Meaningful Experiences UPA Conference

2,122 views
1,958 views

Published on

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

Published in: Design, Technology, Business
1 Comment
8 Likes
Statistics
Notes
No Downloads
Views
Total views
2,122
On SlideShare
0
From Embeds
0
Number of Embeds
82
Actions
Shares
0
Downloads
57
Comments
1
Likes
8
Embeds 0
No embeds

No notes for slide

Meaningful Experiences UPA Conference

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

×