Experience design is about understanding how customers experience a company's products, services, and brand over time through their interactions and context. It sees all design as part of a larger system of experiences aimed at ongoing customer engagement. Good experience design considers the customer journey from awareness to ongoing use and ensures coherence across interactions. It translates a company's purpose and brand into real customer value through products and services that meet customer needs and expectations.

1. Experience Design What it is. Why you should care.
1

2. Let’s start with
experience and design.

3. Experience
3

4. 4
We are always taking in data.

5. 5
SWieg hstee.

6. 6
We hear.

7. 7
TWaes tteaste.

8. 8
We smell.

9. 9
We feel.

10. 10
We measure time.

11. 11
We measure space.

12. 12
We know when
our bodies are
in motion.

13. 13
We know when they are at rest.

14. 14
We cannot
not experience.

15. 15
We take it all in,
non-stop.
All day.
Everyday.

16. 16
We aren’t even aware of all
the information we take in ...

17. 17
nor conscious of
what we do with it all.
!

18. 18
We are aware of our emotions.

19. 19
Emotions influence how
experiences form memory.

20. And memory is intrinsic
to how we think.
20

21. 21
Everyday, we wake up
with a sense of self;
an identity maintained
by our memory of who we
are and what matters to us.

22. 22
And all of this is based on what has
happened to us before.

23. 23
Who we are is shaped
by what happens to us
over time.

24. 24
What happens
!
Time
Experience =

25. 25

26. Design

27. 27
Design is a verb and a noun.

28. 28
Imagine:
To form a mental
picture or image of

29. 29
Design is a method of
imagining what
could be, with enough
detail to bring it to life.

30. 30
The balance of requirements,
opportunities, and
constraints determines
the utility, quality, and
desirability of the final product.

31. 31
Design is a reflection of
the cultures that produce it.

32. 32
Design can be timeless.

33. 33
Design can be
rooted in the present.

34. 34
Design can signify change.

35. 35
Design helps
form = function.

36. 36
Function =
Utility, emotions, ideals,
things that have meaning
for humans.

37. 37
Meaning helps us determine value.

38. 38
Design is a method of
translating ideas into
value for others.

39. Let’s talk about
experience design.

40. 40
Think about this:

41. 41
Everything around you right now
was designed by someone.
Everything.

42. 42
People were paid to translate
ideas into real value so someone
else could sell them.

43. 43
How well these
translations meet your needs
is based on your experience
and expectations ...

44. 44
... not just the opinion of the
designers, or the people that hired
them.

45. For any customer of any
business…
45

46. Value
Offered
Expectations
& Needs
Time
Experience =
—
46

47. Products
Services
Solutions
Customer’s
context &
interactions
Time
Experience =
—
47

48. 48
Why is this important?

49. Experience = What happens
Time
49

50. 50
Is the glass
half-full or
half-empty?

51. 51

52. 52

53. 53

54. 54
half-empty half-full

55. What happens over time affects
how we interpret the present.
55

56. What happens
Time
56
+ Value
—Value

57. What happens
Time
57
+ Value
—Value

58. What happens
Time
58
Engagement
+ Value
—Value
Apathy

59. 59
This means that you
need more than just a killer product.
Remember...

60. 60
Design decisions for any product or
service need to be considered in
context of the overall experience the
customer has with the business.

61. 61
Experience design is the perspective
that any and all design is part of a
larger system of experiences.

62. Experience design sees the end-goal
for these systems of experience being
ongoing engagement.
62

63. Products
Services
Solutions
Customer’s
context &
interactions
Time
Experience =
—
63
Well-crafted, based on unders tand ing
of cu stomer context
Brand as a driver of
d ifferentiate d value
Customer Journey designed to keep
people engaged, even post-purchase

64. 64
Why?

65. 65
Cost of acquiring
new customer
Cost of retaining
> existing customer

66. We are always taking in data.
66
If you are a business and don’t
understand this, experience design
will eat your lunch.

67. 3 Concepts
67

68. 1 2 3

69. 1. Brand.

