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 Experienc...
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                                                I...
MEANING
VALUES/IDENTITY
EMOTIONS
PRICE
FEATURES
EXPERIENCE         BREADTH
                         Product
                         Service
                          Bra...
Breadth
TRIGGERS   EXPERIENCE         BREADTH
Sight                               Product
Sound                               Serv...
Every sensorial decision is a trigger:

color, texture, smell, taste, typeface,
 sound, music, voice, pattern, icon,
symbo...
TRIGGERS                 EXPERIENCE         BREADTH
Sight                                             Product
Sound       ...
Intensity
DURATION
                                           Initiation
                                         Immersion
        ...
DURATION
                                                    Initiation
                                                 I...
SIGNIFICANCE                                  DURATION
           Meaning                                                I...
SIGNIFICANCE                               DURATION
           Meaning                                             Initiat...
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
...
Core Meanings:

   Definitions:
makingmeaning.org
Meaning is at the core of Values:
  Priorities and Expressions
Nike:

Accomplishment        Harmony
    Beauty             Justice
    Creation          Oneness
  Community          Red...
Apple (iPod):

Accomplishment      Harmony
    Beauty           Justice
   Creation         Oneness
  Community        Red...
Target:

Accomplishment         Harmony
    Beauty              Justice
    Creation           Oneness
  Community        ...
Walmart:

Accomplishment     Harmony
     Beauty        Justice
    Creation       Oneness
  Community       Redemption
  ...
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 ...
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 Mi...
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)...
Meaningful experiences
Meaningful experiences
Meaningful experiences
Meaningful experiences
Meaningful experiences
Meaningful experiences
Meaningful experiences
Meaningful experiences
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Meaningful experiences

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

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Transcript of "Meaningful experiences"

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

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