The document discusses the importance of designing meaningful experiences in products and services, particularly through the lens of game design. It emphasizes the need for a shift from feature-focused to experience-focused design, urging organizations to cultivate a culture that values quality and empathy towards users. Several frameworks and concepts, including the mechanics-dynamics-aesthetics model, are presented to guide the creation and evaluation of user experiences.

1. Speaking up for
Experiences!
Stephen P. Anderson
THE ORIGINAL TITLE OF THIS TALK WAS
“GAMES, SYSTEMS, AND DESIGNING FOR EXPERIENCES”
CXO, BloomBoard

2. Speaking up for
Experiences!
Stephen P. Anderson
THE ORIGINAL TITLE OF THIS TALK WAS
“GAMES, SYSTEMS, AND DESIGNING FOR EXPERIENCES”
CXO, BloomBoard

3. Thinkofadesigned
experienceyou’ve
enjoyedrecently…
(somethingthatcanbesharedwithandexperiencedbyothers)

4. Thinkofadesigned
experienceyou’ve
enjoyedrecently…
(somethingthatcanbesharedwithandexperiencedbyothers)
A great TV show you saw recently?
A game you played?
A theater you went to?
A Restaurant?
A web site?
An App?
A performance you witnessed?
An amusement park?
A Class you took?
A book you read?
AN Event you attended?
A Product you purchased?
etc.

14. “Everything changed for me over the weekend when I took the time to
write a blog post on Medium.”
“As someone who writes a lot of stuff and has used a lot of different
writing software, I'm telling you that I was blown away by the quality
of the product as a writing tool.”
“The entire process is a breeze. And once published, the article looks
pretty good too in terms of typography and appearance.”
“Intuitive enough to seem psychic.”
“Because it is such a pleasure to work with, Medium has become
something of a fetish object for writers.”
“It does not take a user experience designer to publish a
professional story.”
“A joy to use!”
“It’s so damn beautiful. Medium has removed all the cruft that gets
between the reader and the message…”
“Clean design, great concept, full of potential treasures to be read.”
“The best writing tool on the web.”

15. Wecouldgoon…

16. Assumption:Weallwanttocreateand/or
enjoymeaningfulexperiences.

17. Howdoyoucreateagreatexperience?
Assumption:Weallwanttocreateand/or
enjoymeaningfulexperiences.

18. Howdoyoucreateagreatexperience?
Howdoyoushapetheculturethatcreates
agreatexperience?
Assumption:Weallwanttocreateand
enjoymeaningfulexperiences.

19. How do you…
…create a culture that values quality above all else?
…drive focus on the whole, not just the parts?
…create and maintain a shared vision of the future?
…create widespread empathy for our users & customers
…get everyone to embrace the aspirational brand & design tenets?
…create a principled organization, that sticks to values—
especially when it means losing revenue?

20. CHANGE YOUR PERSPECTIVE!!

21. GAME
DESIGN

22. GAME
DESIGN
“Game Design and Interaction Design are fraternal twins.
They share almost all their DNA”
—Christina Wodtke

23. Speaking Up for
Experiences
(SomeWays) Games Create Experiences

24. AClearFocusontheSingularExperience
(SOME WAYS) GAMES CREATE EXPERIENCES

25. http://www.leagueofgamemakers.com/the-themes-they-are-a-changing/

26. http://www.leagueofgamemakers.com/the-themes-they-are-a-changing/
The key was to go down a level deeper. At work, we were
doing a branding exercise for a product, and we listed off the
adjectives we wanted to describe the product. I realized that a
similar exercise would work here…
I mulled over all the feedback on the mechanics: what type of
experience were they creating on their own? What adjectives
did players use to talk about the mechanics? Players described
the game as simple and elegant. It was calming and relaxing to
play. They were surprised and delighted by the richness of the
decisions. They said it flowed smoothly, that they could play it
over and over again.”
— R A N D Y H O Y T , G A M E D E S I G N E R / P U B L I S H E R
“

