Design’s role is changing with the times, and I’m seeing it first-hand as AT&T re-energizes its focus on Customer Experience.
Confession: After years as part of creative teams inside the entertainment industry, I know too much about how the sausage gets made. I know, for instance, that creativity can happen in a “design bubble” where ideas may get lightly vetted for whether the message is as clear, or effective as it should be.
I also know that creative teams are often aligned based on skillset — do you do video? social media? print? web? — and operate like independent kingdoms even at the Creative Director level. And if these teams don’t play well together, the work can splinter as the teams lose sight of the customer experience from a marketing perspective. Then, the cracks start to appear.[Read more…] about Customer Experience and the Future of Design