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DAY 3 | JUNE 18, 2013ma title. Click to edit me.
FUNDAMENTALS OF EXPERIENCE DESIGN
We were each given a principle of the brand experiance and had to apply it to the LEGO breif we were given. My idea was to create a virtual world where people would be able to take a picture of a lego creature or object that they had made and a 3D version would be placed in their virtual world. The object would be brought to life allowing them to interact with their other creations and the creations of other lego creators.
THE HEALTH TECHNOLOGY REVOLUTION: CROSSING THE PHYSICAL DIGITAL DIVIDE
Arianna Huffington talked about the importance of sleep and disconnecting from the digital world. No matter how much work you have, you can't lose the connection to yourself or things become irrelevant. She also emphasized the importance of creating an enviornment where everyone is valued...honestly the Huffington Post sounded like an amazing place to work.
After hearing everyone talk about how many hectic all nighters they have pulled it was nice to hear a different perspective (although I'm not sure how realistic it is)
*Watch her TED TALK: How to Sleep Your Way to the Top
CROSSING ONCE UPON A TIME WITH A PICTURE IS WORTH A THOUSAND WORDS.
This was a unifying campaign for Disney Worldwide.
Disney needed this global campaign because their consumers are growing up faster, are more sophisticated and are more worldly. Because of this they needed consistant positioning from all of their parks around the world. Disney wanted to stay relevant in consumer lives and cross all levels of lifestages and lifestyles.
"The consumer should be at the heart of everything you do."
- Leslie Ferraro
WILDFIRE / FULL OF TOMORROW:
HOW BRANDS CAN EMBRACE MIRACULOUS NEW TECHNOLOGIES TO CREATE SMALL WONDERS THAT WILL CHANGE OUR DAILY LIVES
IN 60 MONTHS WHERE WILL ADVERTISING BE...
There will be less marketing and more...
- service design
- IP creation
- creation of empathetic ecosystems (the more the consumer engages with the brand the better the brand can serve the consumer)
Can brands be the connection between new technology and real people.
WHAT IS NOT going to change in the next 10 years is more important than WHAT IS going to change in the next 10 years.
SMART HEALTH - 75 million people already use their mobile phones for health information.
NEW VALUE EXCHANGE
data + time + money = increasing expectation
BE INTUITIVE NOT INVASIVE
- affective interfaces: emotion detection
ex: eye scrolling, in car mood detection, IBM cognative computing (WATSON), epidermal electronics (tatoos that measure body levels and functions)
TECHNOLOGY
- Haptic screens (feel textures on your screen)
- Haptic objects (disney research/ revel)
- Projected visualizations (Microsoft Illumiroom)
- Haptic & Projection (Solid Ray/ Virtual Gaming Experiance)
AUGMENTED REALITY
- virtual pop up stores
HUMAN BODY AS INTERFACE
(wearable technology that transforms how we interact with the world)
- AR Contact Lenses (functional contact lenses)
- Advanced Motion Tracking (Microsoft/ Kinect 2.0)
- Projected interfaces (Google Creative Lab/ Berg/ Lamps)
GOOD TECHNOLOGY IS NO EXCUSE FOR A BAD IDEA.
EVERY MOMENT IS MOBILE
MOBILE is transparent, intuitive, intimate and constant. It's about creating content for the consumer where and when THEY want it.
ATTACH TO EXISTING BEHAVIOR
- Oprah inspirational alarm clock
Personal, Pervasive, Proximity.
"Mobile is not a channel, it's a lifestyle."
5 PRINCIPLES OF BRAND EXPERIENCE HARMONY...
1. INVITE PARTICIPATION - create rules of engagement
ex. Cotton's 24 hr. runway show, Anarchy's graphic novel
2. USER FIRST DESIGN - what's in it for me?
ex. Disney customized band, IBM smarter city, Overstay checkout
3. DELIGHTFULLY USEFUL - deeper level of enjoyment and
engagement
ex. Red Lignt for Budwiser, Delta App gamify your travel experiance
4. MAKE IT INFECTIOUSLY SHARABLE - what is the reward for sharing? can be as simple as "I saw it first"
ex. redbull (being part of an epic moment in time)
5. BUILDS COMMUNITY - value for the individual and the community
ex. nike plus