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The Value Design Brings to Business (WebVisions Portland 2016)

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These are the slides from my May 2016 talk at the Webvisions conference in Portland.

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The Value Design Brings to Business (WebVisions Portland 2016)

  1. 1. THE VALUE DESIGN BRINGS TO BUSINESS Nathan Shedroff California College of the Arts nathan@nathan.com @nathanshedroff designmba.org
  2. 2. NATHAN SHEDROFF nathan.com @nathanshedroff
  3. 3. NATHAN SHEDROFF nathan.com @nathanshedroff
  4. 4. MAKE IT SO Interaction Design Lessons from Science Fiction by NATHAN SHEDROFF & CHRISTOPHER NOESSEL foreword by Bruce Sterling Many designers enjoy the interfaces seen in science fiction films and television shows. Freed from the rigorous constraints of designing for real users, sci-fi production designers develop blue-sky interfaces that are inspiring, humorous, and even instructive. By carefully studying these “outsider” user interfaces, designers can derive lessons that make their real-world designs more cutting edge and successful. “Designers who love science fiction will go bananas over Shedroff and Noessel’s delightful and informative book on how interaction design in sci-fi movies informs interaction design in the real world.... You will find it as useful as any design textbook, but a whole lot more fun.” ALAN COOPER “Father of Visual Basic” and author of The Inmates Are Running the Asylum “Part futurist treatise, part design manual, and part cultural analysis, Make It So is a fascinating investigation of an often-overlooked topic: how sci-fi influences the development of tomorrow’s machine interfaces.” ANNALEE NEWITZ Editor, io9 blog “Shedroff and Noessel have created one of the most thorough and insightful studies ever made of this domain.” MARK COLERAN Visual designer of interfaces for movies (credits include The Bourne Identity, The Island, and Lara Croft: Tomb Raider) “Every geek’s wet dream: a science fiction and interface design book rolled into one.” MARIA GIUDICE CEO and Founder, Hot Studio www.rosenfeldmedia.com MORE ON MAKE IT SO www.rosenfeldmedia.com/books/science-fiction-interface/ MAKEITSObyNATHANSHEDROFF&CHRISTOPHERNOESSEL Experience Design 1.1 a manifesto for the design of experiences by Nathan Shedroff product taxonomies 16 user behavior 116 100 years 22 information 42 takeaways 28 data 36 knowledge 48 subjectivity 78 consistency 96 navigation 84 product taxonomies 16 user behavior 116 experiences 4 experience taxonomies 10 100 years 22 wisdom 54 information 42 takeaways 28 data 36 knowledge 48 subjectivity 78 consistency 96 navigation 84 Design Strategy in Action Edited by Nathan Shedroff A publication from the MBA in Design Strategy program California College of the Arts 2011 2008 Edition Dictionary of Sustainable Management
  5. 5. NATHAN SHEDROFF nathan.com @nathanshedroff MBA IN DESIGN STRATEGY MBA IN STRATEGIC FORESIGHT
  6. 6. NATHAN SHEDROFF nathan.com @nathanshedroff VALUE
  7. 7. NATHAN SHEDROFF nathan.com @nathanshedroff $ £ ¤ ¥ Photo: epsos (Flickr)
  8. 8. NATHAN SHEDROFF nathan.com @nathanshedroff $ £ ¤ ¥ function Photo: bengt-re (Flickr)
  9. 9. 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)
  10. 10. 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)
  11. 11. NATHAN SHEDROFF nathan.com @nathanshedroff meaning identity emotion price function Photo: mynameisharsha (Flickr) NATHAN SHEDROFF nathan.com @nathanshedroff
