Business basics workshop

1. REDEFINING THE VALUE OF EXPERIENCE (STRATEGIC TOOLS FOR DESIGNERS) Nathan Shedroﬀ California College of the Arts nathan@nathan.com @nathanshedroff designmba.org

2. NATHAN SHEDROFF nathan.com @nathanshedroff 10:30 AM 9:00 AM BREAK EXPERIENCE STRATEGY MEANING STRATEGY  EXERCISES DISCUSSION SUMMARY VALUE, STRATEGY ENVIRONMENTAL & COMPETITIVE ANALYSIS SWOT & POSITIONING OPERATIONAL POSITIONING  EXERCISES 10:45 AM WORKSHOP SCHEDULE 1:00 PM

3. NATHAN SHEDROFF nathan.com @nathanshedroff MY BACKGROUND

4. NATHAN SHEDROFF nathan.com @nathanshedroff

7. MAKE IT SO Interaction Design Lessons from Science Fiction by NATHAN SHEDROFF & CHRISTOPHER NOESSEL foreword by Bruce Sterling Many designers enjoy the interfaces seen in science fiction films and television shows. Freed from the rigorous constraints of designing for real users, sci-fi production designers develop blue-sky interfaces that are inspiring, humorous, and even instructive. By carefully studying these “outsider” user interfaces, designers can derive lessons that make their real-world designs more cutting edge and successful. “Designers who love science fiction will go bananas over Shedroff and Noessel’s delightful and informative book on how interaction design in sci-fi movies informs interaction design in the real world.... You will find it as useful as any design textbook, but a whole lot more fun.” ALAN COOPER “Father of Visual Basic” and author of The Inmates Are Running the Asylum “Part futurist treatise, part design manual, and part cultural analysis, Make It So is a fascinating investigation of an often-overlooked topic: how sci-fi influences the development of tomorrow’s machine interfaces.” ANNALEE NEWITZ Editor, io9 blog “Shedroff and Noessel have created one of the most thorough and insightful studies ever made of this domain.” MARK COLERAN Visual designer of interfaces for movies (credits include The Bourne Identity, The Island, and Lara Croft: Tomb Raider) “Every geek’s wet dream: a science fiction and interface design book rolled into one.” MARIA GIUDICE CEO and Founder, Hot Studio www.rosenfeldmedia.com MORE ON MAKE IT SO www.rosenfeldmedia.com/books/science-fiction-interface/ MAKEITSObyNATHANSHEDROFF&CHRISTOPHERNOESSEL Experience Design 1.1 a manifesto for the design of experiences by Nathan Shedroff product taxonomies 16 user behavior 116 100 years 22 information 42 takeaways 28 data 36 knowledge 48 subjectivity 78 consistency 96 navigation 84 product taxonomies 16 user behavior 116 experiences 4 experience taxonomies 10 100 years 22 wisdom 54 information 42 takeaways 28 data 36 knowledge 48 subjectivity 78 consistency 96 navigation 84 Design Strategy in Action Edited by Nathan Shedroff A publication from the MBA in Design Strategy program California College of the Arts 2011 2008 Edition Dictionary of Sustainable Management

8. MBA IN DESIGN STRATEGY MBA IN STRATEGIC FORESIGHT MBA IN CIVIC INNOVATION

9. NATHAN SHEDROFF nathan.com @nathanshedroff DESIGN CAN TEACH BUSINESS IMPORTANT LESSONS

10. NATHAN SHEDROFF nathan.com @nathanshedroff • Design research • Qualitative context • Reframing • Prototyping • Critique • Agile & MVP are incomplete • Create new Models WHAT DESIGN CAN TEACH BUSINESS:

11. NATHAN SHEDROFF nathan.com @nathanshedroff WHAT BUSINESS CAN TEACH DESIGN

12. NATHAN SHEDROFF nathan.com @nathanshedroff MARKETS CAN OPTIMIZE RESOURCES

13. NATHAN SHEDROFF nathan.com @nathanshedroff 5 5Saturday, May 7, 2011 NUMBERS ARE IMPORTANT, NOT SCARY

14. NATHAN SHEDROFF nathan.com @nathanshedroff 5 5Saturday, May 7, 2011 (BUT, NUMBERS CAN’T MAKE THE DECISIONS)

15. NATHAN SHEDROFF nathan.com @nathanshedroff STRATEGY AND TACTICS ARE DIFFERENT

16. NATHAN SHEDROFF nathan.com @nathanshedroff YOU CAN’T PROTECT AN IDEA

17. NATHAN SHEDROFF nathan.com @nathanshedroff STRATEGY

18. NATHAN SHEDROFF nathan.com @nathanshedroff (Greek “στρατηγία”—stratēgia, “art of troop leader; office of general, command, generalship”[1])  is a high level plan to achieve one or more goals under conditions of uncertainty. Strategy is also about attaining and maintaining a position of advantage over adversaries through the successive exploitation of known or emergent possibilities rather than committing to any specific fixed plan designed at the outset. —Wikipedia STRATEGY

19. NATHAN SHEDROFF nathan.com @nathanshedroff STRATEGY IS  A HIGH-LEVEL PLAN (FOR ACTION)

20. NATHAN SHEDROFF nathan.com @nathanshedroff DESIGN IS A PLAN FOR ACTION Charles Eames

21. NATHAN SHEDROFF nathan.com @nathanshedroff STRATEGY IS  ABOUT CONTEXT

22. NATHAN SHEDROFF nathan.com @nathanshedroff TACTICSTRATEGY Business Strategy Product Strategy Design Strategy Business Plan Product Strategy Implementation Plan Design Strategy Design Methods

23. NATHAN SHEDROFF nathan.com @nathanshedroff TACTIC STRATEGY

24. NATHAN SHEDROFF nathan.com @nathanshedroff TACTIC Usability STRATEGY

25. NATHAN SHEDROFF nathan.com @nathanshedroff TACTIC Usability STRATEGY Experience Decision-Drivers

26. NATHAN SHEDROFF nathan.com @nathanshedroff TACTIC Operational Effectiveness & Productivity Products & Services (Offerings) Features/Performance Price STRATEGY Intent, Goals, Mission, Vision, & Culture Systems Stakeholders (employees, investors, media, communities, etc.)

