Cognitive experience design or #CognitiveXD is the practice of using artificial intelligence (ai) technologies to reduce the human mental effort and time required to complete a task.
In 2019, we are all in a race to 2020.
Generation Z has arrived, and they expect intelligently designed brand experiences. Gen Z’s 44 billion dollars of disposable income has triggered a tsunami of change as industry races towards 2020. In a recent C-suite study, 68 percent of C-suite executives expect their enterprise organizations to emphasize customer experience over products. During industry’s dance with disruption, Design has elevated itself at the new seat of power at the table and in the boardroom.
That seat comes with expectations that design will act as a conductor of a symphonic enterprise. Great design leaders share the same characteristics as conductors of an orchestra. Like Gustavo Dudamel or Alondra de la Parra’s ability to seat an inclusive band of musicians who bring to life a euphoric cacophony of sound that heals and inspires the soul, design leaders, have the ability to conduct the enterprise like a symphony to deliver intelligent brand experiences that matter for customers and our world. From the momentous design trends composing change at the scale of the cosmos to minuets found in crafting design systems, I will lay the foundation for the future of design.
For the last several months I have been conducting user studies in order to develop accurate personas for Ad Agencies that buy and produce online media.
Many of the agencies that I visit are "traditional" (Agencies that were not born digital) agenies. In this setting and they often ask me what I do. For years I was called an Interactive Creative Director, Then I was an Information Architect, today I am called an Universal Experience Planner.
Now you ask me, What the Heck is a Universal Experience Planner (XP).
The Experience Planner creates branded, interactive user experiences such as websites, games, mobile sites, digital media and applications for clients. The XP helps define and lead the strategic and creative vision; owns the information architecture, navigation, interaction and user experience; researches and defines user needs, business goals and requirements; and coordinates with the art director, technical director and account manger to inform visual design and facilitate build.
On a day to day basis I:
An XPlanner Primary Tasks + Deliverables
As I wrap up my 12th Agency interview, I note that large agencies really need to study their organization and make sure that XPlanner is a key player within all of their interactive endevours. I will not sit here and name the Large agency players that I have interviewed in the last months that do not have this player on their team and rely on a traditional creative team model of the art + copy = advertising. In the legit interactive world the best brands are built in a team model that looks like this equation.
Strategy + XPlanner + Design + Copy +Technology = Fab Consumer Experience.