Author: Giselle Abramovich ~ Source: The Future Belongs to Those Who Can Create
Design-led thinking leads to better customer experiences and builds customer loyalty, said Adobe CEO Shantanu Narayen, this morning at Adobe MAX—The Creativity Conference, in Los Angeles.
Shantanu pointed to fitness brand Equinox, which is using creativity and collaboration to extend its experience online, and nonprofit Sea Legacy, which is committed to “turning the tide for our oceans.” He made the point that although these two entities have very different goals, their common thread is they have a story to tell and are leaning on creativity and compelling visuals to do so.
That’s why Adobe is committed to “empowering everyone to tell their story” and is trying to “nurture the creativity that lives inside all of us,” Shantanu said. “The future belongs to those who can create.”
The company, he said, is on a mission to democratize creativity.
Scott Belsky, chief product manager at Adobe, came on stage to talk about the ways Adobe is improving its tools and technology to help creators more effectively tell their stories through visual elements. A number of announcements were made on stage, falling into one of three buckets: accelerating work, liberating creativity, and driving new mediums.
According to Scott, “[Adobe believes that] being able to express yourself creatively is an essential form of literacy.”
Accelerating work, he said, is all about making Creative Cloud solutions more intelligent using Adobe Sensei, the company’s artificial intelligence framework, taking the mundane tasks out of the workflow and allowing creatives to do what they do best.
Liberating creativity is about evolving tools from just the desktop to multisurface systems.
“Creative Cloud allows [people] to create anywhere, beyond the desktop, which means that all your tools, brushes, fonts are available at your fingertips. [It also means] friction-free workflow between apps,” Scott said.
Scott emphasized Adobe’s commitment to drive new mediums, as well. He pointed to voice and augmented reality, stating that these formats, in particular, are destined to become important vectors of design. Estimates show that Amazon’s Echo will be in the majority of U.S. homes by 2022, he said, and there’s no questioning that AR will soon be the best way to navigate a new city.
“Designers and other creatives who don’t learn to create for these mediums will do a disservice to themselves,” Scott said.