Presentation given at Phizzpop Chicago.

1. Experience Design
+ The Digital Agency
Where it’s been.
Where it’s going.
David Armano | Logic + Emotion
http://darmano.typepad.com
criticalmass.com

2. 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.”

3. 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.”

4. Digital Experience Design Made Simple
human. technical. aesthetic.
Digital Experience Design exists as the design of behavior, bounded by three
core interests: Human, Technical and Aesthetic.

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

6. Gurus Present: Blurring The Lines
Alex Bogusky // CP+B
Robert Greenberg // R/GA
Tim Brown // IDEO
Momentum Creators
Consumer Engagements
Design Strategy & Innovation

7. Teams Past:

8. Teams Present:

9. Websites: The Way It Was
Usability-Driven Creative-Driven Tech-Driven

10. People-Driven Experiences: The Way It Needs To Be
People-Driven

11. Point In Case
Website (1999)

12. From Web Sites to Digital Experiences
Digital Brand Experience (2007)

13. The E-word
“Companies
stage an
experience when
they engage
customers in a
memorable way”

14. Memorable Experiences Create “Brand Junkies”
“whenever I want, to plug in a peripheral it recognizes it right away
I don’t have to sweat, and pray for a small miracle its just great for me
I’m as happy as can be and I have better productivity…”
-Daphne Kalfon “Brand Junkie (AKA, Citizen Marketer)”

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

16. 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”

17. What’s The Role of the
Modern Agency Anyway?

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

19. Proof Of Fuzziness

20. Gaming // XBOX 360 Interface

21. AKQA // Digital Marketing

22. Digital Marketing // Picture A Healthy World

23. Frog Design // Design Consultancy

24. Retail Experience // Hershey Store

25. Ogilvy // Big Brand Agency

26. Digital Experience Design
Get out of the agency
…and into the real world

28. Experience Design + Everyday Experiences

29. Digital Experience Design
team look like?
What does a

30. 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

31. Taking T-Shaped Further—T-Shaped Creativity

32. A T-Shaped Mind

33. T-Shaped Teams

34. NASA.gov

35. What’s Next?
“I’ve been amazed at how often those outside the
discipline of design assume that what designers
do is decoration. Good design is problem solving.”
—Jeffery Veen, (2000)
Experience Design will always be about solving problems at the core.
The more complex the problem, the more simple the solution needs to be.
That’s where creativity comes in—Designers in this space will become
creative problem solvers critical in helping brands
connect with their customers & communities.

36. Who solved the problem
best?

37. Experience Design
+ The Digital Agency
Where it’s been.
Where it’s going.
David Armano | Logic + Emotion
http://darmano.typepad.com
criticalmass.com