This article discusses the importance of design and governance in creating a positive customer experience, both in physical spaces like coffee shops and in digital products. The author highlights the problems faced by customers in a poorly designed coffee shop, where the furniture placement and lack of accessible outlets create inconveniences. They argue that design choices and governance decisions made during the design process impact the usability and functionality of products and services. The article also explores the implications of design governance in digital platforms, where user interactions are determined by the platform’s architecture. The author proposes the concept of Calm Technology as a design philosophy that prioritizes user self-governance and aims to optimize attention and user experience. They announce the launch of a Calm Technology standards body to promote these principles and create products that provide long-term value to customers.
| Signal | Change | 10y horizon | Driving force |
|---|---|---|---|
| Coffee shop design frustrates customers | Design governance to user-centered | Coffee shops have better user-centered design | Lack of understanding customer needs |
| Digital platforms restrict user actions | User empowerment in governance | Digital platforms allow more user freedom | Implicit feudalism |
| Design prioritizes financial outcomes over user needs | Design prioritizes user needs | Design prioritizes user needs | Financial incentives |
| Attention is a limited and rivalrous resource | Design optimizes for calm technology | Design optimizes for calm technology | Efficient and effective user experience |
| Establishment of Calm Technology standards body | Adoption of Calm Technology principles | Products and services designed for long-term value | Enhancing customer loyalty |
| Call for seamless customer feedback and change | Seamless customer feedback system | Customers have a way to call for change | Improved customer experience |