Leo Burnett - Cultural Fuel

In his article Tim Richards of Razorfish explains some (not so) new paradigms on how to approach experience planning and design. It’s a pretty good description of how to approach UX in general, and I am glad he took his time to spell it out at bit, especially the seperation of roles of planners and creatives. Also, more interestingly, his approach tries to marry the oh-so-traditional, but important need to be storytelling with the more functional user experience view of just documenting the experience.

Read the whole thing here.

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