Focused on semiotics, brand and digital, I began my career by being selected for an opportunity with Sky Creative. After 4 years I moved on to creative roles at other London agencies where for the last 5 years I have continued to explore technology through the lens of user-experience and motion design.
Particularly fascinated by the philosophy and ethics in our use of technology, I stepped back into academia and completed a Masters degree that focused on our widely reported interpersonal disconnection from one another – work that was awarded the David Ward International Award for Innovation. This work asks the question; does technology allow us to emote, to reason, to integrate? This line of enquiry formed a thesis on aspects of human anthropolgy that attempts to evaluate our disconnection, a shortfall in affect continues to drive my interest, to help offer solutions to the user eco-system we are all now a part of.
Thorough research garners a greater focus on the problem in question - cue the post-its! Only when this is defined will the next stage of the conversation begin. This is true of each stage of the UX process. But the aim is to continuously return to this definition as we move forward.
Using Gestalt principles in design (emergence, reification, multistability, invariance) correlative associations innate in the human brain automatically cross reference and delineate their own journey whilst a user engages with a product. Mechanisms such as these assist towards the success of UX and as such become as vital as thorough research, analytical testing, semiotics and colour theory,
Working front-end development knowledge allows for a wider understanding of the role of other stakeholders, this coupled with comprehensive motion skills, coalesce into fluid user-experience and complete brand messaging.
My creative approach—no matter the medium—is to find points of tension behind the idea I’ve been assigned or am interested in. I do several iterations on each point and usually end up refining the one I find most controversial.
For me, controversy isn’t about instigation, but rather, a way to arrest your audience. It’s a way to plant a little bit of desire in their hearts; a yearning to turn the page and learn more about your idea. Ultimately, it’s about creating memorable images.
© 2020 AJ PUGH