Russell Davies On The Development Of Pre-Experience Design

Over on his site, Russell Davies has started to list some thoughts about design, marketing and service. He promises a series of thought-provoking posts and the one he has up there already is worth a good read. In it he says:

These are the bits of the average large organisation that we creative industries folks encounter: Three silos, doing design or content-type stuff, marketing-type stuff and some sorts of aftersales. And no silo ever talks to any other because the process almost always proceeds steadily from left to right.

…However, it should be noted that people actually experience the product in a different order. People’s experiences of most big-time consumer products starts with the communications / marketing / whatever you want to call it. The experience starts with the thing that gets built second. This, I suspect, is why we’re not seeing more people actively doing something like pre-experience design. It’s not because integrating marketing and design thinking isn’t a good idea, it’s because it’s organisationally / politically impossible.

This may not have been a problem in the past, but as more and more products ‘informationalise’ it’s going to become more of an issue.

Russell Davies on Design Engaged