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Humanizing to Innovate: A Good Design Strategy?

Opinion Articles

Patrícia Soares

Bliss Applications

Let’s discuss the current scenario, in which the digital world is constantly evolving, and technology is present in the lives of practically everyone. Brands yearn to stand out, to be seen and heard, and to remain in consumers’ memories. As designers, we must design products and communications based on human diversity and ensure that all people have equal access to our content or product.

Thus, inclusive design is a strong ally of digital marketing—and the reasons go far beyond reaching a larger audience. Improving the user experience or strengthening brand reputations can be some of the results we will achieve. When starting the creative process, designers aim to develop solutions that respond to users’ physical, psychological, or emotional needs. They understand what problems users face and create new products or solutions that are accessible to everyone. Technology is constantly evolving, but we must ensure that we live in a just, inclusive, and, above all, more humane society.

Nike’s campaign for the launch of FlyEase—sneakers designed for people with reduced mobility—in 2021 is a great example of the combination of innovation and accessibility. In addition to the innovative design that allows you to put them on and take them off without using your hands, the sneakers have a hinge system that facilitates foot entry.

“Honestly, we reinvented the mechanics of the shoe.” – Nike allowed shoes with an attractive design to be used by all people, with or without any physical limitations.
 
In the digital marketing campaign, the brand implemented some accessibility strategies by using alternative text in images, which allows screen readers to describe the images for people with visual impairments. The campaign also disseminated different interaction formats that adapt to each consumer’s devices—mobile devices, desktops, and social media platforms.

Another well-known example of innovation in digital accessibility is Apple. When developing its products, the brand considers its consumers’ possible limitations. It uses several integrated accessibility features of reference, such as the VoiceOver function, which reads the screen aloud for users with visual impairments, or Switch Control, which allows you to control devices with simple movements.

For many designers, inclusive innovation can seem like an endless list of rules and restrictions that limit creativity. However, Nike has proven that using these guidelines and limitations to elevate a product as simple as a shoe is possible. Apple is considered a benchmark in the accessibility features it uses.
 
Is humanizing a good strategy?
 
Humanization offers a competitive advantage because it creates a unique identity and an emotional connection with the public, strengthening the relationship of trust with the brand. Brands must combine the power of technology with a human and emotional approach.
 
We live in a world of automated digital interactions, where consumers are increasingly looking for brands that demonstrate empathy and human values. By developing innovative solutions focused on accessibility, such as intuitive interfaces adaptable to each device, companies can create products that democratize access to information and opportunities.
 
When brands offer more human experiences, we create a stronger and more authentic connection with the consumer.

More than a strategy, the key is to Humanize!

Originally published in Marketeers.

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