27. http://www.leagueofgamemakers.com/the-themes-they-are-a-changing/
The key was to go down a level deeper. At work, we were
doing a branding exercise for a product, and we listed off the
adjectives we wanted to describe the product. I realized that a
similar exercise would work here…
I mulled over all the feedback on the mechanics: what type of
experience were they creating on their own? What adjectives
did players use to talk about the mechanics? Players described
the game as simple and elegant. It was calming and relaxing to
play. They were surprised and delighted by the richness of the
decisions. They said it flowed smoothly, that they could play it
over and over again.”
— R A N D Y H O Y T , G A M E D E S I G N E R / P U B L I S H E R
“

28. This image captured perfectly the feeling that the playing
the game produced, and I knew a theme and narrative
woven around this could work to produce a great experience.
http://www.leagueofgamemakers.com/the-themes-they-are-a-changing/
Tangled

29. http://www.leagueofgamemakers.com/the-themes-they-are-a-changing/

32. ?Howoftendowereallyletdesign
principlesdriveeveryproductdecision?

33. ?Howoftendowereallyletdesign
principlesdriveeveryproductdecision?
adding features
pushing back on customer requests
prioritizing the backlog
how we design a familiar feature
eliminating features

34. AMatureViewofDesigningforEmotions
(SOME WAYS) GAMES CREATE EXPERIENCES

37. Surprise and delight are the high-fructose
corn syrup of the experience economy”
“

38. http://www.cnvc.org/Training/needs-inventory
http://www.cnvc.org/Training/feelings-inventory

42. Huh?
Our emotional goal is to be
Lukewarm & forgettable??

43. AFocusontheWholevsParts
(AKA“ASystemsView”)
(SOME WAYS) GAMES CREATE EXPERIENCES

45. GAMES“dynamic systems with emergent properties that elicit emotions.”
(Jesse James Garrett)

46. GAMES“dynamic systems with emergent properties that elicit emotions.”
(Jesse James Garrett)

47. Production. Direction. Balance. Orchestration. Choreography.

48. “Designing a product is keeping five thousand
things in your brain and fitting them all together
in new and different ways to get what you want.
And every day you discover something new that
is a new problem or a new opportunity to fit
these things together a little differently.
And it’s that process that is the magic.”
— Steve Jobs

49. Afocuson“thewhole”changesthings…
whatgets
definedasa
release
(core/complete)
howyouapproach
newproductdesign
(it changesto a
holistic,iterative
cycleofprototyping
andplaying)
whatyoudecide
tomeasure
…andmuchmore!!

51. “Arewereallythatfaroff?”

52. “Howwouldyoudoitanyotherway?”

53. “I feel UX is where game design
was with ‘fun’ 15-20 years ago”
—Daniel Cook

54. Speaking Up for
Experiences
The MDAFRAMEWORK
(SomeWays) Games Create Experiences

55. Mechanics Dynamics Aesthetics

56. QUESTIONS
20
Pair up with one other person.
OBJECTIVE:
One person thinks of a thing and the other person must guess
it by asking no more than 20 yes-no questions.
RULES:
Rule #1: Questioners can only ask Yes-or-No questions
Rule #2: Answerers can only respond with a Yes or a No
--The two exceptions to Rule #2
"I don't know."
"I can't answer."
Note: Questioners may guess the mystery object at any time,
by phrasing their guess as a question, such as “Is the mystery
object a leather purse?” Count this as one of the 20 Questions.
Rule #3: Only 20 Questions are allowed.

