Experience design through creative techniques like customer journey maps and service blueprints, with a focus on Facilitated Ideation, How Might We and Role-Playing.

1. Experience Design
Through the Lens of Creativity

2. Experience Design,
a Short Intro

3. Experience Design
is a methodology to make people’s interactions with complex
systems more pleasant

4. Experience Design
ensures that the long-term touchpoints encountered by a user,
customer or citizen will be, at worst, merely pleasant &
utterly delightful at best

5. The Creative Lens

6. Build a Mental Catalogue
Observe & Listen
Be deliberate about observing and listening
to the world around you.
Research
The more you know, the more you’re inspired.
Read
Being well-read adds to your creative
catalogue.
Stay on Top of Current Events
Knowing what’s happening around you ensures
you create things that are relevant and
useful.
Stay up-to-date with Emerging Tech
Being aware of new tech helps you identify
where it can be applied.
Fantasy & Science Fiction
A great showcase of human invention.
Question Everything
A questioning mind is more likely to identify
problems.
Meet New People, See New Places
Challenge yourself by broadening your
perspective.

7. Track your Observations & Learnings
Idea Board
Pin up ideas as you think of them, whether as
an individual or team - simply walking by it
inspires new ways of thinking.
Idea/Observation Journal
Keeping an idea or observation journal helps
you become a more active observer and
thinker.
Take Photos
A picture speaks a thousand words - take
photos and collect them in a dedicated space
for frequent referral.
Schedule Daily Reflections
Reflecting on your observations, learnings
and ideas help you be deliberate about the
change you’d like to bring about.

8. Practice your Creativity
Draw It Out
Doodles are powerful tools for placing your
mind in a space where anything’s possible.
Mind Map
Ideas are messy - use a mind map to connect
words and thoughts and create a clear
picture.
Find & Fix
Observe something in your daily life that
bothers you… and find a way to fix it!
Word Association
A simple exercise where you connect a variety
of words related to a single core - the
possibilities are endless!

9. Use Focused Methods
How Might We
Constraints help you focus your thinking -
never be faced with a blank page again!
Facilitated Group Brainstorms
One mind is powerful but combined minds are a
force.
Random Entry Method
A method of constraint used by the likes of
Apple - choose a random word and constrain
your ideas around it.
Analogous Inspiration
Use analogies to reframe old ideas or to give
ideas a new perspective.
Question-storming
Question-storming pushes you to examine all
aspects of a problem.

10. Designing any Experience

11. Create a Journey Map

12. User Journey Maps are
Used To
❏ Capture iconic moments
in a user’s journey
❏ From their point of
view:
- their actions
- their thoughts
- their feelings
- & interaction points
A Good Journey Map
❏ Tells a narrative where
the user is the author
❏ Contains the richness
of their experience
❏ Shows their end-to-end
experience
❏ Shows opportunities for
improvement
Creating a Journey Map
Requires
❏ Interviews with the
user
❏ Observing the user
❏ Collection of user data
❏ Empathy with the user &
their experience

13. Mind the Gap!

14. But First, Set the Stage

16. Create a Service Blueprint

17. Service Blueprints are
Used To
❏ Expose the internal
operations of your
business
❏ & how it ties to the
production of the
user’s experience
A Good Service
Blueprint
❏ Exposes the surface-to-
core of your business
❏ Shows not only the
user’s journey, but the
depth of the internal
structures that support
it
❏ Shows a complete
picture of how an
experience is produced
❏ Shows opportunities for
improvement
Creating a Service
Blueprint Requires
❏ A User Journey Map
❏ Cross-collaboration
between departments of
an organisation
❏ Suspension of blue sky
logic - Service
Blueprints speak to
current experiences

18. Case Study

19. Immersive Learning Experience

20. Immersive Learning
Experience
For a leading private bank,
we were asked to develop an
immersive learning
experience to showcase the
bank's investment into
technology and explore
advances in emerging
technology which would shape
the bank in years to come.
How We Did It
- Research & Listening
- Ideation with Constraints
- Close Client
Collaboration
- Low-fidelity Prototyping
- Internal Experience
Roleplaying
The Brief
- Immerse, lead & teach
1500 employees about
emerging tech that would
shape the bank over 3 days
- Focus on 6 key locations,
globally, that’s making its
mark
- Link the emerging tech to
the bank’s offerings
- Track employees’
interactions to provide
more info

21. Learning How to
Work Visually

22. Prototyping
A physical or visual way to
show how something will work
without it being fully
functional or designed—yet.
A Minimum Viable Prototype
is a low-quality, cost-
effective first model of an
idea, product, experience or
system made using any
material that falls within
those constraints.

23. Role Playing
Role playing refers to the
technique commonly used by
researchers studying
interpersonal behaviour by
assigning research
participants to particular
roles and instructing the
participants to act as if a
specific set of conditions
were true.

24. Conclusion

25. Q&A