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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Meaningful Experiences UPA Conference Meaningful Experiences UPA Conference Presentation Transcript

  • Developing Meaningful Experiences Nathan Shedroff UPA 2009
  • Slides and templates posted: nathan.com/thoughts
  • The big thing!
  • The big thing! Meaning
  • Why experiences?
  • 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
  • We recognize some experiences easily
  • We recognize some experiences easily
  • We recognize some experiences easily
  • People don’t just travel to see things
  • They travel to experience
  • Design is the process of making experiences
  • But what, exactly, is an experience?
  • SIGNIFICANCE DURATION TRIGGERS EXPERIENCE BREADTH INTENSITY INTERACTION
  • 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
  • Intensity
  • 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: Accomplishment Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation
  • Apple: Accomplishment Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
  • Accomplishment Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
  • 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
  • Successful experiences are meaningful (and not merely novel)
  • Design is the process of evoking meaning
  • How does this relate to business & strategy?
  • Strategic Design: Corporate Meaning Priorities Your Focus Team Customer Meaning Meaning Priorities Priorities
  • Strategic Design: Corporate Meaning Priorities Your Focus Team Customer Meaning Meaning Priorities Priorities Competitors’ Meaning Priorities
  • Strategic Design: Corporate: Accomplishment Beauty Wonder Team: Customer: Harmony Security Beauty Beauty Wonder Wonder Focus: Beauty & Wonder
  • Strategic Design: Corporate: Accomplishment Beauty Wonder Team: Customer: Harmony Validation Justice Creation Wonder Duty No Focus!
  • 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 Csikszentmihalyi
  • DESIGN SUSTAINABILITY BUSINESS
  • DESIGN SUSTAINABILITY MEANING EXPERIENCE BUSINESS
  • Some questions:
  • Who’s doing this?
  • Who’s doing this? You
  • What meanings do your customers prioritize?
  • What experiences do they seek?
  • Is meaning manipulation?
  • Should companies evoke meaning?
  • Does everything we design already evoke meaning?
  • Are you creating anything meaningful?
  • What’s meaningful to you?
  • nathan.com/thoughts
  • makingmeaning.org experiencedesignbooks.com nathan@nathan.com