“I find that we can often get caught up in the hype of a specific piece of tech and forget about its relevance to our audience,” says Experience and Innovation Creative Strategist Min-Wei Lee during her session for D&AD’s How to Land a New Blood Pencil live webinar series. “We’re making things for people, and I believe people should always be first in the work. Think about what value integrating a specific piece of technology is actually bringing to your audience.”
If you missed it, watch the full talk here, where Lee explains what to watch out for when creating tech-enabled experiences, like being culturally resonant and understanding what’s on everybody’s mind. “For example, it wasn’t a good idea to use touch screen technology right after Covid because everyone was, I guess, traumatised by that whole experience,” says Lee.