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Throughout my software design years, I directly experienced the evolution of design processes and how advancements in technology offer new resources to solve design challenges. In particular, the possibility of getting closer to the user and take into consideration his needs as a human being. In any human experience there is an emotional aspect that plays an important role. Thanks to new media today it’s possible to design solutions that, by being intimately close to human characteristics – adaptive, in-motion, interactive – allow for better user experiences and outcomes.
During my work as an audience marketing manager, I observed the evolution from products offerings to solutions offerings, then services and lastly experiences. I realized that it’s not sufficient anymore to create a product that fulfills a set of functions, or to offer a bundle of products and services that solve a problem. To be competitive today you need to offer users great end-to-end experiences, which include a perceptive and social dimension too. This means that there is a need for integration of multiple disciplines as well as of traditional and new ways of interaction. It also means that it is critical to have an attentive insight on user desires and needs to a level of complexity that cannot be managed without a “self-propelled” mechanism - like online communities for example - that allows experiences to shape themselves around the user needs. There has never been a more exciting time to be a designer than today. So many new unconventional resources become available every day with rules yet to be defined. The possibilities are limitless. At the same time the complexity that comes with offering end-to-end experiences brings many challenges and opportunities.

Giorgia Paolini