Paul Dawson

Ten years ago, UK agency Conchango introduced design as a discipline. When the first campaign work started rolling in, the team realised they were thinking in way too much detail about campaigns that were only meant to last two or three months. What they were building wasn’t just attention-grabbing and nice to look at, it was functional and useful and would last for years. The agency wasn’t really creating campaigns, it was creating experiences.

And today, that’s what EMC Conchango is all about. The agency focuses on the whole customer experience, which it calls ‘total experience design’. “It’s an emergent way of thinking around how we design,” explains Paul Dawson, EMC Conchango’s experience director. “Classic digital or web agencies tend to think within the constraints of the part that they have responsibility for. So if you’re designing a website, you tend to think in terms of what you can do on this website. If you take the total experience design approach, you consider the entire customer journey regardless of what their interaction points are. When you do that, you start to draw out interesting things that don’t necessarily fall within your remit but need doing. It’s a philosophy that starts to help some of our clients have a more joined-up and seamless user experience.”

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