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Models for experience design workshop

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The slides from my workshop on Experience Design at UDEM in September 2018.

Published in: Design
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Models for experience design workshop

  1. 1. WORKSHOP: MODELS FOR EXPERIENCE DESIGN Nathan Shedroff California College of the Arts nathan@nathan.com @nathanshedroff
  2. 2. NATHAN SHEDROFF nathan.com @nathanshedroff BREAK BREAK 10:30 9:00 EXPERIENCE DIMENSIONS EXERCISE LADDERING EXERCISE INTRODUCTIONS WHAT IS EXPERIENCE DESIGN? 10:45 WORKSHOP SCHEDULE 13:00 12:00 12:15 WHAT IS A WAVELINE? WAVELINE EXERCISE DISCUSSION
  3. 3. 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 2008 Edition Dictionary of Sustainable Management 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
  4. 4. MBA IN DESIGN STRATEGY MBA IN STRATEGIC FORESIGHT designmba.cca.edu
  5. 5. MDES IN INTERACTION DESIGN
  6. 6. SEED VAULT LTD. AN INDEPENDENT, OPEN-SOURCE PLATFORM OF BOTS & BOT STORES ON BLOCKCHAIN FOR TRUSTED CONVERSATIONAL INTERFACES seedtoken.io
  7. 7. NATHAN SHEDROFF nathan.com @nathanshedroff WHAT IS 
 EXPERIENCE DESIGN?
  8. 8. NATHAN SHEDROFF nathan.com @nathanshedroff VALUE
  9. 9. NATHAN SHEDROFF nathan.com @nathanshedroff $ £ ¤ ¥ Photo: epsos (Flickr)
  10. 10. NATHAN SHEDROFF nathan.com @nathanshedroff $ £ ¤ ¥ function Photo: bengt-re (Flickr)
  11. 11. 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)
  12. 12. 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)
  13. 13. NATHAN SHEDROFF nathan.com @nathanshedroff meaning identity emotion price function
  14. 14. NATHAN SHEDROFF nathan.com @nathanshedroff meaning identity emotion price function Photo: mynameisharsha (Flickr) NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
  15. 15. NATHAN SHEDROFF nathan.com @nathanshedroff meaning identity emotion price function Photo: kheelcenter (Flickr)
  16. 16. NATHAN SHEDROFF nathan.com @nathanshedroff meaning identity emotion price function Photo: gsfc (Flickr)
  17. 17. NATHAN SHEDROFF nathan.com @nathanshedroff meaning identity emotion price function
  18. 18. NATHAN SHEDROFF nathan.com @nathanshedroff meaning identity emotion price function RELATIONSHIP
  19. 19. NATHAN SHEDROFF nathan.com @nathanshedroff EXPERIENCE meaning identity emotion price function
  20. 20. NATHAN SHEDROFF nathan.com @nathanshedroff EXPERIENCE meaning identity emotion price function NEEDSOFFER INTENT 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
  21. 21. NATHAN SHEDROFF nathan.com @nathanshedroff Photo: 36081663@N00 (Flickr)
  22. 22. NATHAN SHEDROFF nathan.com @nathanshedroff Juabar
  23. 23. NATHAN SHEDROFF nathan.com @nathanshedroff meaning identity emotion price function QUANTITATIVE QUALITATIVE
  24. 24. NATHAN SHEDROFF nathan.com @nathanshedroff Photo: hypophyse (Flickr)
