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USING THE WAVELINE
MAPPING PREMIUM VALUE
TO THE USER JOURNEY
Nathan Shedroff
California College of the Arts
nathan@nathan.com
@nathanshedroff
designmba.org
NATHAN SHEDROFF nathan.com @nathanshedroff
11:30 AM
10:00 AM
BREAK
LADDERING EXERCISE
WAVELINE EXERCISE
DISCUSSION
INTRODUCTIONS
THE STORY BEHIND THE WAVELINE
11:45 AM
WORKSHOP SCHEDULE
1:45 PM (13:45)
NATHAN SHEDROFF nathan.com @nathanshedroff
www.slideshare.net/NathanShedroff/using-the-
waveline-workshop
Using the Waveline (workshop)
Using the Waveline (workshop)
Using the Waveline (workshop)
MAKE IT SO
Interaction Design Lessons from Science Fiction
by NATHAN SHEDROFF & CHRISTOPHER NOESSEL
foreword by Bruce Sterling
Many designers enjoy the interfaces seen in science fiction films
and television shows. Freed from the rigorous constraints of designing
for real users, sci-fi production designers develop blue-sky interfaces
that are inspiring, humorous, and even instructive. By carefully studying
these “outsider” user interfaces, designers can derive lessons that make
their real-world designs more cutting edge and successful.
“Designers who love science fiction will go bananas over Shedroff and Noessel’s delightful and
informative book on how interaction design in sci-fi movies informs interaction design in the real
world.... You will find it as useful as any design textbook, but a whole lot more fun.”
ALAN COOPER
“Father of Visual Basic” and author of The Inmates Are Running the Asylum
“Part futurist treatise, part design manual, and part cultural analysis, Make It So is a fascinating
investigation of an often-overlooked topic: how sci-fi influences the development of tomorrow’s
machine interfaces.”
ANNALEE NEWITZ
Editor, io9 blog
“Shedroff and Noessel have created one of the most thorough and insightful studies ever made
of this domain.”
MARK COLERAN
Visual designer of interfaces for movies (credits include The Bourne Identity, The Island, and Lara Croft: Tomb Raider)
“Every geek’s wet dream: a science fiction and interface design book rolled into one.”
MARIA GIUDICE
CEO and Founder, Hot Studio
www.rosenfeldmedia.com
MORE ON MAKE IT SO
www.rosenfeldmedia.com/books/science-fiction-interface/
MAKEITSObyNATHANSHEDROFF&CHRISTOPHERNOESSEL
Experience Design 1.1
a manifesto for the design of experiences
by Nathan Shedroff
product taxonomies 16
user behavior 116
100 years 22
information 42
takeaways 28
data 36
knowledge 48
subjectivity 78
consistency 96
navigation 84
product taxonomies 16
user behavior 116
experiences 4
experience taxonomies 10
100 years 22
wisdom 54
information 42
takeaways 28
data 36
knowledge 48
subjectivity 78
consistency 96
navigation 84
Design Strategy in Action
Edited by Nathan Shedroff
A publication from the MBA in Design Strategy program
California College of the Arts
2011
2008 Edition
Dictionary of
Sustainable Management
Using the Waveline (workshop)
Using the Waveline (workshop)
MBA IN DESIGN STRATEGY
MBA IN STRATEGIC FORESIGHT
NATHAN SHEDROFF nathan.com @nathanshedroff
THE WAVELINE
© SCANSION 2014Consumer Experience Waveline
Waveline
Opportunities Opportunity 1 Opportunity 2
Touchpoints
EXPLORATION SETUPPURCHASE
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augue aliquet nec.
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lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
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tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
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tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
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tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
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tetur adipiscing elit. Duis lacinia lacin-
ia mauris non faucibus. Cras sed
mattis lectus. Nunc ac ornare risus.
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ulum augue aliquet nec.
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tetur adipiscing elit. Duis lacinia lacin-
ia mauris non faucibus. Cras sed
mattis lectus. Nunc ac ornare risus.
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ulum augue aliquet nec.
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tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Duis lacinia
lacinia mauris non faucibus. Cras
sed mattis lectus. Nunc ac ornare
risus. Nulla rutrum commodo odio,
