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SERVICE DESIGN GLOBAL CONFERENCE 
October 2014 | Stockholm 
redefining value, 
to business and to society 
Nathan Shedroff
REDEFINING VALUE 
TO BUSINESS & 
SOCIETY 
Nathan Shedro! 
nathan.com 
California College of the Arts 
designmba.org
MAKE I T S O 
Interaction Design Lessons from Science Fiction 
by NATHAN SHEDROFF & CHRISTOPHER NOESSEL 
foreword by Bruce...
MBA IN DESIGN STRATEGY 
MBA IN CIVIC INNOVATION 
MBA IN STRATEGIC FORESIGHT
VALUE
$ £ € ¥ 
Photo: epsos (Flickr)
$ £ € ¥ 
function 
Photo: bengt-re (Flickr)
(Lifetime Customer Value) 
CLV = GC "! - M " 
i = 0 
n 
r i ! 
function 
n 
(1 + d) i 
i = 1 
r i - 1 
(1 + d) i - 0.5 
GC...
(BRAND) 
{ (V/S)b - (V/S)g}* Sales 
$ £ € ¥ 
function 
(V/S)b = Enterprise Value / Sales ratio of the firm with the benefi...
meaning 
identity 
emotion 
price 
function
meaning 
identity 
emotion 
price 
function 
Photo: mynameisharsha (Flickr)
meaning 
identity 
emotion 
price 
function 
Photo: kheelcenter (Flickr)
meaning 
identity 
emotion 
price 
function 
Photo: gsfc (Flickr)
INTENT 
meaning 
identity 
emotion 
price 
function 
OFFER NEEDS
INTENT 
meaning 
identity 
emotion 
price 
function 
OFFER NEEDS
INTENT 
meaning 
identity 
emotion 
price 
function 
OFFER NEEDS
INTENT 
meaning 
identity 
emotion 
price 
function 
OFFER NEEDS 
RELATIONSHIP
INTENT 
meaning 
identity 
emotion 
price 
function 
OFFER NEEDS 
EXPERIENCE
INTENT 
meaning 
identity 
emotion 
price 
function 
OFFER NEEDS 
EXPERIENCE 
user 
customer 
audience 
participant 
emplo...
Photo: 36081663@N00 (Flickr)
Juabar
meaning 
identity 
emotion 
price 
function
QUANTITATIVE QUALITATIVE 
meaning 
identity 
emotion 
price 
function
Photo: hypophyse (Flickr)
QUANTITATIVE QUALITATIVE 
meaning 
identity 
emotion 
price 
function 
++++ 
= TOTAL VALUE
TOTAL VALUE 
(PREMIUM VALUE) 
FUNCTIONAL VALUE 
+ FINANCIAL VALUE 
+ EMOTIONAL VALUE 
+ IDENTITY VALUE 
+ MEANINGFUL VALUE...
FUNCTIONAL VALUE 
+ FINANCIAL VALUE 
+ EMOTIONAL VALUE 
+ IDENTITY VALUE 
$1.1B + MEANINGFUL VALUE = 
TOTAL VALUE 
Instagr...
FUNCTIONAL VALUE 
$86M 
+ FINANCIAL VALUE 
+ EMOTIONAL VALUE 
+ IDENTITY VALUE 
$1.1B + MEANINGFUL VALUE = 
TOTAL VALUE 
I...
FUNCTIONAL VALUE 
+ FINANCIAL VALUE 
+ EMOTIONAL VALUE 
+ IDENTITY VALUE 
$1.1B 
+ MEANINGFUL VALUE = 
TOTAL VALUE 
$86M 
...
THOSE COMPANIES 
(AND PEOPLE) 
WHO FOCUS ON 
TOTAL VALUE 
CREATE MORE OF IT, 
MORE OFTEN
THOSE COMPANIES 
(AND PEOPLE) 
WHO FOCUS ON 
PREMIUM VALUE 
CREATE MORE OF IT, 
MORE OFTEN
YOU’RE IN THE 
RELATIONSHIP 
BUSINESS
RELATIONSHIPS 
ARE STRATEGIC 
Photo: yeahbouyee IFlickr)
EXPERIENCE IS 
STRATEGIC
WE NEED BETTER 
TOOLS TO 
UNDERSTAND 
TOTAL VALUE
WE MUST COLLECT 
MORE & NEW 
INFORMATION
Time Indicator 
Online 
Reservation Customer 
Table Media- 
Touchpoint 
Waitress 
Cook 
Manager 
Media- 
Touchpoint Role 4...
