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WORKSHOP:
MODELS FOR
EXPERIENCE DESIGN
Nathan Shedroff
California College of the Arts
nathan@nathan.com
@nathanshedroff
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
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
MBA IN DESIGN STRATEGY
MBA IN STRATEGIC FORESIGHT
designmba.cca.edu
MDES IN INTERACTION DESIGN
SEED VAULT LTD.
AN INDEPENDENT, OPEN-SOURCE
PLATFORM OF BOTS & BOT STORES ON
BLOCKCHAIN FOR TRUSTED
CONVERSATIONAL INTERFACES
seedtoken.io
NATHAN SHEDROFF nathan.com @nathanshedroff
WHAT IS 

EXPERIENCE DESIGN?
NATHAN SHEDROFF nathan.com @nathanshedroff
VALUE
NATHAN SHEDROFF nathan.com @nathanshedroff
$ £ ¤ ¥
Photo: epsos (Flickr)
NATHAN SHEDROFF nathan.com @nathanshedroff
$ £ ¤ ¥
function
Photo: bengt-re (Flickr)
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)
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)
NATHAN SHEDROFF nathan.com @nathanshedroff
meaning
identity
emotion
price
function
NATHAN SHEDROFF nathan.com @nathanshedroff
meaning
identity
emotion
price
function
Photo: mynameisharsha (Flickr)

NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America
NATHAN SHEDROFF nathan.com @nathanshedroff
meaning
identity
emotion
price
function
Photo: kheelcenter (Flickr)
NATHAN SHEDROFF nathan.com @nathanshedroff
meaning
identity
emotion
price
function
Photo: gsfc (Flickr)
NATHAN SHEDROFF nathan.com @nathanshedroff
meaning
identity
emotion
price
function
NATHAN SHEDROFF nathan.com @nathanshedroff
meaning
identity
emotion
price
function
RELATIONSHIP
NATHAN SHEDROFF nathan.com @nathanshedroff
EXPERIENCE
meaning
identity
emotion
price
function
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
NATHAN SHEDROFF nathan.com @nathanshedroff
Photo: 36081663@N00 (Flickr)
NATHAN SHEDROFF nathan.com @nathanshedroff
Juabar
NATHAN SHEDROFF nathan.com @nathanshedroff
meaning
identity
emotion
price
function
QUANTITATIVE QUALITATIVE
NATHAN SHEDROFF nathan.com @nathanshedroff
Photo: hypophyse (Flickr)
NATHAN SHEDROFF nathan.com @nathanshedroff
meaning
identity
emotion
price
function
QUANTITATIVE QUALITATIVE
+
+
+
+
= TOTAL VALUE
NATHAN SHEDROFF nathan.com @nathanshedroff
meaning
identity
emotion
price
function
“BOOK VALUE” “GOOD WILL”
+
+
+
+
= TOTAL VALUE
NATHAN SHEDROFF nathan.com @nathanshedroff
TOTAL VALUE
(PREMIUM VALUE)
FUNCTIONAL VALUE
+ FINANCIAL VALUE
+ EMOTIONAL VALUE
+ IDENTITY VALUE
+ MEANINGFUL VALUE
=
QUANTITATIVE
QUALITATIVE
NATHAN SHEDROFF nathan.com @nathanshedroff
TOTAL VALUE
FUNCTIONAL VALUE
+ FINANCIAL VALUE
+ EMOTIONAL VALUE
+ IDENTITY VALUE
+ MEANINGFUL VALUE
$1.1B =
Instagram
NATHAN SHEDROFF nathan.com @nathanshedroff
$1.1B
Instagram
TOTAL VALUE
FUNCTIONAL VALUE
+ FINANCIAL VALUE
+ EMOTIONAL VALUE
+ IDENTITY VALUE
+ MEANINGFUL VALUE
=
$86M
NATHAN SHEDROFF nathan.com @nathanshedroff
$1.1B
Instagram
TOTAL VALUE
FUNCTIONAL VALUE
+ FINANCIAL VALUE
+ EMOTIONAL VALUE
+ IDENTITY VALUE
+ MEANINGFUL VALUE
=
$86M
$1.01B
NATHAN SHEDROFF nathan.com @nathanshedroff
THOSE COMPANIES
(AND PEOPLE)

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

WHO FOCUS ON
PREMIUM VALUE
CREATE MORE OF
IT, MORE OFTEN