et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Duis lacinia
lacinia mauris non faucibus. Cras
sed mattis lectus. Nunc ac ornare
risus. Nulla rutrum commodo odio,
et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Duis lacinia
lacinia mauris non faucibus. Cras
sed mattis lectus. Nunc ac ornare
risus. Nulla rutrum commodo odio,
et vestibulum augue aliquet nec.Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Duis lacinia
lacinia mauris non faucibus. Cras
sed mattis lectus. Nunc ac ornare
risus. Nulla rutrum commodo odio,
et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Duis lacinia
lacinia mauris non faucibus. Cras
sed mattis lectus. Nunc ac ornare
risus. Nulla rutrum commodo odio,
et vestibulum augue aliquet nec.
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tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
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tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
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tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
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tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
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tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
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tetur adipiscing elit. Duis lacinia lacin-
ia mauris non faucibus. Cras sed
mattis lectus. Nunc ac ornare risus.
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ulum augue aliquet nec.
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tetur adipiscing elit. Duis lacinia lacin-
ia mauris non faucibus. Cras sed
mattis lectus. Nunc ac ornare risus.
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ulum augue aliquet nec.
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tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
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sectetur adipiscing elit. Duis lacinia
lacinia mauris non faucibus. Cras
sed mattis lectus. Nunc ac ornare
risus. Nulla rutrum commodo odio,
et vestibulum augue aliquet nec.
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sectetur adipiscing elit. Duis lacinia
lacinia mauris non faucibus. Cras
sed mattis lectus. Nunc ac ornare
risus. Nulla rutrum commodo odio,
et vestibulum augue aliquet nec.
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tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
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tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
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tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
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tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dol
tetur adipiscing eli
ia mauris non fauc
mattis lectus. Nun
Nulla rutrum comm
ulum augue alique
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tetur adipiscing eli
ia mauris non fauc
mattis lectus. Nun
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ulum augue alique
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Confusion
Anxiety
INTENSITY
T I M E
2
1
2
1
Beauty
Wonder
Ideal Consumer
Experience Waveline
Customer Segment 1
Customer Segment 1
Customer Segment 1
Computer crashes
All the touchpoints
are important
Retail confusion
around products
Which computers
have integrative
features
Struggling to setup
WiFi
The excitement of
a new computer
Explaining the key
touchpoints during
exploration
PC Learning
Experience
Video
Getting diverse
opinions
Exploring the
touchpoints
PC Learning
Experience
Powerpoint
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
TOTAL VALUE
(PREMIUM VALUE)
FUNCTIONAL VALUE
+ FINANCIAL VALUE
+ EMOTIONAL VALUE
+ IDENTITY VALUE
+ MEANINGFUL VALUE
=
QUANTITATIVE
QUALITATIVE
NATHAN SHEDROFF nathan.com @nathanshedroff
TOTAL VALUE
FUNCTIONAL VALUE
+ FINANCIAL VALUE
+ EMOTIONAL VALUE
+ IDENTITY VALUE
+ MEANINGFUL VALUE
$1.1B =
Instagram
NATHAN SHEDROFF nathan.com @nathanshedroff
$1.1B
Instagram
TOTAL VALUE
FUNCTIONAL VALUE
+ FINANCIAL VALUE
+ EMOTIONAL VALUE
+ IDENTITY VALUE
+ MEANINGFUL VALUE
=
$86M
NATHAN SHEDROFF nathan.com @nathanshedroff
$1.1B
Instagram
TOTAL VALUE
FUNCTIONAL VALUE
+ FINANCIAL VALUE
+ EMOTIONAL VALUE
+ IDENTITY VALUE
+ MEANINGFUL VALUE
=
$86M
$1.01B
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
JOURNEY MAP vs WAVELINE
•Maps touchpoints
•Maps functions
•Design 4 touchpoints
•Design 4 relationships
•Maps experiences

