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Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
Meaningful Experiences UPA Conference
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Meaningful Experiences UPA Conference

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My presentation at the Usability Professionals Conference in Portland on June 10th, 2009.

My presentation at the Usability Professionals Conference in Portland on June 10th, 2009.

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  • 1. Developing Meaningful Experiences Nathan Shedroff UPA 2009
  • 2. Slides and templates posted: nathan.com/thoughts
  • 3. The big thing!
  • 4. The big thing! Meaning
  • 5. Why experiences?
  • 6. Price/Value Commodity Product Service Experience From: The Experience Economy, Pine and Gilmore
  • 7. Price/Value Experience Commodity Product Service Event/Environment
  • 8. Experiences are designable
  • 9. Everything we create is an experience
  • 10. We recognize some experiences easily
  • 11. We recognize some experiences easily
  • 12. We recognize some experiences easily
  • 13. People don’t just travel to see things
  • 14. They travel to experience
  • 15. Design is the process of making experiences
  • 16. But what, exactly, is an experience?
  • 17. SIGNIFICANCE DURATION TRIGGERS EXPERIENCE BREADTH INTENSITY INTERACTION
  • 18. EXPERIENCE BREADTH Product Service Brand Name(s) Channel/Environment (Space) Promotion Price
  • 19. Breadth
  • 20. TRIGGERS EXPERIENCE BREADTH Sight Product Sound Service Smell Brand Taste Name(s) Touch Channel/Environment Concepts (Space) Symbols Promotion Price
  • 21. Every sensorial decision is a trigger: color, texture, smell, taste, typeface, sound, music, voice, pattern, icon, symbol, interaction, layout, concept, temperature, expression, etc...
  • 22. TRIGGERS EXPERIENCE BREADTH Sight Product Sound Service Smell Brand Taste Name(s) Touch Channel/Environment Concepts (Space) Symbols Promotion Price INTENSITY Reflex Habit Engagement
  • 23. Intensity
  • 24. Intensity
  • 25. Intensity
  • 26. 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
  • 27. 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
  • 28. 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
  • 29. 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
  • 30. MEANING VALUES EMOTIONS PRICE FEATURES
  • 31. Function (Performance): Does this do what I need?
  • 32. Price (Value): Does this do what I need at a price that’s worth it?
  • 33. Emotions (Lifestyle): Does this make me feel good?
  • 34. Status/Identity (Values): Is this me?
  • 35. Meaning (Reality): Does this fit into my reality?
  • 36. Core Meanings: Accomplishment Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
  • 37. Core Meanings: Definitions: makingmeaning.org
  • 38. Meaning is at the core of Values: Priorities and Expressions
  • 39. Nike: Accomplishment Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
  • 40. Apple: Accomplishment Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation
  • 41. Apple: Accomplishment Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
  • 42. Accomplishment Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
  • 43. Beauty, Community, Wonder... Films Cars & Buses? TV & Radio Phones & PDAs? Music Furniture? Theme parks Security Systems? Travel (cruises, etc.) Food & Agriculture? Clothing Education (schools)? Souvenirs Financial Services? Toys Healthcare? Computers Governments? Games
  • 44. Successful experiences are meaningful (and not merely novel)
  • 45. Design is the process of evoking meaning
  • 46. How does this relate to business & strategy?
  • 47. Strategic Design: Corporate Meaning Priorities Your Focus Team Customer Meaning Meaning Priorities Priorities
  • 48. Strategic Design: Corporate Meaning Priorities Your Focus Team Customer Meaning Meaning Priorities Priorities Competitors’ Meaning Priorities
  • 49. Strategic Design: Corporate: Accomplishment Beauty Wonder Team: Customer: Harmony Security Beauty Beauty Wonder Wonder Focus: Beauty & Wonder
  • 50. Strategic Design: Corporate: Accomplishment Beauty Wonder Team: Customer: Harmony Validation Justice Creation Wonder Duty No Focus!
  • 51. How do you put this into the development process?
  • 52. A meaning-filled development process:
  • 53. A meaning-filled development process:
  • 54. A meaning-filled development process:
  • 55. A meaning-filled development process:
  • 56. Research Techniques: Interviews Careful Surveys Shadowing Games, etc. The Meaning of Things by Csikszentmihalyi
  • 57. DESIGN SUSTAINABILITY BUSINESS
  • 58. DESIGN SUSTAINABILITY MEANING EXPERIENCE BUSINESS
  • 59. Some questions:
  • 60. Who’s doing this?
  • 61. Who’s doing this? You
  • 62. What meanings do your customers prioritize?
  • 63. What experiences do they seek?
  • 64. Is meaning manipulation?
  • 65. Should companies evoke meaning?
  • 66. Does everything we design already evoke meaning?
  • 67. Are you creating anything meaningful?
  • 68. What’s meaningful to you?
  • 69. nathan.com/thoughts
  • 70. makingmeaning.org experiencedesignbooks.com nathan@nathan.com

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