Design is Having a Moment

Many business executives overlook importance of design in overall marketing performance, but truth is it can make or break your marketing campaign. While your company marketing may be what gets grabs people’s attention and gets them to take action, your web design will often decide whether or not they make the purchase.

At last year’s FUSE, Cliff Kuang, Design Editor at Fast Company and Founding Editor of its Co Design, discussed the biggest design story of the year and how design is having "a moment." 

Kuang distinguishes the current moment versus the moment we were experiencing about 15-20 years ago when a lot of people thought the breakthrough of design thinking was going to transform the way corporate decision-making happens. But, it didn’t quite happen like that…

Presently, design is not optional for most companies. “We are in a stage in the technology cycle where we are trying to figure out how to integrate and make the best of what’s already out there, as opposed to inventing wholesale like new technology new technology platforms,” he explained .

Now, we are at this very integration phase. When you are in an integration phase, you need to watch out for most is the user experience and the design of that experience, according to Kuang. For example, banking is in the midst of being disrupted by mobile experiences.

There are several examples that prove why design matters crucially to the ongoing success of a business.   Ultimately, a business can’t differentiate itself purely through technical innovation.

Kuang said, “In the end, where the rubber hits the road, is the design experience that people create.”

Check out the full interview below:

Cliff Kuang of Fast Company from IIR USA on Vimeo.

Uniting brand strategists and designers, along with trend hunters and culture curators, the 18th annual FUSE conference celebrates a collaborative approach to building more meaningful brands. We're curating stories about fusing strategy and design in all its' forms to ignite brand passion and growth. Provocative discussions will cover graphic design, industrial design, experience design, digital communications, interactive design & social media, brand strategy, trends, culture and more.

With One Collective Voice, FUSE becomes a forum for all to share stories, inspiration and best practices. This year, we present our most Iconic and Inclusive experience ever and welcome all to discover the magic of FUSE. To learn about FUSE 2014 click here:

About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1st, and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at Follow her at @AmandaCicc.

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