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Experience Design,
Convergence
+ The Digital   Agency
     David Armano | Logic + Emotion
     http://darmano.typepad.com
...
Interaction Design as Catalyst
According to WIKI…




“As products become more complicated, often due to technology, designers are facing
            new...
According to WIKI…




However, with the added complexity, the new generation of products is becoming more
difficult to un...
De-contructing Digital Experience Design




    human.                     technical.                     aesthetic.

Dig...
Gurus Past + Present
Gurus Past: Specialists In Defined Fields




                                            Tacticians




Usability Experts...
Gurus Present: “Generalists” Who Blur The Lines




 Tim Brown :: IDEO              Robert Greenberg :: R/GA   Alex Bogusk...
Teams Past:
Teams Present:
How Long is Your “Fuzzy Tail”?




                          not as fuzzy
rigid




                                      ...
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 Ex...
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, Experie...
What’s The Role of the
  Modern Agency?
Agency Roles Are Getting Fuzzy




      “Our  advertising agency, Crispin Porter + Bogusky,
         said it was time to ...
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 w...
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
...
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Convergence + The Digital Agency

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Transcript of "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… “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.”
  4. 4. 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.”
  5. 5. 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.
  6. 6. Gurus Past + Present
  7. 7. Gurus Past: Specialists In Defined Fields Tacticians Usability Experts Creative Geniuses Web Consultants
  8. 8. 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
  9. 9. Teams Past:
  10. 10. Teams Present:
  11. 11. How Long is Your “Fuzzy Tail”? not as fuzzy rigid awfully fuzzy getting fuzzy 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 1 Digital Brand Experience (2007) 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? 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”
  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 2 3
  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. What Will Agency 2.0 Look Like? c
  40. 40. c Less like this…
  41. 41. c More like this…
  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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