Our first firm visit was to R/GA, a digital advertising agency, which has a colorful past in the film industry. We heard two talks, the first from Monina who spoke about GIFS and one of their recent projects with Capital One's #bucketlist campaign on tumblr. In a nutshell, she explained that the most successful gifts have emotion, usually loop to create a continuous action, and have a max file size of 1 MB and are a max of 500px wide. She also shared another campaign they worked on, summarized by the buzz worthy #KaCHING handle. I appreciated the emotion behind the feeling of a "win" (like finding $5 in your couch) and a "fail" (like the second gif to the right)
The next presentation was presented by a girl named Rebecca, who is a senior experience designer for R/GA. She talked about something she called "UX Choreography" which she defined as the intersection of motion and UX.
In her work building wireframes, she discovered that function/use need to be paired with a story that's real and emotional (captivating). Her presentations suggested successful user experience needs to consider Walt Disney's 12 Principles. Watch the video below for more information these.
These types of transitions between the "extreme states" visualized within wireframes help create a tone of voice and create a more delightful experience for users.
5 UX Choreography Principles
Based on this work, Rebecca came up with five principles to help pair "how" with "when/why":
- Secondary Action
2. Feed Forward aka. "Hinting"
3. Spatial Awareness aka. "Screen Real Estate"
- Slow In & Slow Out
- Solid Drawing
4. User Focus aka. "Guide Attention"
- Follow Through & Overlapping
5. Brand Tone
Rebecca stressed the importance of the creation process of user experience from the beginning of the project, suggesting that at the beginning of project planning and strategy, there should be an experience designer, a graphic designer, and a developer all sitting at the table together.
One question lingering in my mind was about the adoption rate of elements that were more difficult to tie a measurable value to. In other words, I would bet it's hard to explain to some clients why bringing delight to users through small transitions between "extreme states" is worth the extra time, money, and consideration they require. This is something we talk a lot about at ID... how to give good ideas teeth and push their use in industries. On one side, we're taught the business side of things, as sometimes the answer lies within market evaluation and the competition. Other times, the value proposition isn't so clear, and effectively you have to "show" the client what it's like and make the idea something they can experience themselves. Of course, there's more ways than that, but in the end I asked the question and was basically told small prototypes are often made as a way to show the value of these types of small interactions. It seemed that this is still something that is still a challenge, as I would expect.
Anyways, that's all for now! Have a great weekend!