Digital Experience Design + The Digital Agency Where it’s been. Where it’s going. By David Armano http://darmano.typepad.com
According to WIKI…
“As products become more complicated, often due to technology, designers are facing new challenges in gaining strong user acceptance. The number of people using and developing products powered by some sort of technology continues to grow; these new systems are more functional and robust than ever, providing more features, functionality, and capabilities.”
According to WIKI‌
However, with the added complexity, the new generation of products is becoming more difficult to understand and use. As a result, users become
more frustrated, unhappy and less productive. Large portions of functionality in the complicated software products and consumer
electronics go unused, and products often fail in the consumer world due to their unnecessarily complicated user interfaces.�
Digital Experience Design Made Simple
human.
technical.
aesthetic.
Digital Experience Design exists as the design of behavior, bounded by three core interests: Human, Technical and Aesthetic.
Gurus Past: Specialists In Defined Fields
Tacticians
Usability Experts Creative Geniuses Web Consultants
Gurus Present: Blurring The Lines
Tim Brown // IDEO User-Centered Design & Innovation
Robert Greenberg // R/GA Consumer Engagements
Alex Bogusky // CP+B Momentum Creators
Websites: The Way It Was
Usability-Driven
Creative-Driven
Tech-Driven
People-Driven Brand Experiences: The Way It Needs To Be
People-Driven
Point In Case
Website (1999)
Digital Brand Experience (2005)
The E-word
“Companies stage an experience when they engage customers in a memorable way�
Memorable Experiences Create “Brand Junkies”
“whenever I want, to plug in a peripheral it recognizes it right away I don’t have to sweat, and pray for a small miracle its just great for me I’m as happy as can be and I have better productivity…” -Daphne Kalfon “Brand Junkie (AKA, Citizen Marketers)”
Experience Design, Products and Experience
Source: Kevin Mullet—The Essence of Effective Rich Internet Applications (2003)
Useful, Valuable…Emotional?
Source: Peter Morville— Ambient Findability
When done effectively, Interaction Design leads to perceived value and positive emotions/feelings informally known as “the
warm and fuzzies”
Examples // Shopping // Shop Composition
Examples // Gaming // XBOX 360 Interface
Examples // House Hunting // Housingmaps
Examples // Product Customization // Nike ID
Examples // Insurance Quote // Allstate Innovations
Digital Experience Design
Get out of the agency …and into the real world
Experience Design + Everyday Experiences
Digital Experience Design What does a team look like?
T-shaped thinking “People who are so inquisitive about the world that they're willing to try to do what you do. We call them "T-shaped people." They have a principal skill that describes the vertical leg of the T—they're mechanical engineers or industrial designers. But they are so empathetic that they can branch out into other skills, such as anthropology, and do them as well. They are able to explore insights from many different perspectives and recognize patterns of behavior that point to a universal human need”.~Tim Brown, IDEO
Taking T-Shaped Further—T-Shaped Creativity
A T-Shaped Mind
T-Shaped Teams
What’s Next?
“I’ve been amazed at how often those outside the discipline of design assume that what designers do is decoration. Good design is problem solving.” —Jeffery Veen, (2000)
Digital 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 brands connect with their customers & communities.