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aynne valencia | design director                                          www.avalen.com




 from paper to people
 the fine art of designing digital campaign experiences with purpose     Twitter: aynne




Copyright © 2011
                                                                       CONFIDENTIAL       1
aynne valencia | design director                                                                                          www.avalen.com




 Hi!                                                                                           Product Making



 I’m Aynne Valencia
                                                                                               Advertising

                                                                                               Exploring




                                                                                                                                      Now



                                                                                                                          Research
                                   New Consumer                                                                             project
                                                                        Italy
                                   Products Group                                            Design for Good
                                                                   Paris
                                                      Turkey,
                                                    Slovakia,
                                                                                                                       Morocco
                                                    Romania
                                                                                              Microsoft         Visa
                                                                                McDonalds
                                                                                      Nike

   Luminant                            Microsoft                Yahoo                        AKQA                        Moto/Cisco




Copyright © 2011
                                                                                                                       CONFIDENTIAL         2
aynne valencia | design director                                   www.avalen.com




Augmented (hyper)Reality: Domestic Robocop by Keiichi Matsuda


http://vimeo.com/14533403




Copyright © 2011
                                                                CONFIDENTIAL   3
aynne valencia | design director                                            www.avalen.com




                               Dear All of Advertising and Marketing..
                                I am what you probably call a target
                                           demographic...




Copyright © 2011
                                                                         CONFIDENTIAL   4
aynne valencia | design director                                   www.avalen.com




                      I don’t know if there’s been some terrible
               misunderstanding. But I’d like to know where you got
                 the idea that I’d like the prospect of coming home
                from work and spending my free time taking part in
                your idea about sausages, tea or any other products.




Copyright © 2011
                                                                CONFIDENTIAL   5
aynne valencia | design director                                   www.avalen.com




             I know it’s tempting to sit in your office and dream up
                schemes where normal people like me forget out
               everyday cares and participate in your marketing..
                           but, please.. leave me alone.




Copyright © 2011
                                                                CONFIDENTIAL   6
aynne valencia | design director      www.avalen.com




   Digital advertising
   does not have to be like
   that




Copyright © 2011
                                   CONFIDENTIAL   7
aynne valencia | design director      www.avalen.com




 Some GREAT digital
 experiences




Copyright © 2011
                                   CONFIDENTIAL   8
Copyright © 2011
                   CONFIDENTIAL   9
Barack Obama Campaign


2008

Copyright © 2011
                        CONFIDENTIAL   10
Breast Cancer Awareness Facebook Status Viral Campaign


2009, 2010

Copyright © 2011
                                                         CONFIDENTIAL   11
http://www.kob.com/article/stories/S1690079.shtml




Copyright © 2011
                                                     CONFIDENTIAL   12
Nike Plus

Copyright © 2011
                   CONFIDENTIAL   13
“Dogs Rule”


  Multi-targeted Campaign
Copyright © 2011
                            CONFIDENTIAL   14
Put a Bird On It


  Campaign
Copyright © 2011
                     CONFIDENTIAL   15
aynne valencia | design director      www.avalen.com




Copyright © 2011
                                   CONFIDENTIAL   16
aynne valencia | design director      www.avalen.com




 These are not just
 successful campaigns
 but successful experiences




Copyright © 2011
                                   CONFIDENTIAL   17
aynne valencia | design director      www.avalen.com




 Designers have
 the power to
 influence how,
 what and if
 products are
 made.



Copyright © 2011
                                   CONFIDENTIAL   18
aynne valencia | design director                 www.avalen.com




                                   We design
                                   services and
                                   mechanisms that
                                   empower




Copyright © 2011
                                              CONFIDENTIAL   19
aynne valencia | design director      www.avalen.com




  We can influence
  new business
  models that
  innovate on
  things we are
  already using


Copyright © 2011
                                   CONFIDENTIAL   20
aynne valencia | design director                  www.avalen.com




                                   We can create
                                   ways that
                                   encourage
                                   people to
                                   interact more
                                   with each
                                   other and less
                                   with gadgets


Copyright © 2011
                                               CONFIDENTIAL   21
aynne valencia | design director      www.avalen.com




   Design is not something
   you do, it is the
   embodiment of an
   experience.