  12. 12. NATHAN SHEDROFF nathan.com @nathanshedroff meaning identity emotion price function
  13. 13. NATHAN SHEDROFF nathan.com @nathanshedroff meaning identity emotion price function RELATIONSHIP
  14. 14. NATHAN SHEDROFF nathan.com @nathanshedroff EXPERIENCE meaning identity emotion price function
  15. 15. 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
  16. 16. NATHAN SHEDROFF nathan.com @nathanshedroff Photo: 36081663@N00 (Flickr)
  17. 17. NATHAN SHEDROFF nathan.com @nathanshedroff Juabar
  18. 18. NATHAN SHEDROFF nathan.com @nathanshedroff meaning identity emotion price function
  19. 19. NATHAN SHEDROFF nathan.com @nathanshedroff meaning identity emotion price function QUANTITATIVE QUALITATIVE
  20. 20. NATHAN SHEDROFF nathan.com @nathanshedroff Photo: hypophyse (Flickr)
  21. 21. NATHAN SHEDROFF nathan.com @nathanshedroff meaning identity emotion price function QUANTITATIVE QUALITATIVE + + + + = TOTAL VALUE
  22. 22. NATHAN SHEDROFF nathan.com @nathanshedroff meaning identity emotion price function “BOOK VALUE” “GOOD WILL” + + + + = TOTAL VALUE
  23. 23. NATHAN SHEDROFF nathan.com @nathanshedroff TOTAL VALUE (PREMIUM VALUE) FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE = QUANTITATIVE QUALITATIVE
  24. 24. NATHAN SHEDROFF nathan.com @nathanshedroff TOTAL VALUE FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE $1.1B = Instagram
  25. 25. NATHAN SHEDROFF nathan.com @nathanshedroff $1.1B Instagram TOTAL VALUE FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE = $86M
  26. 26. NATHAN SHEDROFF nathan.com @nathanshedroff $1.1B Instagram TOTAL VALUE FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE = $86M $1.01B
  27. 27. NATHAN SHEDROFF nathan.com @nathanshedroff
  28. 28. NATHAN SHEDROFF nathan.com @nathanshedroff
  29. 29. NATHAN SHEDROFF nathan.com @nathanshedroff
  30. 30. NATHAN SHEDROFF nathan.com @nathanshedroff EXPERIENCE CREATES VALUE
  31. 31. NATHAN SHEDROFF nathan.com @nathanshedroff EXPERIENCE CREATES VALUE
  32. 32. THOSE COMPANIES (AND PEOPLE)
 WHO FOCUS ON TOTAL VALUE CREATE MORE OF IT, MORE OFTEN NATHAN SHEDROFF nathan.com @nathanshedroff
  33. 33. THOSE COMPANIES (AND PEOPLE)
 WHO FOCUS ON PREMIUM VALUE CREATE MORE OF IT, MORE OFTEN NATHAN SHEDROFF nathan.com @nathanshedroff
  34. 34. WE’RE ALL IN THE RELATIONSHIP BUSINESS
 NATHAN SHEDROFF nathan.com @nathanshedroff
  35. 35. RELATIONSHIPS ARE STRATEGIC Photo: yeahbouyee IFlickr) NATHAN SHEDROFF nathan.com @nathanshedroff
  36. 36. EXPERIENCE IS STRATEGIC NATHAN SHEDROFF nathan.com @nathanshedroff
  37. 37. NATHAN SHEDROFF nathan.com @nathanshedroff From: The Experience Economy, Pine and Gilmore Commodity Product Service Experience Price/Value/Loyalty EXPERIENCE IS STRATEGIC
  38. 38. NATHAN SHEDROFF nathan.com @nathanshedroff EXPERIENCE IS STRATEGIC Commodity Product Service Event/ Environment Experience Price/Value/Loyalty
  39. 39. NATHAN SHEDROFF nathan.com @nathanshedroff R E XPE I EN EC meaningful identity emotional financial functional NEEDSOFFER INTENT RELATIONSHIP BREADTH Product Service Brand Channel/Environment (Space) Promotion TRIGGERS Sight Sound Smell Taste Touch Concepts Name(s) Symbols Price VALUE Meaning Status/Identity Emotion/Lifestyle Price Function INTENSITY Reflex Habit Engagement INTERACTION Passive Active Interactive DURATION Initiation Immersion Conclusion Continuation
  40. 40. NATHAN SHEDROFF nathan.com @nathanshedroff WE NEED BETTER TOOLS TO UNDERSTAND TOTAL VALUE