  25. 25. NATHAN SHEDROFF nathan.com @nathanshedroff meaning identity emotion price function QUANTITATIVE QUALITATIVE + + + + = TOTAL VALUE
  26. 26. NATHAN SHEDROFF nathan.com @nathanshedroff meaning identity emotion price function “BOOK VALUE” “GOOD WILL” + + + + = TOTAL VALUE
  27. 27. NATHAN SHEDROFF nathan.com @nathanshedroff TOTAL VALUE (PREMIUM VALUE) FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE = QUANTITATIVE QUALITATIVE
  28. 28. NATHAN SHEDROFF nathan.com @nathanshedroff TOTAL VALUE FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE $1.1B = Instagram
  29. 29. NATHAN SHEDROFF nathan.com @nathanshedroff $1.1B Instagram TOTAL VALUE FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE = $86M
  30. 30. NATHAN SHEDROFF nathan.com @nathanshedroff $1.1B Instagram TOTAL VALUE FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE = $86M $1.01B
  31. 31. NATHAN SHEDROFF nathan.com @nathanshedroff THOSE COMPANIES (AND PEOPLE)
 WHO FOCUS ON TOTAL VALUE CREATE MORE OF IT, MORE OFTEN
  32. 32. NATHAN SHEDROFF nathan.com @nathanshedroff THOSE COMPANIES (AND PEOPLE)
 WHO FOCUS ON PREMIUM VALUE CREATE MORE OF IT, MORE OFTEN
  33. 33. NATHAN SHEDROFF nathan.com @nathanshedroff YOU’RE IN THE RELATIONSHIP BUSINESS

  34. 34. NATHAN SHEDROFF nathan.com @nathanshedroff RELATIONSHIPS ARE STRATEGIC Photo: yeahbouyee IFlickr)
  35. 35. NATHAN SHEDROFF nathan.com @nathanshedroff EXPERIENCE IS STRATEGIC
  36. 36. NATHAN SHEDROFF nathan.com @nathanshedroff EXPERIENCE IS IMPORTANT
  37. 37. NATHAN SHEDROFF nathan.com @nathanshedroff EXPERIENCE IS IMPORTANT BUT INVISIBLE
  38. 38. NATHAN SHEDROFF nathan.com @nathanshedroff EXPERIENCE IS VALUABLE
  39. 39. NATHAN SHEDROFF nathan.com @nathanshedroff From: The Experience Economy, Pine and Gilmore Commodity Product Service Experience Price/Value EXPERIENCE IS VALUABLE
  40. 40. NATHAN SHEDROFF nathan.com @nathanshedroff Commodity Product Service Event/Environment Experience Price/Value EXPERIENCE IS VALUABLE
  41. 41. NATHAN SHEDROFF nathan.com @nathanshedroff VALUE IS DESIGNABLE
  42. 42. NATHAN SHEDROFF nathan.com @nathanshedroff ALL DESIGN IS THE PROCESS OF EVOKING EXPERIENCES
  43. 43. NATHAN SHEDROFF nathan.com @nathanshedroff ALL DESIGN IS THE PROCESS OF EVOKING RELATIONSHIPS
  44. 44. NATHAN SHEDROFF nathan.com @nathanshedroff Nokia 3650 USABILITY
  45. 45. NATHAN SHEDROFF nathan.com @nathanshedroff EXPERIENCE BREADTH Product Service Brand Name(s) Channel/Environment (Space) Promotion Price DURATION Initiation Immersion Conclusion Continuation TRIGGERS Sight Sound Smell Taste Touch Concepts Symbols SIGNIFICANCE Meaning Status/Identity Emotion/Lifestyle Price Function INTENSITY Reflex Habit Engagement INTERACTION Passive Active Interactive EXPERIENCE
  46. 46. NATHAN SHEDROFF nathan.com @nathanshedroff CORE MEANINGS VALUES/IDENTITY EMOTIONS PRICE FEATURES (PERF.) MEANING
  47. 47. NATHAN SHEDROFF nathan.com @nathanshedroff WHY EXPERIENCE?
