Building Interactive Creative Solutions

In July 2006 I spoke to the Minnesota Interactive Marketing Association about the overlap between user experience and creative on projects. The overlap between UX and Creative can be difficult to manage within a large agency that produces both advertising creative (such as microsites, banner ads, email blasts) in support of a larger campaign, and transactional web applications. I found that many projects suffered from a clear sense of decision-making authority, and the ones that had the most trouble were those that required strong input from both sides. In this talk, I discussed the shared values and areas of disagreement in how UX people and Creative people make decisions, and suggested some ways for teams to share power more effectively. Still, as with all issues of organizational politics, the real change has to come from the individuals involved — I believe there are few structural solutions to this problem.