  41. 41. NATHAN SHEDROFF nathan.com @nathanshedroff WE MUST COLLECT MORE & NEW
 INFORMATION
  42. 42. 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
  43. 43. NATHAN SHEDROFF nathan.com @nathanshedroff QUALITATIVE RESEARCH TECHNIQUES: Interviews Careful Surveys Shadowing Laddering Games, etc. Book: The Meaning of Things by Mihaly Csikszentmihalyi
  44. 44. NATHAN SHEDROFF nathan.com @nathanshedroff FREEDOM COMMUNITY
  45. 45. NATHAN SHEDROFF nathan.com @nathanshedroff JUSTICE ONENESS
  46. 46. 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
  47. 47. NATHAN SHEDROFF nathan.com @nathanshedroff Flavor Primary Hard Complex Loud Forest/Plants Sweet - Sugar Community Triggers SoundColor Materials Form Aroma
  48. 48. NATHAN SHEDROFF nathan.com @nathanshedroff Flavor Muted/ Desaturated Plastic Porous Natural/Organic Natural, Floral Salty Harmony Triggers SoundColor Materials Form Aroma
  49. 49. NATHAN SHEDROFF nathan.com @nathanshedroff WE NEED NEW TOOLS TO DESIGN RELATIONSHIPS (EXPERIENCES)
  50. 50. Customer Media- Touchpoint Time Indicator Role1Role2Role3Role4 Waitress Cook Manager + – Fail Line 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
  51. 51. NATHAN SHEDROFF nathan.com @nathanshedroff EXPERIENCE AFFECTS “STATE OF MIND”
  52. 52. NATHAN SHEDROFF nathan.com @nathanshedroff STATE OF MIND (SOM) IS WHAT YOU FEEL AND THINKING AT ANY MOMENT
  53. 53. ResponseResponse Response Stimuli
  54. 54. State of Mind: Memory Emotions Perceptual Bias Behavioral Response Mental Models ResponseResponse Response Stimuli
  55. 55. 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
  56. 56. State of Mind: Memory Emotions Perceptual Bias Behavioral Response Mental Models State of Mind: Emotions Behavioral Response Mental Models (Triggers)
  57. 57. Core Meanings State of Mind: Memory Emotions Perceptual Bias Behavioral Response Mental Models State of Mind: Emotions Behavioral Response Mental Models
  58. 58. 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
  59. 59. 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
  60. 60. 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
  61. 61. © 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 eli ia mauris non fauc mattis lectus. Nun Nulla rutrum comm ulum augue alique Lorem ipsum dol tetur adipiscing eli ia mauris non fauc mattis lectus. Nun Nulla rutrum comm ulum augue alique Lorem ipsum dol tetur adipiscing eli mauris non faucib lectus. Nunc ac or rutrum commodo augue aliquet nec Confusion Anxiety INTENSITY T I M E 2 1 2 1 Beauty Wonder Ideal Consumer Experience Waveline Customer Segment 1 Customer Segment 1 Customer Segment 1 Computer crashes All the touchpoints are important Retail confusion around products Which computers have integrative features Struggling to setup WiFi The excitement of a new computer Explaining the key touchpoints during exploration PC Learning Experience Video Getting diverse opinions Exploring the touchpoints PC Learning Experience Powerpoint
  62. 62. 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
  63. 63. NATHAN SHEDROFF nathan.com @nathanshedroff Corporate Decision Drivers Team Decision Drivers Customer Decision Drivers Competitors’ Decision Drivers Strategic Focus STRATEGIC MEANING ALIGNMENT
  64. 64. NATHAN SHEDROFF nathan.com @nathanshedroff Corporate Decision Drivers Team Decision Drivers Customer Decision Drivers Competitors’ Decision Drivers STRATEGIC MEANING ALIGNMENT Community Wonder Accomplishment Beauty Accomplishment Enlightenment Community Wonder Security Wonder Accomplishment Community Accomplishment Community Wonder
