digital experience design + the digital agency

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.