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