Understanding XD: Application Project (1/5)

This was presentation #1 out of a five-week long project that had us apply and demonstrate everything we learned to our design process. Our team chose to delve into experience design, adapting CP+B's approach of experiential design ("outeractive"). We then looked to CP+B's works to derive potential themes we could work off of.

Presented by Patricia Bernal, Michelle Lee, Marissa McMillan, Gracelle Mesina, Ronaldo Pagaduan, Daniel Susetyo

Transcript

1. Daniel Susetyo • Gracey Mesina • Marissa McMillan • MICHELLE LEE • Patricia Bernal • Ronaldo Pagaduan Experience DESIGN
2. INTERNAL FACTORS EXTERNAL FACTORS natural behaviours desires thoughtless acts beliefs attitudes expectations personality experiences emotions prior knowledge affected by HAVE segments roles knowledge & skills demographics learned behaviours learned patterns task-mindsets which develop motivation social monetary emotional idealogical which can be people are defined by activities (includes people + Objects) are driven by fundamentals of experience design (environmental, social, historical, cultural, technological)
3. Intensity time Interactivity Meaning CONSISTENCY TRIGGERs External factors INTERNAL FACTORS EXPERIENCE DESIGN reflex, habit, & engagement breadth of products & services Initiation, Immersion, Conclusion, & Continuation passive vs. active significance, Status, Emotion, Price, & Function sensorial & cognitive All Human Senses, Concepts, and Symbols shedroff’s dimensions "There are, at least, 6 dimensions to experiences, Together, these create an enormous palette of possibilities for creating effective, meaningful, and successful experiences." - Nathan Shedroff
4. CP+B "to take the cultural insights and move them to the beginning of the process. Your cultural and consumer research instructs the product. So it creates something you don't have to lie about. The product not only fulfills a need, but it fulfills it in a way that is very apparent to the consumer. Because that's the other part of it; people have to see that a product has what they want. It has to be very explicit in its design that it solves a unique problem" - alex bogusky truthful / transparent / explicit
5. EXPERIENTIAL MARKETING experiential marketing is experience design in a commercial context. it is driven by consideration of the "moments" of engagement between people and brands, And the memories these moments create. * people brand moment
6. “outeractive” cp+B’s approach on experiential marketing tells a brand story designs for sharable moments creates a relationship between brand & consumer
7. GOOD ENOUGH SUCKS
8. External factors INTERNAL FACTORS XD and CP+B shedroff’s dimensions cultural + social context engaging the right audience stimulating senses familiarizing with the brand perceiving the brand eternalizing connection with the brand observation Intensity Interactivity Meaning CONSISTENCY cognitive TRIGGERs SENSORIAL TRIGGERS time 1. initiation 2. immersion inspiring them to takE action 3. conclusion + continuation cultural insight: outrageous story-telling: outrageous story-telling: outrageous story-telling: understanding the brand: understanding the brand:
9. why: to give back value that was there in the first place, To reveal what already exists but has been forgotten or overlooked provisional form: campaign in the form of a stunt or flashmob EXAMPLE: under armour “What’s beautiful” revealing undervalued truths
10. “outeractive” revealing undervalued truths tells a brand story depends on brand promise designs for sharable moments participants can join in a stunt creates a relationship between brand & consumer empowering the customers through the brand
11. Nonsense that makes sense why: There is the Natural human behavior of needing to make sense of things provisional form: putting something out of context (place, time - history) example: vitaminwater “You’re up”
12. “outeractive” nonsense that makes sense tells a brand story depends on brand promise designs for sharable moments audience can do what it takes to make sense of it creates a relationship between brand & consumer hooking in the customers
13. empathy through personification of objects why: Objects are generally neutral, which make it all the more relatable provisional form: depends on the client’s service or product EXAMPLE: IKEA “LAMP”
14. “outeractive” empathy through personification of objects tells a brand story object tells the story designs for sharable moments interaction allows the person to be in the object’s shoes creates a relationship between brand & consumer object reflects brand and creates connection with person
15. http://www.poetpainter.com/thoughts/article/ia-summit-2009-the-fundamentals-of-experience-design- http://creativity-online.com/credits/crispin-porter--bogusky/119/2 http://www.slideshare.net/icecoldvideo/dont-feed-the-board-monkeys http://www.slideshare.net/whatidiscover/crispin-porter-bogusky-employee-handbook http://www.cpbgroup.com/#about/about-us (about us) http://www.facebook.com/cpbgroup/info http://www.digiday.com/agencies/the-cpb-approach-to-digital/ http://www.slate.com/articles/business/branded/2012/01/crispin_porter_bogusky_how_the_hot_ad_agency_fell_from_grace_.html http://creativity-online.com/news/design-thinking--doing/133270 http://www.clickz.com/clickz/news/2172156/-cp-bs-matt-walsh-talks-dominos-dead http://creativity-online.com/credits/crispin-porter-bogusky/119/2 (lookbook) http://attitude.adforum.com/summit/copenhagen-and-malmo-2010/crispin-porter-bogusky-europe-no-pressure-then/ http://creativity-online.com/news/design-thinking--doing/133270 http://en.wikipedia.org/wiki/Experience_design http://uxdesign.com/ux-defined http://uxmag.com/articles/yes-experience-can-be-designed http://www.montparnas.com/articles/what-is-user-experience-design/ http://www.nathan.com/ed/glossary/index.html (Glossary of XD) references