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Creating Meaningful Experiences

Nathan ShedroffCITRENZ 12010

Why Experience Design?

Usability

Ctrl + Alt + Delight

From: The Experience Economy, Pine and Gilmore

Commodity Product Service

Price/Value

Experience

Commodity Product Service

Price/Value

Event/Environment

Experience

What is Experience Design, then?

Experiences are designable

Everything we createis an experience

All design is the processof making experiences

We recognize some experiences easily

We recognize some experiences easily

We recognize some experiences easily

But what, exactly,is an experience?

EXPERIENCE BREADTHProductService

BrandName(s)

Channel/Environment (Space)

PromotionPrice

DURATIONInitiation

ImmersionConclusion

Continuation

TRIGGERSSightSoundSmellTasteTouchConceptsSymbols

SIGNIFICANCEMeaningStatus/IdentityEmotion/LifestylePriceFunction

INTENSITYReflexHabit

Engagement

INTERACTIONPassiveActiveInteractive

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

MEANINGVALUES/IDENTITYEMOTIONSPRICEFEATURES

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 more powerful than Price and Performance

Meaning is more powerful than Price and Performance

Meaning lasts longerthan emotions

Meaning transcends values

Meaning transcends values

The most successful experiences are meaningful

Meaning is at the core of Values:Priorities and Expressions

AccomplishmentBeautyCreation

CommunityDuty

HarmonyJustice

OnenessRedemption

SecurityTruth

ValidationWonder

Nike:

AccomplishmentBeauty

FreedomEnlightenment

AccomplishmentBeauty

Creation

DutyEnlightenment

Freedom

HarmonyJustice

OnenessRedemption

SecurityTruth

Apple (iPod):

BeautyCreation

Freedom Validation

Community

AccomplishmentBeautyCreation

CommunityDuty

EnlightenmentFreedom

HarmonyJustice

OnenessRedemption

SecurityTruth

Wonder

Beauty

Community

Harmony

Validation

Target:

AccomplishmentBeauty

CreationCommunity

DutyEnlightenment

Freedom

HarmonyJusticeOneness

RedemptionSecurity

TruthValidation

Wonder

Redemption

Justice

Validation

Duty

Walmart:

Meaning is the deepest connection you can make with a

customer/user/audience

Successful experiences are meaningful

(and not merely novel)

Design is the processof evoking meaning

How does this relate tobusiness & strategy?

What meanings doyour customers prioritize?

What meanings doesyour organization prioritize?

What meanings doyou prioritize?

What meanings doyour competitors trigger?

Organization’sMeaningPriorities

CustomerMeaningPriorities

Team/YourMeaningPriorities

Focus

Competitors’ Meanings

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 Mihaly Csikszentmihalyi

Who’s doing this?

Who’s doing this?You

Should companies evoke meaning?

Should companies evoke meaning?Why not?

Is meaning manipulation?

Is meaning manipulation?Maybe, maybe not

Are you creatinganything meaningful?

What’s meaningful to you?

Can meaning kill consumerism?

nathan@nathan.comnathan.com/thoughts