Copyright © 2011
                                   CONFIDENTIAL   22
aynne valencia | design director      www.avalen.com




 Experiential Products




Copyright © 2011
                                   CONFIDENTIAL   23
aynne valencia | design director                          www.avalen.com




 Focus on an outcome rather than a process.

 Utilize natural behaviors for complex interactions.

 Blend into the context of use.




Copyright © 2011
                                                       CONFIDENTIAL   24
aynne valencia | design director      www.avalen.com


  Appleʼs photo/email




Copyright © 2011
                                   CONFIDENTIAL   25
aynne valencia | design director      www.avalen.com


  Focus on Service




Copyright © 2011
                                   CONFIDENTIAL   26
aynne valencia | design director          www.avalen.com


  Seamless Cross-platform experience




Copyright © 2011
                                       CONFIDENTIAL   27
aynne valencia | design director      www.avalen.com




Copyright © 2011
                                   CONFIDENTIAL   28
aynne valencia | design director      www.avalen.com




                   Soundcloud




Copyright © 2011
                                   CONFIDENTIAL   29
aynne valencia | design director      www.avalen.com




 So how do you get there?




Copyright © 2011
                                   CONFIDENTIAL   30
aynne valencia | design director                      www.avalen.com


  Non-digital




                   The Pitch       Design   Production




Copyright © 2011
                                                   CONFIDENTIAL   31
aynne valencia | design director      www.avalen.com




 Experience Design &
 Advertising have the same goal
 to influence behavior




Copyright © 2011
                                   CONFIDENTIAL   32
aynne valencia | design director                                                                                                   www.avalen.com

     My Approach to Experience Design




                     Front-End
                    Technology
                                                                                Audioscape                          New
                                 Maintenance                      Industrial                                      Behaviors
                                                                   Design
          System
        Integration

                                    Social                                                                        New Products
                                                     inform                                           to create
                                    Factors                                                  Visual
                   Business
                                                                       Information         Language
                    Factors
                                                                         Design
                                                                                                                     Better
                                 Context                                                                            Products
                                               Usability

                      User                                                             Use of
                     Needs                                                           language                      New Ways
                                     Design         Brand                                                         of Interacting
                                    Research    Appropriateness




Copyright © 2011
                                                                                                                               CONFIDENTIAL    33
aynne valencia | design director                                                              www.avalen.com




 Process
Concept                            Design & Prototype               Develop            Package

Discovery                          Collaborative Design Sessions    Prototype          Product
                                                                                       Communications
Contextual Research                Design Workshops                 Product
                                                                    UI Specifications
Design Research                    Develop Design Principles                           User Assistance
                                                                                       Plan
Ideation                           Industrial Design, Engineering
                                   Integration begins
Business Opportunity
                                   Low-High fidelity visual design
Technical Opportunities &
Considerations

Develop Design Principles




Copyright © 2011
                                                                                           CONFIDENTIAL
aynne valencia | design director                                                              www.avalen.com




 Out of Box                        Core Usage                        Troubleshooting +
 Experience + Set Up                                                 End of Use




  Out the box experience           What I doing on the service?       What happens after I done with
                                                                      product?
  Set up                           What I am doing on the devices?
                                                                      What should I do if I have a
  Account Creation                 What is the behavior we wish to    problem?
                                   influence?
  Product Exploration




Copyright © 2011
                                                                                           CONFIDENTIAL   35
aynne valencia | design director                            www.avalen.com




  Experience Design Considerations
  Function : how does it work?

  Maintenance: Who are all the people who will use it?

  Usability: can people use it?

  Aesthetics/branding: how does it feel?

  Meaning: does it resonate?




Copyright © 2011
                                                         CONFIDENTIAL   36
aynne valencia | design director                            www.avalen.com




  Experience Design Considerations
  Function : how does it work?

  Maintenance: Who are all the people who will use it?

  Usability: can people use it?

  Aesthetics/branding: how does it feel?

  Meaning: does it resonate?