NATHAN SHEDROFF nathan.com @nathanshedroff
YOU’RE IN THE
RELATIONSHIP
BUSINESS

NATHAN SHEDROFF nathan.com @nathanshedroff
RELATIONSHIPS
ARE STRATEGIC
Photo: yeahbouyee IFlickr)
NATHAN SHEDROFF nathan.com @nathanshedroff
EXPERIENCE IS
STRATEGIC
NATHAN SHEDROFF nathan.com @nathanshedroff
EXPERIENCE IS IMPORTANT
NATHAN SHEDROFF nathan.com @nathanshedroff
EXPERIENCE IS IMPORTANT
BUT INVISIBLE
NATHAN SHEDROFF nathan.com @nathanshedroff
EXPERIENCE IS VALUABLE
NATHAN SHEDROFF nathan.com @nathanshedroff
From: The Experience Economy, Pine and Gilmore
Commodity Product Service Experience
Price/Value
EXPERIENCE IS VALUABLE
NATHAN SHEDROFF nathan.com @nathanshedroff
Commodity Product Service Event/Environment
Experience
Price/Value
EXPERIENCE IS VALUABLE
NATHAN SHEDROFF nathan.com @nathanshedroff
VALUE
IS DESIGNABLE
NATHAN SHEDROFF nathan.com @nathanshedroff
ALL DESIGN IS THE PROCESS
OF EVOKING EXPERIENCES
NATHAN SHEDROFF nathan.com @nathanshedroff
ALL DESIGN IS THE PROCESS
OF EVOKING RELATIONSHIPS
NATHAN SHEDROFF nathan.com @nathanshedroff
Nokia 3650
USABILITY
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
NATHAN SHEDROFF nathan.com @nathanshedroff
CORE MEANINGS
VALUES/IDENTITY
EMOTIONS
PRICE
FEATURES (PERF.)
MEANING
NATHAN SHEDROFF nathan.com @nathanshedroff
WHY EXPERIENCE?
NATHAN SHEDROFF nathan.com @nathanshedroff
EXPERIENCE DESIGN
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
Stimuli
NATHAN SHEDROFF nathan.com @nathanshedroff
ResponseResponse
Response
NATHAN SHEDROFF nathan.com @nathanshedroff
State of Mind:
Memory
Emotions
Perceptual Bias
Behavioral Response
Mental Models
NATHAN SHEDROFF nathan.com @nathanshedroff
State of Mind:
Memory
Emotions
Perceptual Bias
Behavioral Response
Mental Models
State of Mind:
Emotions
Behavioral Response
Mental Models
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
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)
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
NATHAN SHEDROFF nathan.com @nathanshedroff
EXPERIENCE
AFFECTS “STATE OF MIND”
NATHAN SHEDROFF nathan.com @nathanshedroff
EXPERIENCE
AFFECTS RELATIONSHIPS
NATHAN SHEDROFF nathan.com @nathanshedroff
STATE OF MIND (SOM) IS
WHAT YOU FEEL AND
THINKING AT ANY MOMENT
NATHAN SHEDROFF nathan.com @nathanshedroff
WE CANNOT CONTROL
THE EXPERIENCE
NATHAN SHEDROFF nathan.com @nathanshedroff
WE CANNOT CONTROL
THE EXPERIENCE
BUT WE CAN
STILL DESIGN IT
NATHAN SHEDROFF nathan.com @nathanshedroff
BREADTH
DURATION
TRIGGERS
SIGNIFICANCE
INTENSITY INTERACTION
NATHAN SHEDROFF nathan.com @nathanshedroff
BREADTH
Product
Service
Brand
Name(s)
Channel/Environment (Space)
Promotion
Price
DURATION
TRIGGERS
VALUE
INTENSITY INTERACTION
NATHAN SHEDROFF nathan.com @nathanshedroff
Breadth
NATHAN SHEDROFF nathan.com @nathanshedroff
BREADTH
DURATION
TRIGGERS
Sight
Sound
Smell
Taste
Touch
Concepts
Symbols
SIGNIFICANCE
INTENSITY INTERACTION
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...
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
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
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
YOU’RE DESIGNING FOR
OTHERS, NOT FOR
YOURSELVES
DATA INFORMS YOUR
PROCESS AND CHOICES.
