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Superapps and Convergent Design Approach

Applying the Convergent Design approach to the Superapp experience for users and clients.

At Southpigalle, we are proud to approach all of our projects with convergent design strategies, working with our clients to identify the blind spots in their project’use case, leveraging technologies and external tools to create a tool that complements all everyday processes. 

Product, service, and digital converge to take a customer-centric approach, removing traditional barriers to innovation and unifies teams around a common goal: exceptional customer experiences.

This approach comes from Convergent thinking: the method of finding the single best or most commonly correct answer to a question. Convergent thinking emphasizes speed, accuracy, and logic and focuses on recognizing the familiar, reapplying techniques, and accumulating stored information. This can be compared to the way that computers arrive at an answer – the answer that is most likely to be correct with all of the data the computer has available, that has been proven to be correct in similar situations, or that the computer has been trained to answer for the question.

This approach comes from Convergent thinking: the method of finding the single best or most commonly correct answer to a question. Convergent thinking emphasizes speed, accuracy, and logic and focuses on recognizing the familiar, reapplying techniques, and accumulating stored information. This can be compared to the way that computers arrive at an answer – the answer that is most likely to be correct with all of the data the computer has available, that has been proven to be correct in similar situations, or that the computer has been trained to answer for the question.

When applied to product design, this approach is applied as literally converging all of the perspectives into one focus on customer experiences. Rather than a more divergent product-first approach, applying convergent design breaks down the silos (at least those that are visible) and bridging the gap between offline and online actions. The Superapp is built with convergent design in mind, tackling the global communications of teams across multiple verticals, with a plug & play design to integrate with exterior services and the open architecture to create the one app your team or customer needs. We firmly believe that it all begins with a conversation – the Superapp is the water cooler where collaboration and communication meet, where you can discover a new idea, get key information, share your insights, and connect.

Businesses are transformed when the focus shifts away from the process and goes directly to the client – by asking at every level “how is this serving what our customers need?”.

Why take a convergent design approach?

Most businesses and products chronically suffer from ‘process-itis’.

Their way of operating and serving customers is siloed to the point that teams aren’t able to unify objectives and goals between departments. The convergent design method shifts the focus from internal teams to the more consumer perspective: what is the end goal of the customer when they interact with this product or service? How does it play out for them in their day-to-day? How does it work and complement the other systems in their life? The truth is that end customers don’t care about these silos: whether it’s the billing department or the customer care department that answers their question, they just care if they receive a clear answer. Shifting the perspective directly from “which department or individual is responsible for answering this question based on our internal hierarchy and systems?” to “how can we fix the problem our customer is experiencing and communicate to them that they have our attention as quickly as possible?” will change everything about the day-to-day operations.

The same approach can be applied to a product – if there are too many bells and whistles and these special features aren’t working to complement each other and ultimately create a centralized experience for the end customer, you don’t need all of those features. Which leads us to our next point…

All processes and technologies should play well with others.

The next step of the digital revolution is offline. End customers are overwhelmed with digital solutions to complete simple tasks – adding more complications or tools for something that could easily be solved with a conversation, an action, or simple manipulation in the real world is not creating solutions it is creating friction.
Single-use solutions, hardware, and applications are exhausting and consumer patience for these is waning. The more interactive and integrated your solution or product can be for their
To get the most out of hardware like smartphones, smartwatches, laptops, IoT, we need to think about the complete solution in products and how it plays out and leverages the hardware’s unique capabilities. As is true in most situations in life, if it isn’t broken, don’t fix it! Processes in business and in a product should focus on relevancy for the end customer. We don’t need an app or a tool or a notification every time we so much as take a breath!

The way we apply convergent design is “Simplify where you can, integrate when you can’t, invent something when you’ve tried everything else”.

For more on the Convergent Design approach, check out these resources: