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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  • 1. Meaning is the most important thing you can focus upon Nathan Shedroff 2010
  • 2. The future: Profitable, Sustainable, & Meaningful
  • 3. What is meaning?
  • 4. Meaning is the deepest connection you can make with a customer/user/audience
  • 5. Meaning is more powerful than Price and Performance
  • 6. Meaning is more powerful than Price and Performance
  • 7. Meaning lasts longer than emotions
  • 8. Meaning transcends values
  • 9. Meaning transcends values
  • 10. The most successful experiences are meaningful
  • 11. Here’s how it works...
  • 12. Price/Value Commodity Product Service Experience From: The Experience Economy, Pine and Gilmore
  • 13. Price/Value Experience Commodity Product Service Event/Environment
  • 14. Experiences are designable
  • 15. Everything we create is an experience
  • 16. All design is the process of making experiences
  • 17. We recognize some experiences easily
  • 18. We recognize some experiences easily
  • 19. We recognize some experiences easily
  • 20. But what, exactly, is an experience?
  • 21. 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
  • 22. MEANING VALUES/IDENTITY EMOTIONS PRICE FEATURES
  • 23. EXPERIENCE BREADTH Product Service Brand Name(s) Channel/Environment (Space) Promotion Price
  • 24. Breadth
  • 25. TRIGGERS EXPERIENCE BREADTH Sight Product Sound Service Smell Brand Taste Name(s) Touch Channel/Environment Concepts (Space) Symbols Promotion Price
  • 26. Every sensorial decision is a trigger: color, texture, smell, taste, typeface, sound, music, voice, pattern, icon, symbol, interaction, layout, concept, temperature, expression, etc...
  • 27. TRIGGERS EXPERIENCE BREADTH Sight Product Sound Service Smell Brand Taste Name(s) Touch Channel/Environment Concepts (Space) Symbols Promotion Price INTENSITY Reflex Habit Engagement
  • 28. Intensity
  • 29. 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
  • 30. 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
  • 31. 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
  • 32. 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
  • 33. MEANING VALUES EMOTIONS PRICE FEATURES
  • 34. Function (Performance): Does this do what I need?
  • 35. Price (Value): Does this do what I need at a price that’s worth it?
  • 36. Emotions (Lifestyle): Does this make me feel good?
  • 37. Status/Identity (Values): Is this me?
  • 38. Meaning (Reality): Does this fit into my reality?
  • 39. Core Meanings: Accomplishment Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
  • 40. Core Meanings: Definitions: makingmeaning.org
  • 41. Meaning is at the core of Values: Priorities and Expressions
  • 42. Nike: Accomplishment Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
  • 43. Apple (iPod): Accomplishment Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation
  • 44. Target: Accomplishment Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
  • 45. Walmart: Accomplishment Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
  • 46. Successful experiences are meaningful (and not merely novel)
  • 47. Design is the process of evoking meaning
  • 48. How does this relate to business & strategy?
  • 49. What meanings do your customers prioritize?
  • 50. What meanings does your organization prioritize?
  • 51. What meanings do you prioritize?
  • 52. What meanings do your competitors trigger?
  • 53. Organization’s Meaning Priorities Focus Team/Your Customer Meaning Meaning Priorities Priorities Competitors’ Meanings
  • 54. How do you put this into the development process?
  • 55. A meaning-filled development process:
  • 56. A meaning-filled development process:
  • 57. A meaning-filled development process:
  • 58. A meaning-filled development process:
  • 59. Research Techniques: Interviews Careful Surveys Shadowing Games, etc. The Meaning of Things by Mihaly Csikszentmihalyi
  • 60. Who’s doing this?
  • 61. Who’s doing this? You
  • 62. Should companies evoke meaning?
  • 63. Should companies evoke meaning? Why not?
  • 64. Is meaning manipulation?
  • 65. Is meaning manipulation? Maybe, maybe not
  • 66. Are you creating anything meaningful?
  • 67. What’s meaningful to you?
  • 68. nathan.com/thoughts
  • 69. Last thing (and most importantly)...