Download - Meaningful Experiences UPA Conference
Developing Meaningful Experiences
Nathan ShedroffUPA 2009
Slides and templates posted:nathan.com/thoughts
The big thing!
The big thing!Meaning
Why experiences?
From: The Experience Economy, Pine and Gilmore
Commodity Product Service
Price/Value
Experience
Commodity Product Service
Price/Value
Event/Environment
Experience
Experiences are designable
Everything we createis an experience
We recognize some experiences easily
We recognize some experiences easily
We recognize some experiences easily
People don’t just travel to see things
They travel to experience
Design is the processof making experiences
But what, exactly,is an experience?
EXPERIENCE BREADTH
DURATION
TRIGGERS
SIGNIFICANCE
INTENSITY INTERACTION
EXPERIENCE BREADTHProductService
BrandName(s)
Channel/Environment (Space)
PromotionPrice
Breadth
EXPERIENCE BREADTHProductService
BrandName(s)
Channel/Environment (Space)
PromotionPrice
TRIGGERSSightSoundSmellTasteTouchConceptsSymbols
Every sensorial decision is a trigger:
color, texture, smell, taste, typeface, sound, music, voice, pattern, icon,
symbol, interaction, layout, concept, temperature, expression, etc...
EXPERIENCE BREADTHProductService
BrandName(s)
Channel/Environment (Space)
PromotionPrice
TRIGGERSSightSoundSmellTasteTouchConceptsSymbols
INTENSITYReflexHabit
Engagement
Intensity
Intensity
Intensity
EXPERIENCE BREADTHProductService
BrandName(s)
Channel/Environment (Space)
PromotionPrice
DURATIONInitiation
ImmersionConclusion
Continuation
TRIGGERSSightSoundSmellTasteTouchConceptsSymbols
INTENSITYReflexHabit
Engagement
EXPERIENCE BREADTHProductService
BrandName(s)
Channel/Environment (Space)
PromotionPrice
DURATIONInitiation
ImmersionConclusion
Continuation
TRIGGERSSightSoundSmellTasteTouchConceptsSymbols
INTENSITYReflexHabit
Engagement
INTERACTIONPassiveActiveInteractive
EXPERIENCE BREADTHProductService
BrandName(s)
Channel/Environment (Space)
PromotionPrice
DURATIONInitiation
ImmersionConclusion
Continuation
TRIGGERSSightSoundSmellTasteTouchConceptsSymbols
SIGNIFICANCEMeaningStatus/IdentityEmotion/LifestylePriceFunction
INTENSITYReflexHabit
Engagement
INTERACTIONPassiveActiveInteractive
BREADTHProductService
BrandName(s)
Channel/Environment (Space)
PromotionPrice
DURATIONInitiation
ImmersionConclusion
Continuation
TRIGGERSSightSoundSmellTasteTouchConceptsSymbols
SIGNIFICANCEMeaningStatus/IdentityEmotion/LifestylePriceFunction
INTENSITYReflexHabit
Engagement
INTERACTIONPassiveActiveInteractive
MEANING
MEANINGVALUESEMOTIONSPRICEFEATURES
Function (Performance):Does this do what I need?
Price (Value):Does this do what I need at a
price that’s worth it?
Emotions (Lifestyle):Does this make me
feel good?
Status/Identity (Values):Is this me?
Meaning (Reality):Does this fit into my reality?
AccomplishmentBeauty
CreationCommunity
DutyEnlightenment
Freedom
HarmonyJustice
OnenessRedemption
SecurityTruth
ValidationWonder
Core Meanings:
Core Meanings:
Definitions:makingmeaning.org
Meaning is at the core of Values:Priorities and Expressions
AccomplishmentBeautyCreation
CommunityDuty
EnlightenmentFreedom
HarmonyJustice
OnenessRedemption
SecurityTruth
ValidationWonder
Nike:
AccomplishmentBeauty
Freedom
AccomplishmentBeauty
Creation
DutyEnlightenment
Freedom
HarmonyJustice
OnenessRedemption
SecurityTruth
Apple:
BeautyCreation
Freedom Validation
Community
AccomplishmentBeauty
CreationCommunity
DutyEnlightenment
Freedom
HarmonyJustice
OnenessRedemption
SecurityTruth
Validation
Apple:
Wonder
AccomplishmentBeauty
CreationCommunity
Freedom
AccomplishmentBeautyCreation
CommunityDuty
EnlightenmentFreedom
HarmonyJustice
OnenessRedemption
SecurityTruth
ValidationWonder
Beauty
Community Redemption
Wonder
FilmsTV & Radio
MusicTheme parks
Travel (cruises, etc.)Clothing
SouvenirsToys
ComputersGames
Cars & Buses?Phones & PDAs?
Furniture?Security Systems?Food & Agriculture?Education (schools)?Financial Services?
Healthcare?Governments?
Beauty, Community, Wonder...
Successful experiences are meaningful
(and not merely novel)
Design is the processof evoking meaning
How does this relate tobusiness & strategy?
Corporate Meaning Priorities
Team Meaning Priorities
Customer Meaning Priorities
Strategic Design:
Your Focus
Corporate Meaning Priorities
Team Meaning Priorities
Customer Meaning Priorities
Strategic Design:
Competitors’ Meaning Priorities
Your Focus
Corporate:Accomplishment
BeautyWonder
Focus: Beauty & Wonder
Strategic Design:
Team:HarmonyBeautyWonder
Customer:SecurityBeautyWonder
Corporate:Accomplishment
BeautyWonder
No Focus!
Strategic Design:
Team:HarmonyJustice
Wonder
Customer:ValidationCreation
Duty
How do you put this into the development process?
A meaning-filled development process:
A meaning-filled development process:
A meaning-filled development process:
A meaning-filled development process:
Research Techniques:Interviews
Careful SurveysShadowingGames, etc.
The Meaning of Thingsby Csikszentmihalyi
SUSTAINABILITY
BUSINESS
DESIGN
SUSTAINABILITY
BUSINESS
DESIGN
EXPERIENCE
MEANING
Some questions:
Who’s doing this?
Who’s doing this?You
What meanings doyour customers prioritize?
What experiencesdo they seek?
Is meaning manipulation?
Should companiesevoke meaning?
Does everything we design already evoke meaning?
Are you creatinganything meaningful?
What’s meaningful to you?
nathan.com/thoughts
makingmeaning.orgexperiencedesignbooks.com