2_DiscoverBenelux_Issue21_Sep_2015_Q9_Scan Magazine 1 28/08/2015 20:46 Page 35
Discover Benelux | Best of Dutch Digital Design | Mirabeau
Mirabeau provides the complete platform; devising, building and operating it. They believe in long-term and intensive collaborations. Each project is handled by a team, which consists of all the required disciplines; creatives, developers and administrators. The best results are achieved when these disciplines work together closely. According to Haaima, the game only really begins right after the release of the project, which leads to considerations of growth and further development. This continuous development responds to changed customer behaviour, new opportunities in the back-end systems, and also by listening carefully to the end user. Haaima: “Especially big companies with several industries must be careful not to forget the user perspective. The designs might be good, but all the online applications consist of different fragments. The digital service matters. We provide one unique brand experience for the user, and we strive to offer our customers a single platform that allows others to operate all its online channels. The design must always be intertwined with the goals.”
Transavia A great example of dynamic design is the re-branding of Transavia Airlines. Mirabeau created a whole new online identity by developing ‘My Transavia’, an application that acts as an enthusiastic companion who helps users and makes suggestions. Mirabeau has caused the re-branding through a comprehensive online identity, but it also has offline elements like the aircraft brand design and logos, all in cooperation with Studio Dumbar. Now each passenger can see their booking online, add products (such as extra baggage allowance), purchase them and
check-in online. Even during and after the flight the passengers receive relevant information and online services. Within the airline industry, this sets a whole new standard when it comes to the user experience. The responsive platform allows Transavia to integrate the ‘My Transavia’ environment as a hybrid solution in the native mobile app. The platform is agile and scalable, enabling new products and services to benefit from a quick time to market. Branding has become digital branding and, according to Haaima, a digital agency has the leading role.
New type of designer Haaima believes fluid and adaptable design is causing drastic change in the history of design and image in general. As with revolutions in art and architecture, the opportunities and boundaries of the new technologies will only be fully explored and delineated in the years to come. These changes in our technology and online possibilities demand a whole new type of designer. According to Haaima, we need a designer who thinks way beyond the boundaries of his field. A designer who likes to flirt with new technologies and rebels against old paradigms.
During Dutch Design Week in October this year, Mirabeau will launch Dynamic Design. With this magazine they want to put digital design in the public picture. The articles in the magazine deal with the essence of digital design, most of which will be written by Henk Haaima himself.
Issue 21 | September 2015 | 35
Promoting Belgium, The Netherlands and Luxembourg.