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Experience Design+ The Digital AgencyWhere it’s been.
Where it’s going.
David Armano | Logic + Emotionhttp://darmano.typepad.com
criticalmass.com
According to WIKI…
“As products become more complicated, often due to technology, designers arefacing new challenges in gaining strong user acceptance.
The number of people using and developing products powered by some sort oftechnology continues to grow; these new systems are more functional and robustthan ever, providing more features, functionality, and capabilities.”
According to WIKI…
However, with the added complexity, the new generation of products isbecoming more difficult to understand and use. As a result, users becomemore frustrated, unhappy and less productive. Largeportions of functionality in the complicated software products and consumer
electronics go unused, and products often fail in the consumer world due totheir unnecessarily complicated user interfaces.”
Digital Experience Design Made Simple
Digital Experience Design exists as the design of behavior, bounded by threecore interests: Human, Technical and Aesthetic.
human. technical. aesthetic.
Gurus Past: Specialists In Defined Fields
Usability Experts
Tacticians
Creative Geniuses
Web Consultants
Gurus Present: Blurring The Lines
Tim Brown // IDEODesign Strategy & Innovation
Robert Greenberg // R/GAConsumer Engagements
Alex Bogusky // CP+BMomentum Creators
Teams Past:
Teams Present:
Websites: The Way It Was
Usability-Driven Creative-Driven Tech-Driven
People-Driven Experiences: The Way It Needs To Be
People-Driven
Point In Case
Website (1999)
From Web Sites to Digital Experiences
Digital Brand Experience (2007)
The E-word
“Companiesstage an
experience whenthey engage
customers in amemorable way”
Memorable Experiences Create “Brand Junkies”
“whenever I want, to plug in a peripheral it recognizes it right awayI don’t have to sweat, and pray for a small miracle its just great for meI’m as happy as can be and I have better productivity…”
-Daphne Kalfon “Brand Junkie (AKA, Citizen Marketer)”
Product + Experience Design
Source: Kevin Mullet—The Essence of Effective Rich Internet Applications (2003)
Useful, Valuable…Emotional?
When done effectively, Experience Design leads to perceived value and positive
emotions/feelings informally known as “the warm and fuzzies”
Source: Peter Morville— Ambient Findability
What’s The Role of theModern Agency Anyway?
Agency Roles Are Getting Fuzzy
“Our advertising agency, Crispin Porter + Bogusky, said it was time to bring back the Rabbit name.”
Proof Of Fuzziness
Gaming // XBOX 360 Interface
AKQA // Digital Marketing
Digital Marketing // Picture A Healthy World
Frog Design // Design Consultancy
Retail Experience // Hershey Store
Ogilvy // Big Brand Agency
Digital Experience Design
Get out of the agency
…and into the real world
Experience Design + Everyday Experiences
Digital Experience DesignWhat does a team look like?
T-shaped thinking
“People who are so inquisitive about theworld that they're willing to try to dowhat you do. We call them "T-shapedpeople." They have a principal skill thatdescribes the vertical leg of the T—they'remechanical engineers or industrialdesigners.
But they are so empathetic that they can branch out intoother skills, such as anthropology, and do them as well. Theyare able to explore insights from many differentperspectives and recognize patterns of behavior that point toa universal human need”.~Tim Brown, IDEO
Taking T-Shaped Further—T-Shaped Creativity
A T-Shaped Mind
T-Shaped Teams
NASA.gov
What’s Next?
“I’ve been amazed at how often those outside thediscipline of design assume that what designers
do is decoration. Good design is problem solving.”—Jeffery Veen, (2000)
Experience Design will always be about solving problems at the core.The more complex the problem, the more simple the solution needs to be.
That’s where creativity comes in—Designers in this space will become
creative problem solvers critical in helping brandsconnect with their customers & communities.
Who solved the problembest?
Experience Design+ The Digital AgencyWhere it’s been.
Where it’s going.
David Armano | Logic + Emotionhttp://darmano.typepad.com
criticalmass.com
