Experience Design - Help me define it


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DRAFT scenario to help define Experience Design as a strategic and creative position within the organization. Any feedback would be helpful.

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Experience Design - Help me define it

  1. 1. Defining Experience Design prepared by joe szabo version 1.4
  2. 2. What is Experience Design? Experience Design provides a systematic approach to interacting with customers that consistently builds loyalty over time. It is a cross-functional, interdisciplinary practice that collaborates with Insights, Strategy, Design and Technology to create memorable experiences. This new form of collaboration aims to create a faster, smarter thought process from the Discovery stage through to Development. tEchnology contEnt What’s relevant? Is it engaging? usability Can the customer use it? joe szabo march 2010 2
  3. 3. What is the Vision? Experience Design creates a holistic view of a brand across multiple interaction points. The view is a seamless and consistent experience that garners trust, loyalty and advocacy for the brands we service while respecting the needs of our customers. tEchnology contEnt • Be useful What’s the latest app? Is it engaging? • Be easy to use • Be desirable • Be easy to find • Be appropriately transparent • Be a pleasure to do business with usability Can the customer use it? joe szabo march 2010 3
  4. 4. inputs Required for Experience Design The catalyst for good experiences comes from collaboration. With insights, strategy, and research, here are the inputs needed to design the right expereience. • There is a clear definition of target customers • The needs of target customers are well understood • There are clear objectives for how the project will impact target customers • The experience is designed for every stage of the customer lifecycle, from initial roll-out to ongoing support • There is a plan for testing the impact on target customers • There are resources and time allotted to iterating on the design to improve customer experience • There is a plan for gathering ongoing feedback to monitor the customer experience over time • There is a clear definition of success, for both the company and for target customers joe szabo march 2010 4
  5. 5. outputs Expected from Experience Design in the Define Stage econcepts Ideas that have the biggest impact the brand. They are not tactics or executions; they are concepts that can live within multiple interaction points: email, service design, social media, desktop widgets, websites or applications. eConcepts are meant to create a chemical reaction within the service areas. Proof of concept Using web-based software we can create clickable concepts in the browser to help our clients see the big idea. Experience strategy A simple and succinct document of what the intended customer experience will be, outlining business, communication and user objectives. joe szabo march 2010 5
  6. 6. outputs Expected from Experience Design in the Design Stage Experience Flows Visual diagrams of how the customer is affected by the experience. The diagrams show multiple interaction points and what the customer can expect at each one. Functional Flows (where applicable) Visual diagrams of how functions operate and affect the customer. They are not technical in nature; however, they can influence technology. content strategy Identifies types of content required for business goals and what will enage our target customers. usability Evaluations There are 2 phases of usability. Each phase depends on the scope of the project. Phase 1 occurs in the early stages of design where we test user interfaces and information design. The results of the study are implemented in the final design. Phase 1 usability involves no additional costs. Phase 2 is a more detailed study of how intended users complete their assigned tasks on a website or application. Phase 2 usability involves additional time and may involve additional budget. joe szabo march 2010 6
  7. 7. how Experience accelerates the Process Experience is based on data and a passion for customer needs. With critical observation and objectivity, Experience Concepts, or eConcepts, begin to form by collaborating with Account Services, Insights and Strategy. This thinking is a work in progress; it is meant to help crystalize the strategy. The intent is to launch eConcepts early and iterate often based on data and collaboration with other service groups. It is a non-linear approach that makes service areas think laterally and get our ideas to market faster than the competition. on th s æ A-HA! Moment The Crystalization of Planning, Strategy & Insight m - 5 ks eConcepts ee w 2 planning research and refinement and experience connection planning development experience takes into account the user, technology and marketing trends to create concepts that have the greatest impact on the factors that affect a brand. joe szabo march 2010 7
  8. 8. the hand off Experience collaborates with multiple service areas, acting as the connective tissue between account management, business requirements and the user experience. eConcepts are formulated with strategy, SEAD and creative simultaneously, thus creating a faster, smarter thought process. planning strategy experience 1. Experience collaborates with Strategy to formulate a Strategic Vision that sets the SEAD foundation for what SEAD and Creative develop. 2. Experience collaborates with SEAD to ensure the proof of concept is valid. 3. Experience collaborates with Creative to ensure ideas are user-centric and provide value-added experiences. creative 3 joe szabo march 2010 8