everlastingNow

Every now and then, you can evolve to a new level. This is one of those times. Human Computer Interaction (HCI) quietly morphed into user-centered design (UCD) in the mid-nineties. User-centered design is now quietly morphing into experience design–the way people do business, whether they realize it or not. I would argue that experience design is ultimately the measure of ‘moments’ which are the final frontier for purposeful engagement with one another. When you can design and steer a moment, you have achieved greatness. And when that moment is one that others are interested in, you haven’t just connected with someone, you’ve cemented yourself to each other.

This next evolution is in ‘not being quiet’ about design and truly bringing it to the masses. It’s in proudly claiming that these principles are applied to complex business problems every day… not just interface designs or interaction click-paths or shopping carts. When properly applied and integrated, they solve how businesses go about their daily activities. And that’s pretty amazing.

My path in business and entrepreneurship has led me to address business problems and solve them with these design principles. When you find you’re doing something that you just can’t help doing, it must be right. So here we are.

I don’t claim to be an expert in the academics of HCI or the user-centered principles pioneered by the likes of Don Norman, Jakob Nielsen, or Jesse James Garrett. I do know where to find the students of these experts, and I have had a wonderful time surrounding myself with great practitioners throughout my career, not the the least of which is Carolyn Chandler. I’ve probably learned more from her passionate pursuit of applied user-centered design than anyone I could hope to know.

Having successfully integrated a functioning agency with technology delivery and assembling the right team of people to pull it all off consistently, it has become apparent that others could benefit from what I’ve learned. I’ve learned a lot from starting and running a marketing and design firm that has turned into what I think is a next-generation agency. I learned a lot in the early 2000’s from rolling with my last large employer (marchFIRST) down through bankruptcy (a sad and terrifying time, but educational, to say the least).

But more than working for any company or building my own, I’ve gained invaluable lessons by engaging with new clients no matter where I was. And I’ve realized that all along, the clients who have stuck closest with me are the ones who believe we can solve business problems together… not design or communication problems. The difference now is getting design to the forefront of the decision making process. Authentic introspection and transparent honest are the only way forward in times like this.

These are business people having to meet the challenges of a viciously fast-paced and rapidly changing market. Never before have we seen a business landscape where your entire market, membership, or brand position can evaporate overnight.

It is my belief that, armed with the right problem solving techniques, you can meet just about any challenge in business. And the right techniques, in my mind, are found in design-centered methodologies. Demystify the “hoo-ha” that strategists and high-priced consultants like to lock onto. Shed the glitter of the Big Ideas traditional agencies like to drive with. A pragmatic approach with the right tools quickly melts the traditional multi-month (and even multi-year) engagements you’ll see fancy consultants or pretty agency folk recommend. Handled properly, they dissipate to a few afternoons… weeks at the most. We have to move at this pace, after all. And be incredibly effective. And have fun doing it.

I was recently challenged in a sales meeting by a prospective client–a hard-boiled “CEO of CEO’s” who aggressively asked how much I had studied his business before presenting to him that day. “A moderate amount of research and review,” was my answer. He shot back, “How can you expect me to respect anything you have to say about the solution you’re suggesting for my firm.” “You shouldn’t,” was my answer. “But you should listen very carefully to my approach. Anyone coming to you now with answers is doing you a disservice.” And if there’s one thing I know I can confidently state: I don’t know the answer today, but I know the path to find it.

This blog is founded in the spirit of finding answers, improving processes for insightful discovery, and sharing how we all get it done.