WIF 2010 - webdesign international festival - France

Every fortnight, the WIF team invites you to discover an interview of an interactive designer. This week, Nate Scronce : Creative Director from USA.

wif : « Could you introduce yourself in one sentence? »
Nate : I am Nate Scronce, Creative Director at the award winning interactive design firm the SuperGroup, I get all of my creative energy & inspiration from daughter Rowan and wife Ashley.

wif : « You don’t become a designer just like that. What made you come in the world of design? »
Jesper : I always enjoyed illustrating and creating visual effects as a kid. Everything from making sure the blood splatters I painted on my GI Joe’s was perfect and believable to designing my own skateboard decks that would never hit the production floor.

It was the California skateboard scene in the mid-80s that really built up my appreciation for art and design. I fell in love with the artwork on the skateboard decks, t-shirts, wheels, etc. It was more than just a fun kid activity to me back then, it had an attitude, and a spirit about it that I thought was driven mainly by the graphics. It really inspired me to want to learn more about illustration, screen printing and visual communication in general.

Ever since then, I’ve enjoyed the challenge of capturing an idea or message through design. Whether it be an interactive campaign for Coca Cola or just entering a local t-shirt design contest, it’s always a new challenge that I’m up for.

wif : « According to you, to what extent do the technological overhangs, particularly the man-machine interface, tactile supports, contribute to the e-design innovations? In other words: what is the place of the design in these overhangs? and Taking your experience into account, can you try to imagine and tell me what your job and works will look like in the 5 next years? »
Nate : If I understand the question correctly, I think the design of an interface is just as important as the technology and hardware running it. There are so many applications out there that are very powerful but if the user interface is cumbersome, it defeats the purpose of good technology.

I think firms like Firstborn & Evolution Bureau have nailed it with the use of advanced technology and smart high-end design. They seem to be very detail oriented with design and technology which is always a recipe for a great user experience without distracting from the brand or message. I think a lot of firms take for granted the detail that SHOULD go into interface design, from consistency of icons styles, scroll bar details, field layouts, etc. They all play a major role in branding and it only takes one of these pieces to be inconsistent to clutter up the whole experience.

wif : « For you which is the media or the innovation which most stood out recently? »
Nate : All the iphone apps that are out now! It still amazes me that I can transfer my bank funds on my phone while at the same time scroll through all my ifart sound bytes.

wif : « A contrario, which is the most useless innovation which can be described as “failed revolution” »
Nate : Wow, off the top of my head I’d have to say the Zune. Do I need to explain?

Discover The Supergroup’s work on : http://www.thesupergroup.com/

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