Experiencability

10:1
From 2000 to 2005, companies focused on customer
experience outperformed the S&P 500 by 10 to 1.
- Business Week, October 2007

HOW DO WE KNOW WHAT
EXPERIENCES PEOPLE
DESIRE?
HOW DO WE MEASURE THE
EFFECTIVENESS OF OUR
DESIGN SOLUTIONS IN
DELIVERING THE DESIRED
EXPERIENCE?

ultimately, design is about people

the experiences they have…

and the ones they desire

Experiencability
Standard usability testing examines the
cognitive, behavioral, and often the
physical aspects of an experience. But
what about the Emotional aspects on Emotional
the experience?
©2008 LEXTANT

DESIGN OPPORTUNITY LIES
IN THE DIFFERENCE BETWEEN
THE CONSUMER STORIES OF
TODAY AND THE DESIRED
STORIES OF TOMORROW.

ethnography gives deep insight into current
experiences

focus groups and usability testing allow us to evaluate
design for response and acceptance

but desires and ideals can’t be spotted

and emotions can’t be observed

HOW CAN WE UNDERSTAND
IDEALS, EMOTIONS, DESIRES,
AND ASPIRATIONS?
HOW CAN WE GET PEOPLE
TO TELL US
WHAT THEY WANT?

CONSUMER DESIGNED
EXPERIENCE SYSTEM
PEOPLE PRODUCTS
MOMENTS OF TRUTH

DESIGNED
SYSTEM

Design Brand
Product
language values

reliability, performance brand values: what your
brand promises to consumers
Design Brand
Product
language values
PRODUCTS

design language: a set of
durable, solid, powerful elements that collectively
communicate brand values and
capabilities
Design Brand
Product
language values
PRODUCTS

soft rounded edges, hard plastic product: an integrated
finish, hard rubber buttons collection of attributes
Design Brand
Product
language values
PRODUCTS

It has a white finish,
soft rounded edges, hard plastic
square corners, and
deep grooves
finish, hard rubber buttons
EVALUATE INTERPRET SEE
experiences expressions attributes
PEOPLE

It looks simple,
powerful, and durable
like a washer at a
laundromat
EVALUATE INTERPRET SEE
experiences expressions attributes
PEOPLE

this would be great
for the basement or
an upstairs laundry
room
EVALUATE INTERPRET SEE
experiences expressions attributes
PEOPLE

…BUT

But…I want a washer that is
sophisticated and modern,
something I will be proud to
show off in my upstairs
laundry room.
EVALUATE INTERPRET SEE
experiences expressions attributes
PEOPLE

when aligned we have design and market success
Design Brand
Experience Expressions Attributes Product
language values
PEOPLE PRODUCTS

but often they are misaligned…
Experience Expressions Attributes
Design Brand
Product
language values
PEOPLE PRODUCTS

TO GAIN ALIGNMENT, WE NEED
TO UNDERSTAND DESIRED
EXPERIENCES AND HOW WISH-
FORS CAN BE COMMUNICATED
THROUGH DESIGN

Experience Expression Attributes
CONSUMER’S DESIRED STORY

identify and understand desired experiences...
Experience Expressions Attributes
their identity: who they are and good provider, healthy,
who they want to be accomplished cook

identify and understand desired experiences...
Experience Expressions Attributes
their experiences: what do they collaborative, engaging, playful,
wish them to be? active

identify and understand desired experiences...
Experience Expressions Attributes
their emotions: how they want confident, knowledgeable,
to feel empowered

how these experiences are communicated...
Experience Expressions Attributes
Expressions: what the product is, sleek, bold, durable, sophisticated,
does and what it communicates like…

how does it look, feel, speak, and act?…
Experience Expressions Attributes
Attributes: what are the design metallic finish is durable, smooth
elements that signal the desired edges are comfortable, balanced
expression and experience? controls are easy…

Design Brand
Experience Expressions Attributes Product
language values
PEOPLE PRODUCTS

PARTICIPATORY METHODS
ENABLE CREATIVE
EXPRESSION OF IDEALS TO
FOCUS OUR CREATIVITY AND
ALLOW FOR A MORE DIRECT
TRANSLATION FROM MEANING
TO FORM.

uses an experiential language

and multi-sensory stimulus

to allow people to…
light
natural
passionate
Recall Express Embody

to co-create and communicate

ideal experiences and associated product attributes

the generative process
Prime Dream Create Understand Translate

Prime

Dream

Dream

Create

Understand

Understand

“I don’t want to buy a drink just
because it is cheap and practical. I
want ingredients that are good for “… It is the job of the company
me and minimal packaging which that makes the drink to think
is good for the environment…
about environmentally friendly
good things come from nature. packaging, it shouldn’t be my
I read labels for organic job. The company should
ingredients and prefer to buy consider the lifecycle of the
something that I can make at
drink- from conception to
home in a glass pitcher.”
Earth disposal.”
- Sydney #101
Friendly – Everett #104
Natural
“I was at the store- and had to
choose between two beverages
that were very similar, I would Understand
choose the one in a package that I
can reuse over and over without
worrying about bacteria.“
- Shirley #102

Experience Earth Friendly: I can be proud that my
choices have no negative impact on
Earth
Refreshing Rejuvenating the environment. Fun Energizing
Friendly
Expression Reusable: like Tupperware
Natural: like fresh fruit
Attributes • reusable glass
• metal cap
• natural ingredients
• nature graphic
Translate

SO NOW THAT WE KNOW THE
IDEAL, HOW DO WE MEASURE
THE EXPERIENTIAL
EFFECTIVENESS OF OUR
DESIGNS?

the evaluative process
Prime EvaluateCreate
Understand Compare

IDEAL
EXPERIENCE
DEFINED BY
GENERATIVE
RESEARCH:
Approachable
Refined
Enduring
Striking

CONCEPT
individual assessment dyad discussion individual model ranking final ranking
EVALUATION
Evaluate

ANALYSIS
METHODS TO
FIND PATTERNS
Understand

ANALYSIS
METHODS TO
FIND PATTERNS
Understand

CREATE AN IDEAL approachable
MODEL FOR
COMPARISON
enduring genuine
refined striking
Compare

COMPARE approachable
CONCEPTS
AGAINST THE
IDEAL
enduring genuine
refined striking
Compare

IN THE END, GIVEN THE RIGHT
TOOLS, PEOPLE CAN TELL YOU
WHAT THEY WANT. AND WE
CAN MEASURE THE
EFFECTIVENESS OF DELIVERY
THROUGH DESIGN.

Thank you...
Chris Rockwell
614.228.9711
chris@lextant.com