Adweek: Purposeful, Human-Centric Experiences Have These 3 Things in Common

Great artists, storytellers and designers have always known that human connections enable action and change. Marketers are just realizing this too, as they are becoming experience makers.

Now, instead of giving people something to buy, they are offering them something to buy into and acknowledging that the human experience is more powerful than marketing and advertising. Human-centered design, which enables you to clarify or reframe the real issues at hand, and it puts the human – who traditionally has been at the endpoint of a transaction – first. The companies that pay attention to design and the way consumers interact with their products and services earn loyalty and see their respect for human needs reflected in the bottom line.

This human-centered approach is a dramatic shift, and in the process of putting the human at the center, marketers are realizing something incredible. The technocratic age is over, and the radical advancement in the application of design to the creation of digital experiences is just beginning to show.

Today, strategists, designers, artists, and technologists are combining art and design to develop experiences that have three elements in common.

1. Personal connection

These are the experiences that are deeply relevant, curated or anticipatory. The connection is made through personalized art and design, whether it’s in a story, visual reference or how an experience or product feels.

2. Authenticity

Whether or not an experience is perceived as enjoyable is often based on the context in which the customer experiences it. Any moment in time can feel arduous or wonderful depending on how you feel about what you are doing and what else is going on in your life.

3. Elevate humans to action or a new understanding

Art is an ancient storytelling medium and cultural influence. Design is a way to amplify what someone or something already is.

Putting these two together means that you know enough and understand enough about the customer experience to see it for what it truly is: a human experience.


Check out the full article in Adweek.