As an Art Director in the advertising industry, my role was to think creative early morning to late night. As long as it adhered to the planning strategy, the sky was the limit for the big clients with the big budgets. From a small and clever idea to big productions - the creative team’s objective is to catch people’s attention. To do our best to convince our target audience THIS is the product they just have to buy. At some point in my career, it felt wrong and I started to search for a new career path. UX design was the perfect answer - instead of persuading people to buy products they don’t need, it felt right to help design digital products. Working for the right companies that create positive products (sometimes products that make a change for a better world!) would enable me to shape products in a way that makes them better, more useful, intuitive and fun to use.
But does shifting to UX/UI design in a tech company means no more creative thinking? Not necessarily. In my talk, I will review the differences between creative thinking and process in these industries and the similarities.
Reut Leibovich Blat is a Lead UX/UI in Kudos Innovations LTD - Research communication and engagement platform, helping researchers to accelerate the positive impact of their research in the world. With a wealth of experience as an Art Director in big advertising agencies located in Tel Aviv, Israel. As part of a creative team, she played a key role in nationwide campaigns of clients from the food, fashion, and retail sector.