  48. 48. NATHAN SHEDROFF nathan.com @nathanshedroff EXPERIENCE DESIGN
  49. 49. NATHAN SHEDROFF nathan.com @nathanshedroff
  50. 50. NATHAN SHEDROFF nathan.com @nathanshedroff
  51. 51. NATHAN SHEDROFF nathan.com @nathanshedroff
  52. 52. NATHAN SHEDROFF nathan.com @nathanshedroff
  53. 53. NATHAN SHEDROFF nathan.com @nathanshedroff Stimuli
  54. 54. NATHAN SHEDROFF nathan.com @nathanshedroff ResponseResponse Response
  55. 55. NATHAN SHEDROFF nathan.com @nathanshedroff State of Mind: Memory Emotions Perceptual Bias Behavioral Response Mental Models
  56. 56. NATHAN SHEDROFF nathan.com @nathanshedroff State of Mind: Memory Emotions Perceptual Bias Behavioral Response Mental Models State of Mind: Emotions Behavioral Response Mental Models
  57. 57. NATHAN SHEDROFF nathan.com @nathanshedroff State of Mind: Memory Emotions Perceptual Bias Behavioral Response Mental Models State of Mind: Emotions Behavioral Response Mental Models Stimuli: Sights Sounds Smells Tastes Touch Concepts Symbols
  58. 58. NATHAN SHEDROFF nathan.com @nathanshedroff State of Mind: Memory Emotions Perceptual Bias Behavioral Response Mental Models State of Mind: Emotions Behavioral Response Mental Models (Triggers)
  59. 59. NATHAN SHEDROFF nathan.com @nathanshedroff Core Meanings State of Mind: Memory Emotions Perceptual Bias Behavioral Response Mental Models State of Mind: Emotions Behavioral Response Mental Models
  60. 60. NATHAN SHEDROFF nathan.com @nathanshedroff EXPERIENCE AFFECTS “STATE OF MIND”
  61. 61. NATHAN SHEDROFF nathan.com @nathanshedroff EXPERIENCE AFFECTS RELATIONSHIPS
  62. 62. NATHAN SHEDROFF nathan.com @nathanshedroff STATE OF MIND (SOM) IS WHAT YOU FEEL AND THINKING AT ANY MOMENT
  63. 63. NATHAN SHEDROFF nathan.com @nathanshedroff WE CANNOT CONTROL THE EXPERIENCE
  64. 64. NATHAN SHEDROFF nathan.com @nathanshedroff WE CANNOT CONTROL THE EXPERIENCE BUT WE CAN STILL DESIGN IT
  65. 65. NATHAN SHEDROFF nathan.com @nathanshedroff BREADTH DURATION TRIGGERS SIGNIFICANCE INTENSITY INTERACTION
  66. 66. NATHAN SHEDROFF nathan.com @nathanshedroff BREADTH Product Service Brand Name(s) Channel/Environment (Space) Promotion Price DURATION TRIGGERS VALUE INTENSITY INTERACTION
  67. 67. NATHAN SHEDROFF nathan.com @nathanshedroff Breadth
  68. 68. NATHAN SHEDROFF nathan.com @nathanshedroff BREADTH DURATION TRIGGERS Sight Sound Smell Taste Touch Concepts Symbols SIGNIFICANCE INTENSITY INTERACTION
  69. 69. 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...
  70. 70. NATHAN SHEDROFF nathan.com @nathanshedroff
  71. 71. NATHAN SHEDROFF nathan.com @nathanshedroff
  72. 72. NATHAN SHEDROFF nathan.com @nathanshedroff
  73. 73. NATHAN SHEDROFF nathan.com @nathanshedroff
  74. 74. Edward Louis Bernays (November 22, 1891 – March 9, 1995), was an American pioneer in the field of public relations and propaganda along with Ivy Lee, referred to in his obituary as "the father of public relations".[1] Combining the ideas of Gustave Le Bon and Wilfred Trotter on crowd psychology with the psychoanalytical ideas of his uncle, Dr. Sigmund Freud, Bernays was one of the first to attempt to manipulate public opinion by appealing to, and attempting to influence, the unconscious. http://en.wikipedia.org/wiki/Edward_Bernays
  75. 75. Louis Cheskin was a scientific researcher, clinical psychologist, and important marketing innovator. Born in Ukraine on February 17, 1907, he was a one-time Works Progress Administration (WPA) artistic supervisor.[1] He died of a heart attack at Stanford University Hospital on October 10, 1981, age 72. He observed that people’s perceptions of products and services were directly related to aesthetic design, and named this relationship sensation transference. Cheskin spent most of his life investigating how design elements impacted people's perceptions of value, appeal, and relevance. He also discovered that most people could not resist transferring their feelings towards the packaging to the product itself. http://en.wikipedia.org/wiki/Louis_Cheskin
  76. 76. YOU’RE DESIGNING FOR OTHERS, NOT FOR YOURSELVES
  77. 77. DATA INFORMS YOUR PROCESS AND CHOICES. IT DOESN’T MAKE THEM FOR YOU.