IT DOESN’T MAKE THEM
FOR YOU.
NATHAN SHEDROFF nathan.com @nathanshedroff
BREADTH
DURATION
TRIGGERS
VALUE
INTENSITY
Reflex
Habit
Engagement
INTERACTION
NATHAN SHEDROFF nathan.com @nathanshedroff
Intensity
NATHAN SHEDROFF nathan.com @nathanshedroff
Intensity
CCA FELLOWS PROGRAM 2014NATHAN SHEDROFF nathan.com
NATHAN SHEDROFF nathan.com @nathanshedroff
Intensity
NATHAN SHEDROFF nathan.com @nathanshedroff
BREADTH
DURATION
TRIGGERS
INTENSITY
INTERACTION
Passive
Active
Interactive
VALUE
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
BREADTH
DURATION
Initiation
Immersion
Conclusion
Continuation
TRIGGERS
VALUE
INTENSITY INTERACTION
NATHAN SHEDROFF nathan.com @nathanshedroff
BREADTHTRIGGERS
VALUE
Meaning
Status/Identity
Emotion/Lifestyle
Price
Function
INTENSITY INTERACTION
DURATION
NATHAN SHEDROFF nathan.com @nathanshedroff
VALUE:
MEANINGFUL
IDENTITY
EMOTIONAL
FINANCIAL
FUNCTIONAL
NATHAN SHEDROFF nathan.com @nathanshedroff
Does this do what I need...?
VALUE:
MEANINGFUL
IDENTITY
EMOTIONAL
FINANCIAL
FUNCTIONAL
NATHAN SHEDROFF nathan.com @nathanshedroff
...at a price that’s worth it?
VALUE:
MEANINGFUL
IDENTITY
EMOTIONAL
FINANCIAL
FUNCTIONAL
NATHAN SHEDROFF nathan.com @nathanshedroff
How does this make me feel?
VALUE:
MEANINGFUL
IDENTITY
EMOTIONAL
FINANCIAL
FUNCTIONAL
NATHAN SHEDROFF nathan.com @nathanshedroff
Is this me?
VALUE:
MEANINGFUL
IDENTITY
EMOTIONAL
FINANCIAL
FUNCTIONAL
NATHAN SHEDROFF nathan.com @nathanshedroff
Does this fit into my world?
VALUE:
MEANINGFUL
IDENTITY
EMOTIONAL
FINANCIAL
FUNCTIONAL
NATHAN SHEDROFF nathan.com @nathanshedroff
WHAT’S MEANING?
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
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
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
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
NATHAN SHEDROFF nathan.com @nathanshedroff
CORE MEANINGS
VALUES/IDENTITY
EMOTIONS
PRICE
FEATURES (PERF.)
TIME
COST
ENERGY
NATHAN SHEDROFF nathan.com @nathanshedroff
CORE MEANINGS
VALUES/IDENTITY
EMOTIONS
PRICE
FEATURES (PERF.)
TIME
COST
ENERGY
NATHAN SHEDROFF nathan.com @nathanshedroff
MEANING IS THE DEEPEST
CONNECTION YOU CAN MAKE
WITH A CUSTOMER/USER/
AUDIENCE
NATHAN SHEDROFF nathan.com @nathanshedroff
ALL DESIGN IS THE PROCESS

OF EVOKING MEANING
NATHAN SHEDROFF nathan.com @nathanshedroff
BREAK
NATHAN SHEDROFF nathan.com @nathanshedroff
EXERCISE
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
NATHAN SHEDROFF nathan.com @nathanshedroff
MEANING STRATEGY
NATHAN SHEDROFF nathan.com @nathanshedroff
WHAT MEANINGS DO YOUR
CUSTOMERS PRIORITIZE?
Customer
Meaning
Priorities
MEANING STRATEGY
NATHAN SHEDROFF nathan.com @nathanshedroff
Corporate
Meaning Priorities
Customer
Meaning
Priorities
WHAT MEANINGS DOES YOUR
ORGANIZATION PRIORITIZE?
MEANING STRATEGY
NATHAN SHEDROFF nathan.com @nathanshedroff
Corporate
Meaning Priorities
Team
Meaning
Priorities
Customer
Meaning
Priorities
WHAT MEANINGS DO

YOU PRIORITIZE?
