Slides from my talk at Big Design 2018 - 6 principles of Experience delivery, wrapped up in an American Classic.

1. I’m a student of “experiences”
James Helms, VP, Design, Intuit Strategic Partnership Group medium/twitter: @jamesh_str #BigD2018

2. Qualifications include:
Advertising Art Director >
Digital Creative Director >
Mobile Strategist >
Experience Design Leader
* + pen-dipper + wine-sipper + egg-whipper + table-flipper

4. + La Madeleine + Miller Lite + Joe’s Crab Shack + Sheetz Convenience stores

5. + Top Chef Rate-My-Plate + Chic-Fil-A + Coke Freestyle + Cooking Channel

7. EXPERIENCES GREAT?
A CHEESEBURGER TO MAKE
WHAT CAN WE LEARN FROM

9. x

10. 6 EXPERIENCE PRINCIPLES
Applicable to your work + your “service” as a designer + your network

11. 1. IMMEDIATE
2. ACCESSIBLE
3. PERSONAL
4. DELICIOUS
5. RELEVANT
6. MEMORABLE
Applicable to your work + your “service” as a designer + your network

12. HEURISTICS + EXPERIENCE
+ “CONSIDERATIONS”
CAVEAT:
*YOUR EXPERIENCE MAY DIFFER

13. 1. IMMEDIATE

17. Value, purpose, outcome is readily apparent.
Expectations are set.
Sounds like “That looks delicious!”
IMMEDIATE

19. x

23. x

25. How can the value
of your product or
service be made
immediately
apparent?

26. 2. ACCESSIBLE

28. the friction-to-value ratio of the experience
is net positive (more than worth it)
Sounds like “easy to pick up, hard to put down.”
ACCESSIBLE

29. EXAMPLE

30. EXAMPLE
x

31. Credit: Paul Goode, Design Visualizer Extraordinaire

32. Credit: Paul Goode, Design Visualizer Extraordinaire

33. How can we quickly
demonstrate that the value
of your product or service
outweighs the friction?
How do we cultivate a bias
toward action?

34. 3. PERSONAL

36. Value is enhanced because you know me and, as a result,
can anticipate my wants and needs.
Sounds like “I’d like extra jalapeños.”
“I’m guessing you want a tallboy to go with that, honey?”
PERSONAL

39. x

42. How can every user
make it their own?
What do we do to anticipate
and deliver a more meaningful
experience for each customer?

43. 4. DELICIOUS

46. DELICIOUS
At the moments of truth,
functional expectations are exceeded.
Delight ensues.
Sounds like “Mmmfm’GAWD, nomnomnom”

48. x

51. @Sudiemusic

52. How are expectations
exceeded? What do
your competitors
overlook or ignore?

53. SOME QUICK BRAIN SCIENCE
FORMING HABITS:

55. LEARNING NEW THINGS
FEELS REALLY GOOD

56. The “click” of comprehension
triggers a biochemical cascade
that rewards the brain with a
shot of natural opium-like
substances
Irving Biederman, Professor of Neuroscience, USC

57. A SHIFT FROM “LIKE-TO”
TO “CAN’T LIVE WITHOUT”

58. IS YOUR EXPERIENCE
HABIT FORMING?
IS THAT GOOD OR BAD?

59. BAD?

60. BAD?
WILL YOU TAKE RESPONSIBILITY FOR THAT?

62. 5. RELEVANT

64. The system sets expectations at every
touchpoint leading up to, and surrounding, the
primary value.
Sounds like: “Even the walls are delicious.”
RELEVANT

65. No Bluetooth
No Geolocation
No Cling
No Poster
No Table Tent
No On-Premise
App Awareness
Whatsoever

67. x

69. Please Touch

71. Please Touch
Please Touch

72. What “ambient forces”
(People, places,
affordances)
reinforce the
desired behaviors?

73. 6. MEMORABLE

77. Value sustains beyond experience.
Sharing adds or enhances value for me and others.
Encourages a viral or network effect.
Sounds like “Dude, have you been to Offsite Kitchen?”
“No. good?”
“So good – and now I’m the guy who told you about the best burger in the city.”
MEMORABLE

79. x

83. How does sharing the
experience make it
more powerful for
your customers?

84. 1. IMMEDIATE
2. ACCESSIBLE
3. PERSONAL
4. DELICIOUS
5. RELEVANT
6. MEMORABLE
To recap
re: your work + your “service” as a designer + your network

85. 1. Offsite Kitchen
2. Chips
3. The Grape
4. Maple & Motor
5. Burger House
6. Hop Doddy
7. Goodfriend
8. Keller’s
9. Wingfields
10. Whataburger
OSK’s “Murph Style”
*Added value

86. Oh yeah. We’re hiring.
careers.intuit.com
James Helms, VP, Design, Intuit Strategic Partnership Group medium/twitter: @jamesh_str #BigD2018