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Sunday, March 13 • 3:30pm - 4:30pm
Clients Are Not the Target Audience. Users Are

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If you design for the client, they will be happy on launch, till they realize the audience isn't engaged. Then they will go looking for their next mistress agency. Know your client, and the value that they offer to users. Sometimes the client has a keen sense of this, but more often than not, a discovery / exploratory process is helpful to give focused clarity to this key issue. If in the beginning of the creative process we do not find the uniqueness of the brand, users never will either. Maybe? sort of? dig deeper. what drove the founders to start this business? what do they stand for? how are their products unique? who is their target audience? who are they ACTUALLY reaching? Let's move on to the all important user. Who will be going to this site? Why? To accomplish what? Success is based off of this measure, and this measure alone. Was the site USEFUL. Likes, retweets, mentions, awards, fwa's, blah, blah, blah mean nothing if the site is not useful. We are a service industry, not a beauty pageant. we're hear to help the client communicate their message, not fluff our creative egos. Know your audience. Their interests. Their background. Their desires. Let’s look at two large .com redesign case studys that I have had the honor to work as the design lead on: BurgerKing.com with Crispin Porter + Bogusky, and livestrong.org with Springbox. Let's be useful.

avatar for Jonathan Bowden

Jonathan Bowden

DesignKreathausThe world is in chaos right now. 13,000+ messages a day seeking out our attention. I want to craft digital experiences that stand out. Clear, navigable, enduring, and helpful digital experiences.
avatar for Anton Repponen

Anton Repponen

Associate Creative DirFantasy Interactive (Fi)For the past 5 years Anton has provided design solutions for multiple successful projects for clients such as Nintendo, Porsche, Google, National Geographic, SAS, EA and HTC. He has been the driving force and the principal creative, directing... Read More →

Sunday March 13, 2011 3:30pm - 4:30pm
Marriott Courtyard, Rio Grande A 300 East 4th Street

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