design blogs - creating meaningful...
TRANSCRIPT
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Creating Meaningful Experiences
Nathan ShedroffCITRENZ 12010
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Why Experience Design?
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Usability
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Ctrl + Alt + Delight
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From: The Experience Economy, Pine and Gilmore
Commodity Product Service
Price/Value
Experience
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Commodity Product Service
Price/Value
Event/Environment
Experience
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What is Experience Design, then?
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Experiences are designable
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Everything we createis an experience
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All design is the processof making experiences
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We recognize some experiences easily
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We recognize some experiences easily
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We recognize some experiences easily
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But what, exactly,is an experience?
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EXPERIENCE BREADTHProductService
BrandName(s)
Channel/Environment (Space)
PromotionPrice
DURATIONInitiation
ImmersionConclusion
Continuation
TRIGGERSSightSoundSmellTasteTouchConceptsSymbols
SIGNIFICANCEMeaningStatus/IdentityEmotion/LifestylePriceFunction
INTENSITYReflexHabit
Engagement
INTERACTIONPassiveActiveInteractive
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EXPERIENCE BREADTHProductService
BrandName(s)
Channel/Environment (Space)
PromotionPrice
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Breadth
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EXPERIENCE BREADTHProductService
BrandName(s)
Channel/Environment (Space)
PromotionPrice
TRIGGERSSightSoundSmellTasteTouchConceptsSymbols
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Every sensorial decision is a trigger:
color, texture, smell, taste, typeface, sound, music, voice, pattern, icon,
symbol, interaction, layout, concept, temperature, expression, etc...
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EXPERIENCE BREADTHProductService
BrandName(s)
Channel/Environment (Space)
PromotionPrice
TRIGGERSSightSoundSmellTasteTouchConceptsSymbols
INTENSITYReflexHabit
Engagement
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Intensity
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Intensity
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Intensity
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EXPERIENCE BREADTHProductService
BrandName(s)
Channel/Environment (Space)
PromotionPrice
DURATIONInitiation
ImmersionConclusion
Continuation
TRIGGERSSightSoundSmellTasteTouchConceptsSymbols
INTENSITYReflexHabit
Engagement
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EXPERIENCE BREADTHProductService
BrandName(s)
Channel/Environment (Space)
PromotionPrice
DURATIONInitiation
ImmersionConclusion
Continuation
TRIGGERSSightSoundSmellTasteTouchConceptsSymbols
INTENSITYReflexHabit
Engagement
INTERACTIONPassiveActiveInteractive
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EXPERIENCE BREADTHProductService
BrandName(s)
Channel/Environment (Space)
PromotionPrice
DURATIONInitiation
ImmersionConclusion
Continuation
TRIGGERSSightSoundSmellTasteTouchConceptsSymbols
SIGNIFICANCEMeaningStatus/IdentityEmotion/LifestylePriceFunction
INTENSITYReflexHabit
Engagement
INTERACTIONPassiveActiveInteractive
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BREADTHProductService
BrandName(s)
Channel/Environment (Space)
PromotionPrice
DURATIONInitiation
ImmersionConclusion
Continuation
TRIGGERSSightSoundSmellTasteTouchConceptsSymbols
SIGNIFICANCEMeaningStatus/IdentityEmotion/LifestylePriceFunction
INTENSITYReflexHabit
Engagement
INTERACTIONPassiveActiveInteractive
MEANING
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MEANINGVALUESEMOTIONSPRICEFEATURES
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MEANINGVALUES/IDENTITYEMOTIONSPRICEFEATURES
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Function (Performance):Does this do what I need?
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Price (Value):Does this do what I need at a
price that’s worth it?
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Emotions (Lifestyle):Does this make me
feel good?
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Status/Identity (Values):Is this me?
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Meaning (Reality):Does this fit into my reality?
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AccomplishmentBeauty
CreationCommunity
DutyEnlightenment
Freedom
HarmonyJustice
OnenessRedemption
SecurityTruth
ValidationWonder
Core Meanings:
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Core Meanings:
Definitions:makingmeaning.org
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Meaning is more powerful than Price and Performance
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Meaning is more powerful than Price and Performance
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Meaning lasts longerthan emotions
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Meaning transcends values
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Meaning transcends values
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The most successful experiences are meaningful
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Meaning is at the core of Values:Priorities and Expressions
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AccomplishmentBeautyCreation
CommunityDuty
HarmonyJustice
OnenessRedemption
SecurityTruth
ValidationWonder
Nike:
AccomplishmentBeauty
FreedomEnlightenment
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AccomplishmentBeauty
Creation
DutyEnlightenment
Freedom
HarmonyJustice
OnenessRedemption
SecurityTruth
Apple (iPod):
BeautyCreation
Freedom Validation
Community
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AccomplishmentBeautyCreation
CommunityDuty
EnlightenmentFreedom
HarmonyJustice
OnenessRedemption
SecurityTruth
Wonder
Beauty
Community
Harmony
Validation
Target:
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AccomplishmentBeauty
CreationCommunity
DutyEnlightenment
Freedom
HarmonyJusticeOneness
RedemptionSecurity
TruthValidation
Wonder
Redemption
Justice
Validation
Duty
Walmart:
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Meaning is the deepest connection you can make with a
customer/user/audience
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Successful experiences are meaningful
(and not merely novel)
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Design is the processof evoking meaning
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How does this relate tobusiness & strategy?
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What meanings doyour customers prioritize?
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What meanings doesyour organization prioritize?
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What meanings doyou prioritize?
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What meanings doyour competitors trigger?
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Organization’sMeaningPriorities
CustomerMeaningPriorities
Team/YourMeaningPriorities
Focus
Competitors’ Meanings
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How do you put this into the development process?
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A meaning-filled development process:
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A meaning-filled development process:
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A meaning-filled development process:
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A meaning-filled development process:
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Research Techniques:Interviews
Careful SurveysShadowingGames, etc.
The Meaning of Thingsby Mihaly Csikszentmihalyi
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Who’s doing this?
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Who’s doing this?You
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Should companies evoke meaning?
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Should companies evoke meaning?Why not?
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Is meaning manipulation?
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Is meaning manipulation?Maybe, maybe not
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Are you creatinganything meaningful?
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What’s meaningful to you?
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Can meaning kill consumerism?
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[email protected]/thoughts