Two years ago, Publicis Sapient began approaching experience design with a new set of assumptions. Today, our ideal for what an experience should be is, in a word, “dataful.” To be dataful means to be led by data, both in the development of products and experiences, and in the iterations that follow. But at the time, for Randall Orbon, global head of strategy and consulting, the new approach was both exciting and a little worrying.
Why were you worried?
Since the acquisition of Studio Archetype (an architectural imaging and animation studio) by Publicis Sapient at the dawn of the internet boom, our experience design work has been largely hypothesis-driven based on primary and secondary research, such as ethnographic research (the study and recording of human cultures). This drove the creation of personas that would then be used as a focal point for the customer journey. The quality of the design had a heavy orientation to quality of the creative product.
I was worried because we have many people have who are connected to those ideas. I was worried that if we added in these new assumptions, people might get lost in the evolution we were driving.