Experience Design In The Fourth Dimension
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Design is in the eye of a technological, social and cultural storm, revolutionizing how we interact with the world around us. Its impact on business is the difference between disrupting, or being disrupted, as a new design method dictates which brands win and which lose. Central to it all is customer experience, the benchmark of a brand’s value. In today’s fickle market the experience had better be exceptional, and enduring. Competition for the customer’s fleeting attention span in the digital bazaar is fierce. It has shaped an innovative model of business and a fresh approach to branding called Experience Design. Led by Experience Designers, these hybrid creators reinvent products, processes, services, events, cities, and complete environments by combining old school design with a technology canvas, all with a single focus on crafting culturally relevant employee and customer experiences. See the presentation at https://postdigitalrevolution.wordpress.com/2015/12/06/experience-design-in-the-fourth-dimension/ See Video at: https://vimeo.com/148005232
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Experience Design In The Fourth Dimension
- 1. experience design in the fourth dimension
- 3. IBM Interactive Experience digital is not the destination. 3
- 5. IBM Interactive Experience disrupt or be disrupted 5
- 9. IBM Interactive Experience 9 Source: IBM Applied Insights
- 13. IBM Interactive Experience 13 our industry has changed
- 15. IBM Interactive Experience The last, best experience that anyone has anywhere becomes the minimum expectation for the experiences they want everywhere 15 “ ” -Paul Papas Global Leader
- 18. IBM Interactive Experience 18 design with data design to enhance life at an individual level design for connected spaces & time { design for editorial relevance
- 19. IBM Interactive Experience a new dimension emerged 19
- 22. DATA CA N DA N C E IBM Interactive Experience 22
- 23. IBM Interactive Experience N U M B E R S H AV E A S O U L 23
- 24. P I X E L S H AV E A P U L S E IBM Interactive Experience 24
- 25. S TAT I S T I C S CA N S I N G IBM Interactive Experience 25
- 26. M E T R I C S B EC O M E M E A N I N G IBM Interactive Experience 26
- 27. A LG O R I T H M S CA N B E A RT IBM Interactive Experience 27
- 28. H A P T I C S H A S A H E A RT IBM Interactive Experience 28
- 29. DATA T H AT D E L I V E R S DA V I N C I IBM Interactive Experience 29
- 30. C O M P U TAT I O N S T H AT C O N N ECT YO U TO C O C O C H A N E L IBM Interactive Experience 30
- 36. IBM Interactive Experience Tech is our canvas, data is the paint and the transformative idea is what will make the experience a masterpiece. 36 “ ” -Joanna Peña-Bickley Global Chief Creative Officer
Editor's Notes
- welcome to a new decade and dimension in creativity With that passion for ideas and invention I am here today to bring you a new perspective on the future of creativity. this is such an exciting time to be a designer. lets take a journey experience design like never before.
- the only constant in business today is change. the pace of this change only gets faster. modern business is not running a marathon - they are sprinting towards the future.
- digital is no longer the destination for modern business and brands. it is the foundation. everything we touch is now digital.
- in the post digital era - creativity is at the intersection of art, business and technology. the modern brand client understands that their employee and customer experience is the new competitive battle ground
- disrupt or be disrupted in this new reality entire industries have been flattened when the customer experience is improved upon or rethought.
- We only have to look at how industries like Publishing, Music and Auto have been disrupted.
- for our clients being safe is a risky proposition
- welcome to the experience economy. experience has emerged as the only sustainable source of growth and differentiation for brands. marketing leaders can no longer rely on services or products alone.
- experience matters at a bottom line level. because the results don’t lie. companies with a great customer experiences perform better for customers, stock holders and employees.
- In the experience economy there is no longer any real distinction between business strategy and the design of the customer experience.
- this convergence continues for forward thinkers and doers there is not any aspect of our arts that isn’t being reshaped by technology and the ubiquity of data.
- in the experience economy the physical location is the new digital interface.
- customer demand for personalization is shifting our creative and design practices. we can no longer look at art & copy as the only means to engage the audience.