57. QUESTIONS
20
Pair up with one other person.
OBJECTIVE:
One person thinks of a thing and the other person must guess
it by asking no more than 20 yes-no questions.
RULES:
Rule #1: Questioners can only ask Yes-or-No questions
Rule #2: Answerers can only respond with a Yes or a No
--The two exceptions to Rule #2
"I don't know."
"I can't answer."
Note: Questioners may guess the mystery object at any time,
by phrasing their guess as a question, such as “Is the mystery
object a leather purse?” Count this as one of the 20 Questions.
Rule #3: Only 20 Questions are allowed.
You may ask an unlimited number of questions, but you will
have only 90 seconds to correctly guess what the thing is…

58. QUESTIONS
20
Pair up with one other person.
OBJECTIVE:
One person thinks of a thing and the other person must guess
it by asking no more than 20 yes-no questions.
RULES:
Rule #1: Questioners can only ask Yes-or-No questions
Rule #2: Answerers can only respond with a Yes or a No
--The two exceptions to Rule #2
"I don't know."
"I can't answer."
Note: Questioners may guess the mystery object at any time,
by phrasing their guess as a question, such as “Is the mystery
object a leather purse?” Count this as one of the 20 Questions.
Rule #3: Only 20 Questions are allowed.
You may ask an unlimited number of questions, but you will
have only 90 seconds to correctly guess what the thing is…

59. QUESTIONS
20
Pair up with one other person.
OBJECTIVE:
One person thinks of a thing and the other person must guess
it by asking no more than 20 yes-no questions.
RULES:
Rule #1: Questioners can only ask Yes-or-No questions
Rule #2: Answerers can only respond with a Yes or a No
--The two exceptions to Rule #2
"I don't know."
"I can't answer."
Note: Questioners may guess the mystery object at any time,
by phrasing their guess as a question, such as “Is the mystery
object a leather purse?” Count this as one of the 20 Questions.
Rule #3: Only 20 Questions are allowed.
You may ask an unlimited number of questions, but you will
have only 90 seconds to correctly guess what the thing is…
Time’sup!

60. Onechangeinrules(Mechanics)
…createsacompletelydifferentbehavior(Dynamics)
…whichcreatescompletelydifferentfeelings(Aesthetics)

61. Mechanics Dynamics Aesthetics

62. Mechanics Dynamics Aesthetics

63. The concepts & materials that
forma!y specify the game-as-system
(everything needed to play
the game)
Mechanics Dynamics Aesthetics

64. what happens when people
play the game
The concepts & materials that
forma!y specify the game-as-system
(everything needed to play
the game)
How players feel when they
play the game
Mechanics Dynamics Aesthetics

65. what happens when people
play the game
The concepts & materials that
forma!y specify the game-as-system
(everything needed to play
the game)
How players feel when they
play the game
Mechanics Dynamics Aesthetics

66. Hmm…Howisthisuseful?

67. what happens when people
play the game
The concepts & materials that
forma!y specify the game-as-system
(everything needed to play
the game)
How players feel when they
play the game
Mechanics Dynamics Aesthetics

68. Mechanics Dynamics Aesthetics

69. Mechanics Dynamics Aesthetics
[Offering]
Product Design, Development,
Marketing, Sales, Support,
Partnerships—Everything
we make, sell, and
support!

70. Mechanics Dynamics Aesthetics
[Offering] Behaviors
what people do when they use
our product/service
Product Design, Development,
Marketing, Sales, Support,
Partnerships—Everything
we make, sell, and
support!

71. Mechanics Dynamics Aesthetics
[Offering] Behaviors Experience
what people do when they use
our product/service
Product Design, Development,
Marketing, Sales, Support,
Partnerships—Everything
we make, sell, and
support!
How people feel when they use
our product/service

72. [OFfering] Behaviors Experience

73. [OFfering] Behaviors Experience
REASONS I LIKE THIS FRAMEWORK:
It’ssimple!