Qualitative Research 
Techniques: 
Interviews 
Careful Surveys 
Shadowing 
Laddering 
Games, etc. 
Book: The Meaning of Th...
FREEDOM COMMUNITY
JUSTICE ONENESS
Flavor 
Bright/ 
Saturated 
Hard, 
Artificial, 
Natural 
Curvaceous/ 
Smooth, 
Solid, 
Sharp/Pointed 
Loud, 
Simple/Clear,...
Flavor 
Community Triggers 
Color Materials Form Sound Aroma 
Primary Hard Complex Loud Forest/Plants Sweet - Sugar
Flavor 
Muted/ 
Desaturated Plastic 
Porous Natural/Organic Natural, 
Floral Salty 
Harmony Triggers 
Color Materials Form...
BUSINESS MODEL: 
With these new elements of experience, are their threats to your gurrent 
business model? 
EXPERIENCE WOR...
THIS LEADS US TO 
THE WAVELINE
!"#"$%&'()*#+,-)*.)/0)#123)4./) 
+,-)*.)/0)%#@#<'$0A-'./&% 
+7!89:;<=9> !5:"?;6+ 6+<5! = > < + > 6 = < B 
!"#$%&'()*+,#-& ...
EXPERIENCE 
AFFECTS “STATE OF MIND”
STATE OF MIND (SOM) IS 
WHAT YOU FEEL AND 
THINKING AT ANY MOMENT
Response Response 
Response 
Stimuli
State of Mind: 
Memory 
Emotions 
Perceptual Bias 
Behavioral Response 
Mental Models
State of Mind: 
Memory 
Emotions 
Perceptual Bias 
Behavioral Response 
Mental Models
State of Mind: 
Memory 
Emotions 
Perceptual Bias 
Behavioral Response 
Mental Models 
Stimuli: 
Sights 
Sounds 
Smells 
T...
State of Mind: 
Memory 
Emotions 
Perceptual Bias 
Behavioral Response 
Mental Models 
(Triggers)
Core Meanings 
State of Mind: 
Memory 
Emotions 
Perceptual Bias 
Behavioral Response 
Mental Models
#-"5#6 
!"!#!$#!%"&'()*(+#$#!%",- 
!"#"$%&'%()*+%,-&*"$."/0 
#%.+/*%!"#&(+%,0,#(12&*3%4.+#5&,(36!+(5&(6("#5&"$1(5&!4("#!#0...
JOURNEY MAP vs WAVELINE 
• Maps touchpoints 
• Maps functions 
• Design 4 touchpts 
• Maps experiences 
(“change in people...
#$,?2 
$.:$-"$+ 
#-"6#4 
+$!)8$+ 
:4#**$+ 
Anticipation 
#!1(&=&=&=& 
(";$;(1("# !"!#!$#!%"&'()*(+#$#!%",- 
!"#"$%&'%()*+%...
#$,?2 
$.:$-"$+ 
#-"6#4 
+$!)8$+ 
:4#**$+ 
#!1(&=&=&=& 
(";$;(1("# !"!#!$#!%"&'()*(+#$#!%",- 
!"#"$%&'%()*+%,-&*"$."/0 
#%...
#$,?2 
$.:$-"$+ 
#-"6#4 
+$!)8$+ 
:4#**$+ 
#!1(&=&=&=& 
(";$;(1("# !"!#!$#!%"&'()*(+#$#!%",- 
!"#"$%&'%()*+%,-&*"$."/0 
#%...
!"#"$%&'()*#+,-)*.)/0)#123)4./) 
+,-)*.)/0)%#@#<'$0A-'./&% 
+7!89:;<=9> !5:"?;6+ 6+<5! = > < + > 6 = < B 
!"#$%&'()*+,#-& ...