MEANING STRATEGY
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
NATHAN SHEDROFF nathan.com @nathanshedroff
Corporate
Meaning Priorities
Team
Meaning
Priorities
Customer
Meaning
Priorities
Competitors’
Meaning Priorities
Strategic Focus
MEANING STRATEGY
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
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
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
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
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
NATHAN SHEDROFF nathan.com @nathanshedroff
MEANING IS
STRATEGIC
NATHAN SHEDROFF nathan.com @nathanshedroff
THE MOST SUCCESSFUL
EXPERIENCES ARE MEANINGFUL
NATHAN SHEDROFF nathan.com @nathanshedroff
WE MUST COLLECT
MORE & NEW

INFORMATION
NATHAN SHEDROFF nathan.com @nathanshedroff
Qualitative Research
Techniques:
Interviews
Careful Surveys
Shadowing
Laddering
Games, etc.
Book: The Meaning of Things
by Mihaly Csikszentmihalyi
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
LADDERING
EXERCISE
NATHAN SHEDROFF nathan.com @nathanshedroff
FREEDOM COMMUNITY
NATHAN SHEDROFF nathan.com @nathanshedroff
JUSTICE ONENESS
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
NATHAN SHEDROFF nathan.com @nathanshedroff
Flavor
Primary Hard Complex Loud Forest/Plants Sweet - Sugar
Community Triggers
SoundColor Materials Form Aroma
NATHAN SHEDROFF nathan.com @nathanshedroff
Flavor
Muted/
Desaturated Plastic Porous Natural/Organic
Natural,
Floral
Salty
Harmony Triggers
SoundColor Materials Form Aroma
NATHAN SHEDROFF nathan.com @nathanshedroff
EXERCISE
NATHAN SHEDROFF nathan.com @nathanshedroff
LIST: top 5 core meanings for each group
MEANING STRATEGY
CUST.:
________
________
________
________
________
ORG:
________
________
________
________
________
YOU/
TEAM:
________
________
________
________
________
COMPET:
________
________
________
________
________
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
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
√
√ √
√
√
NATHAN SHEDROFF nathan.com @nathanshedroff
BREAK
NATHAN SHEDROFF nathan.com @nathanshedroff
THE WAVELINE
NATHAN SHEDROFF nathan.com @nathanshedroff
IF THE RELATIONSHIP IS
SO IMPORTANT, HOW DO
WE DESIGN A LASTING
ONE?
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
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
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
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
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
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
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
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
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
More
Personal
More
Universal
NATHAN SHEDROFF nathan.com @nathanshedroff
More
Personal
More
Universal
NATHAN SHEDROFF nathan.com @nathanshedroff
More
Personal
More
Universal
NATHAN SHEDROFF nathan.com @nathanshedroff
More
Personal
More
Universal
NATHAN SHEDROFF nathan.com @nathanshedroff
Core Meanings
Triggers
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
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
Start(findit)
End(buyit)
NATHAN SHEDROFF nathan.com @nathanshedroff
Start(walkintothestore)
End(walkoutofthestore)
NATHAN SHEDROFF nathan.com @nathanshedroff
Start(wantorneedsomething)
End(boughtit,usedit,finallyusedit
NATHAN SHEDROFF nathan.com @nathanshedroff
Start(wantorneedsomething)
End?
Heardaboutit--orsomethingelse
Sawitorsomethinglikeit
Foundone,touchedit
—probablysomeoneelse’s
Wentonline
Wentintothestore
Sawanadvertisement
Boughtit
Usedit
Repairedit
Leantit
Replacedit
NATHAN SHEDROFF nathan.com @nathanshedroff
Start(wantorneedsomething)
CustomerDies
Heardaboutit--orsomethingelse
Sawitorsomethinglikeit
Foundone,touchedit
—probablysomeoneelse’s
Wentonline
Wentintothestore
Sawanadvertisement
Boughtit
Usedit
Repairedit
Leantit
Replacedit
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
Ordinary World Extraordinary World
Everyday,IntheOrdinaryWorld
CalltoAdventure
Refusal
MeetingWithTheMentor
CrossingTheThreshold
Tests,Allies,andEnemies
ApproachToInmostCave
Ordeal
Reward(SeekingTheSword)
TheRoadBack
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
Planned (Best) Experience Waveline
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
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
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
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
-
NATHAN SHEDROFF nathan.com @nathanshedroff
OUR FOCUS
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
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
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
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
© SCANSION 2014Consumer Experience Waveline
Waveline
Opportunities Opportunity 1 Opportunity 2
Touchpoints
EXPLORATION SETUPPURCHASE
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augue aliquet nec.
