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Varney joins Flow Interactive as director of design

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By The Drum Team, Editorial

November 24, 2011 | 1 min read

Rob Varney has been appointed as director of Design at Flow Interactive.

The former Sapient Nitro employee has spent recent months freelancing, but has now joined the London agency to re-establish its interaction design work having recently joined the Foolproof Group.

Varney commented: “Many design teams find themselves wading out of their depth because they don’t fully expose the problem space in which the solution will live. Effective solutions are born out of a real understanding of the rational and emotional desires of people and this can only be achieved by taking the time to gather real insight.

“Designing great digital interactions requires more than creative flair and technical skill. Digital interactions have to be seen in the broader context of brand experience, emotional engagement and commercial reality. We’ve thought about this intersection a great deal and brought together a team with the skills to collectively analyse a problem and develop a solution that meets business and customer objectives.”

Varney has already begun work on projects with Autoglass, easyjet, Sony and GNER.

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