- in order to compete for marketing dollars your creative practices must move from mass communications in the form of campaigns to individualized experiences that lead to long term customer loyalty and advocacy.
- think about this truth. The last, best experience that anyone has anywhere becomes the minimum expectation for the experiences they want everywhere and the quality of that experience is entirely dependent on the use of individualized data. these convergent truths have reshaped brand experiences and have led us to a new decade in brand design.
- we call it experience design. experience design is the practice of designing products, processes, services, events and environments with a focus placed on the quality of the culturally relevant customer experiences.
- The duality of designing experiences has impacted just about every form and function of creative industry. The experience designer is the hybrid polymath who is reshaping traditional design types with data and technology. Experience Design is the product of our new normal: an ongoing source of data and API’s delivered by technology, with the creative industry’s classic form and function. It is guided by the Experience Designer, a polymath, fluent in the language of traditional design, technology and data. Marketing and communications have been a consistent breeding ground for new capabilities and this convergence of skill sets is no exception. As much of our media has digitized to adapt to how people digest it, a new design discipline has emerged to breathe life into a new experience economy: Information Architecture + Interaction Design to become UX Design. Graphic Designers + Front End Coders + motion graphics became Creative Engineers. Writers + Content Strategist became editorial designers. Fashion: Fashion Technologists and bio media designers, such as Amanda Parkes, are repurposing what we wear. Music: Will.I.Am and sound and environmental installation artist, Mileece are bringing connectivity to music in original new ways. Architecture: David Fisher, Maya Ying Lin and Frank Gehry mashing Architecture and Engineering to build a new future. Manufacturing: Industrial Designers such as, Yves Béhar, Alberto Vasquez or Donn Koh who are redefining industry, one product at a time. Urban Living: Urban planners and designers, such as Elizabeth Plater-Zyberk and Laurinda Hope Spear are tapping urbanization to create intelligent cities of the future. Culinary Arts: Culinary technologists such as Dave Arnold and David Chang are redefining the meaning of cuisine for a new age and fresh palates. Entertainment: Sensory designers, such as Sam Bompas and Harry Parr are systematically altering human perception with design that extends beyond sight to all five senses to create an immersive experience.
- The Practice of Experience Design: The hybrid design practitioner is the creative leader of tomorrow, following a discipline based on four guiding pillars of Experience Design: Designing with data: Data is a powerful resource that goes far beyond identifying a potential need or gap. Used in the right way data is key to developing meaningful insights, to creating the individual and personalized narratives with each unique experience. As a component of this new school of design, data drives customer and employee engagement depending on how it is used to it to shape, thread and sculpt singular experiences. Designing for life at an individual level: Whereas traditional communication was created for a mass market, Experience Design is focused on a market of one, to an individualized experience that integrates seamlessly into the customer or employee’s life, at a specific moment in time. Cognitive computing, and new customer platforms, such as virtual reality, artificial intelligence, wearable tech, and the Internet of Things, combined with endless sources of data give Experience Designers give new meaning to the term “up close and personal” and the ability to tailor unique and measurable experiences that drive revenue. Designing for editorial relevance: Editorial interpretation of data that turns it into human communication. Everyone’s creating content. Consider the volume of editorial being created and consumed by anyone with a device, every second of every day and the need to give that content relevance to a brand becomes critical. Experience design incorporates cultural relevance through branded, editorial content, ensuring that the customer is consistently at the heart of the brand’s story, 365 days a year. Designing for connected spaces and time: There is no longer a distinction between the experience a customer may have on their screen, in their car, or through their wearable socks. New design experiences must exist simply, and seamlessly in a connected dimension. These interactions must take customers and employees beyond their expectations to wherever they happen to be. Experience Design draws on quantum physics and a connected space to turn flat data into a powerful human moment that drives customers to engage with a brand.
