Tension is one of the most powerful tools in a designer’s arsenal. Align emotional, cultural or behavioral forces in opposition of convention or expectations, and you will break thru the clutter. You’ll start conversations and debates. You’ll catalyze interaction and keep it going. You’ll be relevant and matter at a human level. These tensions drive our ideation and the big ideas, brand identities and consumer journeys that result. But what about when we move below the “30,000 foot view”? What about for a specific execution: a digital app, a web based platform, an installation? What’s the best way to leverage tension there? A few months ago we tried to find out. We asked people both inside CP+B as well as thought leaders in other agencies + industries to finish this sentence: “One of the best ways I’ve seen positive tension created in an experience is…” This presentation will share the results of that study and the actionable experience design examples and techniques that have come out of it for generating positive tension in any project.
