For years, enterprise product design has lagged behind consumer products. Recently that has changed, and it’s now a more exciting time than ever to be an enterprise product designer. There are several reasons for the recent consumerization of enterprise products. The move to SaaS from desktop software means that many enterprise companies need to create web-based versions of their products, while many newer enterprise companies are entering the market with beautiful UIs and bottom-up sales models. At the same time, many traditionally desktop workflows are moving (at least partially) to mobile devices. The most innovative enterprise companies are investing in a user experience with consumer appeal, focusing specifically on creating experiences that not only get the job done but make you feel better while you work. As a result, future enterprise products will make you feel closer to your coworkers, even as teams become more distributed across the globe.
The future of enterprise design is one where users have a strong connection with the brand of the products they are using. These products have a compelling and engaging first-use experience, simplified navigation, and lightning-fast performance, and the transition from web to mobile is seamless, with robust offline mode functionality. Beyond their functionality, these products feel great to work in and use gamification and emotional reinforcement to keep users motivated at work.
Drawing on her experience leading a redesign of QuickBooks online and a redesign and rebrand of Asana, Amanda Linden explains what your product team should prioritize and how to ensure your user experience investments are successful.
Amanda Linden is a director of product design at Facebook. Previously, Amanda was the head of design at Asana, an enterprise teamwork productivity app with millions of users worldwide, where she managed product and marketing design teams and led Asana’s rebrand, and a design director within Intuit’s Small Business group, where she led a QuickBooks redesign and managed the payments, payroll, and accounting design teams. Amanda holds an MBA and a BS in visual communication from UC Davis.
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