Experience design languages

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Experience design languages - Presentation Transcript

  1. ÉñéÉêáÉåÅÉ= ÇÉëáÖå=ä~åÖì~ÖÉë Shelley Evenson (with John Rheinfrank) 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 1
  2. image booz allen & hamilton 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 2
  3. êÉä~íáçåëÜáéë ÇÉëáÖå=ä~åÖì~ÖÉë ÉîçäîáåÖ=ÉñéÉêáÉåÅÉ= êÉëçìêÅÉë 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 3
  4. êÉä~íáçåëÜáéë 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 4
  5. corbis kçí=íÜáë=âáåÇ 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 5
  6. corbis Äìí=íÜáë=âáåÇ 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 6
  7. qÜáë=í~äâ=áë=êÉ~ääó=~Äçìí=Üçï= ëçãÉ=Åçãé~åáÉë=Çç=ÄÉííÉê= íÜ~å=çíÜÉêë=~í=ÄìáäÇáåÖ= êÉä~íáçåëÜáéëÁ 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 7
  8. corbis 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 8
  9. íÜÉ=ÅóÅäÉ=çÑ=ÉñéÉêáÉåÅÉÔ Ñ~ÅÉíë çÑ=êÉä~íáçåëÜáé= ÄìáäÇáåÖ ÅçååÉÅí= C~ííê~Åí ~ÇîçÅ~íÉ çêáÉåí ÉñíÉåÇ= CêÉí~áå áåíÉê~Åí 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 9
  10. íÜÉ=ÅóÅäÉ=çÑ=ÉñéÉêáÉåÅÉÔ Ñ~ÅÉíë çÑ=êÉä~íáçåëÜáé= ÄìáäÇáåÖ connect & attract the initial connection with the person and using that contact to make an effective ÅçååÉÅí= and affective impression C~ííê~Åí ~ÇîçÅ~íÉ çêáÉåí ÉñíÉåÇ= CêÉí~áå áåíÉê~Åí 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 10
  11. íÜÉ=ÅóÅäÉ=çÑ=ÉñéÉêáÉåÅÉÔ Ñ~ÅÉíë çÑ=êÉä~íáçåëÜáé= ÄìáäÇáåÖ connect & attract the initial connection with the person and using that contact to make an effective ÅçååÉÅí= and affective impression C~ííê~Åí ~ÇîçÅ~íÉ orient the overview or preview çêáÉåí of what's available or possible, allowing exploration and supporting the early ÉñíÉåÇ= stages of learning CêÉí~áå áåíÉê~Åí 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 11
  12. íÜÉ=ÅóÅäÉ=çÑ=ÉñéÉêáÉåÅÉÔ Ñ~ÅÉíë çÑ=êÉä~íáçåëÜáé= ÄìáäÇáåÖ connect & attract the initial connection with the person and using that contact to make an effective ÅçååÉÅí= and affective impression C~ííê~Åí ~ÇîçÅ~íÉ orient the overview or preview çêáÉåí of what's available or possible, allowing exploration and supporting the early ÉñíÉåÇ= stages of learning CêÉí~áå áåíÉê~Åí interact the completion of valuable or valued activities while delighting the senses, skilling, and establishing expectations about the overall content of encounters 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 12
  13. íÜÉ=ÅóÅäÉ=çÑ=ÉñéÉêáÉåÅÉÔ Ñ~ÅÉíë çÑ=êÉä~íáçåëÜáé= ÄìáäÇáåÖ connect & attract the initial connection with the person and using that contact to make an effective ÅçååÉÅí= and affective impression C~ííê~Åí ~ÇîçÅ~íÉ orient the overview or preview çêáÉåí of what's available or possible, allowing exploration and supporting the early ÉñíÉåÇ= stages of learning CêÉí~áå extend & retain the person comes áåíÉê~Åí back for more as their interact expectations are raised— the completion of valuable or at the same time a significant valued activities while level of loyalty and delighting the senses, leverageable relationships skilling, and establishing are achieved expectations about the overall content of encounters 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 13
  14. íÜÉ=ÅóÅäÉ=çÑ=ÉñéÉêáÉåÅÉÔ Ñ~ÅÉíë çÑ=êÉä~íáçåëÜáé= ÄìáäÇáåÖ connect & attract the initial connection with the person and using that contact to make an effective ÅçååÉÅí= and affective impression advocate C~ííê~Åí the person actively ~ÇîçÅ~íÉ communicates their satisfaction to others orient the overview or preview çêáÉåí of what's available or possible, allowing exploration and supporting the early ÉñíÉåÇ= stages of learning CêÉí~áå extend & retain the person comes áåíÉê~Åí back for more as their interact expectations are raised— the completion of valuable or at the same time a significant valued activities while level of loyalty and delighting the senses, leverageable relationships skilling, and establishing are achieved expectations about the overall content of encounters 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 14
  15. íÜÉ=ÅóÅäÉ=çÑ=ÉñéÉêáÉåÅÉÔ ãçîÉãÉåí environmental ÅçååÉÅí= C~ííê~Åí ~ÇîçÅ~íÉ çêáÉåí social ÉñíÉåÇ= personal CêÉí~áå áåíÉê~Åí 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 15
