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Nathan Shedroff
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My talk at the Big D Design conference in Dallas (May 2010).
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Meaningful experiences
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.
11.
12.
The most successful experiences
are meaningful
13.
14.
15.
Here’s how it
works...
16.
Price/Value Commodity
Product Service Experience From: The Experience Economy, Pine and Gilmore
17.
Price/Value
Experience Commodity Product Service Event/Environment
18.
Experiences are designable
19.
Everything we create
is an experience
20.
All design is
the process of making experiences
21.
We recognize some experiences
easily
22.
We recognize some experiences
easily
23.
We recognize some experiences
easily
24.
25.
26.
But what, exactly, is
an experience?
27.
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
28.
MEANING VALUES/IDENTITY EMOTIONS PRICE FEATURES
29.
EXPERIENCE
BREADTH Product Service Brand Name(s) Channel/Environment (Space) Promotion Price
30.
Breadth
31.
TRIGGERS
EXPERIENCE BREADTH Sight Product Sound Service Smell Brand Taste Name(s) Touch Channel/Environment Concepts (Space) Symbols Promotion Price
32.
Every sensorial decision
is a trigger: color, texture, smell, taste, typeface, sound, music, voice, pattern, icon, symbol, interaction, layout, concept, temperature, expression, etc...
33.
34.
35.
TRIGGERS
EXPERIENCE BREADTH Sight Product Sound Service Smell Brand Taste Name(s) Touch Channel/Environment Concepts (Space) Symbols Promotion Price INTENSITY Reflex Habit Engagement
36.
Intensity
37.
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
38.
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
39.
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
40.
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
41.
MEANING VALUES EMOTIONS PRICE FEATURES
42.
Function (Performance): Does this
do what I need?
43.
Price (Value): Does this
do what I need at a price that’s worth it?
44.
Emotions (Lifestyle): Does this
make me feel good?
45.
Status/Identity (Values):
Is this me?
46.
Meaning (Reality): Does this
fit into my reality?
47.
Core Meanings: Accomplishment
Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
48.
Core Meanings:
Definitions: makingmeaning.org
49.
Meaning is at
the core of Values: Priorities and Expressions
50.
Nike: Accomplishment
Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
51.
Apple (iPod): Accomplishment
Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation
52.
Target: Accomplishment
Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
53.
Walmart: Accomplishment
Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
54.
Successful experiences are
meaningful (and not merely novel)
55.
Design is the
process of evoking meaning
56.
How does this
relate to business & strategy?
57.
What meanings do your
customers prioritize?
58.
What meanings does your
organization prioritize?
59.
What meanings do
you prioritize?
60.
What meanings do your
competitors trigger?
61.
Organization’s
Meaning Priorities Focus Team/Your Customer Meaning Meaning Priorities Priorities Competitors’ Meanings
62.
How do you
put this into the development process?
63.
A meaning-filled development
process:
64.
A meaning-filled development
process:
65.
A meaning-filled development
process:
66.
A meaning-filled development
process:
67.
Research Techniques:
Interviews Careful Surveys Shadowing Games, etc. The Meaning of Things by Mihaly Csikszentmihalyi
68.
Who’s doing this?
69.
Who’s doing this?
You
70.
Should companies evoke
meaning?
71.
Should companies evoke
meaning? Why not?
72.
Is meaning manipulation?
73.
Is meaning manipulation?
Maybe, maybe not
74.
Are you creating anything
meaningful?
75.
What’s meaningful to
you?
76.
nathan.com/thoughts
77.
Last thing (and most
importantly)...