27. NATHAN SHEDROFF nathan.com @nathanshedroff TACTIC How to make, deliver, and support the best <offering> possible STRATEGY What we should be in the business of (to begin with)

28. NATHAN SHEDROFF nathan.com @nathanshedroff TACTIC How to make, deliver, and support the best <offering> possible STRATEGY What we should be in the business of (to begin with) THE ORGANIZATION THE OFFERINGS

35. NATHAN SHEDROFF nathan.com @nathanshedroff EXPERIENCE CREATES VALUE

36. NATHAN SHEDROFF nathan.com @nathanshedroff EXPERIENCE CREATES VALUE

37. NATHAN SHEDROFF nathan.com @nathanshedroff VALUE

38. NATHAN SHEDROFF nathan.com @nathanshedroff $ £ ¤ ¥ Photo: epsos (Flickr)

39. NATHAN SHEDROFF nathan.com @nathanshedroff $ £ ¤ ¥ function Photo: bengt-re (Flickr)

40. NATHAN SHEDROFF nathan.com @nathanshedroff function CLV = GC • - M •∑ i = 0 n (1 + d) i r i ∑ i = 1 n (1 + d) i - 0.5 r i - 1 GC = gross contribution per customer M = (relevant) retention costs per customer per year n = horizon (in years) r = yearly retention rate d = yearly discount rate. (Lifetime Customer Value) Photo: southernfoodwaysalliance (Flickr)

41. NATHAN SHEDROFF nathan.com @nathanshedroff (V/S)b = Enterprise Value / Sales ratio of the firm with the benefit of the brand name  (V/S)g = Enterprise Value / Sales ratio of the firm with the generic product Let's use as an example branded cereals maker like Kellogg (K) against a generic provider like Ralcorp (RAH). Value of Kellogg brand name = (1.78 - 1.32)(13846) = $6,369 Million  Thus, (6369/24200) or 26% of the value of the company is derived from brand equity. { (V/S)b - (V/S)g}* Sales $ £ ¤ ¥ function (BRAND)

42. NATHAN SHEDROFF nathan.com @nathanshedroff meaning identity emotion price function

43. NATHAN SHEDROFF nathan.com @nathanshedroff RELATIONSHIP functional financial emotional identity meaningful

44. NATHAN SHEDROFF nathan.com @nathanshedroff R E XPEIEN E C R E XPEIEN E C RELATIONSHIP functional financial emotional identity meaningful

45. NATHAN SHEDROFF nathan.com @nathanshedroff R E XPEIEN E C R E XPEIEN E C RELATIONSHIP functional financial emotional identity meaningful user customer audience participant employee citizen company NGO agency brand family friend stranger user customer audience participant employee citizen company NGO agency brand family friend stranger

46. NATHAN SHEDROFF nathan.com @nathanshedroff Photo: 36081663@N00 (Flickr)

47. NATHAN SHEDROFF nathan.com @nathanshedroff Juabar

48. NATHAN SHEDROFF nathan.com @nathanshedroff functional financial emotional identity meaningful

49. NATHAN SHEDROFF nathan.com @nathanshedroff functional financial emotional identity meaningful (Does this do what I need…?)

50. NATHAN SHEDROFF nathan.com @nathanshedroff functional financial emotional identity meaningful (…at a price that is worth it?)

51. NATHAN SHEDROFF nathan.com @nathanshedroff functional financial emotional identity meaningful (How does this make me feel?)

52. NATHAN SHEDROFF nathan.com @nathanshedroff functional financial emotional identity meaningful (Is this me?)

53. NATHAN SHEDROFF nathan.com @nathanshedroff functional financial emotional identity meaningful (Does this ﬁt into my world?)

54. functional financial emotional identity meaningful (PREMIUM VALUE) QUANTITATIVE QUALITATIVE = TOTAL VALUE

55. functional financial emotional identity meaningful = TOTAL VALUE$1.1B Instagram (PREMIUM VALUE) QUANTITATIVE QUALITATIVE

56. functional financial emotional identity meaningful (PREMIUM VALUE) QUANTITATIVE QUALITATIVE = TOTAL VALUE$1.1B Instagram $86M

57. functional financial emotional identity meaningful = TOTAL VALUE$1.1B Instagram (PREMIUM VALUE) QUANTITATIVE QUALITATIVE $86M $1.01B

58. NATHAN SHEDROFF nathan.com @nathanshedroff THOSE COMPANIES (AND PEOPLE)  WHO FOCUS ON TOTAL VALUE CREATE MORE OF IT, MORE OFTEN

59. NATHAN SHEDROFF nathan.com @nathanshedroff THOSE COMPANIES (AND PEOPLE)  WHO FOCUS ON PREMIUM VALUE CREATE MORE OF IT, MORE OFTEN

60. NATHAN SHEDROFF nathan.com @nathanshedroff Photo: hypophyse (Flickr)

61. NATHAN SHEDROFF nathan.com @nathanshedroff YOU ARE IN THE EXPERIENCE BUSINESS

62. NATHAN SHEDROFF nathan.com @nathanshedroff YOU ARE IN THE RELATIONSHIP BUSINESS

63. NATHAN SHEDROFF nathan.com @nathanshedroff THIS MAKES BOITH EXPERIENCE AND RELATIONSHIP STRATEGIC

64. NATHAN SHEDROFF nathan.com @nathanshedroff STRATEGY TOOLS

65. NATHAN SHEDROFF nathan.com @nathanshedroff Your Company customers (end users) NGOs media community (geographic) partners labor unions retailers local government wholesalers the Environment lobbyists trade associations employees distributors regional government courts suppliers & manufacturers insurers & reinsurers shareholders banks investors institutional investors competitors Your  Company NATHAN SHEDROFF nathan.com @nathanshedroff industry UX ENTERPRISE