(“change in people”)
•Maps emotions, 

values & meaning
•Maps value 

(and, opportunities)
• Can map triggers
• Places opportunities 

in context & time
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
More
Personal
More
Universal
NATHAN SHEDROFF nathan.com @nathanshedroff
More
Personal
More
Universal
NATHAN SHEDROFF nathan.com @nathanshedroff
More
Personal
More
Universal
NATHAN SHEDROFF nathan.com @nathanshedroff
More
Personal
More
Universal
NATHAN SHEDROFF nathan.com @nathanshedroff
Core Meanings
Triggers
NATHAN SHEDROFF nathan.com @nathanshedroff
Accomplishment
Beauty
Creation
Community
Duty
Enlightenment
Freedom
Harmony
Justice
Oneness
Redemption
Security
Truth
Validation
Wonder
15 CORE MEANINGS:
Definitions: makingmeaning.org
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
Start(findit)
End(buyit)
NATHAN SHEDROFF nathan.com @nathanshedroff
Start(walkintothestore)
End(walkoutofthestore)
NATHAN SHEDROFF nathan.com @nathanshedroff
Start(wantorneedsomething)
End(boughtit,usedit,finallyusedit
NATHAN SHEDROFF nathan.com @nathanshedroff
Start(wantorneedsomething)
End?
Heardaboutit--orsomethingelse
Sawitorsomethinglikeit
Foundone,touchedit
—probablysomeoneelse’s
Wentonline
Wentintothestore
Sawanadvertisement
Boughtit
Usedit
Repairedit
Leantit
Replacedit
NATHAN SHEDROFF nathan.com @nathanshedroff
Start(wantorneedsomething)
CustomerDies
Heardaboutit--orsomethingelse
Sawitorsomethinglikeit
Foundone,touchedit
—probablysomeoneelse’s
Wentonline
Wentintothestore
Sawanadvertisement
Boughtit
Usedit
Repairedit
Leantit
Replacedit
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
Ordinary World Extraordinary World
Everyday,IntheOrdinaryWorld
CalltoAdventure
Refusal
MeetingWithTheMentor
CrossingTheThreshold
Tests,Allies,andEnemies
ApproachToInmostCave
Ordeal
Reward(SeekingTheSword)
TheRoadBack
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
Agenda

