As consumers, we’re all affected by design, for better or worse, by the products we use, the information we receive, the services we’re subject to, etc. Good design improves our quality of living. Bad design invariably causes us to suffer. There are many possible reasons why a design may fail, but as a rule, good design is user-centered. This article is intended as a very basic primer on user-centered design and how it can positively impact your bottom-line, foster trust and build brand loyalty.

The 21st century workforce looks much different than its 20th century counterpart. Today, workers can pretty much work from anywhere depending upon the job. In our industry; interactive marketing, it has been common place. Thanks to the Internet, laptops, wireless connections, iPhones, etc., real work can be done from practically any location. This trend will only continue to grow as new advances in technology enter the marketplace. However, when trying to work in a collaborative team model, the distributed team members can experience a breakdown in efficiencies if a solid process is not in place. Following the right process and utilizing effective tools can make all the difference in facilitating productive collaboration for 21st century distributed teams.

Developing immersive brand experiences begins with a solid process and a structured approach is the difference between success and failure. However, there must be a balance as each client’s engagement is different in terms of goals, requirements and functions. A process by nature is structured, but it must also be flexible and scalable to support all projects regardless of size, complexity and budget.

Digital interactive media is still relatively young and everyone’s process is evolving to get a better grasp on how to manage the strategy, design and technology to deliver the best solutions. As a profession, we are constantly challenging ourselves, looking for new and better ways to do our work. We look inside the field but outside as well, to other, more established disciplines, borrowing from them where it makes sense, to provide more rounded perspective to the complex organism we’re trying to shape. Some ideas stick, some must be discarded as they don’t prove out. Regardless, we must march on, pursuing our quest for the better process. Always forward.