Balancing chaos and order when designing for offline and online

Design is changing at a rapid clipthe next generation of companies are not just looking at how to give the pixels polish but focusing on creating and curating an amazing experience in the real world. Katie Dill demonstrates how to design for a multifaceted journey over time, how to identify when to own the experience and when to enable it, and how to build a team for depth and breadth.

Design is entering a brave new world: the real world. No longer are we just developing websites and apps. We are developing experiences that more often than not happen in the real world with real people. Whether it is taking a trip with Airbnb, hopping in a car with Lyft, or booking a cleaner through Handy, the ultimate experience happens offline. How do designers build the skillsets to meet the demands of these new companies? Designers need to think about website design not in terms of engagement but instead, of building trust. When companies build trusting relationships between strangers, everyone is more successful. Building a coherent brand, creating cross-disciplinary teams at every level of the organization, and taking a journey approach to design are critical to this strategy. Katie Dill demonstrates how to design for a multifaceted journey over time, how to identify when to own the experience and when to enable it, and how to build a team for depth and breadth.