Crafting Immersive Experiences: The Role of Storytelling in CX and UX Design - Hans Forsman - S3 Ep 12
In this episode, we are joined by Hans Forsman, an award-winning Creative Director known for his "can do" attitude and strategic brand expertise. With a remarkable track record, he's transformed goals into unforgettable results, crafting brand stories and cutting-edge campaigns. From Reebok to HBO Now, Hans has left his creative mark across diverse industries.
Discussion points -
How is the creative industry in LA, the epicenter of international creativity with Hollywood and major game studios, faring amid co-branding, collaborations, and bustling activity? 2:06
When discussing your experience in LA, could you share your journey? Did you start your career there, and how did you transition into becoming the creative professional you are today? 3:38
In the realm of UX and CX, including customer experience, how crucial is effective storytelling? 15:57
Rapid fire round 22:15
Could you talk about your experiences with AR during the early days of the technology? 35:03
What is the future trajectory of AI and machine learning in the context of Human-Computer Interaction (HCI), also known as ACD, and how do you envision its impact on our current direction? 44:46
On the education side, can you talk to us about the courses you teach? 50:58
What advice would you offer to aspiring designers looking to follow your path? What key do's and don'ts would you suggest? 55:54
Show notes -
I look at my past and how I've reached my current position. It has always been about seizing the moment, recognizing opportunities, and confidently stepping forward without fear.
As a creative director, I enjoy involving my teams in that story, fostering their passion and excitement for the product.
If you fast forward now, in terms of the use of AI, consider how that experience can evolve to create a much more immersive interaction. It brings order to the chaos and helps people delve deeper into interactive experiences.
The best and the easiest way that has always worked with storytelling is to get into the mindset and put yourself in the shoes of the people who would be in the story.
We executed some projects, such as the Barbie Dream Closet where people could see themselves wearing Barbie clothes. One significant project was during New York Fashion Week, where we utilized our product, the webcam social shopper.
The more time I spent on various studies and working on UI/UX to understand how people interact with it, I quickly realized that I don't believe it will fully evolve until mixed reality becomes feasible. Mixed reality is where there are no inhibitions, like wearing glasses that seamlessly blend our realities.
I use AI daily as an integral part of my work routine. It provides advice, writing tips, ideation, and data analysis support, enabling me to enhance my productivity and creativity. What's truly wonderful is that it demands our input, making it a collaborative tool for unleashing innovation.
Understanding UI/UX as a crucial part of our future interactions, and how we engage with it, will impact society and shape our world. As everything evolves, from user experience to customer experience, comprehensive understanding implies greater societal progress.