The unexpected arrival of the pandemic has left us with only a virtual medium to connect with each other. Without a doubt, the digital mode is the survival mode in the current world crisis for businesses of all kinds, from MNC’S to Hyperlocal.
This has not only accelerated digital transformation but has also initiated a forced migration for many. Going digital has become a ‘Reflex Action’ to the challenges encountered by the brands which have left many operating without careful thought to their contribution towards the explosion of COVID-19 information and communication.
This excerpt from an Accenture report1 sums up what incessant virtual messaging has done to the world. “A mail from a hotel you stayed at ten years ago telling you how they are handling the situation is less than helpful. In the face of difficult memes, Corona Beer’s silence has been a model of good behaviour.”
Amidst this trend of FOMO in brands, there is a need to address many crucial aspects of the digital space to capture your consumer’s heart.
a
Be all ears
Brands need to sharpen their sensitivity to shifting consumer behaviour and read between the lines of pseudo trends. It makes absolutely no sense for customers to hear about how brands are keeping their employees safe or dealing with the situation, but it’s important to tell them what you are doing to calm their nerves.
a
Speak Human
“People are far more likely to buy something if you move them emotionally. It’s about finding emotion and not just being clever” - Harry Bradbeer2
This situation has created a void of warmth and intimacy, and brands need to redetermine their course of action. The need of the hour is creating comforting and empathetic interactions rather than taking a promotional stance.
Don’t follow the herd
Consumption of social media has doubled in the quarantine period. Most brands are tripping over to put their voice out and get attention. It’s critical to analyze if you are actually making an impact rather than just getting drowned in the cacophony. Authentic and Honest communication will ease the effect of information overload and build warm connections with your customer.
Why is it essential to have a planned digital migration?
In this season, by being blindsided to humanistic approach, you may end up solving the false user needs and pain-points and ending up a forgotten brand. Business can only thrive when they connect with their consumers meaningfully, catering to their true needs and values.
The current climate has a natural tendency to expose what’s valuable. It’s imminent to perform a planned digital migration to be compatible with the need of the hour. Our human-centred design approach can help you develop smarter interfaces with an emotive quotient which adds value to your consumer experience.
Case study:
Bihar Museum: We envisioned the bihar museum to be a repository of knowledge and authenticated referencing for the future. With deep study and analysis of user needs, experiences are tailored to fit requirements of different kinds. The user journey is majorly branched to Explore, Learn, Participate, Share and Visit. Based on these insights Bihar Museum’s digital touchpoints are conceptualized with a clear objective of providing an engaging storytelling, seamless navigation through information, meaningful augmented interactions.
Hence experiences are based on three strategies: Magnificent Glory (Curated content), Explorer’s bliss (a platter of content to choose from) and Create your own path (personalised content through gateways)
Check out our Human-Centric UI/UX Projects link: Bihar Museum
Let’s talk about the shift you are making to the new world. Collaborate with us on four new avenues of fueling your business with purpose led-action, humanistic digital spaces, staying relevant or any new beginnings. Build with us the perfect product for your new transformed consumer. Feel free to contact A. mukherjee of Lopez Design
Sources:
1. COVID-19:5 new human truths that experiences need to address
2. Fleabag director Harry Bradbeer: 'More romantic, less cynical' creativity will follow crisis
3. Covid-19: Listen to real fears and real needs
Written by Sukanya Panda
Illustration: Siddharth Kothiyal