STRATEGIC MEANING ALIGNMENT 
Corporate 
Decision Drivers 
Security 
Community 
Accomplishment 
Team 
Decision 
Drivers 
Cu...
#-"5#6 
!"!#!$#!%"&'()*(+#$#!%",- 
!"#"$%&'%()*+%,-&*"$."/0 
#%.+/*%!"#&(+%,0,#(12&*3%4.+#5&,(36!+(5&(6("#5&"$1(5&!4("#!#0...
THANK YOU 
nathan@nathan.com 
@nathanshedroff 
designmba.org
SDGC14 DAY ONE - 9. Redefining Value, to Business and to Society by Nathan Shedroff
SDGC14 DAY ONE - 9. Redefining Value, to Business and to Society by Nathan Shedroff
SDGC14 DAY ONE - 9. Redefining Value, to Business and to Society by Nathan Shedroff
SDGC14 DAY ONE - 9. Redefining Value, to Business and to Society by Nathan Shedroff
SDGC14 DAY ONE - 9. Redefining Value, to Business and to Society by Nathan Shedroff
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SDGC14 DAY ONE - 9. Redefining Value, to Business and to Society by Nathan Shedroff

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Watch the video of this talk here: http://ow.ly/DJHfE
Other SDGC14 talks (videos, slide-decks, sketch-notes etc.): http://ow.ly/DJvLJ

Nathan Shedroff from California College of the Arts

All value only emerges in the context of a relationship and the best value lies beyond the qualitative kinds taught to businesspeople (like price and performance). The opportunity to create the most and best value, over the long term, requires us to understand qualitative issues that drive decisions, meaning, and satisfaction. In this way, service design can strategically drive value in businesses (and even NGOs).

Published in: Services

SDGC14 DAY ONE - 9. Redefining Value, to Business and to Society by Nathan Shedroff

  1. 1. SERVICE DESIGN GLOBAL CONFERENCE October 2014 | Stockholm redefining value, to business and to society Nathan Shedroff
  2. 2. REDEFINING VALUE TO BUSINESS & SOCIETY Nathan Shedro! nathan.com California College of the Arts designmba.org
  3. 3. MAKE I T S O Interaction Design Lessons from Science Fiction by NATHAN SHEDROFF & CHRISTOPHER NOESSEL foreword by Bruce Sterling 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 Dictionary of Sustainable Management 2008 Edition
  4. 4. MBA IN DESIGN STRATEGY MBA IN CIVIC INNOVATION MBA IN STRATEGIC FORESIGHT
  5. 5. VALUE
  6. 6. $ £ € ¥ Photo: epsos (Flickr)
  7. 7. $ £ € ¥ function Photo: bengt-re (Flickr)
  8. 8. (Lifetime Customer Value) CLV = GC "! - M " i = 0 n r i ! function n (1 + d) i i = 1 r i - 1 (1 + d) i - 0.5 GC = gross contribution per customer M = (relevant) retention costs per customer per year n = horizon (in years) r = yearly retention rate d = yearly discount rate. Photo: southernfoodwaysalliance (Flickr)
  9. 9. (BRAND) { (V/S)b - (V/S)g}* Sales $ £ € ¥ function (V/S)b = Enterprise Value / Sales ratio of the firm with the benefit of the brand name (V/S)g = Enterprise Value / Sales ratio of the firm with the generic product Let's use as an example branded cereals maker like Kellogg (K) against a generic provider like Ralcorp (RAH). Value of Kellogg brand name = (1.78 - 1.32)(13846) = $6,369 Million Thus, (6369/24200) or 26% of the value of the company is derived from brand equity.