74. “Youcan’tdesignanexperience”

75. “Youcan’tdesignanexperience”
“Experience Design”
Design for Experiences

76. [OFfering] Behaviors Experience
…and these are the outcomes
We control this

77. [OFfering] Behaviors Experience
…and these are the outcomes
We control this
REASONS I LIKE THIS FRAMEWORK:
Itdistinguishesworkoutputfromoutcomes

78. [OFfering] Behaviors Experience
…and these are the outcomes
We control this
REASONS I LIKE THIS FRAMEWORK:
Itshiftsthefocusfromoutputtooutcomes

80. Mechanics dynamics Aesthetics Right?
(NO!)
-> ->

81. [OFfering] Behaviors Experience
…and these are the outcomes
We control this

82. [OFfering] Behaviors Experience

83. [OFfering] Behaviors Experience
1. Focusing on the outcomes…

84. [OFfering] Behaviors Experience
1. Focusing on the outcomes…
2. …Changes what
we do here

85. [OFfering] Behaviors Experience
1. Focusing on the outcomes…
2. …Changes what
we do here
REASONS I LIKE THIS FRAMEWORK:
Itshiftsthefocusfromoutputtooutcomes

87. Medium
Blogger,
Wordpress

88. Medium
Blogger,
Wordpress
• Designed more like a magazine.
• Designed a social system to create a
built-in audience for new authors
• Launched with published authors
(which set really high bar for content)
• Hired former Wired.com editor Evan
Hansen as an editor for the site
• Bought the long-form journalism
startup Matter
• Created what is arguably the best
writing tool on the planet
• Promoted contextual comments
• Focused on typographic UI details
that compete w/ centuries of print
(vs other web platforms)
• Focused A LOT on quality content
• Offered pre-publishing feedback

90. “We shape our buildings
and afterwards our buildings shape us.”
—Winston Churchill

91. [OFfering] Behaviors Experience
User
Orientation
Business
Orientation

92. [OFfering] Behaviors Experience
REASONS I LIKE THIS FRAMEWORK:
ItemphasizestheExperience-firstorientation
User
Orientation
Business
Orientation

93. Thinking about the player encourages experience-driven (as
opposed to feature-driven) design. As such, we begin our
investigation with a discussion of Aesthetics, and continue
on to Dynamics, finishing with the underlying Mechanics.

94. “One of the things I’ve always found is that
you’ve got to start with the customer experience
and work backwards…”
— Steve Jobs 1997

95. “To build great products, you need to
start with what people are experiencing.”
—Robert Brunner
http://www.idsa.org/news/member-news/start-what-people-are-experiencing

96. Meaningful
Pleasurable
Convenient
Usable
Reliable
Functional (Useful)
Focused on
Experiences
(People, Activities, Context)
Focused on
Tasks
(Products, Features)
© 2006 Stephen P. Anderson | poetp
SUBJECTIVE / QUALITATIVE
OBJECTIVE / QUANTIFIABLE
Has personal significance
Memorable experience worth sharing
Super easy to use, works like I think
Can be used without difficulty
Is available and accurate
Works as programmed
Prioritize Aesthetics (no, not Graphic Design)
(visual, behaviors, sounds, psychology)
Design for FLOW (boredom vs anxiety)
Leverage Game Mechanics/Learning Theory
(completeness)
Have a Personality
Create conversational and context aware
interactions
(“Adaptive Interfaces”; narrative IA structures)
Elicit Desire
(Limited availability, limited access, curious and
seductive experiences)Simplify, organize, and clarify
Display information visually
Reduce features and complexity
Use language for more natural
Add features that support desired
ine browsing)
Have a believable story
Co-create value with customers
Connect people in community
Are part of a bigger system
Appeal to emotional, spiritual, and
Create a tolerance for faults at
Are tied to a person’s self-image,
highly personal
Creating Pleasurable Interfaces:
Getting fom Tasks to Experiences
presented by Stephen P. Anderson | Nov 8, 2006
“It is not enough that we b
products that function, tha
understandable and usable
we also need to build produ
that bring joy and excitem
pleasure and fun, and yes
beauty, to people’s lives.”
THIS IS THE“CHASM”THAT IS REALLY, REALLY
HARD FOR ORGANIZATIONS TO CROSS

97. Experience Focus
Product Focus

98. Experience Focus
Product Focus

99. people, activities
& context
tasks & features
outcomes and
experiences
output and
functionality
perceptions, emotions,
attention, memory…
interfaces, interactions,
usability, etc.
Experience Focus
Product Focus

