Nintendo have created a customer experience and brand identity for the Wii that transcends the gaming arena. It would appear that they are only too aware that their customer’s do not buy computer games; they buy the exhilaration, adrenalin and enjoyment that the games deliver.

“People don't buy products, they buy experiences"

As a designer it probably comes as no surprise that I believe ‘a picture is worth a thousand words’, but the following photograph of my niece and nephew playing their favourite video game is an awesome example. Lily-Mai is only two years of age and is not actually playing the game but arguably she is having the best experience; gritting her teeth as she spins the steering-wheel!

Visit Nintendo’s official website and you will discover that they are collecting their customer’s gaming experiences and using them as social objects to further promote their Wii products and services, these are just the official videos, there are thousands more on Youtube.

Quite uniquely, Nintendo have turned the camera on their audience as part of their advertising creative. This is an exercise from which we could all learn a valuable lesson; when my team are designing a graphical user interface I often ask them to imagine that they are looking through the customer’s webcam, “What do you see as your customer experiences the software?” It is critical to walk a mile in your customer’s shoes, this an essential first step towards designing a fantastic user experience.

Rich internet applications have changed the way that super-brands use the internet to connect with their customers. If you want to compete in this cluttered marketplace it's essential that you evolve your product or service into a unique brand, creating a circle that people want to join. This approach is also effective for enterprise solutions, where it is equally important to connect with your audience and create ambassadors for your brand.

Microsoft’s Xbox recently launched NXE, (New Xbox Experience), and are most-probably hopeful that over 14 million Xbox Live users worldwide will become ambassadors for their brand. Their customers can use the new software to create avatars and join a virtual community; this is a great example of a rich internet experience going beyond the browser.

In the brave new world of rich internet applications our clients are no longer seeking a ‘web-presence’; instead they aspire to create user generated digital experiences for their customers. It is our responsibility to develop rich graphical user interfaces that help, not hinder, the end-users.

Design is an essential step in the development of GUIs. If you were building a house, would you seriously just start throwing down bricks? Ironically this is a strategy that is often adopted in the development of software, where little to no design is universally accepted.

Design as an afterthought is not effective either. I recently read ‘Let My People Go Surfing’ by Yvon Chouinard, founder of Patagonia. It is a fascinating book and a remarkable example of holistic design. In one chapter the author explains how a Ferrari is designed with functionality in mind; it is crafted to ‘go fast’. The aerodynamic lines of the car’s body are easy on the eye; add sound and you have a fantastic experience! By contrast a Cadillac is designed for comfort and then a process of ‘design by decoration’ ensues, (or covering-up). This creates a less authentic product, with lots of unnecessary shiny-stuff attached. In my opinion, the best design is often as little design as possible.

“...the best design is often as little design as possible”

As experience designers we should always consider our customers and their needs. I was recently involved in a brainstorm for a digital service aimed at the homeless community. Half-way through the session we were joined by a member of the community who had spent some time on ‘the streets’. At this moment the session came to life because we could actually begin to identify with our customers – the session itself was a truly inspiring experience! I

t is also important to consider how our software will be delivered. At Tricky Business we try to work with as many new technologies as possible - this presents us with infinite learning opportunities. We recently partnered with Nsquared Solutions to deliver a mobile solution for a real estate company which enabled us to draw on GPS technology, and create a unique and compelling experience. Watch the video below: 

You can begin adding ‘design’ to your projects today by sketching the experiences that you intend to create before you actually begin building them. The flexibility of sketching will encourage you to take an iterative approach to your work. You don’t need to be ‘Picasso’, in-fact the interpretation of the sketch and the ensuing ideas are far more important than the drawing process itself.

Tricky has been designing interactions since 1995 and is the founder of UK studio; Tricky Business, where his team create unique brand experiences for their clients. His work combines his passion for exceptional brands with his experience in interaction design, clients include: Microsoft, RBS, Audi, Reuters and Electronic Arts.