  10. 10. meaning identity emotion price function
  11. 11. meaning identity emotion price function Photo: mynameisharsha (Flickr)
  12. 12. meaning identity emotion price function Photo: kheelcenter (Flickr)
  13. 13. meaning identity emotion price function Photo: gsfc (Flickr)
  14. 14. INTENT meaning identity emotion price function OFFER NEEDS
  15. 15. INTENT meaning identity emotion price function OFFER NEEDS
  16. 16. INTENT meaning identity emotion price function OFFER NEEDS
  17. 17. INTENT meaning identity emotion price function OFFER NEEDS RELATIONSHIP
  18. 18. INTENT meaning identity emotion price function OFFER NEEDS EXPERIENCE
  19. 19. INTENT meaning identity emotion price function OFFER NEEDS EXPERIENCE user customer audience participant employee citizen company NGO agency brand family friend stranger user customer audience participant employee citizen company NGO agency brand family friend stranger
  20. 20. Photo: 36081663@N00 (Flickr)
  21. 21. Juabar
  22. 22. meaning identity emotion price function
  23. 23. QUANTITATIVE QUALITATIVE meaning identity emotion price function
  24. 24. Photo: hypophyse (Flickr)
  25. 25. QUANTITATIVE QUALITATIVE meaning identity emotion price function ++++ = TOTAL VALUE
  26. 26. TOTAL VALUE (PREMIUM VALUE) FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE = QUANTITATIVE QUALITATIVE
  27. 27. FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE $1.1B + MEANINGFUL VALUE = TOTAL VALUE Instagram
  28. 28. FUNCTIONAL VALUE $86M + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE $1.1B + MEANINGFUL VALUE = TOTAL VALUE Instagram
  29. 29. FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE $1.1B + MEANINGFUL VALUE = TOTAL VALUE $86M $1.01B Instagram
  30. 30. THOSE COMPANIES (AND PEOPLE) WHO FOCUS ON TOTAL VALUE CREATE MORE OF IT, MORE OFTEN
  31. 31. THOSE COMPANIES (AND PEOPLE) WHO FOCUS ON PREMIUM VALUE CREATE MORE OF IT, MORE OFTEN
  32. 32. YOU’RE IN THE RELATIONSHIP BUSINESS
  33. 33. RELATIONSHIPS ARE STRATEGIC Photo: yeahbouyee IFlickr)
  34. 34. EXPERIENCE IS STRATEGIC
  35. 35. WE NEED BETTER TOOLS TO UNDERSTAND TOTAL VALUE
  36. 36. WE MUST COLLECT MORE & NEW INFORMATION
  37. 37. Time Indicator Online Reservation Customer Table Media- Touchpoint Waitress Cook Manager Media- Touchpoint Role 4 Role 3 Role 2 Role 1 Fail Line Emotions + – + – Media- Touchpoint Media- Touchpoint 00:00 15:00 00:00 02:30 03:30 07:00 08:00 09:00 15:00 35:00 35:30 37:00 38:30 41:00 50:00 50:30 01:15:00 01:17:00 Confirmation by SMS Enter restaurant, short wait at reception Order Aperetiv Given menu Aperetiv comes with extras Guest is surprised/deligted Food is served Wrong side dish. Guest complains Correct dish served Guest is satisfied again Waitress greets guest and leads them to table Waitress takes the food order Food order sent through to kitchen Message and dish sent back to kitchen Kellner streicht einen Teil der Rechnung Meal Prepared Communication failure in kitchen Chef agitated and other meals pushed late in order to re-do side-dish. Correct side-dish prepared
  38. 38. Qualitative Research Techniques: Interviews Careful Surveys Shadowing Laddering Games, etc. Book: The Meaning of Things by Mihaly Csikszentmihalyi
  39. 39. FREEDOM COMMUNITY
  40. 40. JUSTICE ONENESS
  41. 41. 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 Color Materials Form Sound Aroma