67. NATHAN SHEDROFF nathan.com @nathanshedroff identity value identity value functional value functional value functional value functional value Researchers Fact Checker Editors LEGEND DIRECT RELATIONSHIP Celebrities Athletes Government Officials Sponsors Advertisers Partners Suppliers Heroes Villians Graphics Editor Lighting Operators Camera Operators Audio Technicians Writers Producers News Anchors Local communities Viewers Fans Correspondents Other News Guests Network StaffAffiliated Networks Live Reporters Technical Director CONSEQUENTIAL RELATIONSHIP VALUE PROVIDED (POST VIEWING) (DIRECTIONAL) functional value functional value emotional value functional value emotional value NEWS BROADCAST TEAM THE AUDIENCE identity value value identity value NEWS SUBJECTS BUSINESS RELATIONSHIPS TELEVISION NETWORK functional value functional value financial value identity value functional value financial value functional value emotional value identity value meaningful value functional value identity value functional valueemotional value meaningful value identity value financial value identity value emotional value meaningful value STAKEHOLDERS MAP PREPARED BY JAMILA SMITH | JASON CHAN | JUAN CORREA | RACHEL POSMAN | SERGIO SUAREZ

68. NATHAN SHEDROFF nathan.com @nathanshedroff EXERCISE

72. NATHAN SHEDROFF nathan.com @nathanshedroff THE SWOT ANALYSIS

73. NATHAN SHEDROFF nathan.com @nathanshedroff Strengths Weaknesses Opportunities Threats (Fortalezas) (Debilidades) (Oportunidades) (Amenazas)

74. NATHAN SHEDROFF nathan.com @nathanshedroff Strengths: • We’re us • We’re great • We know stuff • We’re fast • We’re easy to use! Weaknesses: • We work too much • We care too much • We’re perfectionists Opportunities: • Own the market • Expand product lines • Make more stuff • License stuff • Co-brand with Disney • Create an “experience” Threats: • Others can get fast • Others can be easy  to use • Someone gets to Disney before us • We don’t have a “big data” strategy!

75. NATHAN SHEDROFF nathan.com @nathanshedroff Strengths: • We’re us • We’re great • We know stuff • We’re fast • We’re easy to use! Weaknesses: • We work too much • We care too much • We’re perfectionists Opportunities: • Own the market • Expand product lines • Make more stuff • License stuff • Co-brand with Disney • Create an “experience” Threats: • Others can get fast • Others can be easy  to use • Someone gets to Disney before us • We don’t have a “big

76. NATHAN SHEDROFF nathan.com @nathanshedroff REGIS MCKENNA:  CRUSH

77. NATHAN SHEDROFF nathan.com @nathanshedroff Competitive Analysis REGIS MCKENNA:  CRUSH Environmental Analysis Positioning

78. NATHAN SHEDROFF nathan.com @nathanshedroff Competitive Analysis REGIS MCKENNA:  CRUSH Environmental Analysis Positioning ! ?

79. NATHAN SHEDROFF nathan.com @nathanshedroff Competitive Analysis REGIS MCKENNA:  CRUSH Environmental Analysis Positioning ! ! ?

80. NATHAN SHEDROFF nathan.com @nathanshedroff Competitive Analysis REGIS MCKENNA:  CRUSH Environmental Analysis Positioning !

81. NATHAN SHEDROFF nathan.com @nathanshedroff Competitive Analysis REGIS MCKENNA:  CRUSH Environmental Analysis Positioning # √

82. NATHAN SHEDROFF nathan.com @nathanshedroff Competitive Analysis REGIS MCKENNA:  CRUSH Environmental Analysis Positioning # √ # √ # √

83. NATHAN SHEDROFF nathan.com @nathanshedroff Competitive Analysis REGIS MCKENNA:  CRUSH Environmental Analysis Positioning !Qualitative Research

84. NATHAN SHEDROFF nathan.com @nathanshedroff Competitive Analysis REGIS MCKENNA:  CRUSH Environmental Analysis Positioning !Design Research

85. NATHAN SHEDROFF nathan.com @nathanshedroff ENVIRONMENTAL ANALYSIS Social Issues: Customer Needs and Wants Political Issues: Legal, Regulations... Tech. Issues: Technology trends, opps... Economic Issues: Market trends, opps... Industry-Speciﬁc Issues: ???

86. NATHAN SHEDROFF nathan.com @nathanshedroff ENVIRONMENTAL ANALYSIS Uncover Customer Decision Drivers so you can use them as the basis of your strategy.

87. NATHAN SHEDROFF nathan.com @nathanshedroff ENVIRONMENTAL ANALYSIS In order to build Premium Value, these decision drivers must explore qualitative value! This requires qualitative design research.

88. NATHAN SHEDROFF nathan.com @nathanshedroff ENVIRONMENTAL ANALYSIS • Customers seek clarity • Customers are afraid of technology • RIM is out, HTML5 is in • Customers want validation • Customers worried about their future • etc.

