Giving design its due

ISSUE: 131

What does it take to design a consumer experience that shapes a brand?

RK: The first and the most important step is an in-depth understanding of the users -their attitude and behavior, their needs and aspirations, their lifestyle, and their influencers. The next is a thorough understanding of mega, macro, and micro trends and how they are likely to impact the category and the user. The last, of course, is a great inspiration. The magic lies in getting the formula right. Great design is a result of in-depth consumer understanding, interpretation of relevant megatrends, and great inspiration.

What is the best way to bridge the gap between what a consumer wants and what is good for him?

RK: Many times a consumer is able to articulate what he or she wants. The task is simple to design a product meeting with their desire. The challenge is when you understand that there is a latent need, which the user cannot articulate. This is where design has to play a crucial role. First, try and get an understanding of the latent need through observation, ethnography, and user behavior, and then use design to lead the consumer through the amalgamation of creative ideas, with in-depth emotional detailing of the product. When design meets their aspirations there is an absolute delight and one will be able to produce a unique experience for the consumers.

How do you measure success?

RK: Success is the deep sense of contentment from the creator’s point of view after putting in the best; it is the first smile from the user in response to seeing the concept for the first time. From a business point of view, a design is successful when it impacts positively the top-line, bottom-line, and brand imagery, and enhances the innovation quotient.

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