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MDW NY | Chloe Gottleib_The Shift from Designing Websites to Digital Eco-Systems

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Chloe Gottleib, EDC for Interactive Design at R/GA, will explain how to think about UX when the digital experience is no longer limited to a website but instead includes social media, apps, and a brand's extensive online presence.

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MDW NY | Chloe Gottleib_The Shift from Designing Websites to Digital Eco-Systems

  1. 1. THE DIGITAL ECOSYSTEMChloe Gottlieb, VP, ECD, Interaction Design !
  2. 2. THE DIGITAL AGE
  3. 3. DIGITAL ≠ MEDIA
  4. 4. Narrative!
  5. 5. Interactive!
  6. 6. Contextual!
  7. 7. DIGITAL = CONTEXT
  8. 8. Right Experience.!
  9. 9. Right Time.!
  10. 10. Right Place.!
  11. 11. DIGITAL = EXPERIENCE
  12. 12. customer!
  13. 13. brand!customer!
  14. 14. brand!customer!
  15. 15. brand!signifiers! customer!
  16. 16. brand!signifiers! behaviors! customer!
  17. 17. brand! interface!signifiers! behaviors! customer!
  18. 18. company!signifiers! behaviors! customer!
  19. 19. company!signifiers! behaviors! customer!
  20. 20. Digital media ecosystem! TUMBLR! iPAD! TWITTER! FBOOK! PRINT! PAID SEARCH!GOOGLE! WEBSITE! MOBILE! RETAIL! YAHOO!! YAHOO ! HOME! EXTRAS (EMAIL)! YOUTUBE ! BLOGS!
  21. 21. ?
  22. 22. CONTEXTS
  23. 23. CONVERSATION!
  24. 24. INFORMATION!
  25. 25. AGGREGATION!
  26. 26. PARTICIPATION!
  27. 27. LOCATION!
  28. 28. APPLICATION!
  29. 29. DIVERSION!
  30. 30. PLAY !
  31. 31. CONVERGENCE !
  32. 32. VISUALIZATION!
  33. 33. TRANSACTION!
  34. 34. tailored just for me
  35. 35. MOBILE PC / TABLET TV RETAIL / DOOHLOCATION PARTICIPATION DIVERSION LOCATIONCONVERSATION CONVERSATION INTERRUPTION PARTICIPATIONPARTICIPATION INFORMATION INFORMATIONAPPLICATION AGGREGATION TRANSACTIONINFORMATION TRANSACTION APPLICATION VISUALIZATION
  36. 36. THE ʻNEWʼ CREATIVE TEAM ! Visual 
 Copywriter ! Interaction 
 Creative 
Designer ! Designer ! Technologist!
  37. 37. stories! systems!
  38. 38. customer!
  39. 39. THANK YOU Chloe Gottlieb! ! VP, ECD, Interaction Design @chloalo !

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