89. NATHAN SHEDROFF nathan.com @nathanshedroff COMPETITIVE ANALYSIS • Clarity • Fear of technology • HTML5 • Validation • Reassuring X X X X √ √ √ √ X X X X X √ X X X √ X X √ √ X X X

90. NATHAN SHEDROFF nathan.com @nathanshedroff Strengths Weaknesses • Clarity • Fear of technology • HTML5 • Loan Help • Reassuring

91. NATHAN SHEDROFF nathan.com @nathanshedroff Strengths Weaknesses Opportunities (Biggest Strengths vs. Biggest Weaknesses) Threats (Biggest Weaknesses vs. Biggest Strengths) • Clarity • Fear of technology • HTML5 • Loan Help • Reassuring

92. NATHAN SHEDROFF nathan.com @nathanshedroff Better Worse Smaller Bigger

93. NATHAN SHEDROFF nathan.com @nathanshedroff Worse Smaller Bigger Better Hey! A Blue Ocean Strategy!

94. NATHAN SHEDROFF nathan.com @nathanshedroff For <target customers> that <need/ care about> , our <product, service>, company> is a solution that <beneﬁt> . Unlike, <our competitor> , our <product, service>, company> is <unique differentiator> . POSITIONING STATEMENT

95. NATHAN SHEDROFF nathan.com @nathanshedroff POSITIONING STATEMENT For Professor Plum that needs to  kill someone , our noose is a solution that is silent . Unlike, Miss Scarlett , our noose   is purple .

96. NATHAN SHEDROFF nathan.com @nathanshedroff Our users want the most features possible in a fast , inexpensive application delivered in the cloud . MADLIBS OF UX

97. NATHAN SHEDROFF nathan.com @nathanshedroff Where to start: • Who is your customer really? • What is their life life, what do they need,   what do they want? • What value is being provided to them and   what kind of value can you realistically   provide? • How can you differentiate yourself based   on this value? • What’s it going to take to be successful? • Are you ready? Is it worth doing?

98. NATHAN SHEDROFF nathan.com @nathanshedroff EXERCISE 1

99. NATHAN SHEDROFF nathan.com @nathanshedroff YOUR COMPANY OR CLIENT OR A CHALLENGE: • Outline an education strategy for your company(model, messaging, solutions) • Outline a services strategy for your city (model, messaging, solutions)

100. NATHAN SHEDROFF nathan.com @nathanshedroff ENVIRONMENTAL ANALYSIS LIST: the top 5 issues in each area: • Customer Needs and Desires • Political/Legal • Technological • Economic • Industry-specific (What are driving change and decisions?) Note: This must come from research! CRUSH technique, Regis McKenna

101. NATHAN SHEDROFF nathan.com @nathanshedroff ENVIRONMENTAL ANALYSIS RANK: which have the most impacts on customer decision-making and relationships? CRUSH technique, Regis McKenna

102. NATHAN SHEDROFF nathan.com @nathanshedroff COMPARE: how do you rate (on these) vs. competitors? (0-5) CRUSH technique, Regis McKenna COMPETITIVE ANALYSIS YOU: Issue 1 Issue 2 Issue 3 Issue 4 Issue 5 COMP 1: Issue 1 Issue 2 Issue 3 Issue 4 Issue 5 COMP 2: Issue 1 Issue 2 Issue 3 Issue 4 Issue 5 COMP X: Issue 1 Issue 2 Issue 3 Issue 4 Issue 5

103. NATHAN SHEDROFF nathan.com @nathanshedroff COMPARE: how do you rate (on these) vs. competitors? (0-5) CRUSH technique, Regis McKenna COMPETITIVE ANALYSIS YOU: 0 5 3 5 1 COMP 1: 3 4 0 1 4 COMP 2: 0 1 5 3 3 COMP X: 5 3 4 5 5 Issue 1 Issue 2 Issue 3 Issue 4 Issue 5

104. NATHAN SHEDROFF nathan.com @nathanshedroff Strengths Weaknesses Opportunities Threats Issue 1 Issue 3 Issue 5 Issue 2 Issue 4

105. NATHAN SHEDROFF nathan.com @nathanshedroff Strengths Weaknesses Opportunities Threats Issue 1 Issue 3 Issue 5 Issue 2 Issue 4 Issue 1 Issue 5 Issue 4

107. NATHAN SHEDROFF nathan.com @nathanshedroff CRUSH technique, Regis McKenna POSITIONING For <type of customer/audience> that <need/care about...>, our <product, service, company> delivers <biggest opportunities>. Unlike, <list weak competitor(s)>, our <product, service, company> delivers <biggest strengths>.

108. NATHAN SHEDROFF nathan.com @nathanshedroff BREAK

109. NATHAN SHEDROFF nathan.com @nathanshedroff INTERNAL ANALYSIS LIST: the top 5 issues in each area: • Operational Effectiveness • Resource Effectiveness • Revenue/ROI ($) Effectiveness • Production/Manuf. Effectiveness • Delivery/Sales/Support Effectiveness • Network/Partnership Effectiveness (What are driving change and decisions?)

110. NATHAN SHEDROFF nathan.com @nathanshedroff COMPARE: how do you rate (on these) vs. competitors? (0-5) CRUSH technique, Regis McKenna COMPETITIVE ANALYSIS YOU: Issue 1 Issue 2 Issue 3 Issue 4 Issue 5 COMP 1: Issue 1 Issue 2 Issue 3 Issue 4 Issue 5 COMP 2: Issue 1 Issue 2 Issue 3 Issue 4 Issue 5 COMP X: Issue 1 Issue 2 Issue 3 Issue 4 Issue 5

111. NATHAN SHEDROFF nathan.com @nathanshedroff Strengths Weaknesses Opportunities Threats Issue 1 Issue 3 Issue 5 Issue 2 Issue 4 Issue 1 Issue 5 Issue 4

114. NATHAN SHEDROFF nathan.com @nathanshedroff The Business Model Canvas Cost Structure Key Partners Key Resources Channels Key Activities Value Proposition Customer Relationships Customer Segments Revenue Streams Business Model Generation, Alexander Osterwalder businessmodelgeneration.com

