Creativity + Imagination + Smarts

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A traditional TV planner is hopelessly ill-prepared for this world because they are trained to look for the static concept. Media planners won’t be able to do it either because they are trained to think about maximising the number of interactions but not creating the quality or the content of those interactions. User Experience Architects — or Experience Planners, as they will become – are trained to think about ordering and organising smaller experiences (a click, a reaction, a discovery, a decision) into a coherent, overall journey that results in a positive experience.
Nick Hirst. Dare. “Why experience architecture is the future of planning" warc sub req’d (via peterspear)
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