The document discusses key concepts in experience design including audience, touchpoints, and context. It describes experience design as starting with understanding the consumer's journey and identifying brand engagement opportunities. It emphasizes understanding the consumer's needs, wants and emotions. Experience design is defined as being channel-agnostic and aligning with business strategy. The document provides examples of how to research the audience, map out the consumer's journey and touchpoints, and consider contextual factors.

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Lynn Teo
Creative Director, Experience Design
SapientNitro NewYork
Experience Design
An introduction of concepts and methods

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Experience Design – let’s start at
the basics
n What does “experience” mean to you?
n When you think of the best experiences
you’ve had, what makes them memorable?
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

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Once-in-a-lifetime or past experiences
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

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Experiences tied to quality & style
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

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Experimentation and try-before-buy
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

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Melding of virtual and real world
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No-frills but efficient is an experience
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

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What is Experience Design?
n Starts by uncovering the consumer’s
journey and then identifies potential brand
engagement touch points
n Recognizes and acknowledges consumer’s
needs, wants, and emotions
n Is channel-agnostic
n Ultimately dovetails with business strategy
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

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3 Key Concepts in Experience Design
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
Audience
Touchpoint Context

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3 Key Concepts in Experience Design
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
Audience
Touchpoint Context
• Who is your consumer?
• Are they prospects or
existing customers?
• What are their needs
and objectives?

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3 Key Concepts in Experience Design
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
Audience
Touchpoint Context
• What is the
consumer’s
journey?
• What are the
strengths of
each channel
touchpoint
• Where are the
handoffs?

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3 Key Concepts in Experience Design
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
Audience
Touchpoint Context
• Are there any
challenges in
trying to
engage with
the consumer?
• What are the
consumer’s
priorities?
• What will they
do next?

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Creating
Integrated Campaigns

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Audience
n Who are you speaking to?
n Are you trying to:
n Persuade
n Inform
n Entertain
n Influence
n Get the consumer to modify their behavior
n What should the message be?
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

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Audience
n What research are you conducting to
understand your consumer?
n Some methods to use
n Ethnography (or other Primary Research)
n Secondary Research
n Surveys
n Focus Groups
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

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Audience
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

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Touchpoint
n What channels are the consumers using?
n Is the mode of user behavior different at
each channel?
n Are there patterns in the journey where
n Specific “channel pairs” occur?
n Tasks are commonly performed across a large
% of your consumers?
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

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Touchpoint
n How are you documenting the consumer’s
journey?
n Some methods to use
n Taskflows
n Narratives
n Storyboards
n What are the unique opportunities offered
by each channel?
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

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Touchpoint
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Context
n What is the consumer’s situation when they
are interacting with each touchpoint?
n Things to look out for
n Triggers
n Pain points
n Environmental influences
n User priorities
n Distractions or points of disengagement
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

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Context
n Are you creating campaigns that take into
account the user’s context?
n Some considerations
n Search keywords used
n Point of entry to your message
n Personalization
n Tracking and monitoring the consumer’s
behavior
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

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Context
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
Ways to locate projects – for online users
Ways to locate projects – for TV viewers

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Context
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DIY homepage – feature area for weekdays

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Context
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
DIY homepage – feature area for weekends

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Thank you
It was a pleasure to be here today!
Lynn Teo
lynnteo@yahoo.com
www.linkedin.com/in/lynnteo