115. NATHAN SHEDROFF nathan.com @nathanshedroff The Business Model Canvas Cost Structure Key Partners Key Resources Channels Key Activities Value Proposition Customer Relationships Customer Segments Revenue Streams Business Model Generation, Alexander Osterwalder businessmodelgeneration.com

116. NATHAN SHEDROFF nathan.com @nathanshedroff EXPERIENCE  STRATEGY

117. NATHAN SHEDROFF nathan.com @nathanshedroff INTENSITY Reﬂex Habit Engagement INTERACTION Passive Active Interactive DURATION Initiation Immersion Conclusion Continuation VALUE Meaning Status/Identity Emotion/Lifestyle Price Function BREADTH Product Service Brand Name(s) Channel/Environment (Space) Promotion Price TRIGGERS Sight Sound Smell Taste Touch Concepts Symbols

118. NATHAN SHEDROFF nathan.com @nathanshedroff Every sensorial decision is a trigger: color, texture, smell, taste, typeface, sound, music, voice, pattern, icon, symbol, interaction, layout, concept, temperature, expression, etc...

119. NATHAN SHEDROFF nathan.com @nathanshedroff MEANING STRATEGY

120. NATHAN SHEDROFF nathan.com @nathanshedroff WHAT’S MEANING?

121. NATHAN SHEDROFF nathan.com @nathanshedroff VALUE: MEANINGFUL IDENTITY EMOTIONAL FINANCIAL FUNCTIONAL

122. NATHAN SHEDROFF nathan.com @nathanshedroff Does this do what I need...? VALUE: MEANINGFUL IDENTITY EMOTIONAL FINANCIAL FUNCTIONAL

123. NATHAN SHEDROFF nathan.com @nathanshedroff ...at a price that’s worth it? VALUE: MEANINGFUL IDENTITY EMOTIONAL FINANCIAL FUNCTIONAL

124. NATHAN SHEDROFF nathan.com @nathanshedroff How does this make me feel? VALUE: MEANINGFUL IDENTITY EMOTIONAL FINANCIAL FUNCTIONAL

125. NATHAN SHEDROFF nathan.com @nathanshedroff Is this me? VALUE: MEANINGFUL IDENTITY EMOTIONAL FINANCIAL FUNCTIONAL

126. NATHAN SHEDROFF nathan.com @nathanshedroff Does this ﬁt into my world? VALUE: MEANINGFUL IDENTITY EMOTIONAL FINANCIAL FUNCTIONAL

127. NATHAN SHEDROFF nathan.com @nathanshedroff Accomplishment Beauty Creation Community Duty Enlightenment Freedom Harmony Justice Oneness Redemption Security Truth Validation Wonder 15 CORE MEANINGS: Deﬁnitions: makingmeaning.org

130. NATHAN SHEDROFF nathan.com @nathanshedroff Accomplishment Beauty Creation Community Duty Enlightenment Freedom Harmony Justice Oneness Redemption Security Truth Validation Wonder 15 CORE MEANINGS: OUR VALUES ARE DERIVED FROM OUR CORE MEANINGS

131. NATHAN SHEDROFF nathan.com @nathanshedroff CORE MEANINGS VALUES/IDENTITY EMOTIONS PRICE FEATURES (PERF.) TIME COST ENERGY

132. NATHAN SHEDROFF nathan.com @nathanshedroff CORE MEANINGS VALUES/IDENTITY EMOTIONS PRICE FEATURES (PERF.) TIME COST ENERGY

133. NATHAN SHEDROFF nathan.com @nathanshedroff MEANING IS THE DEEPEST CONNECTION YOU CAN MAKE WITH A CUSTOMER/USER/ AUDIENCE

134. NATHAN SHEDROFF nathan.com @nathanshedroff ALL DESIGN IS THE PROCESS  OF EVOKING MEANING

135. NATHAN SHEDROFF nathan.com @nathanshedroff MEANING STRATEGY

136. NATHAN SHEDROFF nathan.com @nathanshedroff WHAT MEANINGS DO YOUR CUSTOMERS PRIORITIZE? Customer Meaning Priorities MEANING STRATEGY

137. NATHAN SHEDROFF nathan.com @nathanshedroff Corporate Meaning Priorities Customer Meaning Priorities WHAT MEANINGS DOES YOUR ORGANIZATION PRIORITIZE? MEANING STRATEGY

138. NATHAN SHEDROFF nathan.com @nathanshedroff Corporate Meaning Priorities Team Meaning Priorities Customer Meaning Priorities WHAT MEANINGS DO  YOU PRIORITIZE? MEANING STRATEGY

139. NATHAN SHEDROFF nathan.com @nathanshedroff Corporate Meaning Priorities Team Meaning Priorities Customer Meaning Priorities Competitors’ Meaning Priorities WHAT MEANINGS DO YOUR COMPETITORS TRIGGER? MEANING STRATEGY

140. NATHAN SHEDROFF nathan.com @nathanshedroff Corporate Meaning Priorities Team Meaning Priorities Customer Meaning Priorities Competitors’ Meaning Priorities Strategic Focus MEANING STRATEGY

141. NATHAN SHEDROFF nathan.com @nathanshedroff Corporate Meaning Priorities Team Meaning Priorities Customer Meaning Priorities Competitors’ Meaning Priorities Community Wonder Security Accomplishment Security Wonder Security Community Accomplishment MEANING STRATEGY

142. NATHAN SHEDROFF nathan.com @nathanshedroff Corporate Meaning Priorities Team Meaning Priorities Customer Meaning Priorities Competitors’ Meaning Priorities Security Community Security Accomplishment Security Wonder Community Wonder Security Accomplishment Security Wonder Security Community Accomplishment Security MEANING STRATEGY

