Subject areaChannels and tools
A redesign rethinks a product, website, service or process and changes how it works and how it is structured, starting from the needs of the people who use it.
It differs from a restyling, which only updates the look: a redesign can keep the graphics and change everything else.
The articles on this site apply it to two objects. The first is product experience in digital channels, which must be redesigned because those channels have to reproduce a sensation through other means of communication. The second is the organisation: when nobody redesigns how the work is done, the AI tool lands on top of a process that never changed, and the expected benefit does not arrive. The real potential of AI is unlocked when organisations are redesigned around the value of human ingenuity.
An example
A chemical company that receives orders by email redesigns the whole ordering journey: customers choose from an online catalogue and the warehouse receives the order without retyping. The steps change, not just the graphics.
Related entries
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Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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