70. Brand is more than identity.
It’s what you do,
not just what you say.

71. Clarify purpose and intent.
What do you stand for?
Why should customers believe in you?
Why should they care?
How will you maintain relevance in a changing world?
How your business equipped to deliver this
(hint: it’s not through brand guidelines)?
Confidential 2014
71

72. 2. Customer Experience

73. Customer Experience=
the net effect of everything you do…
but from their context, not yours.

74. Idealized Customer Journey
1 2
Awareness Consideration
6 7
Discontinue Recycle/Renew
A customer
becomes aware
of a particular
business, Brand,
or product/service;
he/she begins to
realize that he/she
The process of
formalizing needs
and weighing
alternatives. This
includes acting
on needs but can
also include
The end of product
or service use,
because of
obsolescence,
business failure,
lack of interest
or perceived value
The process
of disposing of
a product and
the re-engaging
with a service,
perhaps through
a new product.
The decision to
buy a product or
service: the final
stage of the
customer acting
on his/her needs;
usually covers the
This is the
customer’s first
unaided use of the
product or service
(sometimes called
the out-of-box
experience),
Regular ongoing use and:
Emergence of new needs
(through discovering features or
finding gaps in value provided)
and formalization of these needs
into actions
3
Purchase
4
First Use
5
Ongoing Use
Customer
Goals
Engagement
Experience
Business
Goals
Figure 7.5
A Prototypical Customer Journey Framework

75. Idealized Customer Journey
1 2
Awareness Consideration
6 7
Discontinue Recycle/Renew
A customer
becomes aware
of a particular
business, Brand,
or product/service;
he/she begins to
realize that he/she
The process of
formalizing needs
and weighing
alternatives. This
includes acting
on needs but can
also include
The end of product
or service use,
because of
obsolescence,
business failure,
lack of interest
or perceived value
The process
of disposing of
a product and
the re­engaging
with a service,
perhaps through
a new product.
The decision to
buy a product or
service: the final
stage of the
customer acting
on his/her needs;
usually covers the
This is the
customerís first
unaided use of the
product or service
(sometimes called
the out­of­box
experience),
Regular ongoing use and:
Emergence of new needs
(through discovering features or
finding gaps in value provided)
and formalization of these needs
into actions
3
Purchase
4
First Use
5
Ongoing Use
Customer
Goals
Engagement
Experience
Business
Goals
Figure 7.5
A Prototypical Customer Journey Framework
Business Focus
Customer Focus

76. Align the customer journey.
Where are the important interactions where customer gives
you permission to serve them?
How is your brand really different, day-to-day, across all
interactions?
How do you deliver coherency and quality across channels,
products, and services, throughout the relationship with a
customer?
How do you measure customer engagement? What do you do
with the data?
Confidential 2014
76

77. 3. Products and services

78. The true evaluation of value:
how your products and services
work in the day-to-day lives of
your customers.

79. Create experiences that deliver value.
How is purpose and intent of the brand made real in your
product and service strategy?
What real needs do your products and services address?
How effectively?
Where are the value-gaps for customers and how can you
help close them?
Confidential 2014
!
79

80. Remember:

81. Design decisions for any product or
service need to be considered in
context of the overall experience the
customer has with the business.

82. 82
Experience design is the perspective
that any and all design is part of a
larger system of experiences.

83. Experience design sees the end-goal
for these systems of experience being
ongoing engagement.
83

84. 1 2 3

85. Businesses thrive when they can engage customers. And, while
many companies understand that design is a powerful tool for
engagement, they do not have the vocabulary, tools, and
processes that are required to enable design to make a difference.
Experience Design bridges the gap between business and design,
explaining how the quality of customer experience is the key to
unlocking greater engagement and higher customer lifetime value.
The book teaches businesses how to think about design as a
process, and how this process can be used to create a better
quality of experience across the entire customer journey.
!
Experience Design also serves as a reference tool for both
designers and business leaders to help teams collaborate more
effectively and to help keep focus on the quality of the experiences
that are put in front of customers.
!!!!!
!!
Available in paperback and digital format at:
!
www.amazon.com
www.barnesandnoble.com

86. Thanks!
!
patrick@method.com

87. About Method
| Method Confidential 2014

88. Method
We solve business challenges
through experience design. We
help businesses engage with
their customers in innovative
and distinctive ways.

89. www.method.com
inquiries@method.com
San Francisco
585 Howard Street
Ground Floor
San Francisco, CA 94105
+1.415.901.6300
New York
151 Lafayette Street
Floor 5
New York, NY 10013
+1.212.981.9499
London
The Tea Building, Studio 7.01
56 Shoreditch High Street
London, E1 6JJ
+44.20.3051.7935
Confidential 2014
Contact:
| Method