Some years ago, some claimed that interaction design would be the new creative frontier. As pervasive/extensive computing has invaded our everyday lives, we have been experiencing a new digital reality. A lot of technology available to us, though, is often wasted. To much information and to many tools sometimes become "unfriendly" to use. If only technology was used in a more human way. "It is not enough to be useful and usable. It has to be used. And that is what we mean by interaction design".
Digit is a design agency in London, England. For the past 5 years, the people at Digit have adopted an interactive approach to design, they call "FEED". It is a fusion of ergonomics, psychology, user experience, HCI and programming. It simply aims at using and interacting with new technologies in a friendlier way, within a more human perspective. The six key principles of the "FEED" approach are:
1. ORDINARY: Simplicity and minimalism in design and in the information tools we use, like menus. For example, the iPod wheel is so simpler and closer to natural human movement than the multiple buttons and keys of previous mp3 players.
2. PHYSICAL: Physically involving the user/client/consumer in a digital activity through movement, sound, etc. "Involve me and I will understand".
3. PLAY: Since emotions matter, interaction with any device or online service has to be fun.
4. SURPRISE: Again, give emotional satisfaction with a final, "hidden" element.
5. REWARD: Feedback and an answer to the question: "Am I doing this the right way",
is necessary.
6. FLOW: The flow and the dynamic of a digital process has to be consistent in order to transform the whole experience to a relationship with the brand.
(information from the article "Feed Me Now" by Simon Mottram and Daljit Singh, Creative Review / February 2005)
Brands nowadays are trying to become more interactive. Will the brands of the future experience the need to "mutate" according to fast changing people's needs?
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