“Start with design, rather than end with it”, is Ramin Bagheri’s advice for startups in Iran, a Silicon Valley-Based Senior Product Manager at Enterprise Software. If there is an underestimated concept in modern technology, it is design: Not in regard of another beautiful page that puts looks over function, but in regard of user experience.
Unifying functionality, simplicity and great looks under the term “design” is the true challenge. Once upon a time, the graphical user interface was invented to make life for users easier and more fun. By now, this innovative field has seen enough development to not just decide over looks or a user-friendly interface, but also over functionality, stability and even speed. A great contemporary web-designer or product designer knows that design is not just a final piece of work to make something look better. It is supposed to be the very first thought that then builds upon every single piece of technical possibility with the goal of great performance, not sole looks.
Applying this important concept in Iran’s startup environment will not only be a game-changer for domestic activities, but also for international ones. People in Europe or america not only give value to a company, agency or startup for the service quality and the competence of its CEO and employees. They also give tons of value to a brand persona an entertaining user experience and the website as a whole. Now change the word persuasion with reassurance and things should get on a smoother track: When living in an age of google, people search for things they are interested in getting information about, not to buy something right away.
Imagining the end-product and its final look always makes a designer in taking steps differently than when just starting to strictly code a website or app and then care about the design. The definition of design has obviously changed and especially expanded. It worries a lot more about different technical aspects of a product or startup. If Iran’s startup community really wants to make use of the opportunity to conduct business without being under an embargo, this is exactly the time start working on keeping up with the globalized community, without excuses or underestimating any area.
Modern consumers don’t fall for pushy advertisements anymore. They need much more conviction than that. They want to hear a story, they want to experience technology, empathize with an ad and product and then make a decision. This is a concept that Christian Dior’s new advertisement for their Sauvage Cologne has been adopted perfectly through including Johnny Depp. The ad is like a short story starring Johnny Depp as the main/only character and narrator. And that’s exactly what differentiates a successful brand from a drowning one: They put the audience’s experience over their product. Until the last seconds, one doesn’t even know what the ad is all about. That builds up the crucial hype that is needed to gain and retain customers and get a product being actually purchased a lot.
The lesson to be learned is not that an innovative startup needs to pay an actor to make profit; but it needs to be a good narrator for promoting its brand and win its audience.
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