Designing Experience Posted on | It's Nice That

Designing Experience: What we learned about harnessing digital design as a superpower

The capabilities of digital design can sometimes be difficult to comprehend. The terms used can feel like a different language, and the possibilities of developments such as AI can be frightening to some. However at Designing Experience, an event put together by It’s Nice That and Adobe XD, we learned how, as a medium, it can help us communicate with each other more clearly, provide opportunities for cultural awareness, keep up to date with current affairs, and enable us to discover whole new layers of creativity.

Over the course of the evening, the purposefully broad line-up of digital practitioners acted as a guide to deciphering the projects and products we browse digitally.

Rachel Wells from MullenLowe Profero joined us to share more instances of how digital experiences can facilitate the cultural, talking through a recent project for ArtFund.

At MullenLowe Profero, Rachel’s job as creative director sees her leading a wide team to combine design, data and strategy to “shape the customer’s journey”. For ArtFund’s student art pass – which gives students access to galleries and special events for just £5 – her team’s brief was to design a new website utilising digital “to overall aspects of their business,” she told the audience.

By building upon the already established branding of ArtFund for this sister site, Rachel discussed how using Adobe XD during this process was highly beneficial, enabling the client to directly feed back and the designers to add animation, considering the programme is exportable to AfterEffects.

Taking us through the various iterations of the student art pass’ new website in detail, Rachel concluded by adding how, in digital design, a flat, non-hierarchal team made of different voices, can enable designers to embrace the new.

Read more about the event on It’s Nice That