In digital design designers need to justify their designs towards the users of digital technology in terms of users’ needs. They need to establish equilibrium between business needs and technological constraints and users’ requirements. Professionals opine that user research and developing user personas assist them in gauging the users’ needs as consumption of the technology in mobile environment associates users’ identity with the consumed product (mobile device brand). Also in digital designing the designers need to make the product design practical, logical and attractive (easy and simple) for the real users, so, they ought to manipulate the available, however, sophisticated technology to guarantee a rewarding digital experience for the user (Leung, 2008, pp. 25-27) and it shouldn’t be something that is onerous for users. The authors highlight the digital experience of users of gaming industry, where the sophisticated technology enhances the user experience and momentarily transfers them to a fantasy world, where they can attain an unattainable personality. Here the design must satisfy the user’ egocentricities and play with their fancies. The authors claim that the best digital design is one, which uses sophisticated technology to let users express their identity (Leung, 2008, p 29). The authors conclude that digital design in certain digital industries such as online gaming requires designers to design for the users’ fancies and go beyond ordinary in order to let the users adopt a self, which makes them feel extraordinary (Leung, 2008, p 33).
Reference: -
Lueng, L. & Goldstein, S. 2008, ‘You Are What You Wear: The Ideal And real Consumer/User’, in L. Leung (ed), Digital Experience Design: Ideas, Industries, Interaction, The University of Chicago Press, Chicago, Illinois, pp. 25-34.
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