19 February 2021

TikTok – time is running out

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This is a topic we picked up from the music industry. In the western world we are seeing that melody is dying. Some argue it is dead. A great YouTube video “the death of melody” explains this in more detail and shows how hits from Lady Gaga (one note) One Direction (3 notes) Taylor Swift (chorus has no notes just beats) have no melody.

A need for a cool melody is not in fashion – a beat is. I could elaborate on this for a long while, but we are interested in how this mainstream culture of absorbing digital experiences is impacting product and service design, especially in the UI/UX design space. The need to immediately understand the product and for it to work straight out of the box is now key to good customer reviews.

The TikTok video cannot be longer than 60 seconds and an artist will only earn income if the music is played for longer than 30 seconds. The demand is to make an impression quickly. I have written about this to some extent in “Insight 3”. Where I explain that design will be bolder and more impactful to grab your attention, it is the bait to draw you in and then hit you with the reviews and then product description (in that order).

As designers we are experiencing that our customers are wanting experiences quicker and want to spend less time understanding what it is.

But we deal with complex products and issues. This year we are tackling the problems of home energy for example. Just like web sites now are full of sound bites designed to drag you deeper into the site to satisfy the latest google algorithm.

Design, especially digital, will become multi-layered with each layer needing a brand signature linking them all together.

This experience linked with the connectivity issues described in “insight 2” means that design will have a very simple impactful front face asking you to explore and dive deeper into the product or service.

This opens up opportunities for different levels of customer. Take a home sensor app for example. Some may wish to just see what temperature their home is, others may wish to set up reminders and limits for different days of the year.

Back

19 February 2021

TikTok – time is running out

Back

This is a topic we picked up from the music industry. In the western world we are seeing that melody is dying. Some argue it is dead. A great YouTube video “the death of melody” explains this in more detail and shows how hits from Lady Gaga (one note) One Direction (3 notes) Taylor Swift (chorus has no notes just beats) have no melody.

A need for a cool melody is not in fashion – a beat is. I could elaborate on this for a long while, but we are interested in how this mainstream culture of absorbing digital experiences is impacting product and service design, especially in the UI/UX design space. The need to immediately understand the product and for it to work straight out of the box is now key to good customer reviews.

The TikTok video cannot be longer than 60 seconds and an artist will only earn income if the music is played for longer than 30 seconds. The demand is to make an impression quickly. I have written about this to some extent in “Insight 3”. Where I explain that design will be bolder and more impactful to grab your attention, it is the bait to draw you in and then hit you with the reviews and then product description (in that order).

As designers we are experiencing that our customers are wanting experiences quicker and want to spend less time understanding what it is.

But we deal with complex products and issues. This year we are tackling the problems of home energy for example. Just like web sites now are full of sound bites designed to drag you deeper into the site to satisfy the latest google algorithm.

Design, especially digital, will become multi-layered with each layer needing a brand signature linking them all together.

This experience linked with the connectivity issues described in “insight 2” means that design will have a very simple impactful front face asking you to explore and dive deeper into the product or service.

This opens up opportunities for different levels of customer. Take a home sensor app for example. Some may wish to just see what temperature their home is, others may wish to set up reminders and limits for different days of the year.

19 February 2021

TikTok – time is running out

Back

This is a topic we picked up from the music industry. In the western world we are seeing that melody is dying. Some argue it is dead. A great YouTube video “the death of melody” explains this in more detail and shows how hits from Lady Gaga (one note) One Direction (3 notes) Taylor Swift (chorus has no notes just beats) have no melody.

A need for a cool melody is not in fashion – a beat is. I could elaborate on this for a long while, but we are interested in how this mainstream culture of absorbing digital experiences is impacting product and service design, especially in the UI/UX design space. The need to immediately understand the product and for it to work straight out of the box is now key to good customer reviews.

The TikTok video cannot be longer than 60 seconds and an artist will only earn income if the music is played for longer than 30 seconds. The demand is to make an impression quickly. I have written about this to some extent in “Insight 3”. Where I explain that design will be bolder and more impactful to grab your attention, it is the bait to draw you in and then hit you with the reviews and then product description (in that order).

As designers we are experiencing that our customers are wanting experiences quicker and want to spend less time understanding what it is.

But we deal with complex products and issues. This year we are tackling the problems of home energy for example. Just like web sites now are full of sound bites designed to drag you deeper into the site to satisfy the latest google algorithm.

Design, especially digital, will become multi-layered with each layer needing a brand signature linking them all together.

This experience linked with the connectivity issues described in “insight 2” means that design will have a very simple impactful front face asking you to explore and dive deeper into the product or service.

This opens up opportunities for different levels of customer. Take a home sensor app for example. Some may wish to just see what temperature their home is, others may wish to set up reminders and limits for different days of the year.