The document discusses 10 experience design factors presented by Vala Afshar and Jim MacLeod. It addresses how shared experiences are becoming more important than search, that customer journeys have evolved from awareness to experience, and that experience architecture lies at the intersection of storytelling and user-centered design.

1. 10 Design Experience
X-Factors
@ValaAfshar
@JimMacLeod

2. Shared experiences are
the new Search.
X: THE EXPRIENCE WHEN BUSINESS MEETS DESIGN 10 DESIGN EXPERIENCE X-FACTORS: @ValaAfshar | @JimMacLeod

3. Comfort for the old must
make way for the thrill of
the new.
X: THE EXPRIENCE WHEN BUSINESS MEETS DESIGN 10 DESIGN EXPERIENCE X-FACTORS: @ValaAfshar | @JimMacLeod

4. The customer journey
goes from awareness to
experience.
X: THE EXPRIENCE WHEN BUSINESS MEETS DESIGN 10 OBSERVATIONS: @ValaAfshar | @JimMacLeodX: THE EXPRIENCE WHEN BUSINESS MEETS DESIGN 10 DESIGN EXPERIENCE X-FACTORS: @ValaAfshar | @JimMacLeod

5. The smart phone is not
the “second screen,” it’s
the first screen.
X: THE EXPRIENCE WHEN BUSINESS MEETS DESIGN 10 DESIGN EXPERIENCE X-FACTORS: @ValaAfshar | @JimMacLeod

6. Technology is most human
when it is invisible.
X: THE EXPRIENCE WHEN BUSINESS MEETS DESIGN 10 DESIGN EXPERIENCE X-FACTORS: @ValaAfshar | @JimMacLeod

7. More than 50 percent of a cus-
tomer experience is subscon-
scious, or how a customer feels.
X: THE EXPRIENCE WHEN BUSINESS MEETS DESIGN 10 DESIGN EXPERIENCE X-FACTORS: @ValaAfshar | @JimMacLeod

8. Personify your customers and
walk in their shoes.
X: THE EXPRIENCE WHEN BUSINESS MEETS DESIGN 10 DESIGN EXPERIENCE X-FACTORS: @ValaAfshar | @JimMacLeod

9. Experience architecture lies at
the intersection of storytelling
and user-centered design.
X: THE EXPRIENCE WHEN BUSINESS MEETS DESIGN 10 DESIGN EXPERIENCE X-FACTORS: @ValaAfshar | @JimMacLeod

10. Experiences, like animation,
need a storyboard.
X: THE EXPRIENCE WHEN BUSINESS MEETS DESIGN 10 DESIGN EXPERIENCE X-FACTORS: @ValaAfshar | @JimMacLeod

11. All business is personal.
X: THE EXPRIENCE WHEN BUSINESS MEETS DESIGN 10 DESIGN EXPERIENCE X-FACTORS: @ValaAfshar | @JimMacLeod

12. 10 Experience Design X-Factors
by Vala Afshar: Chief Digital Evangelist, Salesforce
& Jim MacLeod: Director, Creative and Digital Marketing, Extreme Networks
X: The Experience When Business Meets Design
by Brian Solis: Principal Analyst, Altimeter Group