02 - Arvid Brobeck


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UX and what it has to do with Content Strategy

Arvid Brobeck is Head of UX at the marketing agency Digitas in London. His career path was a quite unusual one. Although he has been working in UX for quite some time (Happy 100th Birthday!), he still has to explain UX, when he is back home for Christmas (minute 1).

Is UX the bones of a website and the muscles comes from visual design? (from minute 3.15) Where does Content Strategy come into play? Arvid explains it from minute 4.20.

At 5.00 Arvid speaks about what the best teams are. And, he gives an example, how the teams ideally work together.

Content Strategy could be explained as a TV-series (minute 7.30). At min 8.00 Arvid gives insights into Customer Journey mapping. UX isn't always dependent on design (minute 8.30).

At minute 9.30 we speak about tools Arvid help in a developing process and about the Maslow's hierarchy of needs (minute 10.25). The perfect design process may be a combination of craziness, romanticism and megalomania at the same time (11.50).

UX seems to be the new Golden Child, in Austria and in London (minute 12.30), why so? "We see a rise of a new space," Arvid says, and, that there is going to be a split within the UX discipline (13.25). With the new disciplines we have created a new language, and now people need to speak it (14.20).

"Too cool for school", means, that the fascination for e.g. personas, wireframes, are just tools to make one unterstand what one has to deliver (14.48).

And there it comes: The fart in the elevator (16.00)!

Thank you for listening!

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