An Experience Theme is basically an over-arching statement or phrase that encapsulates the value and focus of the experience we intend to deliver to users.
It may sound like a strategy or "vision", but at its core, an Experience Theme identifies what the product/service/system is all about from the point of view of users engaging with the product.
Once agreed upon, the theme can not only be used as a conceptual frame for design solutions, but can serve as the foundation for the Product Concept and Experience Strategy, a clear set of goals for the product/service/system design.
The slides explore how this idea was developed in the context of an interactive agency and how it was applied to several projects. It also shows how teams can generate experience themes.
And it's only one small part of a larger conversation about what user experience design can learn from storytelling.