143. NATHAN SHEDROFF nathan.com @nathanshedroff Corporate Meaning Priorities Team Meaning Priorities Customer Meaning Priorities Competitors’ Meaning Priorities Community Wonder Accomplishment Beauty Accomplishment Enlightenment Community Wonder Security Wonder Accomplishment Community Accomplishment Community Wonder MEANING STRATEGY

144. NATHAN SHEDROFF nathan.com @nathanshedroff Corporate Meaning Priorities Team Meaning Priorities Customer Meaning Priorities Competitors’ Meaning Priorities Community Wonder Beauty Accomplishment Duty Enlightenment Security Harmony Accomplishment Accomplishment MEANING STRATEGY

145. NATHAN SHEDROFF nathan.com @nathanshedroff Corporate Meaning Priorities Team Meaning Priorities Customer Meaning Priorities Competitors’ Meaning Priorities Community Wonder Security Accomplishment Security Wonder Security Community Accomplishment Security Security Community Security Accomplishment Security Wonder Community Security MEANING STRATEGY

146. NATHAN SHEDROFF nathan.com @nathanshedroff CORE MEANINGS VALUES/IDENTITY EMOTIONS PRICE FEATURES (PERF.)

151. NATHAN SHEDROFF nathan.com @nathanshedroff WE NEED BETTER TOOLS TO UNDERSTAND TOTAL VALUE

152. NATHAN SHEDROFF nathan.com @nathanshedroff WE MUST COLLECT MORE & NEW  INFORMATION

153. NATHAN SHEDROFF nathan.com @nathanshedroff NEW BUSINESSDESIGN THINKINGWAVELINE

154. NATHAN SHEDROFF nathan.com @nathanshedroff State of Mind: • Emotions • Memory • Mental Models > Core Meanings • Perceptual Biases • Behavior Responses > Triggers

155. NATHAN SHEDROFF nathan.com @nathanshedroff Product Service Event Product Product Service Service Product Product Product Product

156. NATHAN SHEDROFF nathan.com @nathanshedroff Accomplishment Surprise Wonder Curiosity Fear Anticipation Gratitude Excitement Relief Security Freedom

157. © SCANSION 2014Consumer Experience Waveline Waveline Opportunities Opportunity 1 Opportunity 2 Touchpoints EXPLORATION SETUPPURCHASE Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dol tetur adipiscing eli ia mauris non fauc mattis lectus. Nun Nulla rutrum comm ulum augue alique Lorem ipsum dol tetur adipiscing eli ia mauris non fauc mattis lectus. Nun Nulla rutrum comm ulum augue alique Lorem ipsum dol tetur adipiscing eli mauris non faucib lectus. Nunc ac or rutrum commodo augue aliquet nec Confusion Anxiety INTENSITY T I M E 2 1 2 1 Beauty Wonder Ideal Consumer Experience Waveline Customer Segment 1 Customer Segment 1 Customer Segment 1 Computer crashes All the touchpoints are important Retail confusion around products Which computers have integrative features Struggling to setup WiFi The excitement of a new computer Explaining the key touchpoints during exploration PC Learning Experience Video Getting diverse opinions Exploring the touchpoints PC Learning Experience Powerpoint

159. NATHAN SHEDROFF nathan.com @nathanshedroff 3-5 min news Home 7AM 8 9 10 11 12 ScCommute wifi+m + 10 sec

160. NATHAN SHEDROFF nathan.com @nathanshedroff Parents/Family Travel Do itSchool Find out how Learn & Develop Awareness Register to Vote Dad annoyed, doesn’t want to be interrupted when he reads the newspaper Watches dad read newspaper Attend to parents Election Day party Starts using facebook Sees campaign ads on lawns Brother comes back from Sees ads o look i Reads her name in the local paper Read about Ebola on FB Reads about have Ebola on FB will be contained Friends didn’t do well either on assignment Talk to friends whose parents rent reacted the same cay Friend blocks Jill on FB Parents upset of the presidential candi- date who won Studies Government 5yh grade and does poorly on assignment Government class teacher gives her C- on current events assignment + 0 -

161. NATHAN SHEDROFF nathan.com @nathanshedroff OUR FOCUS

162. NATHAN SHEDROFF nathan.com @nathanshedroff Jury duty is a form of forced engagement that involves many touchpoints Jurors endure varying emotional intensity throughout the process; it is mostly negative but there are a few key areas of positivity, especially toward the end INTENSITY + PRIMARY TOUCHPOINTS JURY DELIGHT | MEANING STRATEGY | EXPERIENCES STUDIO 18 Jury Assem bly Room Society M edia School Jury Assem bly Room Verdict Voting Card Verdict Video M anual Adm in Staff W aiting Room Clerk Courtroom Jury Box Judge Court Staff Lawyers Defendant Plaintiff Evidence W itnesses Other Jurors Sum m ons Letter Autom ated Phone System Parking Courthouse Security Paym ent check Society M edia SUMMONS APPEAR SELECTION TRIAL DELIBERATION VERDICT 4-8 WEEKS 1-2 DAYS 1-4 DAYS 1 WEEK DISMISSEDNOT CALLED IN 1 DAY - 2 WEEKS

163. NATHAN SHEDROFF nathan.com @nathanshedroff A customized waveline deliberately evokes positive meaning throughout the jury duty experience • Path follows a classic narrative arc, is ﬂexible, and depends on behavior to determine outcomes • Cohesive “story” builds intensity and maintains a consistent rhythm of experience IDEAL WAVELINE JURY DELIGHT | MEANING STRATEGY | EXPERIENCES STUDIO 20 VALIDATION COMMUNITY TRUTH DUTY JUSTICE NOTIFIED SCHEDULING IMMERSION PRE-SUMMONS APPEAR WAIT SELECTED TRIAL DELIBERATE VERDICT POST DISMISSED POST

