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Judges Spotlight January 10, 2022

Ask A Webby Judge: Amanda Kranz, Accenture Interactive Midwest

Amanda Kranz is a Managing Director at Accenture Interactive West, and a Design Pillar Lead at Fjord, Accenture Interactive's arm for experience design and innovation. We spoke with Kranz, a new Executive Webby Judge on what makes great immersive experiences.

Executive Members of IADAS, the judging body for The Webby Awards, represent a class of forward-thinking leaders using technology to reshape our world. Ahead of the Extended Entry Deadline on February 11th, we spoke with Amanda Kranz, a new Executive Webby Judge and Managing Director at Accenture Interactive Midwest. There, she is also a Design Pillar Lead for Fjord, Accenture Interactive’s arm for experience design and innovation.

1. For those who don’t know, tell us a little about your background.

I am a human-centered strategist who fell in love with art and photography at a young age. I’ve been lucky enough to apply my creativity through design and experience strategy for the last decade. I obsess over what motivates people (thanks to my Political Science degree), and how experiences can drive growth, transformation, diversity, and equity within and for businesses. I’ve spent my career partnering with companies who are apprehensive about changing market or customer expectations, to help them transform. 

My goal is always to give them confidence with human-centered approaches to complex problem-solving and to help them build a deeper purpose for their employees, customers to drive organizational growth. Personally, I’m a mother of two young daughters and an equal partner to an amazing guy who motivates me to make the world (and their world!) a bit better.

2. What particular expertise are you bringing to the Academy?

I bring a deep understanding of the impact that experiences have on the people that engage with them and the businesses that put them into market. ‘Experience’ is not just a buzz word, it needs to encompass so many elements for an organization to truly thrive. You can create something beautiful, but something beautiful with relevance and purpose, driven by human needs can make real change.

3. What are you most looking forward to about reviewing this year’s Webby Awards entries?

I’m looking forward to being inspired! This year (like 2020) has been challenging, and many completely re-evaluated their values and purpose – I cannot wait to see how this comes through in the storytelling of the work!

4. What does it take for a digital or immersive experience to be considered best in class? 

A truly great digital or immersive experience should connect with people on a deeper, emotional level, whether it’s delight from feeling “seen” or understood, or makes someone feel a bit more connected in our current sometimes disconnected spaces. It has to be thoughtful, real, and evoke feeling. Yes, FEELINGS!

BONUS: What’s a product or service that could have been made better?

I’d be an unsuccessful experience strategist if I didn’t say that all products and services could be better! Ultimately, human needs, values and behaviors are constantly evolving, which is why organizations that embrace agility and change will be the ones that have the best products and services.

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