Paper to people:: the fine art of designing digital campaign experiences with purpose

1,419
-1

Published on

from paper to people
the fine art of designing digital campaign experiences with purpose

talk to Goodby, Silverstein and Partners
Feb 2011

Published in: Design
0 Comments
7 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,419
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
7
Embeds 0
No embeds

No notes for slide

Paper to people:: the fine art of designing digital campaign experiences with purpose

  1. 1. aynne valencia | design director www.avalen.com from paper to people the fine art of designing digital campaign experiences with purpose Twitter: aynneCopyright © 2011 CONFIDENTIAL 1
  2. 2. aynne valencia | design director www.avalen.com Hi! Product Making I’m Aynne Valencia Advertising Exploring Now Research New Consumer project Italy Products Group Design for Good Paris Turkey, Slovakia, Morocco Romania Microsoft Visa McDonalds Nike Luminant Microsoft Yahoo AKQA Moto/CiscoCopyright © 2011 CONFIDENTIAL 2
  3. 3. aynne valencia | design director www.avalen.comAugmented (hyper)Reality: Domestic Robocop by Keiichi Matsudahttp://vimeo.com/14533403Copyright © 2011 CONFIDENTIAL 3
  4. 4. aynne valencia | design director www.avalen.com Dear All of Advertising and Marketing.. I am what you probably call a target demographic...Copyright © 2011 CONFIDENTIAL 4
  5. 5. aynne valencia | design director www.avalen.com I don’t know if there’s been some terrible misunderstanding. But I’d like to know where you got the idea that I’d like the prospect of coming home from work and spending my free time taking part in your idea about sausages, tea or any other products.Copyright © 2011 CONFIDENTIAL 5
  6. 6. aynne valencia | design director www.avalen.com I know it’s tempting to sit in your office and dream up schemes where normal people like me forget out everyday cares and participate in your marketing.. but, please.. leave me alone.Copyright © 2011 CONFIDENTIAL 6
  7. 7. aynne valencia | design director www.avalen.com Digital advertising does not have to be like thatCopyright © 2011 CONFIDENTIAL 7
  8. 8. aynne valencia | design director www.avalen.com Some GREAT digital experiencesCopyright © 2011 CONFIDENTIAL 8
  9. 9. Copyright © 2011 CONFIDENTIAL 9
  10. 10. Barack Obama Campaign2008Copyright © 2011 CONFIDENTIAL 10
  11. 11. Breast Cancer Awareness Facebook Status Viral Campaign2009, 2010Copyright © 2011 CONFIDENTIAL 11
  12. 12. http://www.kob.com/article/stories/S1690079.shtmlCopyright © 2011 CONFIDENTIAL 12
  13. 13. Nike PlusCopyright © 2011 CONFIDENTIAL 13
  14. 14. “Dogs Rule” Multi-targeted CampaignCopyright © 2011 CONFIDENTIAL 14
  15. 15. Put a Bird On It CampaignCopyright © 2011 CONFIDENTIAL 15
  16. 16. aynne valencia | design director www.avalen.comCopyright © 2011 CONFIDENTIAL 16
  17. 17. aynne valencia | design director www.avalen.com These are not just successful campaigns but successful experiencesCopyright © 2011 CONFIDENTIAL 17
  18. 18. aynne valencia | design director www.avalen.com Designers have the power to influence how, what and if products are made.Copyright © 2011 CONFIDENTIAL 18
  19. 19. aynne valencia | design director www.avalen.com We design services and mechanisms that empowerCopyright © 2011 CONFIDENTIAL 19
  20. 20. aynne valencia | design director www.avalen.com We can influence new business models that innovate on things we are already usingCopyright © 2011 CONFIDENTIAL 20
  21. 21. aynne valencia | design director www.avalen.com We can create ways that encourage people to interact more with each other and less with gadgetsCopyright © 2011 CONFIDENTIAL 21
  22. 22. aynne valencia | design director www.avalen.com Design is not something you do, it is the embodiment of an experience.Copyright © 2011 CONFIDENTIAL 22
  23. 23. aynne valencia | design director www.avalen.com Experiential ProductsCopyright © 2011 CONFIDENTIAL 23
  24. 24. aynne valencia | design director www.avalen.com Focus on an outcome rather than a process. Utilize natural behaviors for complex interactions. Blend into the context of use.Copyright © 2011 CONFIDENTIAL 24
  25. 25. aynne valencia | design director www.avalen.com Appleʼs photo/emailCopyright © 2011 CONFIDENTIAL 25
  26. 26. aynne valencia | design director www.avalen.com Focus on ServiceCopyright © 2011 CONFIDENTIAL 26
  27. 27. aynne valencia | design director www.avalen.com Seamless Cross-platform experienceCopyright © 2011 CONFIDENTIAL 27
  28. 28. aynne valencia | design director www.avalen.comCopyright © 2011 CONFIDENTIAL 28
  29. 29. aynne valencia | design director www.avalen.com SoundcloudCopyright © 2011 CONFIDENTIAL 29
  30. 30. aynne valencia | design director www.avalen.com So how do you get there?Copyright © 2011 CONFIDENTIAL 30
  31. 31. aynne valencia | design director www.avalen.com Non-digital The Pitch Design ProductionCopyright © 2011 CONFIDENTIAL 31
