive into the details of how to use the method.
You’ll leave with an expanded perspective and a new tool for your IA toolbox.
Come ready to dive in!
About the speakers
Lis is an acclaimed design and strategy thought leader, writer, and speaker with extensive expertise in Digital Strategy, Customer Experience, Information Architecture, and Design Thinking.
As founding partner of CX by Design, she has made it her mission to help companies meet their strategic goals. She does so by making the invisible visible through research, making the complex simple through her unique perspective, and bringing understanding and meaning through expert facilitation.
With over a decade of designing successful products and strategies for clients of all sizes, her passion lies in helping her partners think holistically about driving and enacting, real change. Lis helps businesses not only increase their bottom line but also their longevity through customer loyalty.
When not tackling complex strategic problems, you can find Lis doing her best to enjoy the human experience to the fullest.
Diana is a passionate believer in holistic, 360 strategy and design, with extensive expertise in UX Design, CX Design, Service Design, and the Design Thinking methodology.
As founding partner of CX by Design, Diana’s mission is to identify nuggets of opportunity within an organization, reorient its existing systems and structures to improve the human experience, help others extend their thinking, and drive material business advantage.
Having designed, built, and successfully sold several companies, Diana works to help businesses shape abstract concepts into concrete online and offline experiences that respond to the needs and motivations of real people.
When she’s not solving strategic challenges, Diana can be found in pursuit of good coffee everywhere.