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4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 1

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4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 2

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4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 8

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4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 9

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4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 10

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4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 11

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4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 12

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4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 13

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4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 14

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4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 15

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4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 16

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4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 18

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4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 19

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4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 24

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4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 25

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4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 26

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4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 27

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4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 28

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4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 29

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4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 31

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4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 32

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• Gain original insight into the customer's world
• Develop an experiential strategy platform
• Create a unique and vivid brand experience
• Provide dynamic interactions at the customer interface
• Innovate continuously to improve customers' lives.
4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 33

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Gain original insight into the customer's Conduct continuous ‘immersive’ research using a set of
world discovery-based convergent methods that point toward
creating an experience advantage
Develop an experiential strategy Collaboratively map insights from design, business and
platform technology perspectives to frame core customer, product,
channel and operations platforms
Create a unique and vivid brand Establish desired outcomes for each stage in the lifecycle and
experience craft experience resources around evolving brand attributes
Provide dynamic interactions at the Produce models, prototypes, and scenarios of the desired future
customer interface state and then refine based on episodic learning encounters
with customers
Document the evolving formal language
Innovate continuously to improve Have an adaptive sense-and-respond function that lives
customers' lives. everywhere in your organization
4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 34

Conduct continuous ‘immersive’ research using a set of
discovery-based convergent methods that point toward
creating an experience advantage
4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 35

Collaboratively map insights from design, business and
technology perspectives to frame core customer,
product, channel and operations platforms
4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 36

Establish desired outcomes for each stage in the
lifecycle and craft experience resources around evolving
brand attributes
4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 37

Produce models, prototypes, and scenarios of the
desired future state and then refine based on episodic
learning encounters with customers
4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 38

Document the evolving formal language
4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 39

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Have an adaptive sense-and-respond function that lives
everywhere in your organization
4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 40

image booz allen & hamilton
• Great relationships are dynamic and unfold to
almost assume growth
4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 41

image booz allen & hamilton
• Great relationships are dynamic and unfold to
almost assume growth
• Languages of design can be crafted to
systematically leap to and bound “what’s next”
4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 42

image booz allen & hamilton
• Great relationships are dynamic and unfold to
almost assume growth
• Languages of design can be crafted to
systematically leap to and bound “what’s next”
• Experiences matter deeply—an extensive
array of business, technology and design
resources are needed to create an enduring
“experience advantage”
4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 43

íÜ~åâ=óçì
shelley@seespace.com, evenson@cmu.edu
john@seespace.com, jrheinfrank@ideo.com
4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 44