Columbus, OH — One of our favorite collaborators is Kelly Macaulay – she’s an architect of brand experience with GSW, but has also build social strategies with a top-five digital firm and pulled some serious heart strings at American Greetings.

She recently got the team together to check out the new short documentary by Bassett & Partners and Microsoft that explores how our lives and go-to tools will change as we become more and more connected. It features interviews with designers from Method, Twitter, Arduino, Frog, Stamen, Microsoft, and Nokia, all talking about how experience design has to change to open up the possibilities of what technology can do.

Connecting (Full Film) from Bassett & Partners on Vimeo.

It definitely gets a little pedantic at times – these are design snobs after all. But, there are a few lessons that are worth watching for:

  • Everything will have software in it. Not just iPads, but books. Not just refrigerators, but the packages of your food.
  •  We have to stop trying to recreate analog experiences in digital. Analog can be delightful, but when we force it into digital, it’s a cue that’s only used once
  • The expectations of experience are constantly changing and unpredictable. Our strategies and executions have to be fluid and flexible (look out med-legal!)
  • Today our phones demand too much attention – they pull away from real life
  • Experience design doesn’t start with the tools, it starts with people

The full film is 18 minutes long – perfect for enjoying over lunch.

Posted by: Leigh Householder

About the Author:

As Managing Director of Innovation and Insights for Syneos Health Communications, Leigh is responsible for building and scaling a global team of healthcare experts who together help life science leaders better understand the complex lives, influences and expectations of their customers. Specifically, they uncover actionable insights that fuel empathy and creativity; lead co-creation events that let marketers learn from peers, trends, and new possibilities; and help clients identify the most valuable and useful new customer experiences to create.

Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for nearly 20 years.She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she held several leadership roles at our largest agency, GSW.  There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business.

Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes.

A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. This year, she led over 250 experts to experts to focus on the most important changes in the commercial, consumer, marketing, digital and healthcare landscapes. (See reports at

Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice and Top 10 Innovation Catalysts of 2017 by MM&M, Leigh also was recognized  as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.