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Meaningful experiences

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My talk at the Big D Design conference in Dallas (May 2010).

My talk at the Big D Design conference in Dallas (May 2010).

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Meaningful experiences Meaningful experiences Presentation Transcript

  • Meaning is the most important thing you can focus upon Nathan Shedroff 2010
  • The future: Profitable, Sustainable, & Meaningful
  • What is meaning?
  • Meaning is the deepest connection you can make with a customer/user/audience
  • Meaning is more powerful than Price and Performance
  • Meaning is more powerful than Price and Performance
  • Meaning lasts longer than emotions
  • Meaning transcends values
  • Meaning transcends values
  • The most successful experiences are meaningful
  • Here’s how it works...
  • Price/Value Commodity Product Service Experience From: The Experience Economy, Pine and Gilmore
  • Price/Value Experience Commodity Product Service Event/Environment
  • Experiences are designable
  • Everything we create is an experience
  • All design is the process of making experiences
  • We recognize some experiences easily
  • We recognize some experiences easily
  • We recognize some experiences easily
  • But what, exactly, is an experience?
  • SIGNIFICANCE DURATION Meaning Initiation Status/Identity Immersion Emotion/Lifestyle Conclusion Price Continuation Function TRIGGERS EXPERIENCE BREADTH Sight Product Sound Service Smell Brand Taste Name(s) Touch Channel/Environment Concepts (Space) Symbols Promotion Price INTENSITY INTERACTION Reflex Passive Habit Active Engagement Interactive
  • MEANING VALUES/IDENTITY EMOTIONS PRICE FEATURES
  • EXPERIENCE BREADTH Product Service Brand Name(s) Channel/Environment (Space) Promotion Price
  • Breadth
  • TRIGGERS EXPERIENCE BREADTH Sight Product Sound Service Smell Brand Taste Name(s) Touch Channel/Environment Concepts (Space) Symbols Promotion Price
  • Every sensorial decision is a trigger: color, texture, smell, taste, typeface, sound, music, voice, pattern, icon, symbol, interaction, layout, concept, temperature, expression, etc...
  • TRIGGERS EXPERIENCE BREADTH Sight Product Sound Service Smell Brand Taste Name(s) Touch Channel/Environment Concepts (Space) Symbols Promotion Price INTENSITY Reflex Habit Engagement
  • Intensity
  • DURATION Initiation Immersion Conclusion Continuation TRIGGERS EXPERIENCE BREADTH Sight Product Sound Service Smell Brand Taste Name(s) Touch Channel/Environment Concepts (Space) Symbols Promotion Price INTENSITY Reflex Habit Engagement
  • DURATION Initiation Immersion Conclusion Continuation TRIGGERS EXPERIENCE BREADTH Sight Product Sound Service Smell Brand Taste Name(s) Touch Channel/Environment Concepts (Space) Symbols Promotion Price INTENSITY INTERACTION Reflex Passive Habit Active Engagement Interactive
  • SIGNIFICANCE DURATION Meaning Initiation Status/Identity Immersion Emotion/Lifestyle Conclusion Price Continuation Function TRIGGERS EXPERIENCE BREADTH Sight Product Sound Service Smell Brand Taste Name(s) Touch Channel/Environment Concepts (Space) Symbols Promotion Price INTENSITY INTERACTION Reflex Passive Habit Active Engagement Interactive
  • SIGNIFICANCE DURATION Meaning Initiation Status/Identity Immersion Emotion/Lifestyle Conclusion Price Continuation Function TRIGGERS BREADTH Sight Product Sound Service Smell Brand Taste MEANING Name(s) Touch Channel/Environment Concepts (Space) Symbols Promotion Price INTENSITY INTERACTION Reflex Passive Habit Active Engagement Interactive
  • MEANING VALUES EMOTIONS PRICE FEATURES
  • 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?
  • Core Meanings: Accomplishment Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
  • Core Meanings: Definitions: makingmeaning.org
  • Meaning is at the core of Values: Priorities and Expressions
  • Nike: Accomplishment Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
  • Apple (iPod): Accomplishment Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation
  • Target: Accomplishment Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
  • Walmart: Accomplishment Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
  • Successful experiences are meaningful (and not merely novel)
  • Design is the process of evoking meaning
  • How does this relate to business & strategy?
  • What meanings do your customers prioritize?
  • What meanings does your organization prioritize?
  • What meanings do you prioritize?
  • What meanings do your competitors trigger?
  • Organization’s Meaning Priorities Focus Team/Your Customer Meaning Meaning Priorities Priorities 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 Surveys Shadowing Games, etc. The Meaning of Things by 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 creating anything meaningful?
  • What’s meaningful to you?
  • nathan.com/thoughts
  • Last thing (and most importantly)...