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About this book

Digital user behavior is evolving at an ever-increasing pace, and predicting future trends is a booming business as a result. Users associate technology with their identities now more than ever, and it is up to you as a product designer to enhance their experience for the better. Designing Products for Evolving Digital Users is a 21st century handbook that helps you do just that.

By providing insights that allow you to study UX (user experience) behavior patterns, online communities, and future digital trends, Designing Products for Evolving Digital Users instills confidence and fact-based foundations for your digital creations. Author Anastasia Utesheva expertly teaches you how to account for the way the technology impacts the identity of users and how that identity shifts through ongoing interaction with a product or service. She also brings in important case studies on social media, gaming, eRetail, and more to illustrate past examples of technology’s profound impact on communal and individual identity.

Digital product design’s ultimate end goal is end user satisfaction. While a myriad of material is available out there consisting of simple tips and tricks for optimal digital design, Designing Products for Evolving Digital Users is a rare and remarkable title that cohesively accounts for all environmental factors involved. Comprehend how distributed technology impacts creation and negotiation of identity and explore communities that form around digital products. UX designers, futurists, students, and industry veterans alike have an abundance of invaluable learning ahead of them in Designing Products for Evolving Digital Users.

What You Will Learn

Learn how to design digital products/services that resonate with and transform identity of usersStudy how digital impacts formation of identityConsider how digital technology has impacted our world and implications for future digital trends

Who This Book Is For

UX designers, digital product creators, entrepreneurs, educators, philosophy of technology enthusiasts, futurists

Table of Contents


Chapter 1. Digital Evolution

Coevolution of Humans and Technology
We are a product of what we create, as much as what we create is a product of us. The last two centuries have brought into sharp focus a curious relationship between humans, cultures, ways of thinking, and the technology that we create, appropriate, and normalize into our lives.
Anastasia Utesheva

Chapter 2. Evolution of Identity

The Digitally Enhanced “I”
When you think of your identity, what comes to mind? Your gender, birthplace, nationality, profession, hobby, the groups you most relate to online, your friends and family? All of the above and more? You are not alone. We, as humans, have developed a colorful tapestry of concepts that we use to define our self, to connect with and separate ourselves from others, and to make decisions about who to be, what to do, and what not to do.
Anastasia Utesheva

Chapter 3. Designing for Evolving Users

Enhance Life Through Digital Design
When we set out on the journey of creating a new digital product (or revamping an existing one), we are often faced with an eerily blank canvas. The potential for creating something good (and aren’t we always striving to create something good?) can be as scary as the potential for creating something difficult, meaningless, useless, or just plain bad. The uncertainty usually comes from the realization that the difference between the two is ultimately decided by the end users, and this means one thing for those involved in the creation process: we have absolutely zero control in how someone will use and/or perceive the fruits of our labor once it’s in the wild.
Anastasia Utesheva

Chapter 4. Design Thinking in Action

An Approach for Better Design
There are infinite ways to create something and infinite ways to imagine a future where the designed product and/or service belongs. How might someone perceive this product or service? How might they engage with it? How might it shape the disruption and/or formation of their identity? There are more questions than we have answers as we set out on the journey of digital creation. What we can say for certain is that the world around us is rapidly changing and that we have little left to do but to adapt to the rate of change in a strategic way. What this means for the digital designer is to design better, quicker, more effectively, and with more purpose. How? The approach to the design process itself may be that strategic advantage.
Anastasia Utesheva

Chapter 5. Design for Change

Creating Digital Products and Services That Enhance Lives
There are two mechanisms (or types of mechanism) that are crucial to digital design: the formation of the individual and collective identity. In the previous chapters, we have explored how identity forms and its ongoing role in our co-created reality. This chapter is dedicated to one of the most important aspects of design, digital or otherwise: monitoring the impact of our designs by tracking and monitoring the waves of change through the filter of identity (both individual and collective).
Anastasia Utesheva

Chapter 6. Digital Trends

Impact of Exponential Digital Progress on Life
In the last chapter, we explored identity, how paradigms shape the formation of identity, and how our identity has been extended through digital. In this chapter, we go one step further and explore how the trends of the 20th and 21st centuries in digital technology have affected our capacity to predict and strategically design and how might we use our newfound freedom to (re)create our identity to transform our world for the better.
Anastasia Utesheva

Chapter 7. Conclusion

Empowered Digital Designers
Digital is one of the most important aspects of our lives in the 21st century. It has become an inseparable extension of our selves and given us the opportunity, for the first time in history, to limitlessly explore who and what we are, and who and what we want to become. We have been able to connect on levels previously unimaginable, completely unencumbered by limitations of locale. For this we have to thank the creators of digital.
Anastasia Utesheva


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