  32. 32. aynne valencia | design director www.avalen.com Experience Design & Advertising have the same goal to influence behaviorCopyright © 2011 CONFIDENTIAL 32
  33. 33. aynne valencia | design director www.avalen.com My Approach to Experience Design Front-End Technology Audioscape New Maintenance Industrial Behaviors Design System Integration Social New Products inform to create Factors Visual Business Information Language Factors Design Better Context Products Usability User Use of Needs language New Ways Design Brand of Interacting Research AppropriatenessCopyright © 2011 CONFIDENTIAL 33
  34. 34. aynne valencia | design director www.avalen.com ProcessConcept Design & Prototype Develop PackageDiscovery Collaborative Design Sessions Prototype Product CommunicationsContextual Research Design Workshops Product UI SpecificationsDesign Research Develop Design Principles User Assistance PlanIdeation Industrial Design, Engineering Integration beginsBusiness Opportunity Low-High fidelity visual designTechnical Opportunities &ConsiderationsDevelop Design PrinciplesCopyright © 2011 CONFIDENTIAL
  35. 35. aynne valencia | design director www.avalen.com Out of Box Core Usage Troubleshooting + Experience + Set Up End of Use Out the box experience What I doing on the service? What happens after I done with product? Set up What I am doing on the devices? What should I do if I have a Account Creation What is the behavior we wish to problem? influence? Product ExplorationCopyright © 2011 CONFIDENTIAL 35
  36. 36. aynne valencia | design director www.avalen.com Experience Design Considerations Function : how does it work? Maintenance: Who are all the people who will use it? Usability: can people use it? Aesthetics/branding: how does it feel? Meaning: does it resonate?Copyright © 2011 CONFIDENTIAL 36
  37. 37. aynne valencia | design director www.avalen.com Experience Design Considerations Function : how does it work? Maintenance: Who are all the people who will use it? Usability: can people use it? Aesthetics/branding: how does it feel? Meaning: does it resonate?Copyright © 2011 CONFIDENTIAL 37
  38. 38. aynne valencia | design director www.avalen.com Elements of Design Surface Skeleton Structure Scope StrategyCopyright © 2011 CONFIDENTIAL 38
  39. 39. aynne valencia | design director www.avalen.com STRATEGY Where am I using it? Who will use it? Why am I making it?Copyright © 2011 CONFIDENTIAL 39
  40. 40. aynne valencia | design director www.avalen.com SCOPE What form does it take? What could it be like?Copyright © 2011 CONFIDENTIAL 40
  41. 41. aynne valencia | design director www.avalen.com STRUCTURE What does it do? What are it’s contents?Copyright © 2011 CONFIDENTIAL 41
  42. 42. aynne valencia | design director www.avalen.com SKELETON How does it work? How do interact with it?Copyright © 2011 CONFIDENTIAL 42
  43. 43. aynne valencia | design director www.avalen.com SURFACE How does it feel? What does it look like?Copyright © 2011 CONFIDENTIAL 43
  44. 44. aynne valencia | design director www.avalen.com To influence behavior: Clear call to action Something to get behind Be authentic Caring is the killer appCopyright © 2011 CONFIDENTIAL 44
  45. 45. aynne valencia | design director www.avalen.com Give your audience...Something to doSomething to loveSomething to look forward toCopyright © 2011 CONFIDENTIAL 45
  46. 46. aynne valencia | design director www.avalen.com Thank You! Aynne Valencia Twitter: aynne www.automagicthings.comCopyright © 2011 CONFIDENTIAL 46
  47. 47. aynne valencia | design director www.avalen.com design exerciseCopyright © 2011 CONFIDENTIAL 47
  48. 48. 01 name your idea 03 Notes 02 Who is it for and where are they doing it?Copyright © 2011 www.avalen.com
  49. 49. aynne valencia | design director www.avalen.com Design Exercise 1. Your name 2. What you do 3. Describe the high level concept of your idea 4. Who is it for, what do you want them to do * if you have an idea not represented... go ahead and share it - sketch it - describe it to us.Copyright © 2011 CONFIDENTIAL 49
  50. 50. aynne valencia | design director www.avalen.com Brainstorming Rules 1. Collect as many ideas as possible from all participants with no criticisms or judgments made while ideas are being generated. 2. All ideas are welcome no matter how silly or far out they seem. Be creative. The more ideas the better because at this point you dont know what might work. 3. Absolutely no discussion takes place during the brainstorming activity. Talking about the ideas will take place after brainstorming is complete. 4. Do not criticize or judge. Dont even groan, frown, or laugh. All ideas are equally valid at this point. 5. Do build on others ideas. 6. Do write all ideas on a flipchart or board so the whole group can easily see them. 7. Set a time limit (i.e., 30 minutes) for the brainstorming.Copyright © 2011 CONFIDENTIAL 50

×