the new creatives: why you need experience design in your agency
DESCRIPTION
The first section of a longer internal presentation I've prepared at VB&P and am submitting for SXSW Interactive 2014, this helps explain the proper role of experience design within a creative agency.TRANSCRIPT
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@AIDENBORDNER
THE NEW CREATIVESWHY YOU NEED EXPERIENCE DESIGN IN YOUR AGENCY
Image: Personal Photo
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@AIDENBORDNERDIRECTOR OF EXPERIENCE DESIGN, VENABLES BELL & PARTNERS (SF)
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@AIDENBORDNER
WHAT THE **** IS EXPERIENCE DESIGN? A.K.A.: “UX,” INTERACTION DESIGN, ETC.
Image: Flickr user ‘alex-s’
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@AIDENBORDNER
WELL, IT’S NOT THIS.THIS IS OUTPUT, NOT THOUGHT.
Image: Personal Work
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@AIDENBORDNER
IS THIS WHAT A COPYWRITER DOES?DOCUMENTATION IS NECESSARY FOR PRODUCTION, BUT IDEAS COME FIRST.
Image: Personal Work
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@AIDENBORDNER
IT’S ALSO NOT THIS.WE WORK WITH TECHNOLOGY A LOT, BUT WE’RE BEHAVIORISTS, NOT TECHIES.
Image: Flickr user ‘John Gosier’
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@AIDENBORDNER
IT’S MORE LIKE THIS
Image: nikeplus.nike.com
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@AIDENBORDNER
ALSO, THIS.
Image: nest.com
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@AIDENBORDNER
OR THIS.
Image: bcycle.com
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@AIDENBORDNER
THIS, TOO.
Image: Vitamins
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@AIDENBORDNER
IT’S A WAY OF THINKING.DESIGN THINKING. 1,000 IDEAS THAT MAKE A BIG IDEA GREAT.
Image: Apple
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@AIDENBORDNER
BUT, WHY DO WE NEED THIS?WE’RE NOT APPLE OR R/GA. WE’RE A CREATIVE AGENCY.
Image: CannesLions
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@AIDENBORDNER
EVERYTHING IS GOING TO BE INTERACTIVE.WE’RE NOT THERE YET, BUT WE’RE GETTING CLOSE.
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@AIDENBORDNER
IDEAINTERACTION
INTERACTIONS MUST BE UNDERSTANDABLE.IF THEY AREN’T, PEOPLE CAN’T GET TO THE STORY.
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@AIDENBORDNER
TWO THINGS WE STRUGGLE WITH:PERSPECTIVE & FOCUS.
Image: Personal Photo
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@AIDENBORDNER
PERSPECTIVE:SOMETIMES, WE DON’T SEE THINGS THE RIGHT WAY.
Image: Wikimedia Commons
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@AIDENBORDNER
COOL AS HELL.MASSIVE FAILURE.
Image: Wikimedia Commons
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@AIDENBORDNER
CONCEPTUALLY BRILLIANT.UTILITY DISASTER.
Image: http://www.williams-handmade.com
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@AIDENBORDNER
BEAUTIFUL.BUT WILL YOU GIVE ME YOUR IPHONE FOR IT?
Image: Aesir Copenhagen
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@AIDENBORDNER
WE DON’T MEAN TO CREATE BARRIERS.BUT OUR CREATIVE TEAMS ARE BUILT TO BE CONCEPTUAL, NOT INTUITIVE.
Image: Flickr user ‘john curley’
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@AIDENBORDNER
WE THOUGHT THIS WAS AWESOME.W+K’S WEBSITE, CIRCA 2007.
Image: http://www.wk.com, c. 2007
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@AIDENBORDNER
BUT AWESOME WASN’T RIGHT.W+K’S WEBSITE, CIRCA 2012.
Image: http://www.wk.com
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@AIDENBORDNER
IT IS INSIGHT INTO HUMAN NATURE THAT IS THE KEY TO THE COMMUNICATOR’S SKILL. ... THE COMMUNICATOR IS CONCERNED WITH WHAT THE READER GETS
OUT OF IT. HE THEREFORE BECOMES A STUDENT OF HOW
PEOPLE READ OR LISTEN.
— Bill Bernbach
Image: DDB (ddb.com)
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“WELL PRACTICED CREATIVITY” IS HARDER THAN EVER.
IT TAKES MORE THAN A GREAT IDEA. IT TAKES NEW CRAFTS, NEW PERSPECTIVE.
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@AIDENBORDNER
FOCUS:SOMETIMES, WE JUST DON’T SEE THINGS AT ALL.
Image: Flickr user ‘John H McCarthy’
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@AIDENBORDNER
THE IDEA!BEAUTIFULLY COMPED (AND UNENCUMBERED BY REALITY).
Image: Personal Work
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@AIDENBORDNER
REALITY.TWO WEEKS LATE AND 20% OVER BUDGET.
Image: Self-Created Composite
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@AIDENBORDNER
WHY?!IT HAPPENS OVER AND OVER.
Image: Train Crash at Montparnasse, Public Domain
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CRAFT. PLANNING. ATTENTION.WE’RE EXPERTS AT ALL THREE... BUT NOT USUALLY WITH INTERACTIVE.
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@AIDENBORDNER
CRAFT.MAKING INTERACTIONS IS A SPECIALIZATION. IT TAKES SKILL AND EXPERIENCE.
Image: Flickr user ‘Nick Sherman’
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@AIDENBORDNER
PLANNING.YOU WOULDN’T START SHOOTING WITHOUT SCRIPTS, BOARDS, SCOUTING, ETC.
Image: Flickr user ‘Russ’
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@AIDENBORDNER
ATTENTION.FROM TECH SCOUTING TO FINISHING, WE’RE ON SET AND IN THE SUITE.
Image: Flickr user ‘‘Joel Mark Witt’
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SPECIALISTS IN INTERACTION CREATE GOOD INTERACTIVE WORK.
CRAFT. PLANNING. ATTENTION.
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THANKS!@AIDENBORDNER