I suspect that when Forrester mentions ad agencies, they are talking about ad agencies that do interactive advertising. As Will mentioned, the agencies that started out in the interactive space have always had some flavor of Interaction Design at their core. After the dot com crash many of these interactive agencies were purchased by larger media holding companies (e.g., Omnicom, WPP, and Interpublic). And so those Fortune 2000 companies who have always had a traditional advertising agencies now also most likely have access to a sister interactive agency.
Charlie Zicari Manager - Information Architecture Organic -----Original Message----- From: [EMAIL PROTECTED] [mailto:[EMAIL PROTECTED] On Behalf Of Will Evans Sent: Thursday, May 22, 2008 9:50 AM To: charles Sue-Wah-Sing Cc: [EMAIL PROTECTED] Subject: Re: [IxDA Discuss] Does Forrester know about interaction design? " As for the bit about ad agencies/media shops being the best source for UX/IxD help; it does feel off to me. I certainly wouldn't have written that in 2002. But it's been quite a while, something in the market must have caused Forrester to shift their opinion." We -- as the "in" group - know where the best places are for companies to look if they need deep UX expertise - but the marketplace in general doesn't. Truth is, all Fortune 2000 companies here in the US have an agency. The first place they are going to go is not Coopers or Adaptive Path or NavigationArts unless they have an in-house UX champion that has their fingers on the pulse. This is why many, I would say all, agencies have been building real UX capabilities over the past 5-10 years. Some still don't "get-it" and are ruled by their creative departments that focus on flash, sizzle, shock-and-awe -- but those groups are now having to integrate more with IxD/UX folks under the direction of VPs within the agency that understand the value and importance of an integrated approach that doesn't put flashy design in front of the complete user experience - which includes IxD and usability. (IMHO). - W On Thu, May 22, 2008 at 9:36 AM, charles Sue-Wah-Sing <[EMAIL PROTECTED]> wrote: > I have leveraged many reports from Forrester to help define solutions > in the banking and eretail worlds. They are not usability specialists > or designers so I won't go to them about tactical issues of designing > any UI. > > But they have a deep understanding of consumer needs, behaviour, and > marketplace trends that are applicable to designing customer centric > solutions both in the online and offline channels. Also consider > their field of research explores trends in customer experiences in > North America, EU and Asia. > > As for IT departments integrating usability and design. Many of my > clients have some capability internally. And that's a good move to > internalize usability best practices within. I find comfort that they > have bought into the need. At the same time they still need outside > consultants and agencies who can provide a wider and objective > perspective of what's going on online to product managers and > business stakeholders. > > Charles > > > > ________________________________________________________________ Welcome to the Interaction Design Association (IxDA)! To post to this list ....... [EMAIL PROTECTED] Unsubscribe ................ http://www.ixda.org/unsubscribe List Guidelines ............ http://www.ixda.org/guidelines List Help .................. http://www.ixda.org/help -------------------------------------------------------------------- This email is intended only for the person or entity to which it is addressed and may contain information that is privileged, confidential or otherwise protected from disclosure. Dissemination, distribution or copying of this email or the information herein by anyone other than the intended recipient, or an employee or agent responsible for delivering the message to the intended recipient, is prohibited. If you have received this email in error, please immediately notify us by calling our Help Desk at (415) 581-5552 or by e-mailing us at [EMAIL PROTECTED] ________________________________________________________________ Welcome to the Interaction Design Association (IxDA)! To post to this list ....... [EMAIL PROTECTED] Unsubscribe ................ http://www.ixda.org/unsubscribe List Guidelines ............ http://www.ixda.org/guidelines List Help .................. http://www.ixda.org/help