  78. 78. NATHAN SHEDROFF nathan.com @nathanshedroff BREADTH DURATION TRIGGERS VALUE INTENSITY Reflex Habit Engagement INTERACTION
  79. 79. NATHAN SHEDROFF nathan.com @nathanshedroff Intensity
  80. 80. NATHAN SHEDROFF nathan.com @nathanshedroff Intensity CCA FELLOWS PROGRAM 2014NATHAN SHEDROFF nathan.com
  81. 81. NATHAN SHEDROFF nathan.com @nathanshedroff Intensity
  82. 82. NATHAN SHEDROFF nathan.com @nathanshedroff BREADTH DURATION TRIGGERS INTENSITY INTERACTION Passive Active Interactive VALUE
  83. 83. NATHAN SHEDROFF nathan.com @nathanshedroff
  84. 84. NATHAN SHEDROFF nathan.com @nathanshedroff BREADTH DURATION Initiation Immersion Conclusion Continuation TRIGGERS VALUE INTENSITY INTERACTION
  85. 85. NATHAN SHEDROFF nathan.com @nathanshedroff BREADTHTRIGGERS VALUE Meaning Status/Identity Emotion/Lifestyle Price Function INTENSITY INTERACTION DURATION
  86. 86. NATHAN SHEDROFF nathan.com @nathanshedroff VALUE: MEANINGFUL IDENTITY EMOTIONAL FINANCIAL FUNCTIONAL
  87. 87. NATHAN SHEDROFF nathan.com @nathanshedroff Does this do what I need...? VALUE: MEANINGFUL IDENTITY EMOTIONAL FINANCIAL FUNCTIONAL
  88. 88. NATHAN SHEDROFF nathan.com @nathanshedroff ...at a price that’s worth it? VALUE: MEANINGFUL IDENTITY EMOTIONAL FINANCIAL FUNCTIONAL
  89. 89. NATHAN SHEDROFF nathan.com @nathanshedroff How does this make me feel? VALUE: MEANINGFUL IDENTITY EMOTIONAL FINANCIAL FUNCTIONAL
  90. 90. NATHAN SHEDROFF nathan.com @nathanshedroff Is this me? VALUE: MEANINGFUL IDENTITY EMOTIONAL FINANCIAL FUNCTIONAL
  91. 91. NATHAN SHEDROFF nathan.com @nathanshedroff Does this fit into my world? VALUE: MEANINGFUL IDENTITY EMOTIONAL FINANCIAL FUNCTIONAL
  92. 92. NATHAN SHEDROFF nathan.com @nathanshedroff WHAT’S MEANING?
  93. 93. 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
  94. 94. 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
  95. 95. 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
  96. 96. 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
  97. 97. NATHAN SHEDROFF nathan.com @nathanshedroff CORE MEANINGS VALUES/IDENTITY EMOTIONS PRICE FEATURES (PERF.) TIME COST ENERGY
  98. 98. NATHAN SHEDROFF nathan.com @nathanshedroff CORE MEANINGS VALUES/IDENTITY EMOTIONS PRICE FEATURES (PERF.) TIME COST ENERGY
  99. 99. NATHAN SHEDROFF nathan.com @nathanshedroff MEANING IS THE DEEPEST CONNECTION YOU CAN MAKE WITH A CUSTOMER/USER/ AUDIENCE
  100. 100. NATHAN SHEDROFF nathan.com @nathanshedroff ALL DESIGN IS THE PROCESS
 OF EVOKING MEANING
  101. 101. NATHAN SHEDROFF nathan.com @nathanshedroff BREAK
  102. 102. NATHAN SHEDROFF nathan.com @nathanshedroff EXERCISE
  103. 103. VALUE Meaning Status/Identity Emotion/Lifestyle Price Function INTERACTION Passive Active Interactive DURATION Initiation Immersion Conclusion Continuation TRIGGERS Sight Sound Smell Taste Touch Concepts Symbols BREADTH Product Service Brand Name(s) Channel/Environment (Space) Promotion Price INTENSITY Reflex Habit Engagement
  104. 104. NATHAN SHEDROFF nathan.com @nathanshedroff MEANING STRATEGY
