We’re all aware of evolving consumer expectations, and the rising pressure that places on brands. With more fluid customer wants and needs, brands now compete for attention across categories. Subconsciously, we compare our experiences with banks to those with airlines. The way we rent a car is measured by how we order a takeaway. So the best digital experiences – whether from Barclays, Finnair, Zipcar or Deliveroo – set the bar for other brands to reach.
These benchmarks raise the stakes for brands with a digital product at their core to prove why they matter to their audiences. And design is pivotal in making that happen.
Brands that deliver innovative, ownable, relatable, and recognisable digital experiences are thriving. To become one of them you must communicate your difference in a world of sameness. Start by finding the golden thread that runs through your brand, then design the brand signatures for people to follow.