Matteo Bless, Zurich, Switzerland
Think beyond websites
+ Follow Domino’s example. Having brought its physical store online, it’s now thinking beyond websites, enabling customers to order pizza through platforms like Alexa, Apple Watch, Xbox and Facebook Messenger, then track their order through an AI bot called DOM.
Don’t shoehorn
+ Brands get it wrong when they shoehorn the offline brand into new channels, without giving thought to how digital design has a different set of rules and considerations.
Save people effort
+ Brands also need to change how they deliver information in online channels. Aim for design that requires little effort by the user, such as autoplay videos, as well as imagery and colour palettes that suit the brand personality and users’ wants.…
