Podium MC
Interaction Design as Catalyst
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.�
De-contructing Digital Experience Design
human.
technical.
aesthetic.
Digital Experience Design exists as the design of behavior, bounded by three core interests: Human,
Technical and Aesthetic.
Gurus Past + Present
Gurus Past: Specialists In Defined Fields
Tacticians
Usability Experts Creative Geniuses Web Consultants
Gurus Present: “Generalists� Who Blur The Lines
Tim Brown :: IDEO Design Strategy & Innovation
Robert Greenberg :: R/GA Consumer Engagements
Alex Bogusky :: CP+B Momentum Creators
Teams Past:
Teams Present:
How Long is Your “Fuzzy Tail”?
rigid
not as fuzzy
getting fuzzy
fuzzy
awfully fuzzy
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 1
2
Digital Brand Experience (2007)
3
The E-word
“Companies stage an experience when they engage customers in a memorable way�
Product + Experience Design
Source: Kevin Mullet—The Essence of Effective Rich Internet Applications (2003)
Useful, Valuable…Emotional?
Source: Peter Morville— Ambient Findability
When done effectively, Experience Design leads to perceived value and positive emotions/feelings informally known as “the warm and fuzzies”
What’s The Role of the Modern Agency?
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
Event Marketing :: Picture A Healthy World
Frog Design :: Design Consultancy
Retail Experience :: Hershey Store
Ogilvy :: Big Brand Agency
Multi-channel Experience :: Dominoes Pizza
1
2
3
Crispin Porter + Bogusky :: “The Factory”
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
Merging T-Shaped Thinking With Traditional Creativity
4 Dimensional Minds
Teams With Overlapping Skills + Strengths
Some
Examples
NASA.gov
NASA iPhone Application
My Vegas + RSVP Event Planner
1
2
What Will Agency 2.0 Look Like? c
c
Less like this‌
c
More like this‌
Wanted: DaVinci-Like People Thinkers + Doers Fuzzy Agencies Clear + Measurable Results
Thank You.
Podium MC