Good design goes beyond what is visually appealing. In the age of digital innovations, brands that do not embrace functional, appealing design risk being beaten out by competitors.

Several facets impact what we recognize as an effective design. It’s about the features, functionality, subtleties, and finishes. Something needs to be both visually alluring and useful at the same time. Those that combine both are generally winners.

Take Microsoft, for example. After being dominated by Apple for years, the company is giving its Windows 8 platform a completely new look. Some say it looks too much like the Apple platform. Then there are some functionality issues, as it has come under fire for only offering Microsoft-approved applications as opposed to the free marketplace on iTunes. Still, the motif featuring touchscreen-friendly tiles seems to be the wave of the future—and for the software giant, it’s next big thing.

Design for simplicity

Path is an example of a well-designed social networking app. When it first launched in 2010, it was a little too complex. But a second version released last year optimized the interaction down to one screen. Since then, growth surged largely due to the user experience…all driven by design improvements. In this case, the revamp helped the company thrive, and it continues to offer a sought-after product.

The Groceries app has a very simple interface and lets users organize information according to types of foods and beverages they would have on their shopping list. That way, when you are in the cereal aisle, you can go to “breakfast foods” to easily locate the items you need that are likely right where you stand.

Whether it is an app or an interface, assessing a system so it is simple to use is key. Otherwise, people will find another app that is easier to use.

Creating with a purpose

Ford’s electronic vehicle dashboard, for example, earned accolades not only for its intuitive platform; it also filled a big need for EV drivers who wanted to know how far they could get on a current charge. In creating the interface to provide that information—then doing so in an easy-to-get-to and understandable manner, it stands because it is beneficial.

Cundari designed Pain Squad, an app for The Hospital for Sick Children that lets patients record health-related data via a fun-to-use app. The app is not only designed well, but has a viable use because it enables children to articulate details on their pain level to physicians.

The innovations keep coming as new platforms and versions are unveiled, so companies realize they have to incorporate good design and functionality in order to lure and retain customers. In the end, consumers want technology that not only serves a purpose—it has to make life easier too. That’s the reason why we are all glued to our smartphones, anyway, right?