Script

Presentation

Scenario

Storyboard

Beat Chart

Tempo Map

Flow Chart

Experience Blueprint

Journey Canvas

Film Experience Chart

Architectural Model

Walkthrough
NATHAN SHEDROFF nathan.com @nathanshedroff
TRANSMEDIA
EXPERIENCE
ARCHITECTURE
#ALGREN
LEGEND ...
= MONOMEDIA
= INTEGRATED MEDIA
= TRANSMEDIA
1
3
2
= PERSONA INFLUENCE
= NARRATIVE INFLUENCE
= PRODUCT
= MEME
= COLLABORATIVE INTENTION
THINKSTATE // 2011.03.08
CORE NARRATIVE
chapter & verse
STORYWORLD
PARTICIPATORY
CH
CH
CH
CH
CH
CAUSE
CAUSE
CAUSE
CAUSE
CAUSE
CAUSECAUSE
SCHOOL
CONTEST
ACTING
JOHNNY DEPP
CAUSE
SOCIAL ??
POLITICAL ?
?
?
?
COUNTER CULTURE ?
BLOGS ?
?
?
?
ABSTRACTS
INSTITUTION
TV
ART SHOP
MUSIC CONTEST
?
WIKIS ?
MICHAEL MANN ?
?
WILLIAM FRIEDKIN ?
PHILIP KAUFMAN ?
CHCHCH
EP EP
eBOOK
graphic novels
abstracts
METANARRATIVE
METANARRATIVE
3
1
FILM
documentary ( NF )
feature ( F )
3WEBISODIC
algren centric
artist centric
32
2
2
2
STORYWORLD
CH
CAUSEWIKI
WIKI
WIKI
WIKI
WIKI
CH CH CH
LIVE EVENTS
gallery
concerts
MEMETIC MEDIA
lumines
memes
phenoms
3
1
3
1 1
3
2
3
2
GAMING
LARP
ARG
BAR
MATCH
POETRY COMPETITION
? EP
? EP
? ?
EP
?
EP
EP
EP
?
? ?
?
?
LOU REED?
?
TOM WAITS?
?
?
PARTICIPATORY
PARTICIPATORY PARTICIPATORY
?
WIKI
WIKI
INSTITUTE
?? ???
PERFORMANCE ART
NATHAN SHEDROFF nathan.com @nathanshedroff
© SCANSION 2014Consumer Experience Waveline
Waveline
Opportunities Opportunity 1 Opportunity 2
Touchpoints
EXPLORATION SETUPPURCHASE
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacin-
ia mauris non faucibus. Cras sed
mattis lectus. Nunc ac ornare risus.
Nulla rutrum commodo odio, et vestib-
ulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacin-
ia mauris non faucibus. Cras sed
mattis lectus. Nunc ac ornare risus.
Nulla rutrum commodo odio, et vestib-
ulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Duis lacinia
lacinia mauris non faucibus. Cras
sed mattis lectus. Nunc ac ornare
risus. Nulla rutrum commodo odio,
et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Duis lacinia
lacinia mauris non faucibus. Cras
sed mattis lectus. Nunc ac ornare
risus. Nulla rutrum commodo odio,
et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Duis lacinia
lacinia mauris non faucibus. Cras
sed mattis lectus. Nunc ac ornare
risus. Nulla rutrum commodo odio,
et vestibulum augue aliquet nec.Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Duis lacinia
lacinia mauris non faucibus. Cras
sed mattis lectus. Nunc ac ornare
risus. Nulla rutrum commodo odio,
et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Duis lacinia
lacinia mauris non faucibus. Cras
sed mattis lectus. Nunc ac ornare
risus. Nulla rutrum commodo odio,
et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacin-
ia mauris non faucibus. Cras sed
mattis lectus. Nunc ac ornare risus.
Nulla rutrum commodo odio, et vestib-
ulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacin-
ia mauris non faucibus. Cras sed
mattis lectus. Nunc ac ornare risus.
Nulla rutrum commodo odio, et vestib-
ulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Duis lacinia
lacinia mauris non faucibus. Cras
sed mattis lectus. Nunc ac ornare
risus. Nulla rutrum commodo odio,
et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Duis lacinia
lacinia mauris non faucibus. Cras
sed mattis lectus. Nunc ac ornare
risus. Nulla rutrum commodo odio,
et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dol
tetur adipiscing eli
ia mauris non fauc
mattis lectus. Nun
Nulla rutrum comm
ulum augue alique
Lorem ipsum dol
tetur adipiscing eli
ia mauris non fauc
mattis lectus. Nun
Nulla rutrum comm
ulum augue alique
Lorem ipsum dol
tetur adipiscing eli
mauris non faucib
lectus. Nunc ac or
rutrum commodo
augue aliquet nec
Confusion
Anxiety
INTENSITY
T I M E
2
1
2
1
Beauty
Wonder
Ideal Consumer
Experience Waveline
Customer Segment 1
Customer Segment 1
Customer Segment 1
Computer crashes
All the touchpoints
are important
Retail confusion
around products
Which computers
have integrative
features
Struggling to setup
WiFi
The excitement of
a new computer
Explaining the key
touchpoints during
exploration
PC Learning
Experience
Video
Getting diverse
opinions
Exploring the
touchpoints
PC Learning
Experience
Powerpoint
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
Parents/Family Travel Do itSchool Find out how
Learn & Develop Awareness Register to Vote
Dad annoyed,
doesn’t want to
be interrupted
when he reads
the newspaper
Watches dad
read newspaper
Attend to parents
Election Day party
Starts using
facebook
Sees campaign
ads on lawns
Brother comes
back from
Sees
ads o
look i
Reads her
name in the
local paper
Read about
Ebola on FB
Reads about have
Ebola on FB will be
contained
Friends didn’t
do well either