  105. 105. NATHAN SHEDROFF nathan.com @nathanshedroff WHAT MEANINGS DO YOUR CUSTOMERS PRIORITIZE? Customer Meaning Priorities MEANING STRATEGY
  106. 106. NATHAN SHEDROFF nathan.com @nathanshedroff Corporate Meaning Priorities Customer Meaning Priorities WHAT MEANINGS DOES YOUR ORGANIZATION PRIORITIZE? MEANING STRATEGY
  107. 107. NATHAN SHEDROFF nathan.com @nathanshedroff Corporate Meaning Priorities Team Meaning Priorities Customer Meaning Priorities WHAT MEANINGS DO
 YOU PRIORITIZE? MEANING STRATEGY
  108. 108. 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
  109. 109. NATHAN SHEDROFF nathan.com @nathanshedroff Corporate Meaning Priorities Team Meaning Priorities Customer Meaning Priorities Competitors’ Meaning Priorities Strategic Focus MEANING STRATEGY
  110. 110. 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
  111. 111. 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
  112. 112. 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
  113. 113. 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
  114. 114. 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
  115. 115. NATHAN SHEDROFF nathan.com @nathanshedroff MEANING IS STRATEGIC
  116. 116. NATHAN SHEDROFF nathan.com @nathanshedroff THE MOST SUCCESSFUL EXPERIENCES ARE MEANINGFUL
  117. 117. NATHAN SHEDROFF nathan.com @nathanshedroff WE MUST COLLECT MORE & NEW
 INFORMATION
  118. 118. NATHAN SHEDROFF nathan.com @nathanshedroff Qualitative Research Techniques: Interviews Careful Surveys Shadowing Laddering Games, etc. Book: The Meaning of Things by Mihaly Csikszentmihalyi
  119. 119. NATHAN SHEDROFF nathan.com @nathanshedroff
  120. 120. NATHAN SHEDROFF nathan.com @nathanshedroff LADDERING EXERCISE
  121. 121. NATHAN SHEDROFF nathan.com @nathanshedroff FREEDOM COMMUNITY
  122. 122. NATHAN SHEDROFF nathan.com @nathanshedroff JUSTICE ONENESS
  123. 123. 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
  124. 124. NATHAN SHEDROFF nathan.com @nathanshedroff Flavor Primary Hard Complex Loud Forest/Plants Sweet - Sugar Community Triggers SoundColor Materials Form Aroma
  125. 125. NATHAN SHEDROFF nathan.com @nathanshedroff Flavor Muted/ Desaturated Plastic Porous Natural/Organic Natural, Floral Salty Harmony Triggers SoundColor Materials Form Aroma
  126. 126. NATHAN SHEDROFF nathan.com @nathanshedroff EXERCISE
  127. 127. NATHAN SHEDROFF nathan.com @nathanshedroff LIST: top 5 core meanings for each group MEANING STRATEGY CUST.: ________ ________ ________ ________ ________ ORG: ________ ________ ________ ________ ________ YOU/ TEAM: ________ ________ ________ ________ ________ COMPET: ________ ________ ________ ________ ________
  128. 128. 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
  129. 129. 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 √ √ √ √ √
  130. 130. NATHAN SHEDROFF nathan.com @nathanshedroff BREAK
  131. 131. NATHAN SHEDROFF nathan.com @nathanshedroff THE WAVELINE
  132. 132. NATHAN SHEDROFF nathan.com @nathanshedroff IF THE RELATIONSHIP IS SO IMPORTANT, HOW DO WE DESIGN A LASTING ONE?
