Delivering Prestige in the Era of AI: Five Tactics for Product and Technology Innovators

Humans have always found ways to flaunt their social status, and as technology evolves, so do these methods. Nowadays, tech products are as much about expressing who we are as they are about what they can do.

Status is relative and varies across different social groups. Owning the latest gadget might be a status symbol for some, while using a retro device might be a cool statement for others. Here are some tactics to design tech products that contribute to social status.

Drive Social Interaction is the nineteenth Design Strategy in a series where I share essential tips for creating tech products people love, based on the book Design Things That Make Sense (with a free downloadable toolkit).

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Exclusive to Circumstance

Exclusivity based on specific circumstances can foster a sense of uniqueness. For instance, Alphabet’s Waymo One, the first autonomous ride-hailing service, is available in only a few cities: San Francisco, Los Angeles, Phoenix, and Austin in the United States. The excitement surrounding autonomous vehicles generated significant buzz and an air of innovation, making users feel special while also elevating the image of the cities offering the service.

Exclusive in Time & Scarce After Launch

Some people love being the first to get their hands on the latest tech. This sense of early access can drive demand and prestige. OpenAI initially granted a select few access to its AI-based image generation platform, DALL-E. Early users felt a sense of prestige, driving further interest and demand. They did it with their SearchGPT, and they may do the same once they launch their video generator, Sora, in the near future.

Similarly, Scarcity can make a product even more desirable. When innovative products are in limited supply right after launch, the scramble to get them can create a cultural phenomenon. Alphabet’s Waymo One, for example, required users to sign up to a waitlist first. Limited access and high demand makes this service highly sought after. People who managed to snag a spot early on likely felt a sense of prestige and excitement.

Exclusive to Those Who Can Afford It

Luxury goods are often purchased for emotional reasons, such as feeling accomplished or gaining social acceptance. Yves Saint Laurent Beauté (YSL), owned by L’Oréal, partnered with Perso to create the personalized lip color device YSL Rouge Sur Mesure. This device uses AI to create custom lipstick shades based on the user's selection in the app’s shade wheel, real-life color matches via the camera, or outfit scans for shade recommendations. It also allows users to virtually try on different shades using their phone camera and provides personalized recommendations based on various inputs.

Although Rouge Sur Mesure is a high-end product accessible only to those who can afford it, and it’s not a world-changing innovation, it exemplifies how AI can enhance personalization in beauty products.

Scarce in Number

Limited editions are a classic way to create prestige. This strategy isn't just for fashion or cars; it works for consumer electronics and fast moving consumer goods too. Coca-Cola launched a limited edition cola called Y3000 that was co-created using artificial intelligence. The flavor and packaging were also developed using AI technology. Limited editions that celebrate special moments or feature unique design characteristics can become collectibles, enhancing their status and desirability.

Dos and Don’ts for Deliver Prestige

?? Avoid offering prestige in ways that have negative long-term effects on people’s lives. Consider it from a moral standpoint.?

?? Build status on more than just novelty. Novelty wears off quickly, but other forms of status can create emotional attachments to products, leading to prolonged product lifetimes.

?? Avoid stimulating overconsumption. It might boost short-term sales, but it harms the environment. Encourage sustainable practices and consider the long-term impact of your products.

By integrating these tactics into your design process, you can create products that not only meet functional needs but also serve as status symbols, driving desire and prestige. Whether through exclusivity, early access, or limited editions, the right approach can make your product the must-have item in your target market. Remember, a touch of prestige goes a long way in enhancing the appeal of your product.

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This article is the nineteenth publication in a series of articles sharing practical, actionable tips on how to design tech products that people don't just use, but love. We'll dive into applying AI in ways that truly matter by making technology work for people, not the other way around.

?You can find all publications here.

The articles build on the world’s leading design methods for designing successful tech products, as described in the book “Design Things that Make Sense”. Visit www.designthingsthatmakesense.com to learn more or download the free toolkit.

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