on assignment
Talk to friends
whose parents
rent reacted
the same cay
Friend blocks Jill
on FB
Parents upset of the
presidential candi-
date who won
Studies Government
5yh grade and does
poorly on assign-
ment
Government class
teacher gives her
C- on current events
assignment
+
0
-
NATHAN SHEDROFF nathan.com @nathanshedroff
OUR FOCUS
NATHAN SHEDROFF nathan.com @nathanshedroff
Jury duty is a form of forced engagement that involves many touchpoints
Jurors endure varying emotional intensity throughout the process; it is mostly
negative but there are a few key areas of positivity, especially toward the end
INTENSITY + PRIMARY TOUCHPOINTS
JURY DELIGHT | MEANING STRATEGY | EXPERIENCES STUDIO 18
Jury Assem
bly Room
Society
M
edia
School
Jury Assem
bly Room
Verdict Voting
Card
Verdict
Video
M
anual
Adm
in
Staff
W
aiting
Room
Clerk
Courtroom
Jury Box
Judge
Court Staff
Lawyers
Defendant
Plaintiff
Evidence
W
itnesses
Other Jurors
Sum
m
ons Letter
Autom
ated
Phone
System
Parking
Courthouse
Security
Paym
ent check
Society
M
edia
SUMMONS APPEAR SELECTION TRIAL DELIBERATION VERDICT
4-8 WEEKS 1-2 DAYS 1-4 DAYS 1 WEEK
DISMISSEDNOT CALLED IN
1 DAY - 2 WEEKS
NATHAN SHEDROFF nathan.com @nathanshedroff
A customized waveline deliberately evokes positive meaning throughout the
jury duty experience
• Path follows a classic narrative arc, is flexible, and depends on behavior to determine outcomes
• Cohesive “story” builds intensity and maintains a consistent rhythm of experience
IDEAL WAVELINE
JURY DELIGHT | MEANING STRATEGY | EXPERIENCES STUDIO 20
VALIDATION
COMMUNITY
TRUTH
DUTY
JUSTICE
NOTIFIED
SCHEDULING
IMMERSION
PRE-SUMMONS
APPEAR
WAIT
SELECTED TRIAL
DELIBERATE
VERDICT
POST
DISMISSED
POST
NATHAN SHEDROFF nathan.com @nathanshedroff
CURRENT vs IDEAL
INITIATION ENGAGEMENT CONCLUSION
SUMMONS APPEAR SELECTION TRIAL DELIBERATION VERDICT
4-8 WEEKS 1-2 DAYS 1-4 DAYS 1 WEEK
DISMISSEDNOT CALLED IN
1 DAY - 2 WEEKS
NOTIFIED
SCHEDULING
IMMERSION
PRE-SUMMONS
APPEAR
WAIT
SELECTED TRIAL
DELIBERATE
VERDICT
POST
DISMISSED
POST
JURY DELIGHT | MEANING STRATEGY | EXPERIENCES STUDIO 21
With the new waveline, even people who do not serve on a case find the
experience meaningful
• All three personas are satisfied
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
PC Customer Experience Waveline
EXPLORATION SETUPPURCHASE
Experiences + Touchpoints
INTENSITY
T I M E
Ideal Customer
Experience
The customer is looking for a trusted agent
to them through the purchase process.
TechCo. can work with channel partners to
educated sales staff and deliver consistent
collateral and information at the point of
sale so there is truth for the customer.
The customer has difficulties
navigating complex user inter-
face. OEM information embed-
ded on the computer often
looks like marketing materials.
TechCo. can help simplify.
The customer is looking for an
unbiased opinion about where to
turn to find information. TechCo.
has
an opportunity to provide
recommendations and resources
that might be valuable.
The customer is looking for an
unbiased opinion about where to
turn to find information. TechCo.
has
an opportunity to provide
recommendations and resources
that might be valuable.
1
1
2 3
4
5
2 3 4 5
Opportunities
Ads gets customers
excited and peak
awareness about new
computers and features
Windows 8 OS creates
curiousity and customers
are interested in explor-
ing the new technology
and how it works with
new form factor
In Store exploration is
used prior to purchase
so customers can get a
good look and feel for
potential options
Sales associate often
give our conflicint
information especially
when it comes to WiDi
Friends & Family are
valued as they provide
only opportunity to see,
touch, and use a variety
of computers before
purchase.
WiDi is difficult to
find out about, unless
a friend has it or you
come across it on a
blog, chances are you
won’t find out much
about it
Google is used to find specific
technical information that is not
listed on the product display
cards, like info on graphics
cards, RPM on hard drives, etc.
1 Segment A
OEM man
reference
the “don’
A non-functioning or
outdated computer
prompt users to set out
on the discovery process
2 Segment B
Google search Lorem
ipsum dolor sit amet,
consectetur adipiscing
elit. Sed ullamcorper, elit
vitae eleifend euismod
3 Segment C
Friends & Family are
valued as they provide
only opportunity to see,
touch, and use a variety
of computers before
purchase.
OEM websites come with
mixed reviews, some see
them as marketing while
other like to see options
vs. pricing tools
Product display card
were inconsistent in the
depth of information
between different
computers, for others it
was a good guide
