Convergence + The Digital Agency

Slide 1: Experience Design, Convergence + The Digital Agency David Armano | Logic + Emotion http://darmano.typepad.com criticalmass.com

Slide 2: Interaction Design as Catalyst

Slide 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.”

Slide 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.”

Slide 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.

Slide 6: Gurus Past + Present

Slide 7: Gurus Past: Specialists In Defined Fields Tacticians Usability Experts Creative Geniuses Web Consultants

Slide 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

Slide 9: Teams Past:

Slide 10: Teams Present:

Slide 11: How Long is Your “Fuzzy Tail”? not as fuzzy rigid awfully fuzzy getting fuzzy fuzzy

Slide 12: Websites: The Way It Was Usability-driven Creative-Driven Tech-Driven

Slide 13: People-Driven Experiences: The Way It Needs To Be People-Driven

Slide 14: Point In Case Website (1999)

Slide 15: From Web Sites to Digital Experiences 1 Digital Brand Experience (2007) 3 2

Slide 16: The E-word “Companies stage an experience when they engage customers in a memorable way”

Slide 17: Product + Experience Design Source: Kevin Mullet—The Essence of Effective Rich Internet Applications (2003)

Slide 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”

Slide 19: What’s The Role of the Modern Agency?

Slide 20: Agency Roles Are Getting Fuzzy “Our advertising agency, Crispin Porter + Bogusky, said it was time to bring back the Rabbit name.”

Slide 21: Proof of Fuzziness

Slide 22: Gaming :: XBOX 360 Interface

Slide 23: AKQA :: Digital Marketing

Slide 24: Event Marketing :: Picture A Healthy World

Slide 25: Frog Design :: Design Consultancy

Slide 26: Retail Experience :: Hershey Store

Slide 27: Ogilvy :: Big Brand Agency

Slide 28: Multi-channel Experience :: Dominoes Pizza 1 2 3

Slide 29: Crispin Porter + Bogusky :: “The Factory”

Slide 30: Digital Experience Design What does a team look like?

Slide 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 "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

Slide 32: Merging T-Shaped Thinking With Traditional Creativity

Slide 33: 4 Dimensional Minds

Slide 34: Teams With Overlapping Skills + Strengths

Slide 35: Some Examples

Slide 36: NASA.gov

Slide 37: NASA iPhone Application

Slide 38: My Vegas + RSVP Event Planner 1 2

Slide 39: What Will Agency 2.0 Look Like? c

Slide 40: c Less like this…

Slide 41: c More like this…

Slide 42: Wanted: DaVinci-Like People Thinkers + Doers Fuzzy Agencies Clear + Measurable Results

Slide 43: Thank You.

Slide 44: Experience Design, Convergence + The Digital Agency David Armano | Logic + Emotion http://darmano.typepad.com criticalmass.com