Friday, 20 February 2015

New Blood Event

Event D&AD New Blood

Create a digital experience that demystify household energy efficiency and savings. 

Note- For me it was more a chance to discuss user experience with industry professionals.

Speaker Andy Gott - Field Works

They are creatives for good - social entrepreneurs, donate by doing, do good for business/ uni.

Good for nothing event - creatives lend their skills

There is an importance with the ever changing pace of business that companies become more agile with their digital presence, they have to be able to relate and adapt to their consumers needs and wants.

Fields works focuses their work on human behaviour. This doesn't just mean creating digital that is intuitive but also understand what human barrier are in place and how to over come them.

Reactant to change
The users issues - weather/ money/ complexities of modern life. By noticing these you can spot opportunities. 
Existing patterns of behaviour

Then design interventions to alleviate and understand.

Users experience

People should want to interact with what you offer.
1. context- orginisation / purpose 2. Project Context - how does the project fit 3. Project Goals 4. Research the user - target audience and competition 5. Barriers - existing behaviours

Work with the users needs and wants: 

Can you make it worthwhile for the user?
Can we build the audience with them?

Design Principles
What's important:
- Let the principles evolve over time. ???? Ask about this?
- Scope out the possibilities, there are, figure out how to implement them.
- Distill the message, refine the outcome, make an environment users enjoy being in.
- Create inspirational design but make sure it's realistic and usable:
- Must have |  Should have | Nice to have
- Frame the principles in a human way.

Test real scenarios

Stucture and workflow.
Site map, user journey, check back on the user story, wireframe(use it for learning not designing), priorities elements over other elements ( ask about this), look and feel ( be playful, shake off research, process)

Research - user / client. Planning - structure / Design principles. Design - Scope / Structure / Wire Framing Look and feel

I asked him why there has been very little research done to look at creating responsive principles.

“The industry is heavily split between designers and developers, even if your both you are generally more of one than another, that divide between development and design might be a cause but I have no doubt the insurge of new tech will make sure new principle are explored”

You mentioned before that you should priorities some elements over others why is that? 

" that way you know what can be lost across less content rich viewports. It also helps you realise what's actually important"

From a design perpective, in terms of creating responsive mock ups do you think there is a better way do design? 

"I can only tel you what we do which is design in the browser, usually mobile first and then create alternate versions for larger viewports. But, to be honest that's just our way not the right way."

Andy - Love Digital

At love our prime concern is creating stories that are well told, no matter whether hat online or off. Each campaign should act as one. We try to find the most interesting story and tell them in the most interesting ways.

Don't search for executions, search for solutions.

Disconnect with the physical, tech is intangible.

Make it feel real to the audience, a digital space or landscape for the user to be emerged in.

Need to have a genuine impact not just for the sake of it. What ever you design must have a purpose.

Don't settle, interrogate your ideas.

Story telling is a difficult process but when you do it right is the best way to capture your audience:

Engage with the audience

Facts - are your ingredients

Stories - are your meal.

Create a brand story. Make it the truth of the brand. What's the unique selling point or the hero? 

Create multiple touch points. The more an audience is involved the more the buy into what your telling them.

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