Copyright © 2011
                                                         CONFIDENTIAL   37
aynne valencia | design director                  www.avalen.com


  Elements of Design



                                   Surface


                                   Skeleton


                                   Structure


                                    Scope

                                   Strategy

Copyright © 2011
                                               CONFIDENTIAL   38
aynne valencia | design director                  www.avalen.com




                                   STRATEGY

                                   Where am I using
                                   it? Who will use
                                   it?
                                   Why am I
                                   making it?



Copyright © 2011
                                               CONFIDENTIAL   39
aynne valencia | design director      www.avalen.com




  SCOPE

  What form does
  it take?
  What could it
  be like?



Copyright © 2011
                                   CONFIDENTIAL   40
aynne valencia | design director                  www.avalen.com




                                   STRUCTURE

                                   What does it do?
                                   What are it’s
                                   contents?




Copyright © 2011
                                               CONFIDENTIAL   41
aynne valencia | design director      www.avalen.com




  SKELETON

  How does it
  work?
  How do
  interact with
  it?



Copyright © 2011
                                   CONFIDENTIAL   42
aynne valencia | design director                  www.avalen.com




                                   SURFACE

                                   How does it feel?
                                   What does it
                                   look like?




Copyright © 2011
                                               CONFIDENTIAL   43
aynne valencia | design director      www.avalen.com




   To influence behavior:



   Clear call to action
   Something to get behind
   Be authentic
   Caring is the killer app




Copyright © 2011
                                   CONFIDENTIAL   44
aynne valencia | design director      www.avalen.com




   Give your audience...


Something to do
Something to love
Something to look forward to




Copyright © 2011
                                   CONFIDENTIAL   45
aynne valencia | design director      www.avalen.com




 Thank You!
 Aynne Valencia

         Twitter: aynne

   www.automagicthings.com




Copyright © 2011
                                   CONFIDENTIAL   46
aynne valencia | design director      www.avalen.com




  design
  exercise




Copyright © 2011
                                   CONFIDENTIAL   47
01 name your idea                               03 Notes



    02 Who is it for and where are they doing it?




Copyright © 2011                                               www.avalen.com
aynne valencia | design director                                       www.avalen.com


  Design Exercise


   1. Your name
   2. What you do
   3. Describe the high level concept of your idea
   4. Who is it for, what do you want them to do

 * if you have an idea not represented... go ahead and share it -
 sketch it - describe it to us.




Copyright © 2011
                                                                    CONFIDENTIAL   49
aynne valencia | design director                                                                     www.avalen.com


  Brainstorming Rules


   1. Collect as many ideas as possible from all participants with no criticisms or judgments
      made while ideas are being generated.
   2. All ideas are welcome no matter how silly or far out they seem. Be creative. The more
      ideas the better because at this point you don't know what might work.
   3. Absolutely no discussion takes place during the brainstorming activity. Talking about
      the ideas will take place after brainstorming is complete.
   4. Do not criticize or judge. Don't even groan, frown, or laugh. All ideas are equally valid
      at this point.
   5. Do build on others' ideas.
   6. Do write all ideas on a flipchart or board so the whole group can easily see them.
   7. Set a time limit (i.e., 30 minutes) for the brainstorming.




Copyright © 2011
                                                                                                  CONFIDENTIAL   50

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Paper to people:: the fine art of designing digital campaign experiences with purpose

