These days, when there is talk of design, most people focus on what they can see: the pretty websites, well designed gadgets and brilliantly colored packaging. And while those are important, what matters most to the customers is the whole experience. That experience is essentially a story, a narrative which ultimately enjoins us to a brand.
Square, for me is that type of experience. I am probably not going to remember what font is being used or what color type is on display. What I will remember is a process of easy cash exchange, whether it is with friends, family, my local butcher or cafe or Starbucks. That is the essence of a modern company — technology, infrastructure and complexity hidden by a well designed experience — that to me is experience design.
From the latest edition of my Om Says columns for Gigaom, days ahead of my experience design conference, RoadMap, which is scheduled for November 5th and 6th in San Francisco.