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Experience Design, Convergence+ The Digital Agency
David Armano | Logic + Emotionhttp://darmano.typepad.com
criticalmass.com
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
Digital Experience Design exists as the design of behavior, bounded by three core
interests: Human, Technical and Aesthetic.
human. technical. aesthetic.
Gurus Past + Present
Gurus Past: Specialists In Defined Fields
Usability Experts
Tacticians
Creative Geniuses
Web Consultants
Gurus Present: “Generalists” Who Blur The Lines
Tim Brown :: IDEODesign Strategy & Innovation
Robert Greenberg :: R/GAConsumer Engagements
Alex Bogusky :: CP+BMomentum Creators
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
Teams Past:
Teams Present:
How Long is Your “Fuzzy Tail”?
not as fuzzy
getting fuzzyawfully fuzzy
rigid
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
Digital Brand Experience (2007)
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32
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?
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 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
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32
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
cWhat Will Agency 2.0 Look Like?
c
Less like this…
c
More like this…
Wanted:
DaVinci-Like People
Thinkers + Doers
Fuzzy Agencies
Clear + Measurable Results
Thank You.
Experience Design, Convergence+ The Digital Agency
David Armano | Logic + Emotionhttp://darmano.typepad.com
criticalmass.com
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