The Power of Accessible Design and Building a Strong Brand Community

The Power of Accessible Design and Building a Strong Brand Community

In today's remote world, the importance of accessible design cannot be overstated. It not only allows for seamless collaboration and communication but also opens up new possibilities for creativity and innovation. In a conversation with Dylan Field, the founder of Figma, a leading design tool, we gain insights into their journey and the lessons they learned along the way.

When Figma first started, they were encouraged to apply for the Thiel Fellowship, a prestigious program that supports young entrepreneurs. During the lengthy application process, they kept generating ideas and stumbled upon WebGL as the future of creative tools. Intrigued by this concept, they reached out to Aviary, a company that had experimented with WebGL before. Despite being warned against it, they believed they had a reason why it could work. This shows the importance of exploring unconventional ideas and having the courage to challenge the norm.

To understand the needs of designers, Figma leveraged the power of social networks. Using a network visualization tool, they identified designers they were inspired by and mapped their networks. They then reached out to these designers, often meeting them for coffee, and sought feedback on their early product. This approach not only helped them gather valuable insights but also fostered a sense of community and collaboration.

However, Figma's initial strategy was flawed. They had planned to build a community for designers, similar to Dribbble, where they could gather and discuss designs. But they quickly realized the need to prioritize monetization before building the community. This "come for the tool, stay for the network" approach allowed them to create a sustainable business model while still fostering a strong sense of community.

One key piece of advice from Dylan is to launch earlier than you might think. By getting your product or idea out into the market sooner, you can generate excitement and receive valuable early feedback. However, it's essential to strike a balance between launching early and ensuring that your product meets the needs and expectations of your users.

The COVID-19 pandemic has highlighted the importance of virtual gathering spaces. Figma has witnessed people using their platform not only for design collaboration but also for playing virtual games. This demonstrates the growing need for platforms that provide both functionality and a sense of community, especially in a world where physical gatherings are limited.

Building a strong brand community is crucial for long-term success. In an article by 池田紀行, the power of fans and their role in shaping brand perception is explored. Consumers tend to evaluate a product or brand multiple times. Initially, they rely on the concept, which is the ability of a product to make them want and desire it. This concept-driven evaluation is what leads to trial purchases.

However, the true power lies in the performance of a product, as it determines whether consumers will repurchase it. A positive experience and satisfaction with the product build loyalty and foster repeat purchases. It's important to understand that a customer's brand experience is not a one-time event but a continuous process that evolves over time.

This continuous brand experience, also known as TMOT (Total Moment of Truth), is constantly overwritten and updated with each interaction a customer has with the brand. Furthermore, fans of a brand contribute to this TMOT experience by organically sharing their experiences through user-generated content (UGC). This UGC then accumulates and influences the Zero Moment of Truth (ZMOT), which comprises both stimulus-driven ZMOT and review-driven ZMOT.

The role of fan influencers becomes crucial in amplifying both types of ZMOT experiences. They not only create content that stimulates interest but also contribute to the accumulation of reviews and testimonials that shape consumer perceptions. This emphasizes the importance of nurturing a strong brand community and leveraging the power of fan influencers to drive brand advocacy.

In conclusion, the journey of Figma and the insights shared by Dylan Field highlight the significance of accessible design and building a strong brand community. Launching early, gathering feedback, and prioritizing monetization are actionable advice that aspiring entrepreneurs can apply. Additionally, understanding the power of fans and their role in shaping brand perception can help businesses create a lasting impact.

Actionable Advice:

• 1. Launch early, but ensure that your product or idea meets the needs and expectations of your users. Strike a balance between generating excitement and delivering a valuable solution.

• 2. Prioritize monetization before building a community. While fostering a sense of community is important, establishing a sustainable business model is crucial for long-term success.

• 3. Understand the power of fans and their role in shaping brand perception. Nurture a strong brand community and leverage fan influencers to amplify brand advocacy and user-generated content.