[Event Reminder] IxDA NYC June 18 - Design Strategy: Building Concentric Circles of Connection: Deadline Tues, June 16th

11 Jun 2009 - 3:24pm
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RSVP: http://tinyurl.com/nyc-ixda-june

RSVP will be closed on Wed, June 17th

IxDA NYC invites you to our June 2009 event:
Design Strategy: Building Concentric Circles of Connection A
discussion and working session with ROGER MADER and JAKE SAMUELSON

Please join us for the following discussion and working session to
apply a tiered strategy to your interaction design challenges in a
variety of applications. Noble Desktop will be raffling off a free,
3-day computer graphics training class!


Interaction is connection. But what if you can’t connect? How do you
design an interaction for someone who can neither see these words,
nor hear you speak them?

In 1887, that was the challenge confronted by Anne Sullivan as she
attempted to connect a seven year old Helen Keller to a world she
could only feel, only smell. The brilliant connection made – feeling
water on one palm while receiving the symbols for it on the other,
has been dramatized as an act of seeming desperation. It was anything
but – and produced a monumental breakthrough – a complex interaction
combining two sensory experiences to construct a new language.

To the countless beneficiaries of this historic interaction, design
strategy may seem secondary. But an examination of Sullivan’s
disciplined methods indicates that a thoughtful design strategy
informed – possibly even inspired – this iconic event.

Effective interaction design calls on a complex web of expertise and
insights – from cognitive psychology to interface mapping, from the
arcana of academia to the practical experience we all bring from the
joys and frustrations of our everyday interactions. Examining extreme
users, such as Helen Keller, adds to our design insights. But how
often do we get to step back and ask “why”? What am I really trying
to achieve with this interaction? Is this the best form of
interaction for my user – or is it just the best compromise in a
series of trade-offs? If I was given a blank slate – is this the
design I would recommend?

The biggest challenge then, is to challenge ourselves. This session
will discuss ways to relentlessly question our goals, as we march
down a logical hierarchy from the overall design strategy. Or, just
as relevant, we can climb back up the ladder from the interaction to
the overarching objective. And all too often, we discover that the
strategic objective went unstated, the user was never fully
understood, and the broader constituency was never considered.

One way to visualize this process is to consider the “rings of
inference” used to translate design strategy into tiered design
decisions, tying overall strategy to interaction design. This session
will help you to consider the design process from the bottom up (when
you’re already at the stage of interaction design), or top-down –
posing a cascading series of design questions: what is the social or
commercial objective? Who are the beneficiaries beyond the end user?
What is each audience’s unmet need? What action string is required to
fulfill that need? How can that string be made better, faster,
cheaper, more intuitive? And ultimately, what form of interaction
best serves that function? Participants will be encouraged to share a
current design challenge, and work together to craft a design strategy
that coherently serves the interaction objectives.

The event is free of charge and open to all interested parties.
However, for security reasons, only those on the guest list will be
admitted. Please bring photo ID.

WHEN Thursday, June 18, 2009

6:30 – 7:00pm Networking and light refreshments, provided by Noble

7:00 – 8:00pm Presentation

8:00 – 8:30pm Networking and Conversation

WHERE Google
76 Ninth Ave (entrance at 16th street)
New York, NY 10011

Map: http://tinyurl.com/qn32yd
Subway: A, C, E or L to 8th Ave and 14th St.

RSVP: http://tinyurl.com/nyc-ixda-june

See you there!
The IxDA NYC local leaders


ABOUT OUR SPEAKERS: Roger Mader & Jake Samuelson

Roger Mader
A global account executive for Doblin, in the innovation practice of
The Monitor Group, Roger and his design teams work with companies,
particularly in Financial Services and Life Sciences, to discover
emerging and unmet needs, craft design strategies and conceive new
businesses to capture growth ahead of the market.

Roger has designed innovation strategies for a global bank, and a
global pharma company, and the growth strategy for a Big Four
accounting firm. He served as an advisor to the advisory and
investment firm founded by former New York City mayor Rudolph W.
Giuliani. In 1992 Roger co-founded VIA International,
a global consultancy based in London, setting channel and change
strategies to transform some of the world’s best-known companies. He
launched his career as an original member of Accenture’s Change
Management practice, specializing in design for advanced media, where
he worked extensively for IBM. With co-author, Jeffrey P. Semenchuk,
Roger published “From Production to Connection: The New Model for
Market Organization“. He holds degrees in Economics and Political
Science from Northwestern University. When time and weather permit,
Roger and his two young sons return to the Atlantic shores of Nova
roger.mader at doblin.com

Jake Samuelson
A consultant in Monitor’s New York office, Jake Samuelson advises
clients in publishing, media, CPG, professional services,
pharmaceuticals, manufacturing, and energy. His convergence of
marketing and technology strategy helps clients employ collaborative
technology and new media to build brands, increase ROI on marketing
spend, create ideal customer experiences, and improve organizational
efficiency. His recent work involves long-term scenario planning for
corporate and government clients, and strategy for innovative
nonprofits in the emerging social investing field. Leveraging new
media work and many years working in the nonprofit sector, Jake’s
current interests lie in helping organizations leverage “social media
for social change.”

Jake tries to hide his inner geek, despite hosting a blog entitled:
http://www.mygeekyside.com/. He holds a BA with honors in Economics
from Harvard University. When not skateboarding and biking the five
boroughs, Jake is often caught developing his travel start-up.
jacob_samuelson at monitor.com

Noble Desktop provides exceptional computer graphics training in web
design, print design, and video editing. They teach Dreamweaver,
Flash, Fireworks, InDesign, Illustrator, Photoshop and Final Cut Pro
classes on a rolling basis in Soho. They also give numerous free
seminars on topics such as “Moving From Print to Web” and “How to
Send HTML Email.” Noble Desktop was recently named the 4th
highest-rated Adobe Certified Training Center in the world, based on
student evaluations. Visit their website at

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