A Connected World: International Internet Day and its Systemic Impact
The internet has stopped being a tool and has become the base infrastructure of Loyalty Ecosystem 3.0 and the global economy. Its relevance transcends connectivity; it is a pillar of Service Design modern and a human right that guarantees the Customer Lifetime Value social and economic. We analyze systemic dependence and the urgency of digital inclusion.
On May 17th, International Internet Day was commemorated, a date established by the UN with the objective of bringing technology closer and promoting its proper use through information, events, and alliances with governments and the private sector. Reflecting on this day, it's inevitable to think about how indispensable it is to our lives and to ask ourselves: What would happen in the world if the internet disappeared one day?
This speculation, fueled by narrative visions such as those of “The Mitchells vs. the Machines”, quickly leads us to conclude that the sudden disappearance of the internet would have a massive impact on almost every aspect of our reality. The internet is not only deeply ingrained in our society, but it is the fundamental pillar of our economy and of User-Centered Design (UCD) contemporary.
By: Patricia Santillán
Dependence on the digital ecosystem
According to the report “State of Digital 2024”, our daily interaction is mediated by apps that manage the Loyalty Loop of our basic needs:
- Communication and Social Media: TikTok, Instagram, Facebook, and WhatsApp dominate user attention.
- Essential Services: Banking, job, academic, and government applications.
- E-commerce and Logistics: Amazon, Mercado Libre, Uber Eats, and Rappi have redefined the Customer Experience (CX).
- Mobility and Geolocation: Uber, Didi, Google Maps, and Waze.
The internet is an infrastructure fully integrated into our daily lives. This dependence highlights the importance of considering internet access not just as a service, but as a human right fundamental for the development of Brand Loyalty and social equity.
Access as a right and the digital divide
Despite increasing technological penetration, significant disparities still exist. According to the International Telecommunication Union (ITU), approximately one-third of the world’s population lacks access, primarily affecting rural regions and developing countries.
In the current context, connectivity is crucial for guaranteeing other human rights such as freedom of expression, education, and access to information. Therefore, organizations like the UN have recognized universal access as a basic right. However, guaranteeing it requires a Service Design integral dealing with:
- Infrastructure: Real capacity and connectivity.
- Affordability: Reduction in the cost of services.
- Digital Literacy: Training for safe and productive use.
- Security and Privacy: Policies that safeguard the integrity of user data.
Digital Inclusion Framework in Progress
To build digital products with social impact, we follow three principles:
- Universal Accessibility A design tailored to a variety of capacities and connection contexts.
- Data Ethics Absolute respect for privacy as the basis of the Emotional Loyalty.
- Systemic Impact Solutions that not only solve a need, but also promote equity in the digital environment.