Windows 8 Setup Wizard
Lorem ipsum dolor sit
amet, consectetur adipi-
scing elit. Sed ullamcor-
per, elit vitae eleifend
euismod
Sales Associates often provide
misleading, conflicting, or
down-right untrue information
(with WiDi, for example). When
knowledgeable and articulate,
though, a sales associate can
persuade someone to make a
purchase and instill excitement.
Wayfinding Signage is
often unclear and pro-
vides little in the way of
helping customers make
selections or navigate the
space more effectively
Google is a common starting
spot that helps customers
gain an overview of the
options avaliable and
start navigating the
complex ecosystem
of the PC Retail visit before purchase
test the look and feel of the
products, talk to associates
about what is new, and
check out the selection
Google is accessed
multiple times to
continually refine
the search in finding
the right match
Forums/Reviews are a
resource that help provide
contextually relevant
information and carry a
perception of being
unbiased as compared to
the manufacturer for
others it is a necessary evil
OEM Packaging can
set expectation about
the process or the
experience the cus-
tomer is about start
Computer customers
are looking for light,
sleek, attractive form
factor computers. The
look and feel can make
or break deals
Quick Start Guide is
sometime used by the
customer as a resource
to make sure the proper
sets are being followed
to get computer set up. It
is going through the
steps properly to get
OEM SiteOEM Site
Google
Search
Google
Search
Quick Start Guide is
sometime used by the
customer as a resource
to make sure the proper
sets are being followed
to get computer set up. It
is going through the
steps properly to get
Google
Search
Google
Search
Quick Start Guide is
sometime used by the
customer as a resource
to make sure the proper
sets are being followed
to get computer set up. It
is going through the
steps properly to get
Sales associateSales associate
Quick Start Guide is
sometime used by the
customer as a resource
to make sure the proper
sets are being followed
to get computer set up. It
is going through the
steps properly to get
Quick
some
custo
to ma
sets a
to get
is goin
steps
Wonder
Truth
Frustration Shock
Anxiety
&
Fear
Frustration
Excitem
ent
Validation
Trust
Excitem
ent
Discovery
Computer crashing #5
WiDi confusion #3
Key touchpoints #4
Video #1
#2 Calling store to get
information about WiDi
#6 Excitement about
new computer
V
s
© SCANSION 2014
NATHAN SHEDROFF nathan.com @nathanshedroff
Useful Research Techniques:
Interviews
Careful Surveys
Shadowing
Laddering
Games, etc.
The Meaning of Things
by Mihaly Csikszentmihalyi
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
LADDERING
EXERCISE
NATHAN SHEDROFF nathan.com @nathanshedroff
FREEDOM COMMUNITY
NATHAN SHEDROFF nathan.com @nathanshedroff
JUSTICE ONENESS
NATHAN SHEDROFF nathan.com @nathanshedroff
Flavor
Bright/
Saturated
Hard,
Artificial,
Natural
Curvaceous/
Smooth,
Solid,
Sharp/Pointed
Loud,
Simple/Clear,
Musical/Melodious,
Mechanical
Musky,
Bright,
Alcohol,
Forest/Plants
Meaty,
Salty
Accomplishment Triggers
SoundColor Materials Form Aroma
NATHAN SHEDROFF nathan.com @nathanshedroff
Flavor
Primary Hard Complex Loud Forest/Plants Sweet - Sugar
Community Triggers
SoundColor Materials Form Aroma
NATHAN SHEDROFF nathan.com @nathanshedroff
Flavor
Muted/
Desaturated Plastic Porous Natural/Organic
Natural,
Floral
Salty
Harmony Triggers
SoundColor Materials Form Aroma
NATHAN SHEDROFF nathan.com @nathanshedroff
EXERCISE
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
Current Experience Waveline
NATHAN SHEDROFF nathan.com @nathanshedroff
Current Experience Waveline
NATHAN SHEDROFF nathan.com @nathanshedroff
Current Experience Waveline
Desired Experience Waveline
NATHAN SHEDROFF nathan.com @nathanshedroff
Current Experience Waveline
Desired Experience Waveline
Touchpoint
Opportunity 1
Touchpoint
Opportunity 2
Touchpoint
Opportunity 3
© SCANSION 2014Consumer Experience Waveline
Waveline
Opportunities Opportunity 1 Opportunity 2
Touchpoints
EXPLORATION SETUPPURCHASE
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacin-
ia mauris non faucibus. Cras sed
mattis lectus. Nunc ac ornare risus.
Nulla rutrum commodo odio, et vestib-
ulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacin-
ia mauris non faucibus. Cras sed
mattis lectus. Nunc ac ornare risus.
Nulla rutrum commodo odio, et vestib-
ulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Duis lacinia
lacinia mauris non faucibus. Cras
sed mattis lectus. Nunc ac ornare
risus. Nulla rutrum commodo odio,
et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Duis lacinia
lacinia mauris non faucibus. Cras
sed mattis lectus. Nunc ac ornare