100. “Untilmyplayersfeel__________,Iwillnotship”

101. “Untilmyplayersfeel__________,Iwillnotship”
“Games often ship late because they ship based on exit
criteria, not deadlines… Either you ship something tiny
before you run out of money, or you ship late something
that is sufficiently fun. The first are higher risk, but if
the core works, they’ll make it.”
—Christina Wodtke

102. Business
Orientation
[OFfering] Behaviors Experience
User
Orientation

103. Business
Orientation
[OFfering] Behaviors Experience
REASONS I LIKE THIS FRAMEWORK:
Itreinforcesaoneteammentality
User
Orientation

104. Behaviors Experience
REASONS I LIKE THIS FRAMEWORK:
Thewhole‘UXisnotUI’thing!
User
Orientation
Business
Orientation
[OFfering]

105. “UXisnotUI”

106. Mechanics Dynamics Aesthetics

107. This is the game!
Mechanics Dynamics Aesthetics
This is NOT the game!

108. Mechanics Dynamics Aesthetics
20 Questions
You playing 20 questions

109. This is the game!
Mechanics Dynamics Aesthetics
This is NOT the game!
20 Questions
You playing 20 questions

110. Behaviors Experience
User
Orientation
Business
Orientation
[OFfering]
The MODEL!

111. Speaking Up for
Experiences
Behaviors, Experiences, & Metrics
(SomeWays) Games Create Experiences
The MDAFRAMEWORK

112. How do you…
…create a culture that values quality above all else?
…drive focus on the whole, not just the parts?
…create and maintain a shared vision of the future?
…create widespread empathy for our users & customers
…get everyone to embrace the aspirational brand & design tenets?
…create a principled organization, that sticks to values—
especially when it means losing revenue?

113. How do you…
…create a culture that values quality above all else?
…drive focus on the whole, not just the parts?
…create and maintain a shared vision of the future?
…create widespread empathy for our users & customers
…get everyone to embrace the aspirational brand & design tenets?
…create a principled organization, that sticks to values—
especially when it means losing revenue?
…justify investing in what is fundamentally intangible?

114. Thingstoldwithnumbers
getformalsupport.
Realization#1:

115. Thingstoldwithnumbers
getformalsupport.
Realization#1:
Storiesandanecdotes
maywinhearts,but

116. “If you can quantify something,
you can rationalize it.”
https://www.linkedin.com/pulse/future-work-nitya-mallikarjun?trk=prof-post
—Nitya Mallikarjun

117. Behaviors Experience
User
Orientation
Business
Orientation
[OFfering]
Whatdowemeasure?

119. We’renotreallymeasuring
experience,yet.
Realization#2:

120. CreateagreatExperience.
MeasureBehaviors.
Rinse.Repeat.

121. CreateagreatExperience.
MeasureBehaviors?!
Rinse.Repeat.

122. However, when a team manages to get a KPI that
sticks, the power it brings to the organization is
remarkable. It helps everyone focus around the
experience, giving a common language and
understanding to how great design makes a great
business.
What Goes Into an Effective UX KPI?
Behavior based: The team was measuring the
customer-service representative’s behavior with the
product. As they change the design, they get new
behaviors. If those new behaviors reduce tool time,
then the team can tell they’ve improved the design.
https://articles.uie.com/kj_technique/
UIE c. 2004

123. However, when a team manages to get a KPI that
sticks, the power it brings to the organization is
remarkable. It helps everyone focus around the
experience, giving a common language and
understanding to how great design makes a great
business.
What Goes Into an Effective UX KPI?
Behavior based: The team was measuring the
customer-service representative’s behavior with the
product. As they change the design, they get new
behaviors. If those new behaviors reduce tool time,
then the team can tell they’ve improved the design.
https://articles.uie.com/kj_technique/
UIE c. 2004

