Design in 2016 – what will interactive design look like?

As part of our series on the future of design in 2016 Co-Founder and UK chief executive of StartJG Kevin Gill looks at what will happen in interactive design over the next 12 months.

Kevin Gill

What do you think 2016 will hold for interactive design?

“We’ve now firmly entered an era of design-led business, with tectonic plates shifting the focus towards user experience. Interactive design has long been a cornerstone for consumer engagement, playing a fundamental role in harmonising physical and virtual retail experiences, strengthening customer loyalty and building deeper, more consistent engagement between customer and brand, wherever they are located in the world. 2016 will be the year successful brands use interactive design to create their own universe, and make the customer’s journey centre purely on experience, not convenience.

Virtual Reality (VR) and Augmented Reality (AR) will soon become as second-nature to brands as convenience-led CX is to The Internet. The job for brands is to use these technologies effectively to drive consumers to actually spend time with them.” 

What was your favourite interactive design project in 2015?

“A number of brands have shown real creativity in seeking to bridge the online-offline gap in 2015. Samsung’s flagship store introduced football pitches to give an immersive experience of its technology, which could be shared online. Burberry heightened its reputation for exceptional multi-channel marketing with its first retail store built entirely around the user experience of its website and Sephora impressed by challenging the entire retail landscape and digitising the physical shopping experience at its Flash concept store.”

Discover more of 2015’s biggest interactive projects:

National Theatre to open biggest interactive exhibition yet 

Design Week Awards 2015 – the Best of Show Winner 

A virtual reality “storytelling” engine for cultural artefacts 

Imagining the future of “wearable payments”

Interactive animal models to be scattered around Bristol 

See all Design Week’s interior design stories at

Latest articles