Experience Design,
Convergence
+ The Digital Agency
David Armano | Logic + Emotion
http://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
human. technical. aesthetic.
Digital Experience Design exists as the design of behavior, bounded by three core
interests: Human, Technical and Aesthetic.

Gurus Past + Present

Gurus Past: Specialists In Defined Fields
Tacticians
Usability Experts
Creative Geniuses
Web Consultants

Gurus Present: “Generalists” Who Blur The Lines
Tim Brown :: IDEO Robert Greenberg :: R/GA Alex Bogusky :: CP+B
Design Strategy & Innovation Consumer Engagements Momentum Creators

Teams Past:

Teams Present:

How Long is Your “Fuzzy Tail”?
not as fuzzy
rigid
awfully fuzzy
getting fuzzy
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
1
Digital Brand Experience (2007) 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?
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?

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
1
2 3

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
1
2

What Will Agency 2.0 Look Like?
c

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 + Emotion
http://darmano.typepad.com
criticalmass.com