  133. 133. NATHAN SHEDROFF nathan.com @nathanshedroff PC Customer Experience Waveline EXPLORATION SETUPPURCHASE Experiences + Touchpoints INTENSITY T I M E Ideal Customer Experience The customer is looking for a trusted agent to them through the purchase process. TechCo. can work with channel partners to educated sales staff and deliver consistent collateral and information at the point of sale so there is truth for the customer. The customer has difficulties navigating complex user inter- face. OEM information embed- ded on the computer often looks like marketing materials. TechCo. can help simplify. The customer is looking for an unbiased opinion about where to turn to find information. TechCo. has an opportunity to provide recommendations and resources that might be valuable. The customer is looking for an unbiased opinion about where to turn to find information. TechCo. has an opportunity to provide recommendations and resources that might be valuable. 1 1 2 3 4 5 2 3 4 5 Opportunities Ads gets customers excited and peak awareness about new computers and features Windows 8 OS creates curiousity and customers are interested in explor- ing the new technology and how it works with new form factor In Store exploration is used prior to purchase so customers can get a good look and feel for potential options Sales associate often give our conflicint information especially when it comes to WiDi Friends & Family are valued as they provide only opportunity to see, touch, and use a variety of computers before purchase. WiDi is difficult to find out about, unless a friend has it or you come across it on a blog, chances are you won’t find out much about it Google is used to find specific technical information that is not listed on the product display cards, like info on graphics cards, RPM on hard drives, etc. 1 Segment A OEM man reference the “don’ A non-functioning or outdated computer prompt users to set out on the discovery process 2 Segment B Google search Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed ullamcorper, elit vitae eleifend euismod 3 Segment C Friends & Family are valued as they provide only opportunity to see, touch, and use a variety of computers before purchase. OEM websites come with mixed reviews, some see them as marketing while other like to see options vs. pricing tools Product display card were inconsistent in the depth of information between different computers, for others it was a good guide Windows 8 Setup Wizard Lorem ipsum dolor sit amet, consectetur adipi- scing elit. Sed ullamcor- per, elit vitae eleifend euismod Sales Associates often provide misleading, conflicting, or down-right untrue information (with WiDi, for example). When knowledgeable and articulate, though, a sales associate can persuade someone to make a purchase and instill excitement. Wayfinding Signage is often unclear and pro- vides little in the way of helping customers make selections or navigate the space more effectively Google is a common starting spot that helps customers gain an overview of the options avaliable and start navigating the complex ecosystem of the PC Retail visit before purchase test the look and feel of the products, talk to associates about what is new, and check out the selection Google is accessed multiple times to continually refine the search in finding the right match Forums/Reviews are a resource that help provide contextually relevant information and carry a perception of being unbiased as compared to the manufacturer for others it is a necessary evil OEM Packaging can set expectation about the process or the experience the cus- tomer is about start Computer customers are looking for light, sleek, attractive form factor computers. The look and feel can make or break deals Quick Start Guide is sometime used by the customer as a resource to make sure the proper sets are being followed to get computer set up. It is going through the steps properly to get OEM SiteOEM Site Google Search Google Search Quick Start Guide is sometime used by the customer as a resource to make sure the proper sets are being followed to get computer set up. It is going through the steps properly to get Google Search Google Search Quick Start Guide is sometime used by the customer as a resource to make sure the proper sets are being followed to get computer set up. It is going through the steps properly to get Sales associateSales associate Quick Start Guide is sometime used by the customer as a resource to make sure the proper sets are being followed to get computer set up. It is going through the steps properly to get Quick some custo to ma sets a to get is goin steps Wonder Truth Frustration Shock Anxiety & Fear Frustration Excitem ent Validation Trust Excitem ent Discovery Computer crashing #5 WiDi confusion #3 Key touchpoints #4 Video #1 #2 Calling store to get information about WiDi #6 Excitement about new computer V s © SCANSION 2014