risus. Nulla rutrum commodo odio,
et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Duis lacinia
lacinia mauris non faucibus. Cras
sed mattis lectus. Nunc ac ornare
risus. Nulla rutrum commodo odio,
et vestibulum augue aliquet nec.Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Duis lacinia
lacinia mauris non faucibus. Cras
sed mattis lectus. Nunc ac ornare
risus. Nulla rutrum commodo odio,
et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Duis lacinia
lacinia mauris non faucibus. Cras
sed mattis lectus. Nunc ac ornare
risus. Nulla rutrum commodo odio,
et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacin-
ia mauris non faucibus. Cras sed
mattis lectus. Nunc ac ornare risus.
Nulla rutrum commodo odio, et vestib-
ulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacin-
ia mauris non faucibus. Cras sed
mattis lectus. Nunc ac ornare risus.
Nulla rutrum commodo odio, et vestib-
ulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Duis lacinia
lacinia mauris non faucibus. Cras
sed mattis lectus. Nunc ac ornare
risus. Nulla rutrum commodo odio,
et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Duis lacinia
lacinia mauris non faucibus. Cras
sed mattis lectus. Nunc ac ornare
risus. Nulla rutrum commodo odio,
et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Duis lacinia lacinia
mauris non faucibus. Cras sed mattis
lectus. Nunc ac ornare risus. Nulla
rutrum commodo odio, et vestibulum
augue aliquet nec.
Lorem ipsum dol
tetur adipiscing eli
ia mauris non fauc
mattis lectus. Nun
Nulla rutrum comm
ulum augue alique
Lorem ipsum dol
tetur adipiscing eli
ia mauris non fauc
mattis lectus. Nun
Nulla rutrum comm
ulum augue alique
Lorem ipsum dol
tetur adipiscing eli
mauris non faucib
lectus. Nunc ac or
rutrum commodo
augue aliquet nec
Confusion
Anxiety
INTENSITY
T I M E
2
1
2
1
Beauty
Wonder
Ideal Consumer
Experience Waveline
Customer Segment 1
Customer Segment 1
Customer Segment 1
Computer crashes
All the touchpoints
are important
Retail confusion
around products
Which computers
have integrative
features
Struggling to setup
WiFi
The excitement of
a new computer
Explaining the key
touchpoints during
exploration
PC Learning
Experience
Video
Getting diverse
opinions
Exploring the
touchpoints
PC Learning
Experience
Powerpoint
NATHAN SHEDROFF nathan.com @nathanshedroff
YOU’RE ALREADY DOING THIS
(SOMEWHAT)
NATHAN SHEDROFF nathan.com @nathanshedroff
NOW GO DO IT BETTER
NATHAN SHEDROFF nathan.com @nathanshedroff
www.slideshare.net/NathanShedroff/using-the-
waveline-workshop
NATHAN SHEDROFF nathan.com @nathanshedroff
THANK YOU
nathan@nathan.com
@nathanshedroff
designmba.org
MAKE IT SO
Interaction Design Lessons from Science Fiction
by NATHAN SHEDROFF & CHRISTOPHER NOESSEL
foreword by Bruce Sterling
Many designers enjoy the interfaces seen in science fiction films
and television shows. Freed from the rigorous constraints of designing
for real users, sci-fi production designers develop blue-sky interfaces
that are inspiring, humorous, and even instructive. By carefully studying
these “outsider” user interfaces, designers can derive lessons that make
their real-world designs more cutting edge and successful.
“Designers who love science fiction will go bananas over Shedroff and Noessel’s delightful and
informative book on how interaction design in sci-fi movies informs interaction design in the real
world.... You will find it as useful as any design textbook, but a whole lot more fun.”
ALAN COOPER
“Father of Visual Basic” and author of The Inmates Are Running the Asylum
“Part futurist treatise, part design manual, and part cultural analysis, Make It So is a fascinating
investigation of an often-overlooked topic: how sci-fi influences the development of tomorrow’s
machine interfaces.”
ANNALEE NEWITZ
Editor, io9 blog
“Shedroff and Noessel have created one of the most thorough and insightful studies ever made
of this domain.”
MARK COLERAN
Visual designer of interfaces for movies (credits include The Bourne Identity, The Island, and Lara Croft: Tomb Raider)
“Every geek’s wet dream: a science fiction and interface design book rolled into one.”
MARIA GIUDICE
CEO and Founder, Hot Studio
www.rosenfeldmedia.com
MORE ON MAKE IT SO
www.rosenfeldmedia.com/books/science-fiction-interface/
MAKEITSObyNATHANSHEDROFF&CHRISTOPHERNOESSEL
Experience Design 1.1
a manifesto for the design of experiences
by Nathan Shedroff
product taxonomies 16
user behavior 116
100 years 22
information 42
takeaways 28
data 36
knowledge 48
subjectivity 78
consistency 96
navigation 84
Design Strategy in Action
Edited by Nathan Shedroff
A publication from the MBA in Design Strategy program
California College of the Arts
2011

