Look Past UI with Deep Design

We live in a world of services, so I’m ordering my food on seemless, calling my cab on Uber, Lyft, Netflix is invading my television. What is it about these products that resonate? It’s this idea of deep design.

I like to think of deep design as looking past the traditional UI visuals buttons menu and more into the core of the product, the skeleton, the foundation that it’s built on. My favorite example of this is right there one way, a service that allows women to rent dresses or handbags and then return them in a certain amount of time.

Now, it sounds silly to be talking about innovation in the logistics field when I’m talking about usability or UI, but in this sense, they’ve really taken deep design to heart, whereas a user could have previously maybe gone to the website and seen off a lot of out-of-stock items or not been able to get the size they needed.

What went through one way has done is taken an algorithm to understand what’s in highest demand and then done quicker shipping labels there and back so that I as the next user have a higher probability of getting that exact dress I want.

Now, usually we don’t measure this kind of thing in traditional usability testing, but this really creates a better overall user experience for me because I can get that dress that I really wanted.

This is to me, deep design for your own products. Look at the foundation, look at what could really we could really give to the user that we maybe previously couldn’t have. What information could we automatically pull in what connection to a third party could we do for them? What is going to make their experience, those intangibles really stick? One of my favorite quotes is by Joe Soprano.

Good design is beautiful and great design is transparent. And that’s the idea of design.

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