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A brief synopsis of the role of Digital Experience Design within an Agency setting. The teams behind it and the value it provides as we move from message to experience + community
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Digital Experience Design+ The Digital Agency
Where it’s been.Where it’s going.
By David Armanohttp://darmano.typepad.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 to
their 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 // IDEOUser-Centered Design & Innovation
Robert Greenberg // R/GAConsumer Engagements
Alex Bogusky // CP+BMomentum 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
“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 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?
When done effectively, Interaction Design leads to perceived value and positive
emotions/feelings informally known as “the warm and fuzzies”
Source: Peter Morville— Ambient Findability
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 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
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)
Digital Experience Design will always be about solving problems at the core. Themore complex the problem, the more simple the solution needs to be. That’s wherecreativity comes in—Designers in this space will become creative problem solvers
critical in helping brands connect with their customers & communities.