124. Adaptive Path, mid 2000s

125. Experience
Behaviors
Time
Increase
BASIC USABILITY

126. It’sdangeroustoequategoodbehavioral
data(conversionmetrics,fastercheckout,
etc.)withagoodexperience.
Realization#3:

127. FREE
In-App
Purchases
+
Context:BrowsingAppStoreGames

128. ExperienceBehaviors
FREE
In-App
Purchases
+

129. Context:BookingaHotelRoom
Don’t miss out!
12 other people are
looking at this room
right now.

130. ExperienceBehaviors
Don’t miss out!
12 other people are
looking at this room
right now.

131. “Uh…Didyoureallyjust
gothere,Stephen?”

133. ShortTermGainsvsLongTermOrganicGrowth

134. ShortTermGainsvsLongTermOrganicGrowth
Amazon
Routinely takes beating
from investors who
want quarterly returns,
but the company
continues to grow with
a vision that looks out 7
years
Apple
Upon Jobs returning
the late 90s, he
certainly focused on
keeping the
company alive but
also made notable
bets on a future
several years out
[Stock Market]
That value of quarterly
earnings reports gets
questioned all the
time…

135. [AmajorAmericanbankspecializing
increditcards,homeloans,auto
loans,bankingandsavingsproducts.]
Theirinternalgoal?
•Sell,cross-sell,up-selladditionalservices!

136. [AmajorAmericanbankspecializing
increditcards,homeloans,auto
loans,bankingandsavingsproducts.]
Theirinternalgoal?
•Sell,cross-sell,up-selladditionalservices!

141. [AdifferentmajorAmericanbank
specializingincreditcards,home
loans,autoloans,bankingand
savingsproducts.]

142. [AdifferentmajorAmericanbank
specializingincreditcards,home
loans,autoloans,bankingand
savingsproducts.]
Theirinternalgoals?

143. [AdifferentmajorAmericanbank
specializingincreditcards,home
loans,autoloans,bankingand
savingsproducts.]
Theirinternalgoals?
•Improvepeoplesliveswithgoodcreditdecisions.
•Improvecreditscores
•Helpcustomerspayoffaloanearly
•Keeppeopleincarsbybeingflexiblewithpayment
terms
•etc.

144. [AdifferentmajorAmericanbank
specializingincreditcards,home
loans,autoloans,bankingand
savingsproducts.]
Theirinternalgoals?
•Improvepeoplesliveswithgoodcreditdecisions.
•Improvecreditscores
•Helpcustomerspayoffaloanearly
•Keeppeopleincarsbybeingflexiblewithpayment
terms
•etc.
“we have lost money for years in some cases, until we didn’t”

145. ShortTermGainsvsLongTermOrganicGrowth

146. Howmightwemeasure
anexperience?

147. Howmightwemeasuretheexperience?
Biometric Data?
(Galvonic skin responses, facial
Recognition)
(surveys)
Sentiment analysis
(and similar) on written
text?
Natural Word-of-
Mouth / Social media?
In the moment “How do you feel” surveys
(pick a face reactions)
NPS?
“HEART”
Customer Effort Score?
SUS
Gallop CE11
ASQ (After Scenario Questionaire)
SMEQ
UME
SEQ
SUPR-Q
BERT

148. GallopCE11
NPS
Surveys/
Self-Reporting

149. Emotionquestionusingwordsaslabels
Emotionquestionusingvisualcues
Analysisofsocialmediaposts,opensurveycomments,
calltranscripts,andotherfreeformtext
Imageresponsetesting
Voiceanalysis
Facialcoding
Physiologicalmarkers(e.g.,heartratemeasurement)
orneurobiologicalmarkers(e.g.,fMRIimaging)
H O W T O M E A S U R E E M O T I O N :
Forrester “HowTo Measure Emotion In Customer Experience: Upgrade CXMeasurement
ProgramsTo Capture Customers’ Emotions” by Maxie Schmidt-Subramanian November 13, 2015