  • 1. aynne valencia | design director www.avalen.com from paper to people the fine art of designing digital campaign experiences with purpose Twitter: aynne Copyright © 2011 CONFIDENTIAL 1
  • 2. aynne valencia | design director www.avalen.com Hi! Product Making I’m Aynne Valencia Advertising Exploring Now Research New Consumer project Italy Products Group Design for Good Paris Turkey, Slovakia, Morocco Romania Microsoft Visa McDonalds Nike Luminant Microsoft Yahoo AKQA Moto/Cisco Copyright © 2011 CONFIDENTIAL 2
  • 3. aynne valencia | design director www.avalen.com Augmented (hyper)Reality: Domestic Robocop by Keiichi Matsuda http://vimeo.com/14533403 Copyright © 2011 CONFIDENTIAL 3
  • 4. aynne valencia | design director www.avalen.com Dear All of Advertising and Marketing.. I am what you probably call a target demographic... Copyright © 2011 CONFIDENTIAL 4
  • 5. aynne valencia | design director www.avalen.com I don’t know if there’s been some terrible misunderstanding. But I’d like to know where you got the idea that I’d like the prospect of coming home from work and spending my free time taking part in your idea about sausages, tea or any other products. Copyright © 2011 CONFIDENTIAL 5
  • 6. aynne valencia | design director www.avalen.com I know it’s tempting to sit in your office and dream up schemes where normal people like me forget out everyday cares and participate in your marketing.. but, please.. leave me alone. Copyright © 2011 CONFIDENTIAL 6
  • 7. aynne valencia | design director www.avalen.com Digital advertising does not have to be like that Copyright © 2011 CONFIDENTIAL 7
  • 8. aynne valencia | design director www.avalen.com Some GREAT digital experiences Copyright © 2011 CONFIDENTIAL 8
  • 9. Copyright © 2011 CONFIDENTIAL 9
  • 10. Barack Obama Campaign 2008 Copyright © 2011 CONFIDENTIAL 10
  • 11. Breast Cancer Awareness Facebook Status Viral Campaign 2009, 2010 Copyright © 2011 CONFIDENTIAL 11
  • 13. Nike Plus Copyright © 2011 CONFIDENTIAL 13
  • 14. “Dogs Rule” Multi-targeted Campaign Copyright © 2011 CONFIDENTIAL 14
  • 15. Put a Bird On It Campaign Copyright © 2011 CONFIDENTIAL 15
  • 16. aynne valencia | design director www.avalen.com Copyright © 2011 CONFIDENTIAL 16
  • 17. aynne valencia | design director www.avalen.com These are not just successful campaigns but successful experiences Copyright © 2011 CONFIDENTIAL 17
  • 18. aynne valencia | design director www.avalen.com Designers have the power to influence how, what and if products are made. Copyright © 2011 CONFIDENTIAL 18
  • 19. aynne valencia | design director www.avalen.com We design services and mechanisms that empower Copyright © 2011 CONFIDENTIAL 19
  • 20. aynne valencia | design director www.avalen.com We can influence new business models that innovate on things we are already using Copyright © 2011 CONFIDENTIAL 20
  • 21. aynne valencia | design director www.avalen.com We can create ways that encourage people to interact more with each other and less with gadgets Copyright © 2011 CONFIDENTIAL 21
  • 22. aynne valencia | design director www.avalen.com Design is not something you do, it is the embodiment of an experience. Copyright © 2011 CONFIDENTIAL 22
  • 23. aynne valencia | design director www.avalen.com Experiential Products Copyright © 2011 CONFIDENTIAL 23
  • 24. aynne valencia | design director www.avalen.com Focus on an outcome rather than a process. Utilize natural behaviors for complex interactions. Blend into the context of use. Copyright © 2011 CONFIDENTIAL 24
  • 25. aynne valencia | design director www.avalen.com Appleʼs photo/email Copyright © 2011 CONFIDENTIAL 25
  • 26. aynne valencia | design director www.avalen.com Focus on Service Copyright © 2011 CONFIDENTIAL 26
  • 27. aynne valencia | design director www.avalen.com Seamless Cross-platform experience Copyright © 2011 CONFIDENTIAL 27
  • 28. aynne valencia | design director www.avalen.com Copyright © 2011 CONFIDENTIAL 28
  • 29. aynne valencia | design director www.avalen.com Soundcloud Copyright © 2011 CONFIDENTIAL 29
  • 30. aynne valencia | design director www.avalen.com So how do you get there? Copyright © 2011 CONFIDENTIAL 30
  • 31. aynne valencia | design director www.avalen.com Non-digital The Pitch Design Production Copyright © 2011 CONFIDENTIAL 31
  • 32. aynne valencia | design director www.avalen.com Experience Design & Advertising have the same goal to influence behavior Copyright © 2011 CONFIDENTIAL 32
