What is Design in Telenor?

Design is an integral part of our users decision-making. Decisions lead to actions, and those actions drive the bottom line.

Designers are highly proficient at designing for user action. They design with the assumption that users will take action. But it’s important to understand that every action is preceded by a decision. Every action to buy something is preceded by a decision about what to choose.

Research shows that decision-making is a highly malleable process, and that people’s preferences are not nearly as firm as we might believe. Decision outcomes are actually largely contingent on the environment or context in which those decisions are made. Designers builds these environments, and approaches these through various methodologies.

Design helps to understand the goal of decision-making. In a nutshell, the goal is to get the best decision outcome with the least amount of effort. That is, the design plays a critical role in either helping or hindering people in making a decision.

Many aspects of design affect decision-making, including the visual layout, which is all about leveraging the visual design to eliminate clutter and enable easy scanning. As the brain processes images 60,000 times faster than it does text. Design is also about leveraging peoples natural behaviours to guide the decision making process. By designing an environment in which comparisons can easily be made. This is done by providing the right information at the right time, while eliminating all unnecessary information.

Design stands in a position of substantial power, through the influence of what we design, to impact people’s lives in very important ways.

So in Telenor we’ve worked pretty hard at defining what design means in the organisation to make everyone understand our contribution.

THE DEFINITION OF DESIGN IN TELENOR

Design is an integral part of our customers decision-making. Decisions lead to actions, and those actions drive the bottom line. It is interpreted as a systematic creative process that is visual and experimental and is centered around human experience and behaviour. Through crafting solutions to real issues and utilise design at multiple levels; visual, interactional and holistically, we strive to understand what drives their decisions. The outcome can be graphical or physical, products or services, customer experience, systems or business models.