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et vestibulum augue aliquet nec.
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et vestibulum augue aliquet nec.
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sed mattis lectus. Nunc ac ornare
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et vestibulum augue aliquet nec.
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lectus. Nunc ac ornare risus. Nulla
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augue aliquet nec.
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rutrum commodo odio, et vestibulum
augue aliquet nec.
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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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sed mattis lectus. Nunc ac ornare
risus. Nulla rutrum commodo odio,
et vestibulum augue aliquet nec.
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et vestibulum augue aliquet nec.
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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
NATHAN SHEDROFF nathan.com @nathanshedroff
EXERCISE
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
Current Experience Waveline
NATHAN SHEDROFF nathan.com @nathanshedroff
Current Experience Waveline
NATHAN SHEDROFF nathan.com @nathanshedroff
Current Experience Waveline
Planned (Best) Experience Waveline
NATHAN SHEDROFF nathan.com @nathanshedroff
Current Experience Waveline
Touchpoint
Opportunity 1
Touchpoint
Opportunity 2
Touchpoint
Opportunity 3
Planned (Best) Experience Waveline
© 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
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
YOU’RE ALREADY DOING THIS
(SOMEWHAT)
NATHAN SHEDROFF nathan.com @nathanshedroff
NOW GO DO IT BETTER
NATHAN SHEDROFF nathan.com @nathanshedroff
www.slideshare.net/NathanShedroff/using-the-
waveline-workshop
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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Models for experience design workshop

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

  • 39. NATHAN SHEDROFF nathan.com @nathanshedroff RELATIONSHIPS ARE STRATEGIC Photo: yeahbouyee IFlickr)
  • 40. NATHAN SHEDROFF nathan.com @nathanshedroff EXPERIENCE IS STRATEGIC
  • 41. NATHAN SHEDROFF nathan.com @nathanshedroff EXPERIENCE IS IMPORTANT
  • 42. NATHAN SHEDROFF nathan.com @nathanshedroff EXPERIENCE IS IMPORTANT BUT INVISIBLE
  • 43. NATHAN SHEDROFF nathan.com @nathanshedroff EXPERIENCE IS VALUABLE
  • 44. NATHAN SHEDROFF nathan.com @nathanshedroff From: The Experience Economy, Pine and Gilmore Commodity Product Service Experience Price/Value EXPERIENCE IS VALUABLE
  • 45. NATHAN SHEDROFF nathan.com @nathanshedroff Commodity Product Service Event/Environment Experience Price/Value EXPERIENCE IS VALUABLE
  • 46. NATHAN SHEDROFF nathan.com @nathanshedroff VALUE IS DESIGNABLE
  • 47. NATHAN SHEDROFF nathan.com @nathanshedroff ALL DESIGN IS THE PROCESS OF EVOKING EXPERIENCES
  • 48. NATHAN SHEDROFF nathan.com @nathanshedroff ALL DESIGN IS THE PROCESS OF EVOKING RELATIONSHIPS
  • 49. NATHAN SHEDROFF nathan.com @nathanshedroff Nokia 3650 USABILITY
  • 50. 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
  • 51. NATHAN SHEDROFF nathan.com @nathanshedroff CORE MEANINGS VALUES/IDENTITY EMOTIONS PRICE FEATURES (PERF.) MEANING
  • 52. NATHAN SHEDROFF nathan.com @nathanshedroff WHY EXPERIENCE?