  • 33. aynne valencia | design director www.avalen.com My Approach to Experience Design Front-End Technology Audioscape New Maintenance Industrial Behaviors Design System Integration Social New Products inform to create Factors Visual Business Information Language Factors Design Better Context Products Usability User Use of Needs language New Ways Design Brand of Interacting Research Appropriateness Copyright © 2011 CONFIDENTIAL 33
  • 34. aynne valencia | design director www.avalen.com Process Concept Design & Prototype Develop Package Discovery Collaborative Design Sessions Prototype Product Communications Contextual Research Design Workshops Product UI Specifications Design Research Develop Design Principles User Assistance Plan Ideation Industrial Design, Engineering Integration begins Business Opportunity Low-High fidelity visual design Technical Opportunities & Considerations Develop Design Principles Copyright © 2011 CONFIDENTIAL
  • 35. aynne valencia | design director www.avalen.com Out of Box Core Usage Troubleshooting + Experience + Set Up End of Use Out the box experience What I doing on the service? What happens after I done with product? Set up What I am doing on the devices? What should I do if I have a Account Creation What is the behavior we wish to problem? influence? Product Exploration Copyright © 2011 CONFIDENTIAL 35
  • 36. aynne valencia | design director www.avalen.com Experience Design Considerations Function : how does it work? Maintenance: Who are all the people who will use it? Usability: can people use it? Aesthetics/branding: how does it feel? Meaning: does it resonate? Copyright © 2011 CONFIDENTIAL 36
  • 37. aynne valencia | design director www.avalen.com Experience Design Considerations Function : how does it work? Maintenance: Who are all the people who will use it? Usability: can people use it? Aesthetics/branding: how does it feel? Meaning: does it resonate? Copyright © 2011 CONFIDENTIAL 37
  • 38. aynne valencia | design director www.avalen.com Elements of Design Surface Skeleton Structure Scope Strategy Copyright © 2011 CONFIDENTIAL 38
  • 39. aynne valencia | design director www.avalen.com STRATEGY Where am I using it? Who will use it? Why am I making it? Copyright © 2011 CONFIDENTIAL 39
  • 40. aynne valencia | design director www.avalen.com SCOPE What form does it take? What could it be like? Copyright © 2011 CONFIDENTIAL 40
  • 41. aynne valencia | design director www.avalen.com STRUCTURE What does it do? What are it’s contents? Copyright © 2011 CONFIDENTIAL 41
  • 42. aynne valencia | design director www.avalen.com SKELETON How does it work? How do interact with it? Copyright © 2011 CONFIDENTIAL 42
  • 43. aynne valencia | design director www.avalen.com SURFACE How does it feel? What does it look like? Copyright © 2011 CONFIDENTIAL 43
  • 44. aynne valencia | design director www.avalen.com To influence behavior: Clear call to action Something to get behind Be authentic Caring is the killer app Copyright © 2011 CONFIDENTIAL 44
  • 45. aynne valencia | design director www.avalen.com Give your audience... Something to do Something to love Something to look forward to Copyright © 2011 CONFIDENTIAL 45
  • 46. aynne valencia | design director www.avalen.com Thank You! Aynne Valencia Twitter: aynne www.automagicthings.com Copyright © 2011 CONFIDENTIAL 46
  • 47. aynne valencia | design director www.avalen.com design exercise Copyright © 2011 CONFIDENTIAL 47
  • 48. 01 name your idea 03 Notes 02 Who is it for and where are they doing it? Copyright © 2011 www.avalen.com
  • 49. aynne valencia | design director www.avalen.com Design Exercise 1. Your name 2. What you do 3. Describe the high level concept of your idea 4. Who is it for, what do you want them to do * if you have an idea not represented... go ahead and share it - sketch it - describe it to us. Copyright © 2011 CONFIDENTIAL 49
  • 50. aynne valencia | design director www.avalen.com Brainstorming Rules 1. Collect as many ideas as possible from all participants with no criticisms or judgments made while ideas are being generated. 2. All ideas are welcome no matter how silly or far out they seem. Be creative. The more ideas the better because at this point you don't know what might work. 3. Absolutely no discussion takes place during the brainstorming activity. Talking about the ideas will take place after brainstorming is complete. 4. Do not criticize or judge. Don't even groan, frown, or laugh. All ideas are equally valid at this point. 5. Do build on others' ideas. 6. Do write all ideas on a flipchart or board so the whole group can easily see them. 7. Set a time limit (i.e., 30 minutes) for the brainstorming. Copyright © 2011 CONFIDENTIAL 50