In a crowded digital market, distinguishing between products can be both time-consuming and costly. For decades, differentiation was achieved primarily through features; the more features your product offered, the greater its perceived value.
Well… in recent years we have witnessed a major shift in the product value hierarchy. We entered the “Experience Era”!
You can close a door even if it’s a bit creaky and worn, it still does the job. But you’d prefer a smooth, perfectly aligned door that closes effortlessly with a magnetic latch.
It is not necessarily the beauty of the door, but the attention to detail and the fact that it was installed with care that creates the value.
As Yukhi Yamashita, CPO at Figma, puts it, craft is a culture thing, it’s about choosing to care. This commitment goes beyond professional skills; it’s a reflection of personal values.
Design is often dismissed as just cosmetic, with little impact on business growth, conversion rates, or competitive advantage. However, this outdated view has been overshadowed by companies like Apple, Figma, Arc, Stripe, Pitch, Framer, Superlist, Amo, and other pioneers of design craft.
When I got my first iPhone in 2008, it was a whole new experience compared to my old Nokia. The excitement started months earlier with Steve Jobs’ keynote, the precise language, stunning visuals, and sleek design captured my attention. When I finally unboxed it, the “slide to unlock” moment even gave me goosebumps. Everything, down to the carefully packed cables, reflected a conscious commitment to design. It was clear that design craft wasn’t just an afterthought, it was a priority.
What was groundbreaking then is now becoming a standard expectation.
Now neuroaesthetics has already validated the dopamine effects of experiencing visual interfaces crafted with care and attention to detail.
After all, when people care genuinely, they create great products. Great products inspire users. Inspired users drive business growth!
