John Weiss, the executive creative director of WebMD, gave a presentation on experience design. He discussed how experience design can change lives and create evangelists. He covered what experience design is, different types of design, and provided examples of companies that are doing experience design well, such as Charity Water and Mint.com. Weiss emphasized building a culture that allows teams to get to the human aspect of design and defined responsibilities and execution for experience design projects.

1. EXPERIENCE
DESIGN:
CHANGING LIVES
AND CREATING
EVANGELISTS
JOHN WEISS
Executive Creative Director, WebMD
@johnweiss
#XDSL

2. WHAT
IS
EXPERIENCE
DESIGN

3. ADVERTISING INTERACTION PRODUCT INDUSTRIAL ENVIRONMENTAL
DESIGN
DIGITAL SOCIAL PRINT MOBILE IDENTITY

4. ADVERTISING INTERACTION PRODUCT INDUSTRIAL ENVIRONMENTAL
EXPERIENCE
EXPERIENCE
DIGITAL SOCIAL PRINT MOBILE IDENTITY

5. IA
DIGITAL
IxD
UI
USER EXPERIENCE
MOBILE
SOCIAL

6. INTERACTION
EmD
ADVERTISING ENVIRONMENTAL
IA
CUSTOMER EXPERIENCE
PRINT
POP
PRODUCT

7. (WHY)
DIGITAL
(WHAT)
USER EXPERIENCE
(HOW)

8. WHAT
WHY
HOW

9. IMPACT
(WHAT)
(WHY)
EXPERIENCE DESIGN
(HOW)

10. IMPACT
(WHAT)
DIGITAL
PRINT
INTERACTION MOBILE
EXPERIENCE
ADVERTISING PRODUCT
DESIGN
SOCIAL ENVIRONMENTAL
INDUSTRIAL IDENTITY

11. ADVERTISING ENVIRONMENTA PRODUCT INDUSTRIAL INTERACTION
L
“ I think advertising is poison
gas. Advertising should tear
you up, you should get the
chills, and maybe you should
pass out when you watch it.
DESIGN Design is not just what it looks
like and feels like. Design is
how it works.
STEVE JOBS
In emphasizing evidential quality
and beauty, I also want to move
the practices of analytical design
far away from the practices of
propaganda, marketing, graphic
GEORGE LOIS
design, and commercial art.
”
EDWARD TUFTE
DIGITAL SOCIAL PRINT MOBILE IDENTITY

12. ADVERTISING ENVIRONMENTA PRODUCT INDUSTRIAL INTERACTION
L
“ I think advertising is poison
gas. Advertising should tear
you up, you should get the
chills, and maybe you should
pass out when you watch it.
DESIGN Design is not just what it looks
like and feels like. Design is
how it works.
STEVE JOBS
In emphasizing evidential quality
and beauty, I also want to move
the practices of analytical design
far away from the practices of
propaganda, marketing, graphic
GEORGE LOIS
design, and commercial art.
”
EDWARD TUFTE
DIGITAL
COGNITIVE
SOCIAL PRINT MOBILE IDENTITY
DISSONANCE

13. ADVERTISING ENVIRONMENTA PRODUCT INDUSTRIAL INTERACTION
L
“ I think advertising is poison
gas. Advertising should tear
you up, you should get the
chills, and maybe you should
pass out when you watch it.
DESIGN Design is not just what it looks
like and feels like. Design is
how it works.
STEVE JOBS
In emphasizing evidential quality
and beauty, I also want to move
the practices of analytical design
far away from the practices of
propaganda, marketing, graphic
GEORGE LOIS
design, and commercial art.
”
EDWARD TUFTE
CURIOSITY
SURPRISE
DIGITAL SOCIAL PRINT MOBILE IDENTITY
MEANING
INTENSITY
IMPACT

14. ADVERTISING ENVIRONMENTA PRODUCT INDUSTRIAL INTERACTION
L
“ I think advertising is poison
gas. Advertising should tear
you up, you should get the
chills, and maybe you should
pass out when you watch it.
DESIGN Design is not just what it looks
like and feels like. Design is
how it works.
STEVE JOBS
In emphasizing evidential quality
and beauty, I also want to move
the practices of analytical design
far away from the practices of
propaganda, marketing, graphic
GEORGE LOIS
design, and commercial art.
”
EDWARD TUFTE
CURIOSITY GET THINGS DONE
SURPRISE INFORMATIVE
DIGITAL SOCIAL PRINT MOBILE IDENTITY
MEANING USEFUL
INTENSITY USABLE
IMPACT TRANSPARENT

15. DESIGN
LEAVES
A MARK

16. SURFACE
AUTHENTIC,
MEANINGFUL
VALUE

17. IMPACT
(WHAT)
DIGITAL
PRINT
INTERACTION MOBILE
ADVERTISING PRODUCT
(WHY)
SOCIAL ENVIRONMENTAL
EXPERIENCE DESIGN
(HOW)
INDUSTRIAL IDENTITY

18. WHERE DO
YOU START

19. BUILD A
CULTURE THAT
ALLOWS YOU TO
GET TO HUMAN

20. Rapid Iteration High Fidelity
HUMAN CONSUMPTION
ABILITY TO FAIL
Flexible Toolset
Research
Validation
Experiment / Innovate

21. CHANNEL
(WHAT)
DIGITAL
PRINT
INTERACTION MOBILE
ADVERTISING PRODUCT
(WHY)
SOCIAL ENVIRONMENTAL
EXPERIENCE DESIGN
(HOW)
INDUSTRIAL IDENTITY
HIRE PASSION

22. DEFINE
EXPERIENCE
BEHAVIORS NOT FEATURES

23. APPLICATION

24. BE BOLD
BE HUMAN

25. DEFINE
RESPONSIBILITIES

26. DEFINE
EXECUTION

27. WHO’S
GETTING
IT RIGHT

28. NEW YORK CITY

29. CHARITY WATER

30. MINT.COM

31. TARGET

32. THANKS!
(NOW GO CHANGE THE WORLD...)
JOHN WEISS
Executive Creative Director, WebMD
@johnweiss
#XDSL