Aggressive marketing, still so common, is an outdated approach. Invading the consumer’s space, insisting without strategy, and bombarding people with offers they don’t need not only damages a brand but also wastes resources. This blind approach breeds distrust and rejection because no one likes to feel constantly invaded. In the end, it’s like relentlessly trying to take something from the user—pushing them away instead of drawing them in.
Looking to the future means focusing on UX Design. It’s about delivering real solutions and meaningful improvements to those who truly need them, based on research and data. With a human-centered approach—at the right moment and with the right language—brands can create genuine connections with their audience. The real game-changer is offering personalized products and services that not only meet general user needs but also consider those with specific, even extreme, requirements. Anticipating these needs and ensuring accessibility and inclusion is what truly defines a well-designed experience.
Why waste time on people who don’t want your service and lose those who do?
Focus on identifying who genuinely needs your product, but go beyond that: understand how they want to be served, what conveniences you can provide, and what challenges—especially extreme ones—they face when purchasing or accessing a service. Turn their journey into a seamless, pleasant experience. There’s no point in spending time and money on people who don’t want your product while neglecting those who do.
Think about your own reality—about the services you wish existed to make your life easier and how often the ones that do exist fail to provide personalized solutions, predict atypical situations, or, worse, simply don’t work. If you’ve ever been stuck in an app trying to complete a task, you know how frustrating it is. And chances are, you’ve abandoned a purchase or even switched banks because of a poor user experience.
That’s UX Design. That’s the future of the relationship between businesses and consumers. Let’s talk more about this in my next article. See you then! :)