the new creatives: why you need experience design in your agency

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THE NEW CREATIVESWHY YOU NEED EXPERIENCE DESIGN IN YOUR AGENCY

Image: Personal Photo

@AIDENBORDNERDIRECTOR 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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IDEAINTERACTION

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)

“WELL PRACTICED CREATIVITY” IS HARDER THAN EVER.

IT TAKES MORE THAN A GREAT IDEA. IT TAKES NEW CRAFTS, NEW PERSPECTIVE.

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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

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’

SPECIALISTS IN INTERACTION CREATE GOOD INTERACTIVE WORK.

CRAFT. PLANNING. ATTENTION.

THANKS!@AIDENBORDNER