164. NATHAN SHEDROFF nathan.com @nathanshedroff CURRENT vs IDEAL INITIATION ENGAGEMENT CONCLUSION SUMMONS APPEAR SELECTION TRIAL DELIBERATION VERDICT 4-8 WEEKS 1-2 DAYS 1-4 DAYS 1 WEEK DISMISSEDNOT CALLED IN 1 DAY - 2 WEEKS NOTIFIED SCHEDULING IMMERSION PRE-SUMMONS APPEAR WAIT SELECTED TRIAL DELIBERATE VERDICT POST DISMISSED POST JURY DELIGHT | MEANING STRATEGY | EXPERIENCES STUDIO 21 With the new waveline, even people who do not serve on a case ﬁnd the experience meaningful • All three personas are satisﬁed

166. State of Mind: • Emotions • Memory • Mental Models > Core Meanings • Perceptual Biases • Behavior Responses > Triggers

167. Product Service Event Product Product Service Service Product Product Product Product

168. Accomplishment Surprise Wonder Curiosity Fear Anticipation Gratitude Excitement Relief Security Freedom

169. Product Service Event

170. Everyday,IntheOrdinaryWorld CalltoAdventure Refusal MeetingWithTheMentor CrossingTheThreshold Tests,Allies,andEnemies ApproachToInmostCave Ordeal Reward(SeekingTheSword) TheRoadBack Ordinary World Extraordinary World

171. Start(ﬁndit) End(buyit)

172. Start(walkintothestore) End(walkoutofthestore)

173. Start(wantorneedsomething) End(boughtit,usedit,ﬁnallyuseditup)

174. Start(wantorneedsomething) End? Heardaboutit--orsomethingelse Sawitorsomethinglikeit Foundone,touchedit —probablysomeoneelse’s Wentonline Wentintothestore Sawanadvertisement Boughtit Usedit Repairedit Leantit Replacedit

175. Start(wantorneedsomething) CustomerDies Heardaboutit--orsomethingelse Sawitorsomethinglikeit Foundone,touchedit —probablysomeoneelse’s Wentonline Wentintothestore Sawanadvertisement Boughtit Usedit Repairedit Leantit Replacedit

176. Curiosity Surprise Resolution Accomplishment Wonder Redemption Challenge Frustration Accomplishment Relief Respect

178. NATHAN SHEDROFF nathan.com @nathanshedroff Customer Media- Touchpoint Time Indicator Role1Role2Role3Role4 Waitress Cook Manager + – + – Fail Line Emotions Media- Touchpoint Media- Touchpoint Media- Touchpoint TableReservationOnline 00:00 15:00 00:00 02:30 03:30 07:00 08:00 09:00 15:00 35:00 35:30 37:00 38:30 41:00 50:00 50:30 01:15:00 01:17:00 ConfirmationbySMS Enterrestaurant,shortwait atreception OrderAperetiv Givenmenu Aperetivcomeswithextras Guestissurprised/deligted Foodisserved Correctdishserved Guestissatisfiedagain Wrongsidedish. Guestcomplains Waitressgreetsguestand leadsthemtotable Waitresstakesthefood order Foodordersentthroughto kitchen Messageanddishsentback tokitchen KellnerstreichteinenTeil derRechnung MealPrepared Chefagitatedandother mealspushedlateinorder tore-doside-dish. Communication failureinkitchen Correctside-dishprepared

179. NATHAN SHEDROFF nathan.com @nathanshedroff INITIATION (EXPECTATIONS) STATE OF MIND (CONTEXT): TOUCHPOINT ECOSYSTEM: PRODUCT, SERVICE, EVENT, NAME, IDENTITY/SYMBOL MEDIA: SOCIAL, ETC? LOCATION ENGAGEMENT TIME > > > ACTUAL DESIRED EXPECTED PLANNED INTENSITY DESIRABLE>>><<<UNDESIRABLE Trepidation Anticipation Boredom Frustration Anger Hope Relief Frustration Contempt

180. NATHAN SHEDROFF nathan.com @nathanshedroff INITIATION (EXPECTATIONS) STATE OF MIND (CONTEXT): TOUCHPOINT ECOSYSTEM: PRODUCT, SERVICE, EVENT, NAME, IDENTITY/SYMBOL MEDIA: SOCIAL, ETC? LOCATION ENGAGEMENT TIME > > > ACTUAL DESIRED EXPECTED PLANNED INTENSITY DESIRABLE>>><<<UNDESIRABLE Accomplishment Wonder Creation Validation Trust

181. NATHAN SHEDROFF nathan.com @nathanshedroff INITIATION (EXPECTATIONS) STATE OF MIND (CONTEXT): TOUCHPOINT ECOSYSTEM: PRODUCT, SERVICE, EVENT, NAME, IDENTITY/SYMBOL MEDIA: SOCIAL, ETC? LOCATION ENGAGEMENT TIME > > > ACTUAL DESIRED EXPECTED PLANNED INTENSITY DESIRABLE>>><<<UNDESIRABLE Accomplishment Wonder Creation Validation Trust Feature Service ProductPromotion EventWebsite Feature

182. © SCANSION 2014Consumer Experience Waveline Waveline Opportunities Opportunity 1 Opportunity 2 Touchpoints EXPLORATION SETUPPURCHASE Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dol tetur adipiscing eli ia mauris non fauc mattis lectus. Nun Nulla rutrum comm ulum augue alique Lorem ipsum dol tetur adipiscing eli ia mauris non fauc mattis lectus. Nun Nulla rutrum comm ulum augue alique Lorem ipsum dol tetur adipiscing eli mauris non faucib lectus. Nunc ac or rutrum commodo augue aliquet nec Confusion Anxiety INTENSITY T I M E 2 1 2 1 Beauty Wonder Ideal Consumer Experience Waveline Customer Segment 1 Customer Segment 1 Customer Segment 1 Computer crashes All the touchpoints are important Retail confusion around products Which computers have integrative features Struggling to setup WiFi The excitement of a new computer Explaining the key touchpoints during exploration PC Learning Experience Video Getting diverse opinions Exploring the touchpoints PC Learning Experience Powerpoint

