SWEAT THE TECH, SWEAT THE TECHNIQUE / by Kevin Landwehr

The Scribe Winery & Vineyards website integrates naturalism, intersecting with the brand experience.

The Scribe Winery & Vineyards website integrates naturalism, intersecting with the brand experience.

Resin's responsive, adaptive website uses split-screen video beside vertical parallax scrolling, hiding navigation, and technically innovative animations. Still, the brand retains its dark, natural sensibility.

The Smokestack space is a century old, and the website utilizes a tech that was present in 1915 -- ASCII, or images composed of typewriter.

XD: A practice any good designer should innately understand; consider everything, and design based on an understanding of the ways we experience our world.

It’s a crowded moment in this world of ours, isn’t it? The artist Mos Def sums it up well in his song, Life in Marvelous Times:

“And more and more and more and more
And more of less than ever before
It’s just too much more for your mind to absorb.”

All that ‘more’ is tech-driven, of course, and thank the gods for that -- we need tech to sling Carpool Karaoke vids from our smart phones to our flatscreens.

Experience Design isn’t limited by technological experience though; it’s about ways to contribute meaning to our lives. When good ideas fail, they’re usually plagued by designers who fail to grasp XD.

Right now, design graduates are departing with their diplomas, having never grasped the advantages of Experience Design. That’s an easy one to decode; universities around the world are falling over themselves to attract students by keeping up with the speedy march of progress. Observation-based cultural studies have diminished in favor of broad marketing analytics, and kids leave unaware of what they lack, lost in metrics and lines of code, incapable of sharing with ordinary humans what makes that code so elegant.

I specialize in bridging the human/digital experience, in part through brand-integrated websites and apps. Often clients don’t have the same expectation of artistry in their digital space. Many want sparse, efficient communication and are willing to part ways with brand image in favor of brand efficiency, and showing them they can have both is rewarding.

In that spirit, the ultra-wonk tech hub of San Francisco doesn’t always put their money on Experience Design. Why? A lot of tech companies in San Francisco are looking for a tech-purebred mindset instead of a humanistic problem-solver mindset. That’s great too, if it serves the brand.

Great companies separate themselves from the pack by designing for the sake of the consumer experience. The great graphic yawns that create similarities among food-delivery apps like CaviarSprigMunchery and SpoonRocket may profit from market identity, but they’ll gain little in the form of customer connection. In the end, profitable tech experiences are those that enhance the human experience beyond A/B testing.

There’s great opportunity there, if you work to seize it.

UX/UI and opportunities far beyond web are best led by XD thought processes. Thought leadership doesn't come from identifying with technology; it’s all of the things -- behavior, stance, image, tone, approach, confidence and connectedness.

You hire a wonk, you get nerd UX. You hire someone with broad cultural knowledge, you get people UX.

Relatability & relationship building, whether driven by data, insight or hunch, is what makes it all work. Understand the feelings and desires of the customer? Sure. First though, understand yourself. That’s how we develop the emotional content customers have come to expect. 

It’s okay to sweat, it shows your human side. 

Just remember: Don’t sweat the tech -- sweat the technique.

-KL

magnolia brewing website