  65. 65. INITIATION (EXPECTATIONS) STATE OF MIND (CONTEXT): BACKSTAGE: TOUCHPOINT ECOSYSTEM: PRODUCT, SERVICE, EVENT, NAME, IDENTITY/SYMBOL MEDIA: SOCIAL, ETC? LOCATION EMOTIONS TRIGGERS: VISUAL (COLOR, TYPE, LAYOUT, IMAGE, PATTERN), AUDIO, AROMA, TASTE, TOUCH, CONCEPT MEMORY, BIAS, MENTAL MODELS GOAL/VALUE AGENT ACTION/RESPONSE: ENGAGEMENT CONCLUDE/REFLECT CONTINUATION (REPEAT) TIME > > > ROX WAVELINE TEMPLATE PROJECT: TASK: INTENSITY>>> PLANNED ACTUAL PERSONA/ACTOR: designmba.org/open-source-curricula FREEDOM CCA LEADING BY DESIGN FELLOWS PROGRAM www.cca.edu/fellowsprogram EXPERIENCE WORKBOOK OBSERVATIONS AND OPPORTUNITIES IN EXPERIENCE DESIGN 15 THE 6 DIMENSIONS OF EXPERIENCE: There are 6 dimensions of every experience, whether these are natural or man-made adn whether these are business-oriented to not. This workbook will help you explore and analyze the experiences around you and aide you in developing better experiences for customers. SIGNIFICANCE Meaning Status/Identity Emotions/Lifestyle Price/Value Function DURATION (TIME) Initiation Immersion Conclusion Continuation TRIGGERS Sight Sound Smell Taste Touch Concepts Symbols BREADTH Prodcut Service Brand Name Channel/Environment Promotion Price INTENSITY Reflex Habit Engagement INTERACTION Static Passive Active Interactive For each of the dimensions above, observe your customers/users/audience when and where they experience needs and current solutions. EXPERIENCE OBSERVATION INTENSITY Is the experience... REFLEX? HABIT? ENGAGEMENT? If so, there is likely no design opportunity. If so, can this experience be turned into an engagement experience? This is where the vast number of opportunities lie. DURATION (TIME) Is the experience... REFLEX? HABIT? ENGAGEMENT? If so, there is likely no design opportunity. If so, can this experience be turned into an engagement experience? This is where the vast number of opportunities lie. 1 14 BUSINESS MODEL: With these new elements of experience, are their threats to your gurrent business model? Are there new opportunities? Flavor Primary Hard Complex Loud Forest/Plants Sweet - Sugar Community Triggers SoundColor Materials Form Aroma
  66. 66. NATHAN SHEDROFF nathan.com @nathanshedroff WE NEED TO DO THE WORK TO BRIDGE OUR DIFFERENT WORLDS
  67. 67. NATHAN SHEDROFF nathan.com @nathanshedroff BUSINESSPEOPLE ARE EXTREMELY CONFIDENT ABOUT THINGS THAT AREN’T TRUE
  68. 68. NATHAN SHEDROFF nathan.com @nathanshedroff GROWTH IS EVERYTHING FREE MARKETS ARE EFFICIENT MARKETS OPTIMIZE EVERYTHING “THE BUSINESS OF BUSINESS IS BUSINESS” “CORPORATIONS ARE PEOPLE MY FRIEND” THE FOUNDING FATHERS (USA) WERE PRO-BUSINESS THE GPD MEASURES PROGRESS RICH PEOPLE CREATE JOBS THE NUMBERS TELL THE STORY MARKETING & SALES ARE SIMILAR BUSINESSES ARE MORE EFFICIENT THAN GOVERNMENTS FOCUS ON MINIMAL VIABLE PRODUCT COOPERATION IS FOR WUSSES LEADERSHIP COMES FROM AUTHORITY MYTHS OF BUSINESS
  69. 69. NATHAN SHEDROFF nathan.com @nathanshedroff THE WORK SPEAKS FOR ITSELF DESIGN IS FOCUSED ON CUSTOMERS DESIGNERS CREATE CULTURE BUSINESSPEOPLE ONLY CARE ABOUT THE NUMBERS NUMBERS DON’T TELL THE STORY YOU CAN PROTECT AN IDEA DESIGNERS CREATE AND CONTROL THE EXPERIENCE IT’S GOTTA LOOK NICE THE BEST SOLUTION ALWAYS WINS MYTHS OF DESIGN
  70. 70. NATHAN SHEDROFF nathan.com @nathanshedroff
  71. 71. NATHAN SHEDROFF nathan.com @nathanshedroff
  72. 72. NATHAN SHEDROFF nathan.com @nathanshedroff
  73. 73. NATHAN SHEDROFF nathan.com @nathanshedroff
