Design terms

Customer experience design

The value related to the customer experience is born in the connection to the company’s brand, products, services and business. The customer value can be functional, emotional, financial and societal. The design of the experience contains the design of all the touchpoints of the operations and meanings of the company the customer has encountered.


Brand design

Brand design means more than just the design of a logo or a visual identity. It consists of the design of the brand’s meaning, story and operating methods and is a central part of the company’s strategy and the strengthening of competitiveness.


Digital design

The objects of digital design are primarily functionalities, contents and services living on different screens and channels, and also the experiences related to them and the structures in the background. The term acts as an umbrella concept for user experience and user interface design, for example.


Human-oriented design

Human-oriented design puts people as a comprehensive agent at the heart of the design process and takes into account the individual, communal and cultural needs, challenges and opportunities.


Artificial intelligence

Artificial intelligence refers to the combination of several developed technologies that helps products and services detect, think, act and learn continuously about their users and environments.


Artificial intelligence design

If earlier the object of design has been the relationship between user and service, now the starting point is the relationship between human and artificial intelligence, where they both teach each other through the service. Digital product and service design develops new forms fast when more and more everyday products and services are realised with the help of artificial intelligence.


Design thinking

Design thinking refers to utilising the methods of design in problem solving. It uses a solution-oriented and participatory operations model that combines empathetic understanding, creative ideating and experimental development, which are all typical for a design process.


Organisation design

Organisation design refers to the development of the organisation’s culture, structures and work with the methods of design. The aim is to create new skills that help the organisation to be better, work more efficiently and produce meaningful things for the world.


From the book Designin uusi aalto, Merkitystä ja menestystä tälle vuosisadalle, Ville Tikka & Nuppu Gävert

Photo: Mikko Ryhänen