  • 53. NATHAN SHEDROFF nathan.com @nathanshedroff EXPERIENCE DESIGN
  • 54. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 55. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 56. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 57. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 58. NATHAN SHEDROFF nathan.com @nathanshedroff Stimuli
  • 59. NATHAN SHEDROFF nathan.com @nathanshedroff ResponseResponse Response
  • 60. NATHAN SHEDROFF nathan.com @nathanshedroff State of Mind: Memory Emotions Perceptual Bias Behavioral Response Mental Models
  • 61. NATHAN SHEDROFF nathan.com @nathanshedroff State of Mind: Memory Emotions Perceptual Bias Behavioral Response Mental Models State of Mind: Emotions Behavioral Response Mental Models
  • 62. 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
  • 63. 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)
  • 64. 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
  • 65. NATHAN SHEDROFF nathan.com @nathanshedroff EXPERIENCE AFFECTS “STATE OF MIND”
  • 66. NATHAN SHEDROFF nathan.com @nathanshedroff EXPERIENCE AFFECTS RELATIONSHIPS
  • 67. NATHAN SHEDROFF nathan.com @nathanshedroff STATE OF MIND (SOM) IS WHAT YOU FEEL AND THINKING AT ANY MOMENT
  • 68. NATHAN SHEDROFF nathan.com @nathanshedroff WE CANNOT CONTROL THE EXPERIENCE
  • 69. NATHAN SHEDROFF nathan.com @nathanshedroff WE CANNOT CONTROL THE EXPERIENCE BUT WE CAN STILL DESIGN IT
  • 70. NATHAN SHEDROFF nathan.com @nathanshedroff BREADTH DURATION TRIGGERS SIGNIFICANCE INTENSITY INTERACTION
  • 71. NATHAN SHEDROFF nathan.com @nathanshedroff BREADTH Product Service Brand Name(s) Channel/Environment (Space) Promotion Price DURATION TRIGGERS VALUE INTENSITY INTERACTION
  • 72. NATHAN SHEDROFF nathan.com @nathanshedroff Breadth
  • 73. NATHAN SHEDROFF nathan.com @nathanshedroff BREADTH DURATION TRIGGERS Sight Sound Smell Taste Touch Concepts Symbols SIGNIFICANCE INTENSITY INTERACTION
  • 74. 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...
  • 75. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 76. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 77. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 78. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 79. 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
  • 80.
  • 81. 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
  • 82.
  • 83.
  • 84.
  • 85. YOU’RE DESIGNING FOR OTHERS, NOT FOR YOURSELVES
  • 86. DATA INFORMS YOUR PROCESS AND CHOICES. IT DOESN’T MAKE THEM FOR YOU.
  • 87.
  • 88.
  • 89.
  • 90. NATHAN SHEDROFF nathan.com @nathanshedroff BREADTH DURATION TRIGGERS VALUE INTENSITY Reflex Habit Engagement INTERACTION
  • 91. NATHAN SHEDROFF nathan.com @nathanshedroff Intensity
  • 92. NATHAN SHEDROFF nathan.com @nathanshedroff Intensity CCA FELLOWS PROGRAM 2014NATHAN SHEDROFF nathan.com
  • 93. NATHAN SHEDROFF nathan.com @nathanshedroff Intensity
  • 94. NATHAN SHEDROFF nathan.com @nathanshedroff BREADTH DURATION TRIGGERS INTENSITY INTERACTION Passive Active Interactive VALUE
  • 95. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 96. NATHAN SHEDROFF nathan.com @nathanshedroff BREADTH DURATION Initiation Immersion Conclusion Continuation TRIGGERS VALUE INTENSITY INTERACTION
  • 97. NATHAN SHEDROFF nathan.com @nathanshedroff BREADTHTRIGGERS VALUE Meaning Status/Identity Emotion/Lifestyle Price Function INTENSITY INTERACTION DURATION
  • 98. NATHAN SHEDROFF nathan.com @nathanshedroff VALUE: MEANINGFUL IDENTITY EMOTIONAL FINANCIAL FUNCTIONAL
  • 99. NATHAN SHEDROFF nathan.com @nathanshedroff Does this do what I need...? VALUE: MEANINGFUL IDENTITY EMOTIONAL FINANCIAL FUNCTIONAL
  • 100. NATHAN SHEDROFF nathan.com @nathanshedroff ...at a price that’s worth it? VALUE: MEANINGFUL IDENTITY EMOTIONAL FINANCIAL FUNCTIONAL
  • 101. NATHAN SHEDROFF nathan.com @nathanshedroff How does this make me feel? VALUE: MEANINGFUL IDENTITY EMOTIONAL FINANCIAL FUNCTIONAL
  • 102. NATHAN SHEDROFF nathan.com @nathanshedroff Is this me? VALUE: MEANINGFUL IDENTITY EMOTIONAL FINANCIAL FUNCTIONAL
  • 103. NATHAN SHEDROFF nathan.com @nathanshedroff Does this fit into my world? VALUE: MEANINGFUL IDENTITY EMOTIONAL FINANCIAL FUNCTIONAL
  • 104. NATHAN SHEDROFF nathan.com @nathanshedroff WHAT’S MEANING?