  74. 74. NATHAN SHEDROFF nathan.com @nathanshedroff WE ALSO NEED TO HELP BUILD NEW BUSINESS TOOLS
  75. 75. NATHAN SHEDROFF nathan.com @nathanshedroff The Business Model Canvas Cost Structure Key Partners Key Resources Channels Key Activities Value Proposition Customer Relationships Customer Segments Revenue Streams Business Model Generation, Alexander Osterwalder businessmodelgeneration.com
  76. 76. NATHAN SHEDROFF nathan.com @nathanshedroff The Business Model Canvas Cost Structure Key Partners Key Resources Channels Key Activities Value Proposition Customer Relationships Customer Segments Revenue Streams Business Model Generation, Alexander Osterwalder businessmodelgeneration.com
  77. 77. NATHAN SHEDROFF nathan.com @nathanshedroff VALUE IS MORE THAN FINANCIAL
  78. 78. NATHAN SHEDROFF nathan.com @nathanshedroff EVERYONE IS IN THE RELATIONSHIP BUSINESS
  79. 79. NATHAN SHEDROFF nathan.com @nathanshedroff EVERYONE IS IN THE EXPERIENCE BUSINESS
  80. 80. NATHAN SHEDROFF nathan.com @nathanshedroff QUALITATIVE VS. QUANTITATIVE
  81. 81. NATHAN SHEDROFF nathan.com @nathanshedroff QUALITATIVE AND QUANTITATIVE
  82. 82. NATHAN SHEDROFF nathan.com @nathanshedroff WE NEED NEW TOOLS FOR RESEARCH, DESIGN, & BUSINESS
  83. 83. NATHAN SHEDROFF nathan.com @nathanshedroff
  84. 84. NATHAN SHEDROFF nathan.com @nathanshedroff THANK YOU nathan@nathan.com @nathanshedroff designmba.org MAKE IT SO Interaction Design Lessons from Science Fiction by NATHAN SHEDROFF & CHRISTOPHER NOESSEL foreword by Bruce Sterling Many designers enjoy the interfaces seen in science fiction films and television shows. Freed from the rigorous constraints of designing for real users, sci-fi production designers develop blue-sky interfaces that are inspiring, humorous, and even instructive. By carefully studying these “outsider” user interfaces, designers can derive lessons that make their real-world designs more cutting edge and successful. “Designers who love science fiction will go bananas over Shedroff and Noessel’s delightful and informative book on how interaction design in sci-fi movies informs interaction design in the real world.... You will find it as useful as any design textbook, but a whole lot more fun.” ALAN COOPER “Father of Visual Basic” and author of The Inmates Are Running the Asylum “Part futurist treatise, part design manual, and part cultural analysis, Make It So is a fascinating investigation of an often-overlooked topic: how sci-fi influences the development of tomorrow’s machine interfaces.” ANNALEE NEWITZ Editor, io9 blog “Shedroff and Noessel have created one of the most thorough and insightful studies ever made of this domain.” MARK COLERAN Visual designer of interfaces for movies (credits include The Bourne Identity, The Island, and Lara Croft: Tomb Raider) “Every geek’s wet dream: a science fiction and interface design book rolled into one.” MARIA GIUDICE CEO and Founder, Hot Studio www.rosenfeldmedia.com MORE ON MAKE IT SO www.rosenfeldmedia.com/books/science-fiction-interface/ MAKEITSObyNATHANSHEDROFF&CHRISTOPHERNOESSEL Experience Design 1.1 a manifesto for the design of experiences by Nathan Shedroff product taxonomies 16 user behavior 116 100 years 22 information 42 takeaways 28 data 36 knowledge 48 subjectivity 78 consistency 96 navigation 84 Design Strategy in Action Edited by Nathan Shedroff A publication from the MBA in Design Strategy program California College of the Arts 2011

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