Digital Experience Design + The Digital Agency

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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.


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