  • 105. 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
  • 106. 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
  • 107. 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
  • 108. 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
  • 109. NATHAN SHEDROFF nathan.com @nathanshedroff CORE MEANINGS VALUES/IDENTITY EMOTIONS PRICE FEATURES (PERF.) TIME COST ENERGY
  • 110. NATHAN SHEDROFF nathan.com @nathanshedroff CORE MEANINGS VALUES/IDENTITY EMOTIONS PRICE FEATURES (PERF.) TIME COST ENERGY
  • 111. NATHAN SHEDROFF nathan.com @nathanshedroff MEANING IS THE DEEPEST CONNECTION YOU CAN MAKE WITH A CUSTOMER/USER/ AUDIENCE
  • 112. NATHAN SHEDROFF nathan.com @nathanshedroff ALL DESIGN IS THE PROCESS
 OF EVOKING MEANING
  • 113. NATHAN SHEDROFF nathan.com @nathanshedroff BREAK
  • 114. NATHAN SHEDROFF nathan.com @nathanshedroff EXERCISE
  • 116. NATHAN SHEDROFF nathan.com @nathanshedroff MEANING STRATEGY
  • 117. NATHAN SHEDROFF nathan.com @nathanshedroff WHAT MEANINGS DO YOUR CUSTOMERS PRIORITIZE? Customer Meaning Priorities MEANING STRATEGY
  • 118. NATHAN SHEDROFF nathan.com @nathanshedroff Corporate Meaning Priorities Customer Meaning Priorities WHAT MEANINGS DOES YOUR ORGANIZATION PRIORITIZE? MEANING STRATEGY
  • 119. NATHAN SHEDROFF nathan.com @nathanshedroff Corporate Meaning Priorities Team Meaning Priorities Customer Meaning Priorities WHAT MEANINGS DO
 YOU PRIORITIZE? MEANING STRATEGY
  • 120. 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
  • 121. NATHAN SHEDROFF nathan.com @nathanshedroff Corporate Meaning Priorities Team Meaning Priorities Customer Meaning Priorities Competitors’ Meaning Priorities Strategic Focus MEANING STRATEGY
  • 122. 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
  • 123. 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
  • 124. 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
  • 125. 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
  • 126. 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
  • 127. NATHAN SHEDROFF nathan.com @nathanshedroff MEANING IS STRATEGIC
  • 128. NATHAN SHEDROFF nathan.com @nathanshedroff THE MOST SUCCESSFUL EXPERIENCES ARE MEANINGFUL
  • 129. NATHAN SHEDROFF nathan.com @nathanshedroff WE MUST COLLECT MORE & NEW
 INFORMATION
  • 130. NATHAN SHEDROFF nathan.com @nathanshedroff Qualitative Research Techniques: Interviews Careful Surveys Shadowing Laddering Games, etc. Book: The Meaning of Things by Mihaly Csikszentmihalyi
  • 131. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 132. NATHAN SHEDROFF nathan.com @nathanshedroff LADDERING EXERCISE
  • 133. NATHAN SHEDROFF nathan.com @nathanshedroff FREEDOM COMMUNITY
  • 134. NATHAN SHEDROFF nathan.com @nathanshedroff JUSTICE ONENESS
  • 135. 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
  • 136. NATHAN SHEDROFF nathan.com @nathanshedroff Flavor Primary Hard Complex Loud Forest/Plants Sweet - Sugar Community Triggers SoundColor Materials Form Aroma
  • 137. NATHAN SHEDROFF nathan.com @nathanshedroff Flavor Muted/ Desaturated Plastic Porous Natural/Organic Natural, Floral Salty Harmony Triggers SoundColor Materials Form Aroma
  • 138. NATHAN SHEDROFF nathan.com @nathanshedroff EXERCISE
  • 139. NATHAN SHEDROFF nathan.com @nathanshedroff LIST: top 5 core meanings for each group MEANING STRATEGY CUST.: ________ ________ ________ ________ ________ ORG: ________ ________ ________ ________ ________ YOU/ TEAM: ________ ________ ________ ________ ________ COMPET: ________ ________ ________ ________ ________
  • 140. 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
  • 141. 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 √ √ √ √ √
  • 142. NATHAN SHEDROFF nathan.com @nathanshedroff BREAK
  • 143. NATHAN SHEDROFF nathan.com @nathanshedroff THE WAVELINE
  • 144. NATHAN SHEDROFF nathan.com @nathanshedroff IF THE RELATIONSHIP IS SO IMPORTANT, HOW DO WE DESIGN A LASTING ONE?
