This is a presentation I made back in the early part of 2007 after attending Adaptive Path's MX conference in San Francisco. By and large, I am trying to recreate some of the concepts I saw Jesse James Garrett present. I find myself constantly explaining the fundamental concepts of Experience Design to business and product managers. The content here is a little dated but the need for Experience Design is as important as it ever was.

1.
Experience
Strategies
The
Key
to
Long-­‐Term
Design
Value
Joe
Dyer

2.
Experience
Strategy
The
experience
is
the
product.
It
is
the
only
part
the
customer
cares
about.
–Jesse
James
Garrett

3.
Point
and
shoot
• 150
year
ago,
Scientific
American
hailed
the
development
of
a
new
camera.
It
had
19
individual
parts.
• This
kept
photography
in
the
exclusive
domain
of
pros
and
advanced
hobbyists.
• Eastman
came
along
an
developed
a
device
around
his
invention
of
roll-­‐film
and
a
simple
maxim.
• Photography
became
a
mass-­‐consumer
activity.
The
Kodak
camera
reduced
the
complexity
of
photography
to
a
simple
interaction.

4.
As
simple
as
this?
Eastman’s
maxim:
“You
press
the
button,
we
do
the
rest.”

5.
What
is
Experience
Strategy?
An
Experience
Strategy
is
a
clearly
articulated
touchstone
that
drives
all
decisions
in
the
lifecycle
of
delivering
the
final
product.
It
is
not
a
feature
set.
It
is
not
a
set
of
requirements.

6.
What
is
a
Touchstone?
A
touchstone
means
any
physical
or
intellectual
measure
by
which
the
validity
of
a
concept
can
be
tested
.

9.
So
What?
Don’t
forget:
Yahoo
and
MSN’s
calendars
have
been
around
for
years.
Google
Calendar
has
been
around
for
8
months.
And
it’s
very
much
on
target
to
surpass
Yahoo!’s
standing
as
number
one
calendar.

10.
What
Are
We
Aiming
For?
Q:
What’s
the
highest
compliment
a
product
can
receive?
Highly
Profitable?
Reliable?
A:
The
goal
is
to
get
people
to
believe
that
they
cannot
live
without
it.
But
what
does
it
take
to
get
there?

11.
Design
From
the
Outside
UI
magic
User
Perspective

12.
Not
From
the
Inside
UI logic data
Program
Perspective

13.
Remember
All
the
Parts
End-­‐to-­‐End
iTunes + iPod + Music
Store
Apple
gave
away
iTunes
for
free
9
months
before
it
unveiled
the
first
iPod

14.
Some
Closing
Thoughts
• Focus
on
value
–
not
competitors
• Deliver
a
product
that
knows
who
it
is
–
this
is
not
brand
identity
• Identity
is
the
experience
people
have
with
you
• The
web
site
doesn’t
stand
alone;
it’s
part
of
the
complete
experience.
Leverage
the
system.