The first section of a longer internal presentation I've prepared at VB&P and am submitting for SXSW Interactive 2014, this helps explain the proper role of experience design within a creative agency.

1. @AIDENBORDNER
THE NEW CREATIVES
WHY YOU NEED EXPERIENCE DESIGN IN YOUR AGENCY
Image: Personal Photo

2. @AIDENBORDNER
DIRECTOR OF EXPERIENCE DESIGN, VENABLES BELL & PARTNERS (SF)

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WHAT THE **** IS EXPERIENCE DESIGN?
A.K.A.: “UX,” INTERACTION DESIGN, ETC.
Image: Flickr user ‘alex-s’

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WELL, IT’S NOT THIS.
THIS IS OUTPUT, NOT THOUGHT.
Image: Personal Work

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IS THIS WHAT A COPYWRITER DOES?
DOCUMENTATION IS NECESSARY FOR PRODUCTION, BUT IDEAS COME FIRST.
Image: Personal Work

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IT’S ALSO NOT THIS.
WE WORK WITH TECHNOLOGY A LOT, BUT WE’RE BEHAVIORISTS, NOT TECHIES.
Image: Flickr user ‘John Gosier’

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IT’S MORE LIKE THIS
Image: nikeplus.nike.com

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ALSO, THIS.
Image: nest.com

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OR THIS.
Image: bcycle.com

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THIS, TOO.
Image: Vitamins

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IT’S A WAY OF THINKING.
DESIGN THINKING. 1,000 IDEAS THAT MAKE A BIG IDEA GREAT.
Image: Apple

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BUT, WHY DO WE NEED THIS?
WE’RE NOT APPLE OR R/GA. WE’RE A CREATIVE AGENCY.
Image: CannesLions

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EVERYTHING IS GOING TO BE INTERACTIVE.
WE’RE NOT THERE YET, BUT WE’RE GETTING CLOSE.

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IDEA
INTERACTION
INTERACTIONS MUST BE UNDERSTANDABLE.
IF THEY AREN’T, PEOPLE CAN’T GET TO THE STORY.

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TWO THINGS WE STRUGGLE WITH:
PERSPECTIVE & FOCUS.
Image: Personal Photo

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PERSPECTIVE:
SOMETIMES, WE DON’T SEE THINGS THE RIGHT WAY.
Image: Wikimedia Commons

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COOL AS HELL.
MASSIVE FAILURE.
Image: Wikimedia Commons

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CONCEPTUALLY BRILLIANT.
UTILITY DISASTER.
Image: http://www.williams-handmade.com

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BEAUTIFUL.
BUT WILL YOU GIVE ME YOUR IPHONE FOR IT?
Image: Aesir Copenhagen

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WE DON’T MEAN TO CREATE BARRIERS.
BUT OUR CREATIVE TEAMS ARE BUILT TO BE CONCEPTUAL, NOT INTUITIVE.
Image: Flickr user ‘john curley’

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WE THOUGHT THIS WAS AWESOME.
W+K’S WEBSITE, CIRCA 2007.
Image: http://www.wk.com, c. 2007

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BUT AWESOME WASN’T RIGHT.
W+K’S WEBSITE, CIRCA 2012.
Image: http://www.wk.com

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IT IS INSIGHT INTO HUMAN
NATURE THAT IS THE KEY TO THE
COMMUNICATOR’S SKILL. ... THE
COMMUNICATOR IS CONCERNED
WITH WHAT THE READER GETS
OUT OF IT. HE THEREFORE
BECOMES A STUDENT OF HOW
PEOPLE READ OR LISTEN.
— Bill Bernbach
Image: DDB (ddb.com)

24. “WELL PRACTICED CREATIVITY”
IS HARDER THAN EVER.
IT TAKES MORE THAN A GREAT IDEA. IT TAKES NEW CRAFTS, NEW PERSPECTIVE.

25. @AIDENBORDNER
FOCUS:
SOMETIMES, WE JUST DON’T SEE THINGS AT ALL.
Image: Flickr user ‘John H McCarthy’

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THE IDEA!
BEAUTIFULLY COMPED (AND UNENCUMBERED BY REALITY).
Image: Personal Work

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REALITY.
TWO WEEKS LATE AND 20% OVER BUDGET.
Image: Self-Created Composite

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WHY?!
IT HAPPENS OVER AND OVER.
Image: Train Crash at Montparnasse, Public Domain

29. CRAFT. PLANNING. ATTENTION.
WE’RE EXPERTS AT ALL THREE... BUT NOT USUALLY WITH INTERACTIVE.

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CRAFT.
MAKING INTERACTIONS IS A SPECIALIZATION. IT TAKES SKILL AND EXPERIENCE.
Image: Flickr user ‘Nick Sherman’

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PLANNING.
YOU WOULDN’T START SHOOTING WITHOUT SCRIPTS, BOARDS, SCOUTING, ETC.
Image: Flickr user ‘Russ’

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ATTENTION.
FROM TECH SCOUTING TO FINISHING, WE’RE ON SET AND IN THE SUITE.
Image: Flickr user ‘‘Joel Mark Witt’

33. SPECIALISTS IN INTERACTION
CREATE GOOD INTERACTIVE WORK.
CRAFT. PLANNING. ATTENTION.

34. THANKS!
@AIDENBORDNER