183. NATHAN SHEDROFF nathan.com @nathanshedroff Qualitative Research Techniques: Interviews Careful Surveys Shadowing Laddering Games, etc. Book: The Meaning of Things by Mihaly Csikszentmihalyi

184. NATHAN SHEDROFF nathan.com @nathanshedroff Design Research editor: Brenda Laurel Chapter 1 https://books.google.dk/books?id=xVeFdy44qMEC&pg=PA16&lpg=PA16&dq

185. NATHAN SHEDROFF nathan.com @nathanshedroff FREEDOM COMMUNITY

186. NATHAN SHEDROFF nathan.com @nathanshedroff JUSTICE ONENESS

187. NATHAN SHEDROFF nathan.com @nathanshedroff Flavor Bright/ Saturated Hard, Artiﬁcial, Natural Curvaceous/ Smooth, Solid, Sharp/Pointed Loud, Simple/Clear, Musical/Melodious, Mechanical Musky, Bright, Alcohol, Forest/Plants Meaty, Salty Accomplishment Triggers SoundColor Materials Form Aroma

188. NATHAN SHEDROFF nathan.com @nathanshedroff Flavor Primary Hard Complex Loud Forest/Plants Sweet - Sugar Community Triggers SoundColor Materials Form Aroma

189. NATHAN SHEDROFF nathan.com @nathanshedroff Flavor Muted/ Desaturated Plastic Porous Natural/Organic Natural, Floral Salty Harmony Triggers SoundColor Materials Form Aroma

191. NATHAN SHEDROFF nathan.com @nathanshedroff LIST: top 5 core meanings for each group MEANING STRATEGY CUST.: ________ ________ ________ ________ ________ ORG: ________ ________ ________ ________ ________ YOU/ TEAM: ________ ________ ________ ________ ________ COMPET: ________ ________ ________ ________ ________

192. NATHAN SHEDROFF nathan.com @nathanshedroff MEANING STRATEGY Accomplishment Beauty Creation Community Duty Enlightenment Freedom Harmony Justice Oneness Redemption Security Truth Validation Wonder Deﬁnitions: makingmeaning.org

193. NATHAN SHEDROFF nathan.com @nathanshedroff LIST: top 5 core meanings for each group MEANING STRATEGY CUST.: ________ ________ ________ ________ ________ ORG: ________ ________ ________ ________ ________ YOU/ TEAM: ________ ________ ________ ________ ________ COMPET: ________ ________ ________ ________ ________ WONDER ACCOMPLISHMENT HARMONY DUTY FREEDOM SECURITY WONDER ACCOMPLISHMENT COMMUNITY BEAUTY BEAUTY HARMONY REDEMPTION TRUTH JUSTICE ONENESS JUSTICE CREATION SECURITY ACCOMPLISHMENT Deﬁnitions: makingmeaning.org √ √ √ √ √

194. NATHAN SHEDROFF nathan.com @nathanshedroff TAKEAWAYS • Qualitative and Quantitative • Numbers tell only part of the story • Strategy is derived from design research • UX can (and should) play a role • Leadership is communicating vision • Relationships and value are built   through experience • Everyone is in the relationship business! • Everyone is in the experience business!

195. NATHAN SHEDROFF nathan.com @nathanshedroff DISCUSSION

196. NATHAN SHEDROFF nathan.com @nathanshedroff THANK YOU nathan@nathan.com @nathanshedroff designmba.org MAKE IT SO Interaction Design Lessons from Science Fiction by NATHAN SHEDROFF & CHRISTOPHER NOESSEL foreword by Bruce Sterling Many designers enjoy the interfaces seen in science fiction films and television shows. Freed from the rigorous constraints of designing for real users, sci-fi production designers develop blue-sky interfaces that are inspiring, humorous, and even instructive. By carefully studying these “outsider” user interfaces, designers can derive lessons that make their real-world designs more cutting edge and successful. “Designers who love science fiction will go bananas over Shedroff and Noessel’s delightful and informative book on how interaction design in sci-fi movies informs interaction design in the real world.... You will find it as useful as any design textbook, but a whole lot more fun.” ALAN COOPER “Father of Visual Basic” and author of The Inmates Are Running the Asylum “Part futurist treatise, part design manual, and part cultural analysis, Make It So is a fascinating investigation of an often-overlooked topic: how sci-fi influences the development of tomorrow’s machine interfaces.” ANNALEE NEWITZ Editor, io9 blog “Shedroff and Noessel have created one of the most thorough and insightful studies ever made of this domain.” MARK COLERAN Visual designer of interfaces for movies (credits include The Bourne Identity, The Island, and Lara Croft: Tomb Raider) “Every geek’s wet dream: a science fiction and interface design book rolled into one.” MARIA GIUDICE CEO and Founder, Hot Studio www.rosenfeldmedia.com MORE ON MAKE IT SO www.rosenfeldmedia.com/books/science-fiction-interface/ MAKEITSObyNATHANSHEDROFF&CHRISTOPHERNOESSEL Experience Design 1.1 a manifesto for the design of experiences by Nathan Shedroff product taxonomies 16 user behavior 116 100 years 22 information 42 takeaways 28 data 36 knowledge 48 subjectivity 78 consistency 96 navigation 84 Design Strategy in Action Edited by Nathan Shedroff A publication from the MBA in Design Strategy program California College of the Arts 2011