Design is being transformed by new technologies and a focus on user-centered innovation. The future of design is about using new tools to craft experiences that are both useful and inspiring. This involves a commitment to ongoing learning, collaboration, and a deep understanding of users' needs.
Deloitte’s designers have produced three insightful articles that examine the key forces changing the industry. These articles cover the following critical areas: the role of generative AI in design, the combination of design and data for better decision-making, and the shift from traditional journey mapping to comprehensive journey management.
Curious what we can do for your organisation? Get in touch with Loek Dekker or Franklin Heijnen.
ACCELERATING CO-CREATION WITH GENERATIVE AI
Generative AI is a game-changer for design and creativity. It helps turn ideas into reality faster by allowing quick testing and collaboration, thereby fostering wider ownership of this future vision. In this whitepaper, our service designers, Demi Jansen and Tommaso Sarri, share how generative AI helped our client rethink elderly care by creating new, innovative solutions that everyone involved could support.
THE SYNERGY OF DESIGN AND DATA
Using data in design can ensure decisions are based on facts. This approach helps designers understand what people truly want and need, leading to better products and services. By combining data with design, organisations can ensure their solutions align with users’ desires and market needs. Service designers Emma de Zeeuw and Anniek de Bock share practical insights on how designers and data experts can join forces in this whitepaper.
FROM JOURNEY MAPPING TO JOURNEY MANAGEMENT
Customer journeys are used to describe "as-is experiences" and to envision "to-be experiences" for customers, clients, patients and citizens alike. In this whitepaper, Niels Corsten (lead service design and CX transformation) and Hessel Hornman (service designer) discuss why traditional journey mapping is not enough to improve customer experience at scale, and why journey management is the next frontier. They also explain how to implement journey management successfully. To further deepdive into the topic, please listen to our related podcast on customer journey management.
COMPREHENSIVE INSIGHTS AND PRATICAL GUIDE
In these whitepapers, Deloitte's designers offer comprehensive insights into the future of design, providing practical guidance on how to integrate these practices into existing workflows. They serve as a valuable resource for designers and organisations seeking to stay ahead of the curve in a rapidly changing industry.
The three whitepapers are part of a larger series of articles, whitepapers and events within our Create Great campaign. In the coming months, we will publish further articles on generative AI and innovation, inclusive design, extended reality (VR, AR, etc.), and innovation in the public sector. Subscribe to receive updates about new content.
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Innovation in Design
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Franklin Heijnen
The combination design and technology should make our lives more easy, should make us smarter and should bring more beauty and joy into the world. From 1997 I have been involved in digital projects. I use design thinking and service design to co-create better experiences for customers, citizens and employees. Also I teach and coach teams on these topics. Furthermore, I always bring my camera as I’m an enthusiast street photographer.