Using the Waveline (workshop)

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USING THE WAVELINE MAPPINGPREMIUM VALUE TO THE USER JOURNEY Nathan Shedroﬀ California College of the Arts nathan@nathan.com @nathanshedroff designmba.org

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NATHAN SHEDROFF nathan.com@nathanshedroff 11:30 AM 10:00 AM BREAK LADDERING EXERCISE WAVELINE EXERCISE DISCUSSION INTRODUCTIONS THE STORY BEHIND THE WAVELINE 11:45 AM WORKSHOP SCHEDULE 1:45 PM (13:45)

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NATHAN SHEDROFF nathan.com@nathanshedroff www.slideshare.net/NathanShedroff/using-the- waveline-workshop

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MAKE IT SO InteractionDesign 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

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MBA IN DESIGNSTRATEGY MBA IN STRATEGIC FORESIGHT

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NATHAN SHEDROFF nathan.com@nathanshedroff THE WAVELINE

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© SCANSION 2014ConsumerExperience Waveline Waveline Opportunities Opportunity 1 Opportunity 2 Touchpoints EXPLORATION SETUPPURCHASE Lorem ipsum dolor sit amet, consectetur 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, consectetur 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, consectetur 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, consectetur 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, consectetur 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, consectetur 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, consectetur 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, consectetur 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, consectetur 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, consectetur 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, consectetur 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, consectetur 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, consectetur 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, consectetur 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, consectetur 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, consectetur 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, consectetur 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, consectetur 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, consectetur 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, consectetur 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, consectetur 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, consectetur 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, consectetur 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, consectetur 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, consectetur 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, consectetur 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, consectetur 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, consectetur 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, consectetur 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

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NATHAN SHEDROFF nathan.com@nathanshedroff

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NATHAN SHEDROFF nathan.com@nathanshedroff TOTAL VALUE (PREMIUM VALUE) FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE = QUANTITATIVE QUALITATIVE

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NATHAN SHEDROFF nathan.com@nathanshedroff TOTAL VALUE FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE $1.1B = Instagram

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NATHAN SHEDROFF nathan.com@nathanshedroff $1.1B Instagram TOTAL VALUE FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE = $86M

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NATHAN SHEDROFF nathan.com@nathanshedroff $1.1B Instagram TOTAL VALUE FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE = $86M $1.01B

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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

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NATHAN SHEDROFF nathan.com@nathanshedroff More Personal More Universal

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NATHAN SHEDROFF nathan.com@nathanshedroff Core Meanings Triggers

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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

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NATHAN SHEDROFF nathan.com@nathanshedroff Start(ﬁndit) End(buyit)

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NATHAN SHEDROFF nathan.com@nathanshedroff Start(walkintothestore) End(walkoutofthestore)

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NATHAN SHEDROFF nathan.com@nathanshedroff Start(wantorneedsomething) End(boughtit,usedit,ﬁnallyusedit

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NATHAN SHEDROFF nathan.com@nathanshedroff Start(wantorneedsomething) End? Heardaboutit--orsomethingelse Sawitorsomethinglikeit Foundone,touchedit —probablysomeoneelse’s Wentonline Wentintothestore Sawanadvertisement Boughtit Usedit Repairedit Leantit Replacedit

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NATHAN SHEDROFF nathan.com@nathanshedroff Start(wantorneedsomething) CustomerDies Heardaboutit--orsomethingelse Sawitorsomethinglikeit Foundone,touchedit —probablysomeoneelse’s Wentonline Wentintothestore Sawanadvertisement Boughtit Usedit Repairedit Leantit Replacedit

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NATHAN SHEDROFF nathan.com@nathanshedroff Ordinary World Extraordinary World Everyday,IntheOrdinaryWorld CalltoAdventure Refusal MeetingWithTheMentor CrossingTheThreshold Tests,Allies,andEnemies ApproachToInmostCave Ordeal Reward(SeekingTheSword) TheRoadBack

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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

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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

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

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NATHAN SHEDROFF nathan.com@nathanshedroff OUR FOCUS

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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

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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

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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

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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 interface. 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 exploring 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 adipiscing elit. Sed ullamcorper, 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 customer 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

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

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NATHAN SHEDROFF nathan.com@nathanshedroff LADDERING EXERCISE

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NATHAN SHEDROFF nathan.com@nathanshedroff FREEDOM COMMUNITY

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NATHAN SHEDROFF nathan.com@nathanshedroff JUSTICE ONENESS

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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

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

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

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NATHAN SHEDROFF nathan.com@nathanshedroff EXERCISE

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NATHAN SHEDROFF nathan.com@nathanshedroff Current Experience Waveline

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NATHAN SHEDROFF nathan.com@nathanshedroff Current Experience Waveline

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NATHAN SHEDROFF nathan.com@nathanshedroff Current Experience Waveline Desired Experience Waveline

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NATHAN SHEDROFF nathan.com@nathanshedroff Current Experience Waveline Desired Experience Waveline Touchpoint Opportunity 1 Touchpoint Opportunity 2 Touchpoint Opportunity 3

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NATHAN SHEDROFF nathan.com@nathanshedroff YOU’RE ALREADY DOING THIS (SOMEWHAT)

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NATHAN SHEDROFF nathan.com@nathanshedroff NOW GO DO IT BETTER

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NATHAN SHEDROFF nathan.com@nathanshedroff www.slideshare.net/NathanShedroff/using-the- waveline-workshop

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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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Using the Waveline (workshop)