  • 145. 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
  • 146. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 147. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 148. 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
  • 149. 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
  • 150. 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
  • 151. 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
  • 152. 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
  • 153. 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
  • 154. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 155. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 156. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 157. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 158. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 159. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 160. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 161. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 162. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 163. NATHAN SHEDROFF nathan.com @nathanshedroff More Personal More Universal
  • 164. NATHAN SHEDROFF nathan.com @nathanshedroff More Personal More Universal
  • 165. NATHAN SHEDROFF nathan.com @nathanshedroff More Personal More Universal
  • 166. NATHAN SHEDROFF nathan.com @nathanshedroff More Personal More Universal
  • 167. NATHAN SHEDROFF nathan.com @nathanshedroff Core Meanings Triggers
  • 168. 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
  • 169. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 170. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 171. NATHAN SHEDROFF nathan.com @nathanshedroff Start(findit) End(buyit)
  • 172. NATHAN SHEDROFF nathan.com @nathanshedroff Start(walkintothestore) End(walkoutofthestore)
  • 173. NATHAN SHEDROFF nathan.com @nathanshedroff Start(wantorneedsomething) End(boughtit,usedit,finallyusedit
  • 174. NATHAN SHEDROFF nathan.com @nathanshedroff Start(wantorneedsomething) End? Heardaboutit--orsomethingelse Sawitorsomethinglikeit Foundone,touchedit —probablysomeoneelse’s Wentonline Wentintothestore Sawanadvertisement Boughtit Usedit Repairedit Leantit Replacedit
  • 175. NATHAN SHEDROFF nathan.com @nathanshedroff Start(wantorneedsomething) CustomerDies Heardaboutit--orsomethingelse Sawitorsomethinglikeit Foundone,touchedit —probablysomeoneelse’s Wentonline Wentintothestore Sawanadvertisement Boughtit Usedit Repairedit Leantit Replacedit
  • 176. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 177. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 178. NATHAN SHEDROFF nathan.com @nathanshedroff Ordinary World Extraordinary World Everyday,IntheOrdinaryWorld CalltoAdventure Refusal MeetingWithTheMentor CrossingTheThreshold Tests,Allies,andEnemies ApproachToInmostCave Ordeal Reward(SeekingTheSword) TheRoadBack
  • 179. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 180. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 181. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 182. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 183. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 184. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 185. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 186. NATHAN SHEDROFF nathan.com @nathanshedroff Planned (Best) Experience Waveline
  • 187. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 188. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 189. 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
  • 190. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 191. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 192. 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 -
  • 193. NATHAN SHEDROFF nathan.com @nathanshedroff OUR FOCUS
  • 194. 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
  • 195. 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
  • 196. 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
  • 197. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 198. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 199. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 200. © 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
  • 201. NATHAN SHEDROFF nathan.com @nathanshedroff EXERCISE
  • 202. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 203. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 204. NATHAN SHEDROFF nathan.com @nathanshedroff Current Experience Waveline
  • 205. NATHAN SHEDROFF nathan.com @nathanshedroff Current Experience Waveline
  • 206. NATHAN SHEDROFF nathan.com @nathanshedroff Current Experience Waveline Planned (Best) Experience Waveline
  • 207. NATHAN SHEDROFF nathan.com @nathanshedroff Current Experience Waveline Touchpoint Opportunity 1 Touchpoint Opportunity 2 Touchpoint Opportunity 3 Planned (Best) Experience Waveline
  • 208. © 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
  • 209. NATHAN SHEDROFF nathan.com @nathanshedroff
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  • 220. NATHAN SHEDROFF nathan.com @nathanshedroff YOU’RE ALREADY DOING THIS (SOMEWHAT)
  • 221. NATHAN SHEDROFF nathan.com @nathanshedroff NOW GO DO IT BETTER
  • 222. NATHAN SHEDROFF nathan.com @nathanshedroff www.slideshare.net/NathanShedroff/using-the- waveline-workshop
  • 223. 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