The document discusses the challenges of designing complex digital products and experiences. As technology has advanced, products have become more complicated to use which frustrates users. Experience design has emerged to address this by focusing on human, technical, and aesthetic factors. The roles of experience designers and digital agencies are also becoming more interdisciplinary and "fuzzy" as they address the full digital experience rather than isolated aspects. The ideal team brings together overlapping skills to design experiences across multiple channels in a way that is people-driven.

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

2. Interaction Design as Catalyst

6. Gurus Past + Present

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

8. Gurus Present: “Generalists” Who Blur The Lines Tim Brown :: IDEO Design Strategy & Innovation Robert Greenberg :: R/GA Consumer Engagements Alex Bogusky :: CP+B Momentum Creators

9. Teams Past:

10. Teams Present:

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

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

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

14. Point In Case Website (1999)

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

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

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

18. Useful, Valuable… Emotional? When done effectively, Experience Design leads to perceived value and positive emotions/feelings informally known as “the warm and fuzzies” Source: Peter Morville— Ambient Findability

19. What’s The Role of the Modern Agency?

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

21. Proof of Fuzziness

22. Gaming :: XBOX 360 Interface

23. AKQA :: Digital Marketing

24. Event Marketing :: Picture A Healthy World

25. Frog Design :: Design Consultancy

26. Retail Experience :: Hershey Store

27. Ogilvy :: Big Brand Agency

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

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

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

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

32. Merging T-Shaped Thinking With Traditional Creativity

33. 4 Dimensional Minds

34. Teams With Overlapping Skills + Strengths

35. Some Examples

36. NASA.gov

37. NASA iPhone Application

38. My Vegas + RSVP Event Planner 1 2

39. c What Will Agency 2.0 Look Like?

40. Less like this… c

41. More like this… c

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

43. Thank You.

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