• Like
  • Save
Meaningful experiences
Upcoming SlideShare
Loading in...5
×
 

Meaningful experiences

on

  • 2,371 views

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

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

Statistics

Views

Total Views
2,371
Views on SlideShare
2,367
Embed Views
4

Actions

Likes
6
Downloads
0
Comments
0

1 Embed 4

http://www.slideshare.net 4

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    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)...