But to what end? To achieve what? And for who?
If our purpose is to serve and create services that help our customers to be and go where they want to, create a strong sense of identity and connection with our brand, then we need to think seriously about design.
Design, or the conscious decision not to design, permeates every aspect of our creations and interactions. It’s not just about aesthetics; it’s about functionality, user experience, and the messages we convey, both explicitly and implicitly.
The absence of intentional design is a choice that impacts our audience. A minimalist approach can be powerful, but only if it serves a purpose and enhances the user’s experience.
Every design decision should have a clear purpose. Whether it’s to simplify a complex process, evoke an emotion, or communicate a specific message, the ‘why’ behind our design choices is crucial.
How does our design (or lack thereof) affect those who interact with it? Does it make their lives easier, more enjoyable, or more meaningful? Or does it create unnecessary obstacles and frustrations?
A disconnect between our design and our mission can lead to confusion and mistrust. Who are we designing for? Are we considering diverse needs and perspectives, or are we inadvertently excluding certain groups?
Design isn’t static. As needs, technologies, and cultural contexts change, so too should our approach to design. Are we flexible and willing to adapt?
By continually asking ourselves these questions, we ensure that our design choices – whether they involve adding elements or consciously omitting them – are purposeful and user-centred.
Choosing not to actively design is still a form of design. We can make it a conscious, purposeful choice that serves our tribe and aligns with our goals.