designer evolution

H E L L O

DesignerX3 GUY LAUFER @ G U Y L A U F E R | G U Y L A U F E R . C O M

THE FUTURE���IS IN PRINT

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CHAPTER ONE

BECOMING A DESIGNER

first chapter

BECOMING A DESIGNER Huge gap

The tools not relevant

Timeline

ADinosaurs

File  

first chapter

BECOMING A DESIGNER

Quit

Huge gap

Tools are not relevant

Timeline

ADinosaurs

first chapter

BECOMING A DESIGNER Huge gap

Tools are not relevant

Timeline

ADinosaurs

The  first  newspaper  adver2sement.  

First  adver2sing  agency  in  Philadelphia.  

Begins  buying  the  right  to  place  adver2sing  in  religious  magazines.  

10  minutes  of  radio  2me  to  anyone  who  would  pay  $100.  

Radio  surpasses  magazines  as  a  source  of  adver2sing  revenue.  

NBC's  telecas2ng.  The  first  TV  spots,  featuring  a  Bulova  watch  that  2cks  for  60  seconds  

THE  INTERNET  BECOMES  A  REALITY  AS  5  MILLION  USERS  WORLDWIDE  GET  ONLINE.      

1993  

1704   1843   1867   1922   1938   1941  

*  hYp://adage.com/ar2cle/special-­‐report-­‐the-­‐adver2sing-­‐century/ad-­‐age-­‐adver2sing-­‐century-­‐2meline/143661/  

first chapter

BECOMING A DESIGNER Huge gap

Tools are not relevant

Timeline

ADinosaurs

CHAPTER TWO

BECOMING A DIGITAL DESIGNER

*  General  Assembly  

USER vs. ���VIEWER

second chapter

BECOMING A DIGITAL DESIGNER

Viewer vs. User

Design For Web Is Deferent

No Final Product

Thinking In Sequence

Team Structure

The Process

Measurement

Display

Change

*  General  Assembly  

DO NOT SEEK PRAISE. SEEK FEEDBACK.

second chapter

BECOMING A DIGITAL DESIGNER

Viewer vs. User

Design For Web Is Deferent

No Final Product

Thinking In Sequence

Team Structure

The Process

Measurement

Display

Change

second chapter

BECOMING A DIGITAL DESIGNER

Viewer vs. User

Design For Web Is Deferent

No Final Product

Thinking In Sequence

Team Structure

The Process

Measurement

Display

Change

TRADITIONAL

creative director

art director

copy

DIGITAL

creative director

digital art director

Copy

Digital producer

designer

flash designer

programmer

front end & Back end

UX

second chapter

BECOMING A DIGITAL DESIGNER

Viewer vs. User

Design For Web Is Deferent

No Final Product

Thinking In Sequence

Team Structure

The Process

Measurement

Display

Change

second chapter

BECOMING A DIGITAL DESIGNER

Viewer vs. User

Design For Web Is Deferent

No Final Product

Thinking In Sequence

Team Structure

The Process

Measurement

Display

Change

second chapter

BECOMING A DIGITAL DESIGNER

Viewer vs. User

Design For Web Is Deferent

No Final Product

Thinking In Sequence

Team Structure

The Process

Measurement

Display

Change

*  General  Assembly  

second chapter

BECOMING A DIGITAL DESIGNER

Viewer vs. User

Design For Web Is Deferent

No Final Product

Thinking In Sequence

Team Structure

The Process

Measurement

Display

Change

second chapter

BECOMING A DIGITAL DESIGNER

Viewer vs. User

Design For Web Is Deferent

No Final Product

Thinking In Sequence

Team Structure

The Process

Measurement

Campaigns

Change

from  

to  

second chapter

BECOMING A DIGITAL DESIGNER

Viewer vs. User

Design For Web Is Deferent

No Final Product

Thinking In Sequence

Team Structure

The Process

Measurement

Campaigns

Change

KOTTER’S CHANGE MODEL

second chapter

BECOMING A DIGITAL DESIGNER

Viewer vs. User

Design For Web Is Deferent

No Final Product

Thinking In Sequence

Team Structure

The Process

Measurement

Campaigns

Change

second chapter

BECOMING A DIGITAL DESIGNER

Viewer vs. User

Design For Web Is Deferent

No Final Product

Thinking In Sequence

Team Structure

The Process

Measurement

Campaigns

Change

second chapter

BECOMING A DIGITAL DESIGNER

Viewer vs. User

Design For Web Is Deferent

No Final Product

Thinking In Sequence

Team Structure

The Process

Measurement

Campaigns

Change

second chapter

BECOMING A DIGITAL DESIGNER

CHAPTER THREE

BECOMING A DESIGN THINKER

PROBLEM SOLVING ���USING CREATIVITY ���IN A FRAMEWORK “Design  is  not  how  things  looks  but  rather  how  things  work”  Steve  Jobs  

third chapter

BECOMING A DESIGN THINKER

What is Design Thinking?

New language

Examples

DMO

Digital isn't magic

Summary

Last slide

third chapter

BECOMING A DESIGN THINKER

What is Design Thinking?

New language

Examples

DMO

Digital isn't magic

Summary

Last slide

4D’s Discover > Define > Design > Deliver

Partners:  Dana  Goren  |  Qortni  Williams  

third chapter

BECOMING A DESIGN THINKER

What is Design Thinking?

New language

Examples

DMO

Digital isn't magic

Summary

Last slide

third chapter

BECOMING A DESIGN THINKER

What is Design Thinking?

New language

Examples

DMO

Digital isn’t magic

Summary

Last slide

GLOBAL DIGITAL PROGRAM���23,000 employees���120 countries���

PROGRAM STRUCTURE

FOUNDATION  

CREATIVE   ACCOUNT   STRATEGY  

X  

TARGET  AUDIENCE:  The  en2re  agency    THE  GOAL:  -­‐  Bench  mark  -­‐  Familiar  with  

digital  terms  -­‐  Language  -­‐  Mee2ng  the  digital  -­‐  people  within  the    

agency  

 TARGET  AUDIENCE:  The  3  major  departments    THE  GOAL:  From  talking  to  doing  -­‐  Tools  -­‐  Tac2cal  (hands  on)    

 TARGET  AUDIENCE:  Selected  group    THE  GOAL:  Working  on  a  real  project  and  hopefully  show  results  to  client  

third chapter

BECOMING A DESIGN THINKER

What is Design Thinking?

New language

Examples

DMO

Digital isn’t magic

Summary

Last slide

DIGITAL ISN’T MAGIC

third chapter

BECOMING A DESIGN THINKER

What is Design Thinking?

New language

Examples

DMO

Digital isn’t magic

Summary

Last slide

L A S T S L I D E