Talking Cool Stuff With Critical Mass in Chicago.

Posted by: Bruce Nussbaum on May 21, 2008

I visited the great digs of digital experience design house Critical Mass today and was wowed with the terrific work they are doing. Critical Mass as design thinking and methodology down cold, with greaat insights into consumer culture, the customer journey, and the use of social media to generate a memorable experience.

David Armano and I did a video that covered design democracy, the olpc debate, the meaning of social media, and more. Oh, yeah, and Google Health and the issue of privacy. We called it Brunch with Bruce. I loved the technology that enabled us to just sit in front of a laptop and stream it live.

The firm has Hyatt, NASA, Rolex, Mercedes Benz and the city of Las Vedgas as clients. The work it is doing for Vegas is wonderful. it’s creating an experience for people who want to head for Vegas that allows you to connect with your “posse” or entourage and plan the trip before you go (make up your own persona for Vegas), put up photos, videos, words and connect while you’re in Vegas (even with those who can’t make the trip with you) and manage all the memories after you get home. I can imagine this working for any big event—like a wedding in Cabo.

Anyone who has doubts about the efficacy of design methodology in today’s business culture has got to check out Critical Mass.

I’m here for the Institute of Design’s Strategy Conference and it’s no coincidence that one of the guys who showed me terrific customer-centric research at Critical Mass is a grad of ID—David Stallsmith. His work on organic food and the “green continuum” was right on.

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About

Want to stop talking about innovation and learn how to make it work for you? Bruce Nussbaum takes you deep into the latest thinking about innovation and design with daily scoops, provocative perspectives and case studies. Nussbaum is at the center of a global conversation on the growing discipline of innovation and the deepening field of design thinking. Read him to discover what social networking works—and what doesn’t. Discover where service innovation is going and how experience design is shaping up. Learn which schools are graduating the most creative talent and which consulting firms are the hottest. And get his take on what the smartest companies are doing in the U.S., Asia and Europe, far ahead of the pack.

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