Experience Design,  Convergence + The Digital  Agency David Armano  |  Logic + Emotion http://darmano.typepad.com critical...
Interaction  Design  as Catalyst
According to WIKI…  <ul><li>“ As products become more complicated, often due to technology, designers are facing  new chal...
According to WIKI…  <ul><li>However, with the added complexity, the new generation of products is becoming more difficult ...
De-contructing Digital Experience Design <ul><li>Digital Experience Design exists as the  design of behavior , bounded by ...
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 :: IDEO Design Strategy & Innovation Robert Greenberg :: R/GA Co...
Teams Past:
Teams Present:
How Long is Your “Fuzzy Tail”? rigid fuzzy not as fuzzy getting fuzzy awfully 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) 1 3 2
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/feel...
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  th...
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 1 3 2
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...
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 1 2
c What Will  Agency 2.0  Look Like?
Less like this… c
More like this… c
Wanted: DaVinci-Like People Thinkers + Doers Fuzzy Agencies Clear + Measurable Results
Thank  You.
Experience Design,  Convergence + The Digital  Agency David Armano  |  Logic + Emotion http://darmano.typepad.com critical...
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Experience Design, Convergence + The Digital Agency

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  • Experience Design, Convergence + The Digital Agency

    1. 1. Experience Design, Convergence + The Digital Agency David Armano | Logic + Emotion http://darmano.typepad.com criticalmass.com
    2. 2. Interaction Design as Catalyst
    3. 3. According to WIKI… <ul><li>“ 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.” </li></ul>
    4. 4. According to WIKI… <ul><li>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.” </li></ul>
    5. 5. De-contructing Digital Experience Design <ul><li>Digital Experience Design exists as the design of behavior , bounded by three core interests: Human, Technical and Aesthetic. </li></ul>human. technical. aesthetic.
    6. 6. Gurus Past + Present
    7. 7. Gurus Past: Specialists In Defined Fields Usability Experts Tacticians Creative Geniuses Web Consultants
    8. 8. Gurus Present: “Generalists” Who Blur The Lines Tim Brown :: IDEO Design Strategy & Innovation Robert Greenberg :: R/GA Consumer Engagements Alex Bogusky :: CP+B Momentum Creators
    9. 9. Teams Past:
    10. 10. Teams Present:
    11. 11. How Long is Your “Fuzzy Tail”? rigid fuzzy not as fuzzy getting fuzzy awfully fuzzy
    12. 12. Websites: The Way It Was Usability-driven Creative-Driven Tech-Driven
    13. 13. People-Driven Experiences: The Way It Needs To Be People-Driven
    14. 14. Point In Case Website (1999)
    15. 15. From Web Sites to Digital Experiences Digital Brand Experience (2007) 1 3 2
    16. 16. The E-word “ Companies stage an experience when they engage customers in a memorable way”
    17. 17. Product + Experience Design Source: Kevin Mullet—The Essence of Effective Rich Internet Applications (2003)
    18. 18. 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
    19. 19. What’s The Role of the Modern Agency?
    20. 20. Agency Roles Are Getting Fuzzy “ Our advertising agency , Crispin Porter + Bogusky, said it was time to bring back the Rabbit name.”
    21. 21. Proof of Fuzziness
    22. 22. Gaming :: XBOX 360 Interface
    23. 23. AKQA :: Digital Marketing
    24. 24. Event Marketing :: Picture A Healthy World
    25. 25. Frog Design :: Design Consultancy
    26. 26. Retail Experience :: Hershey Store
    27. 27. Ogilvy :: Big Brand Agency
    28. 28. Multi-channel Experience :: Dominoes Pizza 1 3 2
    29. 29. Crispin Porter + Bogusky :: “The Factory”
    30. 30. Digital Experience Design What does a team look like?
    31. 31. 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
    32. 32. Merging T-Shaped Thinking With Traditional Creativity
    33. 33. 4 Dimensional Minds
    34. 34. Teams With Overlapping Skills + Strengths
    35. 35. Some Examples
    36. 36. NASA.gov
    37. 37. NASA iPhone Application
    38. 38. My Vegas + RSVP Event Planner 1 2
    39. 39. c What Will Agency 2.0 Look Like?
    40. 40. Less like this… c
    41. 41. More like this… c
    42. 42. Wanted: DaVinci-Like People Thinkers + Doers Fuzzy Agencies Clear + Measurable Results
    43. 43. Thank You.
    44. 44. Experience Design, Convergence + The Digital Agency David Armano | Logic + Emotion http://darmano.typepad.com criticalmass.com
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