This article was based on the interview with Kaaren Hanson, Chief Design Officer at Chase by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Design has evolved significantly over the years, moving beyond just visual appeal to focus on solving problems and creating meaningful experiences for customers. In a podcast episode of The Agile Brand, Kaaren Hanson, Chief Design Officer at Chase, discusses how the design industry has changed and how these changes have influenced Chase’s approach to design and customer needs.
In the past, design was often seen as simply making something visually appealing. However, as organizations have become more mature in their design practices, the focus has shifted towards solving problems and creating seamless experiences for customers. This shift in mindset has led to a more strategic approach to design, where designers are not just focused on aesthetics, but also on the functionality and usability of a product or service.
Kaaren Hanson’s background in social psychology has also played a significant role in shaping her approach to design. By incorporating psychological principles into her design strategy, she is able to better understand customer behavior and preferences, ultimately leading to greater customer engagement and satisfaction. Understanding the mental models of customers allows designers to create experiences that resonate with them on a deeper level, leading to more meaningful interactions and relationships with the brand.
Overall, design has evolved from simply focusing on visual appeal to a more holistic approach that considers the needs and preferences of customers. By solving problems, creating seamless experiences, and incorporating psychological principles into design strategies, organizations like Chase are able to create more impactful and customer-centric designs that drive business success.
