BDW Making Digital Work – Day 1, Afternoon

The afternoon kicked off with Chloe Gottleib (@chloalo), ECD for interactive design at R/GA who talked to us about the shift from designing websites to digital eco-systems. She highlighted that digital is not a medium and that experience from one channel cannot simply be schmushed into another, that when the interface is badly designed, even great ideas can fall flat.

Next up was Michael Tabtabai (@michaeltabtabai), Creative Director at Saatchi & Saatchi LA, who gave us direction to get to great digital and showed some examples. He told us to…

  • be revealing
  • be prolific
  • be resourceful
  • be yourself
  • be real
  • and be social to the core

And to make the great work happen,

  1. Get people that get it
  2. Let them do their thing
  3. Participate, learn, support

We finished off the day with Tim Malbon (@malbonster), co-founder of Made by Many who talked to us about how to make stuff that people actually want to use. He compared the traditional waterfall / productionline mentality and how this needs to be changed and replaced with a combination of agile & lean methodologies.

He explained how incremental is not the same as iterative and how they go about projects through cycles, and use real not vanity metrics. He also talked about the fact that IA and UX doesn’t exist at Made by Many, but their designers think about the user journey in great detail (rather than about personas) to really get the experience optimised.

Follow the second day of Making Digital work on hashtag #BDWNY

By Lex Bradshaw-Zanger

A digital native and integrated brand marketer with a passion for marketing-communications and product design, Lex has a truly international outlook and experience, having worked both in major marketing agencies and client-side brands across Europe, the US and the Middle East.

1 comment

Leave a comment

Your email address will not be published. Required fields are marked *