150. Emotionquestionusingwordsaslabels
Emotionquestionusingvisualcues
Analysisofsocialmediaposts,opensurveycomments,
calltranscripts,andotherfreeformtext
Imageresponsetesting
Voiceanalysis
Facialcoding
Physiologicalmarkers(e.g.,heartratemeasurement)
orneurobiologicalmarkers(e.g.,fMRIimaging)
H O W T O M E A S U R E E M O T I O N :
Forrester “HowTo Measure Emotion In Customer Experience: Upgrade CXMeasurement
ProgramsTo Capture Customers’ Emotions” by Maxie Schmidt-Subramanian November 13, 2015
Emotionquestionusingvisualcues

151. Emotionquestionusingwordsaslabels
Emotionquestionusingvisualcues
Analysisofsocialmediaposts,opensurveycomments,
calltranscripts,andotherfreeformtext
Imageresponsetesting
Voiceanalysis
Facialcoding
Physiologicalmarkers(e.g.,heartratemeasurement)
orneurobiologicalmarkers(e.g.,fMRIimaging)
H O W T O M E A S U R E E M O T I O N :
Forrester “HowTo Measure Emotion In Customer Experience: Upgrade CXMeasurement
ProgramsTo Capture Customers’ Emotions” by Maxie Schmidt-Subramanian November 13, 2015
SentimentAnalysis

152. Emotionquestionusingwordsaslabels
Emotionquestionusingvisualcues
Analysisofsocialmediaposts,opensurveycomments,
calltranscripts,andotherfreeformtext
Imageresponsetesting
Voiceanalysis
Facialcoding
Physiologicalmarkers(e.g.,heartratemeasurement)
orneurobiologicalmarkers(e.g.,fMRIimaging)
H O W T O M E A S U R E E M O T I O N :
Forrester “HowTo Measure Emotion In Customer Experience: Upgrade CXMeasurement
ProgramsTo Capture Customers’ Emotions” by Maxie Schmidt-Subramanian November 13, 2015
Facialcoding

153. Emotionquestionusingwordsaslabels
Emotionquestionusingvisualcues
Analysisofsocialmediaposts,opensurveycomments,
calltranscripts,andotherfreeformtext
Imageresponsetesting
Voiceanalysis
Facialcoding
Physiologicalmarkers(e.g.,heartratemeasurement)
orneurobiologicalmarkers(e.g.,fMRIimaging)
H O W T O M E A S U R E E M O T I O N :
Forrester “HowTo Measure Emotion In Customer Experience: Upgrade CXMeasurement
ProgramsTo Capture Customers’ Emotions” by Maxie Schmidt-Subramanian November 13, 2015
Physiologicalmarkers
orneurobiologicalmarkers
Galvanic skin response (GSR)

156. Cohort Analysis

157. Untilwehaveadirectwaytomeasure
subjectiveExperiences,thebestwecan
dois“triangulate”frombehavioraland
surveydata.
Realization#4:

158. Happiness
Measures of attitudes, often collected via survey
Engagement
Level of user involvement
Adoption
Gaining new users of a product or feature
Retention
The rate at which existing users are returning
Task Success
Efficiency, effectiveness, and error rate

159. 4Ds
Diversity
With how many people are they collaborating?
Depth
How much of the tool are they using? (features)
Density
Frequency of use (MAU), usage in general (2
dimensions — person/team)
Delight
NPS/satisfaction score / SUS (10 question
scale),Usability Scale, satisfaction vs loyalty

160. Tobecontinued…

161. CLosure?
•We need better ways to measure experiences
•A translation of the MDA model might be
useful in a non-game context
•There’s a lot we can learn from game design.

162. Designing a game is in itself an
addictive endeavor. The most
valuable takeaway is our
transformed perception of our
daily work. If this short round-up
caught your interest… we
strongly recommend giving
game design a try.
https://ia.net/know-how/game-design

163. Thankyou!
getmentalnotes.com
Design for
Understanding
Stephen P. Anderson
@stephenanderson
www.poetpainter.com | www.slideshare.net/stephenpa