Digital Experience Design

When it comes to development, an interface is not much different than a physical device. There are components that enable functionality, systems that coordinate those components and an aesthetic design that supports usability, brand messaging and the creation of positive connections with users.

Architecture

A digital experience starts with a narrative. We prioritize and sequence information components so that users are supported but never overwhelmed. We also know that needs and priorities can change depending on who the user is and what is happening around them. Understanding this guides us in creating solutions that ensure safe, context-specific interactions that users can depend on.

Visual Design

The way in which information is presented to the user is an important aspect of digital design. This requires good aesthetic design that supports cognition, decision making and meaningful responses for users and lets them focus on their goals, not on interactions. We create icons that use graphics, text, and color to visualize information, alerts and status feedback in thoughtful and engaging ways.

Other Senses

We also understand that interface design can engage other senses through tactile and auditory feedback that better supports users and their complex workflows. These considerations enable us to design interface solutions that support users, their environments and their goals and result in consistently successful and positive experiences.

At Insight, developing effective and safe user interfaces has been part of our expertise for years. The following process is what makes Insight’s work in this area so effective.

How do we start?

First we identify the various human factors and ergonomics guidelines that help guide design, ranging from control size and arrangement to luminance of visual displays. Additionally, we document the primary use cases and leverage existing mental models to  define the types of information that need to be communicated and develop solutions for how to architect it.

Testing and Validation

The key to effective usability testing is to carry out iterative testing starting with early formative testing to later summative testing. Formative testing allows the opportunity to identify potential usability issues early on and iterate the early design accordingly. Also known as directional testing, this formative type of testing provides information regarding impressions of products. Validation testing provides a “last” check that ensures the design integrity and purpose has been met by the design.

Regulation & HF

All of this testing meets, at a high level, the various activities described in the standards provided above. However, it is equally important that any type of testing has been designed in a manner that is appropriate for: Potential users of the product, Environment of use, Various levels of interactions and Various use cases (setup to breakdown).

Global Considerations

There are a host of implications with any product and/or interface that is to be launched globally. Usability testing is key to identifying any cultural nuances that may affect and/or be affected by a design. The use of any icons in a product can also pose a number of translation issues as those most accepted in the U.S. may have very different meanings in other countries.

As information continues its transformation into product, digital experiences are an increasingly vital means of establishing strong brand connections with your users. But how do you embody your brand into a digital experience that people will love? Insight excels at translating brand values into strategies for experiences because we know how to understand people and apply what it means to design.

For digital interfaces and experiences, this starts with defining the manner in which information is presented to your users. Implicit in this is an understanding of users’ goals, desires, emotions and expectations, and how your brand strategically aligns with them. This enables us to create constructs for how information should be presented to strengthen their experience; if your brand is positioned as the choice for experts, your digital experience may need to be customizable and feature intensive. If your focus is on ease of use for the masses, a wizard approach may be best.

Supporting a brand extends beyond information structure as well. The character and tone of a brand need to be conveyed in every aspect of the interface that represents it. This means that the use of color and type need to successfully align brand standards with usability principles. It means that screen transitions, icons, graphics and prompts should be consistent with the way in which the brand connects with people…be it as a friend, adviser, protector, or enabler. It means satisfying expectations through intuition and creating delight with innovation, all while building your brand.