“Interaction with a digital product is a conversation with the user.”
Designing the user’s trajectory
Screens are not static elements, they are scenes of a journey which become an experience. The conversation, sensations and moments which are vital in order to improve that perception can only be constructed by working on the relationships between them.
Starting with research and analysis, we define the products aligning business strategy, development, implementation and emotionality, with the objective of creating the best experience for the user. We think about the people and define real needs.
“There is currently a fierce battle for the user’s attention when it comes to digital products. Considering this a business metric, what is certain is that a great product attains the exact opposite: to be used almost without noticing and, all the same, to always achieve a satisfactory result. To be used intuitively.”
Product Design Director
Architecture of information, customer journeys, action flows, design of interaction and microinteractions... are necessary in order to choose the right direction and design the correct touch-points. Anticipating what the user will require and aligning it to what we want to offer.
The visual line, the choice of fonts, hierarchy of texts, shades of colour, type of images... customise and breathe life into products, making the experience attractive and pleasurable. Synthesising the visual work and turning it into a design system ensures coherence between related products and devices, as well as optimising the maintenance and production work itself.
Animations, visual transitions, copies and micro-copies are the details that reinforce empathy and make any action more fluid. They help to manage emotions provoking sympathy, tranquillity, a sense of agility... We use technology to turn the relationship between the person and the product into a valuable one.
We design thinking about the context and the users: What are their mental models? What do they need at a certain given time? What benefits do we want to offer? Using which functions? What is the lasting impression if it’s the first time that they use the product? Is it clear enough?
We like to go further and beyond, elevating the thought model to a higher level: Does the product complete the service that we want to offer? Are there implementation problems? What repercussions could this have on business? And on the company?
The questions can be as many and as meticulous as there are product design and development phases, until we not only manage to make people feel comfortable using the product, but to identify with it. We work on product and business branding to ensure that both utility and symbol project the same message to the user. This way, based on the feedback by means of short-duration work sprints, we get the information that enables us to analyse, design, prototype, test and iterate, each time working at more complex levels.