1.
POETRY &
POLEMICS
IN CREATING
EXPERIENCE

2.
!
+ =

3.
STRUCTURE & ESSENCE

4.
LOVE

5.
DESIGN LED

6.
DESIGN LED INFLUENCE

7.
DESIGN
Explore Concept Refine Commit Realize Execute

8.
DESIGN & ENGINEERING

9.
DESIGN & ENGINEERING
AESTHETICS REASON

10.
DESIGN & ENGINEERING
AESTHETICS REASON

11.
DESIGN & ENGINEERING
AESTHETICS REASON

12.
DESIGN & ENGINEERING
DESIGN OPPORTUNITY

13.
FEATURE
SCENARIO
EXPERIENCE

14.
WHERE TO CUT?

15.
SOUL
HEART
BODY

16.
SOUL
THE ESSENCE OF THE EXPERIENCE. THE ELEMENTS OF A DESIGN THAT
CAUSE A VISCERAL EMOTIONAL REACTION.
HEART
DESIGN ELEMENTS OR FEATURES THAT DEEPLY SUPPORT THE SOUL.
BODY
ALL OTHER FEATURES THAT FILL OUT A PRODUCT EXPERIENCE.

17.
WHAT IS SOUL?

18.
CORE EXPERIENCES
DESIGN LED FEATURES
STYLE: VISUAL, MOTION, TYPE, IxD

19.
SOUL HEART BODY

20.
EVANGELIZE

21.
BOOKS,
POSTERS,
VIDEOS,
PARTNERS,
HEROES,
AWARDS…

22.
WHY DID THIS WORK?

23.
UNDERSTANDING EMOTION
IMPROVES THE EXPERIENCE OF
EMOTION

24.
ARTICULATION PROMOTES
UNDERSTANDING

25.
LANGUAGE IS AN
INTERFACE

26.
EMOTIONAL RATIONAL
SOUL PRI 0
HEART = PRI 1
BODY PRI 2

27.
WE INTRODUCED A
“BEGINNER” DESIGN
VOCABULARY

28.
“…BUT THAT’S THE SOUL”

29.
WHAT’S NEXT?

30.
DESIGN DOESN’T END AT THE HANDOFF
DESIGN EVANGELIZE

31.
mike@kruzeniski.com
@mkruzeniski