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Kalev Peekna, Managing Director of Strategy, One North Interactive Nathan Denton, Managing Director of Creative Services, One North Interactive Marketers, designers, and technologists don’t always agree, but all three value what could be called the “cool” factor. “Cool” attracts attention, encourages engagement and develops loyal users. Five years ago, designers used increasingly complex color treatments, media and illustrations to create a cool experience for a website’s users. As websites become more dynamic and offer more information, however, the experience of “cool” has shifted. Instead of relying on graphical artifacts, marketers and designers are attending to transitions – how information appears, moves and shifts as a user explores your content. Horizontal and parallax scrolling, sophisticated transition design and cinegifs are some of the latest interactive trends that help add that extra “cool factor” to your site. This presentation will explore ways firms can improve the user experience on their sites by introducing movement and new dimensions to their web design. You will learn: •Why static, brochure-like web experiences just won’t cut it anymore •How web design is evolving •How to use different scrolling techniques, transition design and animated imagery to infuse movement into your site •Examples of how these techniques have been used successfully to improve user experience
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October 2013
Where is the Cool?
LMA Tech 2013 – San Francisco, CA
THE WORLD IS
FLAT
Why so flat?
• Clean is the new black• Size matters• Pixels are precious• All the cool kids are doing it
THE PROBLEM
IS FLAT CAN BE KIND
OF…FLAT
WHAT ABOUTCOOL?
WHAT ABOUTCOOL?
TRANS
ITIONS
TRANS
ITIONS
“The connections, the connections, the connections. It will in the end be these details that give the product its life.”
- Charles Eames
“The connections, the connections, the connections. It will in the end be these details that give the product its life.”
- Charles Eames
TRANS
ITIONS
WHAT DECIDES
WHETHER A TRANSITION
IS
POOR
V GOOD
S
WHAT DECIDES
WHETHER A TRANSITION
IS
POOR
V GOOD
S
POOR
(
WHAT DECIDES
WHETHER A TRANSITION
IS
POOR
V GOOD
S
POOR
V GOOD
S
POOR
V GOOD
S
DOESN’T ADD VALUE
CREATES AN OBSTACLE
NEGATIVELY IMPACTS PERFORMANCE
DISTRACTS FROM WHAT’S IMPORTANT
ADDS VALUE
GUIDES THE USER
POSITIVELY IMPACTS THE USER EXPERIENCE
REINFORCES WHAT’S IMPORTANT
QA
