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Feb 02, 2010

The Impact of Design: Apple Products and Non-profit Success

Posted by: SethG

With the recent hype around the announcement of the iPad, I was struck by the following question posed in a tweet by @comsharecbus.

Now I will not profess this response to be THE answer to this question as I believe Apple’s ability to excite can be attributed to so many factors; however I do think there is something core to Apple that merits study by non-profit organizations and that is intense attention to design.

Describe http://apple.com in three to five words.

I’d say: designed, simplicity, elegance, technology, quality

If asked to describe Apple’s products in five words I would likely use the same five as I did for the website. Their website works to frame and compliment their products through an aesthetic and user experience of simplicity that reflects the same design philosophy behind their hardware and software. Apple’s connection to design spans multiple disciplines from interactive design, industrial design, marketing and communication design, and graphic design, to name a few. They have cultivated a brand and ecosystem that connects their followers and customers through a shared appreciation and respect for design. In many ways this ecosystem engages customers with feelings of elegance, polish, and productive simplicity, thus allowing them to become a direct part of Apple’s brand.

Describe http://www.charitywater.org/ in three to five words.

I’d say: water, photography, video, bold

Describe http://robinhood.org in three to five words.

I’d say: poverty, nyc, action, vibrant, polished

Where Apple’s focus on design starts with their products, non-profits must start with their impact. To begin creating an engaging ecosystem, a nonprofit needs to look deep into the way their service creates impact. From that core a visual, textual, and interactive design philosophy can be found and should be expressed throughout all communication efforts and devices. This is not easy and requires concise focus and maybe even a degree of bravery. Charity: Water uses excellent photography and video to engage audiences in its efforts to address the need for clean water. Robin Hood focuses on their success through case studies and calls for supporters to take action and donate.

Like Apple’s iPod that took a “less is more” approach to a product in the digital music player marketplace, Robin Hood’s website is intriguing in that clear information architecture decisions were made to focus on case studies and taking action while relegating other information and features of the site to a clear secondary if not tertiary importance. Looking at the home page this is clear in many ways from the primary navigation to what is featured. If you look at the sitemap you can see there are many pages and information to be had that speak to many constituents which suggests that there were choices made to hone in on their focus at the expense of making visitors click to gain additional information. There is simplicity and focus on their impact first and foremost.

Apple has found success and distinguished itself in the marketplace of technology through thoughtful design that starts with their products and is extended carefully throughout their marketing and communications. We believe there is an opportunity for non-profits of any size to find similar benefits focusing on with the work they do and showcasing it thoughtfully, consistently, and with impact.

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Design MOD-Lab Non-profit