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Speed, Meaning, and the Future of Design

Speed, Meaning, and the Future of Design

TomorrowToday #1 in Singapore is a wrap! A big thank you to everyone who joined us and helped make this a memorable event.

For this session we asked ourselves: how can we tackle tomorrow’s business challenges with today’s creative fuel? To explore this question we invited three speakers who offered insights on innovation, branding, and design from very different perspectives. We made a promise not to share all the secrets shared by our guest speakers, but we’d like to give you a glimpse of what you might have missed. And do sign up to our mailing list if you want to stay up to date about upcoming events!

Expanding our role as designers – sometimes even by letting go of our craft – can lead us to more meaningful and purpose-led solutions.

Marisa Agrasut

Marisa Agrasut, Co-founder and Innovation Consultant at The Inceptery, kicked off by sharing aspects of her professional journey so far. She told us about her development as a designer who ‘doesn’t have a craft’, unlike many other designers out there. Her experiences led her to question, seed and redesign just about everything that clients threw at her, constantly envisioning the future with a systematic and holistic approach. Her search for the balance between reality and perception made her also rethink the question: What is Design? She found her answer in Victor Papanek’s book ‘Design for the Real World, Human Ecology and Social Change’: “Design is the conscious and intuitive effort to impose meaningful order.” With a clear emphasis on ‘meaningful’.

Experience. Think. Test. Apply. Rinse & Repeat.

Ivonne Bojoh

Ivonne Bojoh, Co-founder and CXO at GoBear, explained that product designers at a startup like GoBear struggle on a regular basis with the perception gap. Sometimes, solutions seem so obvious, why spend so much time on user research and reflection? Well, it’s simple really: you (as a product designer) are not the user. You need to step back and think before you act. Do our users really want to compare bank accounts? If you realise that more than 40% of people in countries like Vietnam, Philippines and Indonesia don’t even have a bank account, you also realise that rethinking and reframing the service offer can lead to a more relevant comparison with a much broader reach.

Edo van Dijk from Edenspiekermann added to Mario’s musings, combining the design of new meanings with the current technological push to find the sweet spot of brand innovation. Merely applying the principles of human-centered design isn’t enough to create brand preference; you need to add (or, even better, actually design) meaning and purpose into the equation to create long-lasting customer engagement.

The discussion about reality, perception, creativity and innovation continued after the presentations, providing food for thought for the future.