  42. 42. Flavor Community Triggers Color Materials Form Sound Aroma Primary Hard Complex Loud Forest/Plants Sweet - Sugar
  43. 43. Flavor Muted/ Desaturated Plastic Porous Natural/Organic Natural, Floral Salty Harmony Triggers Color Materials Form Sound Aroma
  44. 44. BUSINESS MODEL: With these new elements of experience, are their threats to your gurrent business model? EXPERIENCE WORKBOOK Are there new opportunities? OBSERVATIONS AND OPPORTUNITIES IN EXPERIENCE DESIGN CCA LEADING BY DESIGN FELLOWS PROGRAM www.cca.edu/fellowsprogram 15 THE 6 DIMENSIONS OF EXPERIENCE: There are 6 dimensions of every experience, whether these are natural or man-made adn whether these are business-oriented to not. This workbook will help you explore and analyze the experiences around you and aide you in developing better experiences for customers. SIGNIFICANCE Meaning Status/Identity Emotions/Lifestyle Price/Value Function DURATION (TIME) Initiation Immersion Conclusion Continuation TRIGGERS Sight Sound Smell Taste Touch Concepts Symbols BREADTH Prodcut Service Brand Name Channel/Environment Promotion Price INTENSITY Reflex Habit Engagement INTERACTION Static Passive Active Interactive EXPERIENCE OBSERVATION For each of the dimensions above, observe your customers/users/audience when and where they experience needs and current solutions. INTENSITY Is the experience... REFLEX? HABIT? ENGAGEMENT? If so, there is likely no design opportunity. If so, can this experience be turned into an engagement experience? This is where the vast number of opportunities lie. DURATION (TIME) Is the experience... REFLEX? HABIT? ENGAGEMENT? If so, there is likely no design opportunity. If so, can this experience be turned into an engagement experience? This is where the vast number of opportunities lie. 1 14 designmba.org/open-source-curricula
  45. 45. THIS LEADS US TO THE WAVELINE
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` a(L&G,H)*C,<BG=&^% T<E(,&^$ ^"&+?AA<BN&=G,D(&G,&N(G& <BI,DM?G<,B&?K,HG&><5< ^b&6J)<G(M(BG&?K,HG B(F&),MCHG(D T<=(© SCANSION 2014
  47. 47. EXPERIENCE AFFECTS “STATE OF MIND”
  48. 48. STATE OF MIND (SOM) IS WHAT YOU FEEL AND THINKING AT ANY MOMENT
  49. 49. Response Response Response Stimuli
  50. 50. State of Mind: Memory Emotions Perceptual Bias Behavioral Response Mental Models
  51. 51. State of Mind: Memory Emotions Perceptual Bias Behavioral Response Mental Models
  52. 52. State of Mind: Memory Emotions Perceptual Bias Behavioral Response Mental Models Stimuli: Sights Sounds Smells Tastes Touch Concepts Symbols
  53. 53. State of Mind: Memory Emotions Perceptual Bias Behavioral Response Mental Models (Triggers)
  54. 54. Core Meanings State of Mind: Memory Emotions Perceptual Bias Behavioral Response Mental Models
  55. 55. #-"5#6 !"!#!$#!%"&'()*(+#$#!%",- !"#"$%&'%()*+%,-&*"$."/0 #%.+/*%!"#&(+%,0,#(12&*3%4.+#5&,(36!+(5&(6("#5&"$1(5&!4("#!#07,018%9 1(4!$2&,%+!$95&(#+: 9%+$#!%" (1%#!%", #3!;;(3,2&4)!5#6&'+%9%35&#0*(5&9$0%.#5&!1$;(5&*$##(3"-5%#5+)&7%#8&(#7%"#!"$7%"&5-97%-&*-$:" 1(1%305&8!$,5&1("#$9&1%4(9, ;%$976$9.( 1#-2!"#3$0 $;("# $+#!%"73(,*%",(2 (";$;(1("# +%"+9.4(73(<9(+# +%"#!".$#!%"&'3(*($#- #!1(&=&=&=& 3%) ;#4$6)*$%"$(:6#"$ *3%>(+#2 #$,?2 !"#(",!#0&=&=&=& *9$""(4 *(3,%"$7$+#%32 & designmba.org/open-source-curricula
  56. 56. JOURNEY MAP vs WAVELINE • Maps touchpoints • Maps functions • Design 4 touchpts • Maps experiences (“change in people”) • Maps emotions, values & meaning • Maps value (and, opportunities) • Can map triggers • Places opportunities in context and time • Design 4 relationships
