Re: UCD

This has been a very interesting thread to follow the last couple of days!
And certainly, it has been one of the discussions that I have thought about
starting several times myself!

I think that there is a challenge when you talk about it from just an online
perspective.  While the experiences can be very different, we live in what
we call a 'oneline' world -- where online and offline are one.  So I would
say that we all play legitimately in the experience design world -- we just
play at different pieces of it.

Experience design has been around for many, many years.  It's how Walt
Disney talked about Disneyland.  We come from the theme park industry and
this is the language that we use to describe what we do.  In the early 90's
we talked about creating brand experiences and still continue that
conversation today.  And since the brand experience is everything that you
do, from product to packaging; online and offline; in retail and where ever
else you do it, all of the necessary disciplines need to come together to
tell one story.  In fact, we sometimes even call it narrative design.  But,
hey, we're marketing folks!

All good narrative design has to take into account the story, the
storyteller and the audience.  All three elements are necessary to
successfully tell a story that creates the right emotional connection.  And
as in good theatre, knowing the audience, the user, is critical.  You can't
possibly create the right experience without knowing the audience.

Although it's certainly not really that cool of an expression, that's why we
say that we're storytellers.  If you're really good at that, it doesn't
really matter what else you call it!

Just my 2 cents!

David
_________________________________
David B. Polinchock
Chief Experience Officer
Brand Experience Lab
536 Broadway, 4th floor
New York, NY 10012
voice:  212-274-1882
fax:  212-274-1895
cell:  973-583-6746  cell
e-mail:  [email protected]
Web:  http://www.brandexperiencelab.org/
Blog: http://experiencemanifesto.blogs.com/experience_manifesto/

Brand Experience Lab is an agent of innovation, pairing marketing
messages with authentic, relevant and compelling brand experiences.


> From:     Paul Gilbert <[email protected]>
> Reply-To: [email protected]
> Date: Mon, 17 May 2004 08:28:34 -0300
> To:     <[email protected]>
> Subject: Re: [AIGAExperienceDesign] UCD
> 
> Is the problem with Experience Design and/or human-centered design one of
> legitimacy of claim? Speaking frankly, this discussion over the past few
> years never strayed far from the digital realm. How legitimately can we
> claim to be in the same business as Frank Gehry - who would no doubt insist
> his work is about Experience Design and/or human-centered design? Is it
> fairer to say our work is 'Digital Experience Design' (DED)?
> 
>> Dan said: "Would human-center design suit you better? Humanistic design?
>> 
>> I kinda thought that's why we were focusing on 'Experience Design'. It's
>> certainly one of the reasons I gravitated to the term, but either of the two
>> you suggested are superior to UCD. Again, the fundamental problem --
>> Challis -- is that calling or perceiving the individual for whom the work is
>> being accomplished as a 'user' is positioned to fail before it starts. It
>> still is a term that takes the 'thing' into perspective first. It sees the
>> human as an actor in a scenario with a thing, rather than the thing being
>> ancillary to the goals of the human.
>> 
>> When we function from anything other than the perpsective of the human, we
>> will never optimize their goals (we can do a good job, but never be
>> optimal). And as has been mentioned in other recent discussions about
>> stakeholders, there is a balance between multiple human needs as it
>> ultimately relates to an individual's relationship with a business -- not
>> just a customer. Our vision should be to optimize the goals of multiple
>> human perspectives. That alone obviates the focus on 'user'. To say that one
>> is versed in UCD immediately tells me that they cannot embrace a strategic
>> perspective.
>> 
>> 
>> 
>> - - - - A I G A  E X P I E R I E N C E  D E S I G N - - - -
>> 
>> PURPOSE OF THE LIST:  The objective of AIGA Experience Design is to build an
>> interdisciplinary community of professionals who design for a world in which
>> experiences are increasingly digital and connected. This list has been
>> established as a forum for the exchange of information among community
>> members.
>> 
>> TO VIEW ARCHIVED MESSAGES: visit
>> http://groups.yahoo.com/group/AIGAExperienceDesign
>> 
>> ETIQUETTE: We ask that participants observe common principles of civility and
>> e-mail etiquette in their postings. Specifically, it is more appropriate to
>> challenge ideas than individuals, and the list should *not* be used for
>> personal communications, self-promotion, commercial solicitations or job
>> postings.
>> 
>> JOB POSTINGS: Please post job listings on AIGA Design Jobs
>> http://www.aiga.org/designjobs
>> 
>> TO UNSUBSCRIBE: Send e-mail to
>> [email protected]
>> 
>> MORE INFORMATION: http://experiencedesign.aiga.org
>> 
>> Yahoo! Groups Links
>> 
>> 
>> 
>> 
>> 
> 
> 
> 
> 
> - - - - A I G A  E X P I E R I E N C E  D E S I G N - - - -
> 
> PURPOSE OF THE LIST:  The objective of AIGA Experience Design is to build an
> interdisciplinary community of professionals who design for a world in which
> experiences are increasingly digital and connected. This list has been
> established as a forum for the exchange of information among community
> members.
> 
> TO VIEW ARCHIVED MESSAGES: visit
> http://groups.yahoo.com/group/AIGAExperienceDesign
> 
> ETIQUETTE: We ask that participants observe common principles of civility and
> e-mail etiquette in their postings. Specifically, it is more appropriate to
> challenge ideas than individuals, and the list should *not* be used for
> personal communications, self-promotion, commercial solicitations or job
> postings.
> 
> JOB POSTINGS: Please post job listings on AIGA Design Jobs
> http://www.aiga.org/designjobs
> 
> TO UNSUBSCRIBE: Send e-mail to
> [email protected]
> 
> MORE INFORMATION: http://experiencedesign.aiga.org
> 
> Yahoo! Groups Links
> 
> 
> 
> 
> 

_________________________________
David B. Polinchock
Chief Experience Officer
Brand Experience Lab
536 Broadway, 4th floor
New York, NY 10012
voice:  212-274-1882
fax:  212-274-1895
cell:  973-583-6746  cell
e-mail:  [email protected]
Web:  http://www.brandexperiencelab.org/
Blog: http://experiencemanifesto.blogs.com/experience_manifesto/

Brand Experience Lab is an agent of innovation, pairing marketing
messages with authentic, relevant and compelling brand experiences.




[Non-text portions of this message have been removed]



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- - - - A I G A  E X P I E R I E N C E  D E S I G N - - - -

PURPOSE OF THE LIST:  The objective of AIGA Experience Design is to build an interdisciplinary community of professionals who design for a world in which experiences are increasingly digital and connected. This list has been established as a forum for the exchange of information among community members.

TO VIEW ARCHIVED MESSAGES: visit http://groups.yahoo.com/group/AIGAExperienceDesign

ETIQUETTE: We ask that participants observe common principles of civility and e-mail etiquette in their postings. Specifically, it is more appropriate to challenge ideas than individuals, and the list should *not* be used for personal communications, self-promotion, commercial solicitations or job postings.

JOB POSTINGS: Please post job listings on AIGA Design Jobs http://www.aiga.org/designjobs

TO UNSUBSCRIBE: Send e-mail to [email protected]

MORE INFORMATION: http://experiencedesign.aiga.org
 
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