  16. íÜÉ=ÅóÅäÉ=çÑ=ÉñéÉêáÉåÅÉÔ êÉëìäíë increasing returns ÅçååÉÅí= C~ííê~Åí ~ÇîçÅ~íÉ çêáÉåí ÉñíÉåÇ= CêÉí~áå áåíÉê~Åí 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 16
  17. pçãÉ=ã~êâÉíáåÖ=Ñçäâë=Ü~îÉ= ÄÉÉå=í~äâáåÖ=~Äçìí=ëáãáä~ê= áÇÉ~ë=Ñçê=~=ïÜáäÉÁ 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 17
  18. ^åÇ=íÜÉêÉÛë=açå=kçêã~åÛë= í~âÉ=çå=Éãçíáçå~ä=ÇÉëáÖå=~åÇ= Üçï=éÉçéäÉ=ÅçååÉÅí=ïáíÜ= éêçÇìÅíëK 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 18
  19. eÉÛë=ïêáííÉå=~=åÉï=Äççâ= íÜ~í=ï~ë=àìëí=êÉäÉ~ëÉÇÁ 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 19
  20. images from company websites få=áí=ÜÉ=ÇÉëÅêáÄÉë=íÜêÉÉ= äÉîÉäë=çÑ=ÇÉëáÖåW=îáëÅÉê~äI= ÄÉÜ~îáçê~ä=~åÇ=êÉÑäÉÅíáîÉ 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 20
  21. låÉ=çÑ=íÜÉ=éçáåíë=ÜÉ=ã~âÉë= áë=Üçï=ÅÜ~ääÉåÖáåÖ=áí=áë= ~ÇÇêÉëë=íÜÉëÉ=íÜêÉÉ==äÉîÉäë= ëáãìäí~åÉçìëäó EÁ~åÇ=ÅçåíáåìçìëäóF= ~åÇ=ëçãÉíáãÉë=óçì=ÇçåÛí= ï~åí=íç 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 21
  22. 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 22
  23. ÉîçäîáåÖ=ÉñéÉêáÉåÅÉ= êÉëçìêÅÉë 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 23
  24. ÇÉëáÖå=êÉëçìêÅÉë=Ñçê= É~ÅÜ=ëíÉé=áå=íÜÉ=ÅóÅäÉ=~åÇ= ï~íÅÜ=íÜÉ=ÄçìåÇ~êó ÄÅ ÅçååÉÅí C~ííê~Åí ~ÇîçÅ~íÉ çêáÉåí ÉñíÉåÇ= CêÉí~áå áåíÉê~Åí 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 24
  25. ÉäÉãÉåíë=~í=ëíÉéë=çÑ=ÅóÅäÉ ÅçååÉÅí ÉñíÉåÇ= çêáÉåí áåíÉê~Åí ~ÇîçÅ~íÉ C~ííê~Åí CêÉí~áå incentives browse approach locate transact visualize follow-up track customer care inspect community decide recognize find 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 25
  26. ÉäÉãÉåíë=~í=ëíÉéë=çÑ=ÅóÅäÉ ÅçååÉÅí ÉñíÉåÇ= çêáÉåí áåíÉê~Åí ~ÇîçÅ~íÉ C~ííê~Åí CêÉí~áå incentives • contests browse • wish list approach • discover • recognition transact • see signage • explore • navigate • confirm category • map • search customer care • lead • guarantee locate • follow • returns • search for find visualize follow-up category • navigate • view demos enter • loyalty programs track • get directions • search • compare • greet • goodbyes • delivery • understand • lead • resonance • follow options inspect community decide recognize • merchandising • sneak previews • ask questions • pass threshold • information • customer participation • seek assistance of awareness • view details • connections in the • feels familiar world 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 26
  27. óçì=ÖÉí=~=ëÉåëÉ=çÑ=íÜÉ= ÅçååÉÅíáçåëÔÄìí=óçì=~äëç= ëÉåëÉ=íÜÉ=ÅçãéäÉñáíó=çÑ=íÜÉ= ÅÜ~ääÉåÖÉ 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 27
  28. ámçÇ ìåÑçäÇÉÇ ÅçååÉÅí ÉñíÉåÇ= çêáÉåí áåíÉê~Åí ~ÇîçÅ~íÉ C~ííê~Åí CêÉí~áå calendar minimal manual surface touchable easy synchronization picture storage roll and click mac chrome personal organizer Mp3 plus same radius personal library alarm clock mac white playlist on the fly musicMatch depth with ease hard drive firewire connect iTunes lighted PC and mac 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 28
  29. ^=ÇÉëáÖå=ä~åÖì~ÖÉ=Ü~ë=íç= ÑìåÅíáçå=EéêçîáÇÉ=êÉëçìêÅÉëF= ~í=~ää=äÉîÉäë=~ë=íÜÉ= ÉñéÉêáÉåÅÉ=ÇÉîÉäçéë 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 29
  30. êÉä~íáçåëÜáéë=~êÉ= Çóå~ãáÅ 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 30
  31. ëç=íÜÉ=êÉëçìêÅÉë=ãìëí= ÄÉ=~äáîÉ 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 31
  32. ïÜÉêÉ=Çç=óçì=ëí~êí 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 32
  33. _ÉêåÇ=pÅÜãáííÛë= R=ëíÉé=`bj=éêçÅÉëëW 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
  34. `bj ÉÉêÁ 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
  35. 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
  36. 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
  37. 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
  38. 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
  39. Document the evolving formal language 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 39
  40. corbis 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
  41. 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
  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” 4 March 2004 Experience design languages | Interaction Design Institute Ivrea | John Rheinfrank and Shelley Evenson 42
  43. 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
  44. 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

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