When it comes to delivering exceptional customer experiences, great design has emerged as a powerful way for organisations to differentiate themselves. In fact, the success of web and mobile experiences depends increasingly on the visual and interaction design behind them. Great design makes great content shine, and great content is essential for building the experiences that create loyalty—and that boost revenue over the long term.
But one instance of great design is not enough. For a brand to succeed, it needs to differentiate itself from the competition not just once, but through consistent delivery of exceptional customer experiences, at scale. Brands can achieve this by embracing design-driven thinking, and using that thinking to fuel relevant content that creates personalised and compelling experiences. The Content & Creativity track at this year’s Adobe Summit EMEA will explore the thinking behind great design, and lay out practical tips for using design to achieve your own competitive advantage.
In addition to having the Coca-Cola Company’s VP of Global Design speaking, here are the sessions I’m excited about in the Content & Creativity track at this year’s Summit.
CRE2: Make Your Content Marketing Programs More Impactful, with Video
Studies show that video boosts conversion, builds trust, and encourages higher engagement, which is why modern marketing organisations are embracing video as a key ingredient in their content marketing mix. But the challenge of designing personalised, relevant, cross-platform video content globally is no small feat. This session will dive into how your team can create compelling video content quickly, collaborate across global teams to deliver an amazing video experience, and build reusable visual elements while maintaining your brand.
CRE3: The Importance of Design in Delivering Great User Experiences
Sony Interactive Entertainment (PlayStation) has built its success on understanding how to design interactions that delight its customers. This session will explore the design challenges and successes across the many areas of user experience that the design team tackles, and will look at how Adobe’s tools are adapting to address experience design demands.
CRE4: Design-Driven Business
Design-led thinking is at the heart of all major brands, driving both competitive advantage and greater business results. Great products start with great design. In this session, Simone Cesano will discuss how Adidas continually transforms its products and brand by placing creativity and great design at the core of its business strategy. This session will explain the importance of being a design-led company, and explore specific principles you can apply in your organisation to effect your own transformation.
We look forward to seeing you at Adobe Summit EMEA 2017. If you haven’t yet registered to attend, there’s still time – just click here to find out about all the other exciting events happening at this year’s Summit.