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Presentation to the Minnesota Interactive Marketing Association July 2006
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Creative + User Experience + Information Architecture + Visual Design + Interaction Design
Building Interactive Creative SolutionsJuly 26, 2006
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish. July 30, 2006 Page 2
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish. July 30, 2006 Page 3
I'm The Decider,
and I decide what is
best.
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish. July 30, 2006 Page 4
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish. July 30, 2006 Page 5
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish. July 30, 2006 Page 6
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish. July 30, 2006 Page 7
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish. July 30, 2006 Page 8'Right Brain' or 'Left Brain' - Myth Or Reality? Right Brain vs. Left Brain
Systemic
Logical
Sequential
Rational
Analytical
Objective
Looks at parts
Fluid
Random
Holistic
Intuitive
Synthesizing
Subjective
Looks at wholes
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish. July 30, 2006 Page 9
UX
Process
Deliverables
Creative
Concept
“The Big Idea”
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish. July 30, 2006 Page 10
Brand Marketing
• Campaign-based advertising
• Product microsites
• Rich media
Utility
• Users complete tasks or transact
• Content rich / CMS
• Rich internet apps
Enterprise
• Intranets, extranets, portals
• Captive audience
• 3rd party apps
Build awareness and create desire
GoalGrease the funnel,
make it easyReduce costs, raise
productivity
“Working” “Doing” “Wanting”
Financial Services
Banks
Investing
HealthcarePharma
HMOs
Drugs
TechnologyTelecom
Phones
HW/SW
Publishing
Newspaper
Broadcast
Travel
Aggregator
Brand sites
Retail Ecommerce
Shopping
Research
Consumer Products
Microsites
Advertising
Package Goods
Microsites
Advertising
Industry
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish. July 30, 2006 Page 11
Enterprise Example
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish. July 30, 2006 Page 12
Brand Marketing Example
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish. July 30, 2006 Page 13
UX Director
CreativeDirector
Strategist AccountPlanner
InfoArchitect
InfoArchitect
FunctionAnalyst
FunctionAnalyst
Account & Project Management Account & Project Management
TechnicalArchitect
ArtDirector
VisualDesigner
VisualDesigner
VisualDesigner
ArtDirector
FlashDev
Technology Resources Production Resources
InfoArchitect
ContentStrategist
CopyWriter
Enterprise Brand Marketing
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish. July 30, 2006 Page 14
Process-led UX
Concept-ledCreative
VisualDesigner
“Coloring in wireframes”
Bored
Info Architect
Brought in at the last
second
Ignored
Enterprise Brand Marketing
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish. July 30, 2006 Page 15
Brand Marketing
• Campaign-based advertising
• Product microsites
• Rich media
UtilityEnterprise
• Users complete tasks or transact
• Content rich / CMS
• Rich internet apps
• Intranets, extranets, portals
• Captive audience
• 3rd party apps
Build awareness and create desire
GoalGrease the funnel,
make it easyReduce costs, raise
productivity
IndustryFinancial Services
Banks
Investing
HealthcarePharma
HMOs
Drugs
TechnologyTelecom
Phones
HW/SW
Publishing
Newspaper
Broadcast
Travel
Aggregator
Brand sites
Retail Ecommerce
Shopping
Research
Consumer Products
Microsites
Advertising
Package Goods
Microsites
Advertising
“Working” “Doing” “Wanting”
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish. July 30, 2006 Page 17
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish. July 30, 2006 Page 18
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish. July 30, 2006 Page 19
UX Director
CreativeDirector
Strategist/Planner
InfoArchitect
FunctionAnalyst
Account & Project Management
TechnicalArchitect
ArtDirector
VisualDesigner
FlashDev
Technology Resources Production Resources
InfoArchitect
ContentStrategist
CopyWriter
VisualDesigner
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish. July 30, 2006 Page 20
Interaction Design
MotionVideo
Audio
RIAs
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish. July 30, 2006 Page 21
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