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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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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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

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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