  134. 134. NATHAN SHEDROFF nathan.com @nathanshedroff
  135. 135. NATHAN SHEDROFF nathan.com @nathanshedroff
  136. 136. 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
  137. 137. 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
  138. 138. 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
  139. 139. 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
  140. 140. NATHAN SHEDROFF nathan.com @nathanshedroff TRANSMEDIA EXPERIENCE ARCHITECTURE #ALGREN LEGEND ... = MONOMEDIA = INTEGRATED MEDIA = TRANSMEDIA 1 3 2 = PERSONA INFLUENCE = NARRATIVE INFLUENCE = PRODUCT = MEME = COLLABORATIVE INTENTION THINKSTATE // 2011.03.08 CORE NARRATIVE chapter & verse STORYWORLD PARTICIPATORY CH CH CH CH CH CAUSE CAUSE CAUSE CAUSE CAUSE CAUSECAUSE SCHOOL CONTEST ACTING JOHNNY DEPP CAUSE SOCIAL ?? POLITICAL ? ? ? ? COUNTER CULTURE ? BLOGS ? ? ? ? ABSTRACTS INSTITUTION TV ART SHOP MUSIC CONTEST ? WIKIS ? MICHAEL MANN ? ? WILLIAM FRIEDKIN ? PHILIP KAUFMAN ? CHCHCH EP EP eBOOK graphic novels abstracts METANARRATIVE METANARRATIVE 3 1 FILM documentary ( NF ) feature ( F ) 3WEBISODIC algren centric artist centric 32 2 2 2 STORYWORLD CH CAUSEWIKI WIKI WIKI WIKI WIKI CH CH CH LIVE EVENTS gallery concerts MEMETIC MEDIA lumines memes phenoms 3 1 3 1 1 3 2 3 2 GAMING LARP ARG BAR MATCH POETRY COMPETITION ? EP ? EP ? ? EP ? EP EP EP ? ? ? ? ? LOU REED? ? TOM WAITS? ? ? PARTICIPATORY PARTICIPATORY PARTICIPATORY ? WIKI WIKI INSTITUTE ?? ??? PERFORMANCE ART
  141. 141. NATHAN SHEDROFF nathan.com @nathanshedroff JOURNEY MAP vs WAVELINE • Maps touchpoints • Maps functions • Design 4 touchpoints • Design 4 relationships • Maps experiences
 (“change in people”) • Maps emotions, 
 values & meaning • Maps value 
 (and, opportunities) • Can map triggers • Places opportunities 
 in context & time
  142. 142. NATHAN SHEDROFF nathan.com @nathanshedroff
  143. 143. NATHAN SHEDROFF nathan.com @nathanshedroff
  144. 144. NATHAN SHEDROFF nathan.com @nathanshedroff
  145. 145. NATHAN SHEDROFF nathan.com @nathanshedroff
  146. 146. NATHAN SHEDROFF nathan.com @nathanshedroff
  147. 147. NATHAN SHEDROFF nathan.com @nathanshedroff
  148. 148. NATHAN SHEDROFF nathan.com @nathanshedroff
  149. 149. NATHAN SHEDROFF nathan.com @nathanshedroff
  150. 150. NATHAN SHEDROFF nathan.com @nathanshedroff
  151. 151. NATHAN SHEDROFF nathan.com @nathanshedroff More Personal More Universal
  152. 152. NATHAN SHEDROFF nathan.com @nathanshedroff More Personal More Universal
  153. 153. NATHAN SHEDROFF nathan.com @nathanshedroff More Personal More Universal
  154. 154. NATHAN SHEDROFF nathan.com @nathanshedroff More Personal More Universal
  155. 155. NATHAN SHEDROFF nathan.com @nathanshedroff Core Meanings Triggers
  156. 156. 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
  157. 157. NATHAN SHEDROFF nathan.com @nathanshedroff
  158. 158. NATHAN SHEDROFF nathan.com @nathanshedroff
  159. 159. NATHAN SHEDROFF nathan.com @nathanshedroff Start(findit) End(buyit)
  160. 160. NATHAN SHEDROFF nathan.com @nathanshedroff Start(walkintothestore) End(walkoutofthestore)
  161. 161. NATHAN SHEDROFF nathan.com @nathanshedroff Start(wantorneedsomething) End(boughtit,usedit,finallyusedit
  162. 162. NATHAN SHEDROFF nathan.com @nathanshedroff Start(wantorneedsomething) End? Heardaboutit--orsomethingelse Sawitorsomethinglikeit Foundone,touchedit —probablysomeoneelse’s Wentonline Wentintothestore Sawanadvertisement Boughtit Usedit Repairedit Leantit Replacedit
  163. 163. NATHAN SHEDROFF nathan.com @nathanshedroff Start(wantorneedsomething) CustomerDies Heardaboutit--orsomethingelse Sawitorsomethinglikeit Foundone,touchedit —probablysomeoneelse’s Wentonline Wentintothestore Sawanadvertisement Boughtit Usedit Repairedit Leantit Replacedit
  164. 164. NATHAN SHEDROFF nathan.com @nathanshedroff
  165. 165. NATHAN SHEDROFF nathan.com @nathanshedroff