  57. 57. #$,?2 $.:$-"$+ #-"6#4 +$!)8$+ :4#**$+ Anticipation #!1(&=&=&=& (";$;(1("# !"!#!$#!%"&'()*(+#$#!%",- !"#"$%&'%()*+%,-&*"$."/0 #%.+/*%!"#&(+%,0,#(12&*3%4.+#5&,(36!+(5&(6("#5&"$1(5&!4("#!#07,018%9 1(4!$2&,%+!$95&(#+: 9%+$#!%" )*"$*!)"; @&@&@&."4(,!3$89( 4(,!3$89(&=&=&=& & Trepidation Boredom Frustration Anger Hope Relief Frustration Contempt
  58. 58. #$,?2 $.:$-"$+ #-"6#4 +$!)8$+ :4#**$+ #!1(&=&=&=& (";$;(1("# !"!#!$#!%"&'()*(+#$#!%",- !"#"$%&'%()*+%,-&*"$."/0 #%.+/*%!"#&(+%,0,#(12&*3%4.+#5&,(36!+(5&(6("#5&"$1(5&!4("#!#07,018%9 1(4!$2&,%+!$95&(#+: 9%+$#!%" )*"$*!)"; @&@&@&."4(,!3$89( 4(,!3$89(&=&=&=& & Accomplishment Wonder Creation Validation Trust
  59. 59. #$,?2 $.:$-"$+ #-"6#4 +$!)8$+ :4#**$+ #!1(&=&=&=& (";$;(1("# !"!#!$#!%"&'()*(+#$#!%",- !"#"$%&'%()*+%,-&*"$."/0 #%.+/*%!"#&(+%,0,#(12&*3%4.+#5&,(36!+(5&(6("#5&"$1(5&!4("#!#07,018%9 1(4!$2&,%+!$95&(#+: 9%+$#!%" )*"$*!)"; @&@&@&."4(,!3$89( 4(,!3$89(&=&=&=& & Accomplishment Wonder Creation Validation Trust Promotion Website Feature Service Feature Product Event
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` a(L&G,H)*C,<BG=&^% T<E(,&^$ ^"&+?AA<BN&=G,D(&G,&N(G& <BI,DM?G<,B&?K,HG&><5< ^b&6J)<G(M(BG&?K,HG B(F&),MCHG(D T<=(© SCANSION 2014
  61. 61. STRATEGIC MEANING ALIGNMENT Corporate Decision Drivers Security Community Accomplishment Team Decision Drivers Customer Decision Drivers Competitors’ Decision Drivers Strategic Focus Community Wonder Security Accomplishment Security Wonder
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ith these new elements of experience, are their threats to your gurrent business model? EXPERIENCE WORKBOOK Are there new opportunities? OBSERVATIONS AND OPPORTUNITIES IN EXPERIENCE DESIGN CCA LEADING BY DESIGN FELLOWS PROGRAM www.cca.edu/fellowsprogram EXPERIENCE OBSERVATION Community Triggers Color Materials Form Sound Aroma designmba.org/open-source-curricula 15 THE 6 DIMENSIONS OF EXPERIENCE: There are 6 dimensions of every experience, whether these are natural or man-made adn whether these are business-oriented to not. This workbook will help you explore and analyze the experiences around you and aide you in developing better experiences for customers. SIGNIFICANCE Meaning Status/Identity Emotions/Lifestyle Price/Value Function DURATION (TIME) Initiation Immersion Conclusion Continuation TRIGGERS Sight Sound Smell Taste Touch Concepts Symbols BREADTH Prodcut Service Brand Name Channel/Environment Promotion Price INTENSITY Reflex Habit Engagement INTERACTION Static Passive Active Interactive For each of the dimensions above, observe your customers/users/audience when and where they experience needs and current solutions. INTENSITY Is the experience... REFLEX? HABIT? ENGAGEMENT? If so, there is likely no design opportunity. If so, can this experience be turned into an engagement experience? This is where the vast number of opportunities lie. DURATION (TIME) Is the experience... REFLEX? HABIT? ENGAGEMENT? If so, there is likely no design opportunity. If so, can this experience be turned into an engagement experience? This is where the vast number of opportunities lie. 1 14 Flavor Primary Hard Complex Loud Forest/Plants Sweet - Sugar
  63. 63. THANK YOU nathan@nathan.com @nathanshedroff designmba.org

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