The Power of Metaphor in Design: A Tool for Driving the Design Process and Delivering One of a Kind Experiences

Metaphor is one of the greatest tools we, as humans, have for understanding. In the face of complexity, or even just novelty, our brains offer us something we know to help us digest something we don’t. From "words are weapons" to "she's a shining star," metaphors infuse our language with vivid imagery, enabling us to grasp abstract concepts effortlessly.

Metaphors can also be powerful design tools. Because, when stripped down, design is a form of communication. The choices we make as designers – about how to enter an experience, how to move through it, what it looks like, what it feels like – all express something to the user, aiding or disrupting their understanding of the task at hand.

When metaphors are used to tie entire experiences together, even complex tasks can become easily digested, relatable, fun, seamless, and intuitive. What if we told you that behind every great design lies a carefully crafted metaphor? Join us to learn the secrets of using experience metaphors to elevate product experiences, differentiate brands, and deliver value to users, customers, and businesses alike.

In this session, you’ll learn:
· The longest running metaphor that made computing available to the masses, and how Apple leveraged a metaphor to make backups intuitive and fun.
· How Dupla Studios created a relational map metaphor for an event production application, and an eye exam metaphor for a service that matches creators to presentation experts.
· A simple guide to applying these concepts in your own work