  166. 166. NATHAN SHEDROFF nathan.com @nathanshedroff Ordinary World Extraordinary World Everyday,IntheOrdinaryWorld CalltoAdventure Refusal MeetingWithTheMentor CrossingTheThreshold Tests,Allies,andEnemies ApproachToInmostCave Ordeal Reward(SeekingTheSword) TheRoadBack
  167. 167. NATHAN SHEDROFF nathan.com @nathanshedroff
  168. 168. NATHAN SHEDROFF nathan.com @nathanshedroff
  169. 169. NATHAN SHEDROFF nathan.com @nathanshedroff
  170. 170. NATHAN SHEDROFF nathan.com @nathanshedroff
  171. 171. NATHAN SHEDROFF nathan.com @nathanshedroff
  172. 172. NATHAN SHEDROFF nathan.com @nathanshedroff
  173. 173. NATHAN SHEDROFF nathan.com @nathanshedroff
  174. 174. NATHAN SHEDROFF nathan.com @nathanshedroff Planned (Best) Experience Waveline
  175. 175. NATHAN SHEDROFF nathan.com @nathanshedroff
  176. 176. NATHAN SHEDROFF nathan.com @nathanshedroff
  177. 177. NATHAN SHEDROFF nathan.com @nathanshedroff Agenda Script Presentation Scenario Storyboard Beat Chart Tempo Map Flow Chart Experience Blueprint Journey Canvas Film Experience Chart Architectural Model Walkthrough
  178. 178. NATHAN SHEDROFF nathan.com @nathanshedroff
  179. 179. NATHAN SHEDROFF nathan.com @nathanshedroff
  180. 180. 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 assign- ment Government class teacher gives her C- on current events assignment + 0 -
  181. 181. NATHAN SHEDROFF nathan.com @nathanshedroff OUR FOCUS
  182. 182. 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
  183. 183. 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
  184. 184. 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
  185. 185. NATHAN SHEDROFF nathan.com @nathanshedroff
  186. 186. NATHAN SHEDROFF nathan.com @nathanshedroff
  187. 187. NATHAN SHEDROFF nathan.com @nathanshedroff
  188. 188. © 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 lacin- ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib- ulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacin- ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib- ulum 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 lacin- ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib- ulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacin- ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib- ulum 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 el ia mauris non fauc mattis lectus. Nun Nulla rutrum comm ulum augue alique Lorem ipsum dol tetur adipiscing el ia mauris non fauc mattis lectus. Nun Nulla rutrum comm ulum augue alique Lorem ipsum dol tetur adipiscing el 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
  189. 189. NATHAN SHEDROFF nathan.com @nathanshedroff EXERCISE
  190. 190. NATHAN SHEDROFF nathan.com @nathanshedroff
  191. 191. NATHAN SHEDROFF nathan.com @nathanshedroff
  192. 192. NATHAN SHEDROFF nathan.com @nathanshedroff Current Experience Waveline
  193. 193. NATHAN SHEDROFF nathan.com @nathanshedroff Current Experience Waveline
  194. 194. NATHAN SHEDROFF nathan.com @nathanshedroff Current Experience Waveline Planned (Best) Experience Waveline
  195. 195. NATHAN SHEDROFF nathan.com @nathanshedroff Current Experience Waveline Touchpoint Opportunity 1 Touchpoint Opportunity 2 Touchpoint Opportunity 3 Planned (Best) Experience Waveline
  196. 196. © 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 lacin- ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib- ulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacin- ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib- ulum 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 lacin- ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib- ulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacin- ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib- ulum 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. 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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
  197. 197. NATHAN SHEDROFF nathan.com @nathanshedroff
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  208. 208. NATHAN SHEDROFF nathan.com @nathanshedroff YOU’RE ALREADY DOING THIS (SOMEWHAT)
  209. 209. NATHAN SHEDROFF nathan.com @nathanshedroff NOW GO DO IT BETTER
  210. 210. NATHAN SHEDROFF nathan.com @nathanshedroff www.slideshare.net/NathanShedroff/using-the- waveline-workshop
  211. 211. NATHAN SHEDROFF nathan.com @nathanshedroff THANK YOU nathan@nathan.com @nathanshedroff 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

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