Design has always been a big deal in the consumer world, but we’ve got reason to believe it’s quickly becoming a huge deal in the enterprise world, explained Kyle Wild, the co-founder and CEO of Keen IO, at Gigaom’s Structure event in San Francisco.
Extrapolating from his company’s experience over the past two years, Wild attributed Keen IO’s rapid growth — without a marketing budget — to his company’s embrace of the ethos of design. “Inside a company, design is the process how you build things,” Wild said.
One of the major trends in terms of enterprise software is the increasing sophistication of enterprise buyers. In short, they’re all swayed by design. Many of these customers use smartphones at home, and on the smartphone platform, users choose apps all the time based on the design of the app. So they might be an enterprise buyer during the day, but when they go home, they’re making decisions like whether to use Secret or Whisper. They’re making intuitive decisions based on mobile design, and then they take those attitudes to their day job.
“We’re seeing this happen in the analytics field, an industry not well known for user experience,” Wild said. “UX is now our major...