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Evolutive experience design, or the survival of the fittest

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My speech at the San Francisco Design Week about design for the experience.

There is no life without evolution. Products, services, systems and solutions, like living organisms, come into the world, grow, struggle to survive and eventually die. They change and evolve, trying to fit a complex environment shaped by people needs and expectations, competitive or alternative experiences and emerging trends. Survive only those that can adapt and continue offering their users superior quality experiences. Design has the means to understand people and environments and the power of moulding experiences. It can thus shape experiences while changing over time artifacts and interfaces with whom people interact. How can design manage this evolution? The key is in adopting a continuous experience-centered approach.

Published in: Design

Evolutive experience design, or the survival of the fittest

  1. 1. Evolutive experience design. Or the survival of the fittest.
  2. 2. hi, I’m Luca
  3. 3. a journey in HK
  4. 4. Why this experience
  5. 5. why was this experience so relevant for me? Why it was so memorable? And why they change my future expectation when I travel?
  6. 6. Today, a new level of expectation
  7. 7. technology pushing
  8. 8. competition
  9. 9. experience perception and expectations new product service systems evolutive effect
  10. 10. Experience and design
  11. 11. A person’s combination of perceptions, emotions, memories, responses and knowledge that result from an interaction, actual or expected, with a product, system or service. Experience
  12. 12. expected lived remembered Experience is an emotional flow
  13. 13. setting remembered Important elements pain points wow moments peak end rule memories perceived avr.
  14. 14. The value of a great experience adoption buy engagement usage loyalty value services
  15. 15. a method of problem solving to do or plan (something) with a specific purpose or intention in mind. de•sign [dəzajn]
  16. 16. Brand & language design
  17. 17. Product design
  18. 18. JOIN THE LOOP LOGIN APPLICATION VALUE PROPOSITION JOIN THE LOOP PAIR A DEVICE WALLET ADD DO YOU WANT TO PAY WITH LOOP? FOR YOUR SECURITY WE NEED TO VERIFY YOUR IDENTITY NOT NOW YES LET’S GO YOU’LL NED A LOOP DEVICE FULL NAME E-MAIL PASSWORD FOB CHARGE CASE BUY ONE BILLING ADDRESS ADDRESS CITY STATE 1. BILLING ADDRESS 2. SSN NUMBER 3. SSN VERIFY PAIRING FLOW CONGRATS! YOU SYNCED ALL YOUR DEVICES NOW YOU ARE SKIP THIS ENTER MANUALLY WHY I NEED THE FOB? DOWNLOAD CARDS FROM YOUR BANK BANK NAME BANK NAME CARD DOWNLOAD FLOW CONGRATS! YOU ADDED 3 CARDS TO YOUR WALLET. SKIP THIS BANK NAME ALL CARD NAME ADD THE FIRST CARD TO YOUR WALLET ADD ENTER MANUALLY TAKE A PHOTO NO DEVICE ATTACHED YOUR CARDS CARD NAME CARD NAME CARD NAME CARD NAME CARD NAME CARD NAME CARD NAME CARD NAME CARD NAME 3241 4242 1242 4212 LUCA MASCARO 10/17 3241 4242 1242 4212 LUCA MASCARO 10/17 CVV TEL EXPIRE 652 (023) 323-421 10/17 TAP TO PAY TAP TO PAY 320$ LEFT 320$ LEFT 121 POINTS CREATING THE ACCOUNT With a full name, an email and a password a basic user is created. Loop now can promote products and services. EXPOSING THE ECOSYSTEM The user now understands that Loop is an ecosystem of useful services and devices. POPULATING THE WALLET The connection with card providers let the user to immediately use the wallet. CREATE THE NEED The wallet must be valuable by itself, but the interface should remember what is missing for the full experience. EASY ACCESS Directly from the list the user can access to the most important information of the card. If the user paired the card with his bank account, also the card balance is displayed. HELP AND SELL Why I need to use a Fob? Help the user could also be a good upselling point 01. Welcome 02. Joining the Loop 04. Loop devices' first sight03. Retriving card data 05. Adopt the wallet 06. Use the wallet The smartphone is LoopReady? Yes No Interaction design
  19. 19. Design & experience research
  20. 20. Service & system design
  21. 21. Strategic & business design
  22. 22. and processes
  23. 23. Design and Experience
  24. 24. meaningful useful simple enjoyable every interaction matter
  25. 25. The impact of design on the experience sign print symbols lvl 1 Communication brand product systems lvl 2 Utility service ecosystems information interaction lvl 3 Touchpoint business governement process policy lvl 4 Strategy
  26. 26. Design the Experience
  27. 27. Design for the Experience
  28. 28. curating the end to end experience
  29. 29. The competition of the fittest
  30. 30. Design and designers can face this new challenges
  31. 31. How we can design for continuously evolve experience?
  32. 32. experience centered design design culture
  33. 33. We must create evolving products and services that arouse a great end-to-end experience that exceed people expectations over time. The new goal
  34. 34. Experience first, over time Focus first on what expected and perceived value we want arouse during the end-to-end experience more than trend, context or needs. Philosophy
  35. 35. experience centered design
  36. 36. Experiences • expected • lived • remembered understand
  37. 37. Experiences • expected • lived • remembered understand Opportunities • pains • gains identify !
  38. 38. Experiences • expected • lived • remembered understand Opportunities • pains • gains identify ! Change • generate • synthesize define !
  39. 39. Experiences • expected • lived • remembered understand Opportunities • pains • gains identify ! Change • generate • synthesize define ! Touchpoints • products • services • systems deliver !
  40. 40. Experiences • expected • lived • remembered understand Opportunities • pains • gains identify ! Change • generate • synthesize define ! Touchpoints • products • services • systems deliver !
  41. 41. incomplete imperfect impermanent how to design products and services
  42. 42. robust scalable resilient how to think products and services
  43. 43. the real big difference understand and shape the whole experience over time continuously design systems and services evolve touchpoint evolve touchpoint
  44. 44. new key moments, practices and tools in products and service design Methods
  45. 45. Understand Experience mapping
  46. 46. Understand Field research
  47. 47. Design Envisioning and scenarios
  48. 48. Management Manage the end-to-end value for the user
  49. 49. Design Rapid prototyping and experiments
  50. 50. Understand Experience testing (validation)
  51. 51. Start think on what is the experience that people are living interacting with your products and services, and how to evolve exceeding their expectations over time.
  52. 52. This is a new perspective on design that you can integrate in your practice starting from today.
  53. 53. Thank you @lucamascaro www.sketchin.ch

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