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Experience Design
+ The Digital Agency
Where it’s been.
       Where it’s going.

     David Armano | Logic + Emotion
     http://darmano.typepad.com


     criticalmass.com
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.”
Digital Experience Design Made Simple




    human.                    technical.                  aesthetic.

Digital Experience Design exists as the design of behavior, bounded by three
          core interests: Human, Technical and Aesthetic.
Gurus Past: Specialists In Defined Fields




                                 Tacticians




Usability Experts
                           Creative Geniuses

                                               Web Consultants
Gurus Present: Blurring The Lines




                                                           Alex Bogusky // CP+B
                                Robert Greenberg // R/GA
 Tim Brown // IDEO
                                                           Momentum Creators
                                Consumer Engagements
 Design Strategy & Innovation
Teams Past:
Teams Present:
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)
The E-word




    “Companies
      stage an
  experience when
    they engage
   customers in a
  memorable 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 Marketer)”
Product + Experience Design




          Source: Kevin Mullet—The Essence of Effective Rich Internet Applications (2003)
Useful, Valuable…Emotional?




 Source: Peter Morville— Ambient Findability


            When done effectively, Experience Design leads to perceived value and positive
                  emotions/feelings informally known as “the   warm and fuzzies”
What’s The Role of the
Modern Agency Anyway?
Agency Roles Are Getting Fuzzy




          advertising agency, Crispin Porter + Bogusky,
     “Our
       said it was time to bring back the Rabbit name.”
Proof Of Fuzziness
Gaming // XBOX 360 Interface
AKQA // Digital Marketing
Digital Marketing // Picture A Healthy World
Frog Design // Design Consultancy
Retail Experience // Hershey Store
Ogilvy // Big Brand Agency
Digital Experience Design

  Get out of the agency
  …and into the real world
Experience Design + Everyday Experiences
Digital Experience Design
                  team look like?
    What does a
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 quot;T-shaped
                    people.quot; 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
Taking T-Shaped Further—T-Shaped Creativity
A T-Shaped Mind
T-Shaped Teams
NASA.gov
What’s Next?




  “I’ve been amazed at how often those outside the
   discipline of design assume that what designers
  do is decoration. Good design is problem solving.”
                —Jeffery Veen, (2000)


    Experience Design will always be about solving problems at the core.
   The more complex the problem, the more simple the solution needs to be.
    That’s where creativity comes in—Designers in this space will become
    creative problem solvers critical in helping brands
                 connect with their customers & communities.
Who solved the problem
        best?
Experience Design
+ The Digital Agency
Where it’s been.
       Where it’s going.

     David Armano | Logic + Emotion
     http://darmano.typepad.com


     criticalmass.com

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Experience Design + The Digital Agency (Phizzpop version)

  • 1. Experience Design + The Digital Agency Where it’s been. Where it’s going. David Armano | Logic + Emotion http://darmano.typepad.com criticalmass.com
  • 2. 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.”
  • 3. 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.”
  • 4. Digital Experience Design Made Simple human. technical. aesthetic. Digital Experience Design exists as the design of behavior, bounded by three core interests: Human, Technical and Aesthetic.
  • 5. Gurus Past: Specialists In Defined Fields Tacticians Usability Experts Creative Geniuses Web Consultants
  • 6. Gurus Present: Blurring The Lines Alex Bogusky // CP+B Robert Greenberg // R/GA Tim Brown // IDEO Momentum Creators Consumer Engagements Design Strategy & Innovation
  • 9. Websites: The Way It Was Usability-Driven Creative-Driven Tech-Driven
  • 10. People-Driven Experiences: The Way It Needs To Be People-Driven
  • 11. Point In Case Website (1999)
  • 12. From Web Sites to Digital Experiences Digital Brand Experience (2007)
  • 13. The E-word “Companies stage an experience when they engage customers in a memorable way”
  • 14. 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 Marketer)”
  • 15. Product + Experience Design Source: Kevin Mullet—The Essence of Effective Rich Internet Applications (2003)
  • 16. Useful, Valuable…Emotional? Source: Peter Morville— Ambient Findability When done effectively, Experience Design leads to perceived value and positive emotions/feelings informally known as “the warm and fuzzies”
  • 17. What’s The Role of the Modern Agency Anyway?
  • 18. Agency Roles Are Getting Fuzzy advertising agency, Crispin Porter + Bogusky, “Our said it was time to bring back the Rabbit name.”
  • 20. Gaming // XBOX 360 Interface
  • 21. AKQA // Digital Marketing
  • 22. Digital Marketing // Picture A Healthy World
  • 23. Frog Design // Design Consultancy
  • 24. Retail Experience // Hershey Store
  • 25. Ogilvy // Big Brand Agency
  • 26. Digital Experience Design Get out of the agency …and into the real world
  • 27.
  • 28. Experience Design + Everyday Experiences
  • 29. Digital Experience Design team look like? What does a
  • 30. 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 quot;T-shaped people.quot; 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
  • 35. What’s Next? “I’ve been amazed at how often those outside the discipline of design assume that what designers do is decoration. Good design is problem solving.” —Jeffery Veen, (2000) Experience Design will always be about solving problems at the core. The more complex the problem, the more simple the solution needs to be. That’s where creativity comes in—Designers in this space will become creative problem solvers critical in helping brands connect with their customers & communities.
  • 36. Who solved the problem best?
  • 37. Experience Design + The Digital Agency Where it’s been. Where it’s going. David Armano | Logic + Emotion http://darmano.typepad.com criticalmass.com