- to design for connected space and time means we have to design for a new dimension. In past decades we designed for 2D experiences for print on static surfaces. Then we shifted to 3D design for screens we relied on programatic computing to driver interaction - when you move past the screen in to the physical world - When your physical world is the new digital interface. in this decade of experience design we now must account for a new dimension. In 1912, Einstein called it it the 4th dimension …
- For IBMiX 4 Dimensional Design is where the magic happens - it is the convergence of design for the human senses and the interactions enabled by technology. It is where virtual and augmented reality simply become real. it is where science fiction transforms into artfully designed human realities. 4D Design moves us from the story telling in 360 degrees of communication to the putting customers and employees at the heart of experiencing the brand story 365 days a year. 4D Design relies on the experience designer to find beauty in chaos and complexity. It craves an understanding that almost every space is connected with code that lives in our homes, workplaces, entertainment venues, shopping malls and modes of transportation.
- 4D Designers uniquely uses data and the 5 human senses - Sight, Smell, Touch, Hearing and Taste to bring customers and employees closer to the brands they love. 4D Design uses connected space and time to enhances life at an individual level. 4D Design creates intelligent products, cities, stores and entertainment venues. For business 4D Design is the difference between being the disrupter or having your business disputed.
- for experience designers — 4D design data can dance
- …numbers have a soul
- pixels have a pulse
- statistics can sing
- metrics become meaning
- algorithms can be art
- haptics has a heart
- Data that delivers Da Vinci
- Computations that connect you to Coco Chanel
- 4D Design connects us to the physics of the brands experience and it gives us a way to use entirely new art forms to intelligently react to human interactions. Imagine generative art reacting to your interaction. But you don’t have to imagine - plenty of brands are experimenting and scaling those experiments. generative art by: Tatiana Plakhov
- Sonic Garden; Turning data in to sound Nature and technology have often times been pitted against each other as opposing forces. However, at Sonos Studio LA, they come to together to form a melodic alliance. Sound x environmental installation artist Mileece transforms a living ecology into a symphonic soundscape using the Sonos Smart System. Guests are invited to play plants that produce live harmonic symphonies in a new exhibition and event program at Sonos Studio LA. https://www.youtube.com/watch?v=815QTaBOn-k
- Founded in 1983, Montreal-based LEMIEUX PILON 4D ART is a multidisciplinary company with more than 30 original productions to its credit. Michel Lemieux and Victor Pilon, the driving artistic forces of the company, possess an unequalled avant-garde mastery of multimedia techniques as they apply to the performing arts. Their storytelling integrates theater, film, dance, poetry, visual arts, music and sound, resulting in rich immersive performances that both delight and amaze audiences. Victor Pilon belongs to the first generation of artists described as multidisciplinary creators. A director, set designer, visual designer and photographer, he works on stage productions as well as large-scale public events. http://4dart.com/en/creation/2014/icarus/
- In retail, Chanel, Diesel and Nike Footlocker are elevating window-shopping to high art through dazzling, interactive storefronts. https://www.youtube.com/watch?v=PnDNI5F_r-U https://www.youtube.com/watch?v=CLD1wVbcD8w https://www.youtube.com/watch?v=qN0PkWRj_Hs https://www.youtube.com/watch?v=xhmskZ178iU https://www.youtube.com/watch?v=xFgvNMN2DiQ
- In its conceptual stages - http://www.dynamicarchitecture.net/revolution/index.php?section=2 A new era of Architecture. The Tower in Motion is the first building in history that changes its shape. As each floor rotates separately, the tower never looks the same twice in its lifetime. For the first time ever, buildings will be able to become part of life... For the first time buildings will have four dimensions adding the dimension of "TIME". Breaking the rules of gravity, the Dynamic Tower is the brainchild of Florentine architect David Fisher. It is a skyscraper in continuous evolution, facing the future. http://davincitowersdubai.blogspot.com/2007/04/da-vinci-towers-dubai-photogallery.html
- for experience designers, Tech is our canvas, data is the paint and the big idea is what will make your brand experience a masterpiece in the experience economy.
- we have a choice as creatives - live in the past — or — get down to business of imaging the future of creativity with experience design. What will you design in 4D?