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Using the Waveline (workshop)

  • 1. USING THE WAVELINE MAPPING PREMIUM VALUE TO THE USER JOURNEY Nathan Shedroff California College of the Arts nathan@nathan.com @nathanshedroff designmba.org
  • 2. NATHAN SHEDROFF nathan.com @nathanshedroff 11:30 AM 10:00 AM BREAK LADDERING EXERCISE WAVELINE EXERCISE DISCUSSION INTRODUCTIONS THE STORY BEHIND THE WAVELINE 11:45 AM WORKSHOP SCHEDULE 1:45 PM (13:45)
  • 3. NATHAN SHEDROFF nathan.com @nathanshedroff www.slideshare.net/NathanShedroff/using-the- waveline-workshop
  • 7. MAKE IT SO Interaction Design Lessons from Science Fiction by NATHAN SHEDROFF & CHRISTOPHER NOESSEL foreword by Bruce Sterling Many designers enjoy the interfaces seen in science fiction films and television shows. Freed from the rigorous constraints of designing for real users, sci-fi production designers develop blue-sky interfaces that are inspiring, humorous, and even instructive. By carefully studying these “outsider” user interfaces, designers can derive lessons that make their real-world designs more cutting edge and successful. “Designers who love science fiction will go bananas over Shedroff and Noessel’s delightful and informative book on how interaction design in sci-fi movies informs interaction design in the real world.... You will find it as useful as any design textbook, but a whole lot more fun.” ALAN COOPER “Father of Visual Basic” and author of The Inmates Are Running the Asylum “Part futurist treatise, part design manual, and part cultural analysis, Make It So is a fascinating investigation of an often-overlooked topic: how sci-fi influences the development of tomorrow’s machine interfaces.” ANNALEE NEWITZ Editor, io9 blog “Shedroff and Noessel have created one of the most thorough and insightful studies ever made of this domain.” MARK COLERAN Visual designer of interfaces for movies (credits include The Bourne Identity, The Island, and Lara Croft: Tomb Raider) “Every geek’s wet dream: a science fiction and interface design book rolled into one.” MARIA GIUDICE CEO and Founder, Hot Studio www.rosenfeldmedia.com MORE ON MAKE IT SO www.rosenfeldmedia.com/books/science-fiction-interface/ MAKEITSObyNATHANSHEDROFF&CHRISTOPHERNOESSEL Experience Design 1.1 a manifesto for the design of experiences by Nathan Shedroff product taxonomies 16 user behavior 116 100 years 22 information 42 takeaways 28 data 36 knowledge 48 subjectivity 78 consistency 96 navigation 84 product taxonomies 16 user behavior 116 experiences 4 experience taxonomies 10 100 years 22 wisdom 54 information 42 takeaways 28 data 36 knowledge 48 subjectivity 78 consistency 96 navigation 84 Design Strategy in Action Edited by Nathan Shedroff A publication from the MBA in Design Strategy program California College of the Arts 2011 2008 Edition Dictionary of Sustainable Management
  • 10. MBA IN DESIGN STRATEGY MBA IN STRATEGIC FORESIGHT
  • 11. NATHAN SHEDROFF nathan.com @nathanshedroff THE WAVELINE
  • 12. © SCANSION 2014Consumer Experience Waveline Waveline Opportunities Opportunity 1 Opportunity 2 Touchpoints EXPLORATION SETUPPURCHASE Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacin- ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib- ulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacin- ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib- ulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacin- ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib- ulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacin- ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib- ulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dol tetur adipiscing eli ia mauris non fauc mattis lectus. Nun Nulla rutrum comm ulum augue alique Lorem ipsum dol tetur adipiscing eli ia mauris non fauc mattis lectus. Nun Nulla rutrum comm ulum augue alique Lorem ipsum dol tetur adipiscing eli mauris non faucib lectus. Nunc ac or rutrum commodo augue aliquet nec Confusion Anxiety INTENSITY T I M E 2 1 2 1 Beauty Wonder Ideal Consumer Experience Waveline Customer Segment 1 Customer Segment 1 Customer Segment 1 Computer crashes All the touchpoints are important Retail confusion around products Which computers have integrative features Struggling to setup WiFi The excitement of a new computer Explaining the key touchpoints during exploration PC Learning Experience Video Getting diverse opinions Exploring the touchpoints PC Learning Experience Powerpoint
  • 13. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 14. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 15. NATHAN SHEDROFF nathan.com @nathanshedroff TOTAL VALUE (PREMIUM VALUE) FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE = QUANTITATIVE QUALITATIVE
  • 16. NATHAN SHEDROFF nathan.com @nathanshedroff TOTAL VALUE FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE $1.1B = Instagram
  • 17. NATHAN SHEDROFF nathan.com @nathanshedroff $1.1B Instagram TOTAL VALUE FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE = $86M
  • 18. NATHAN SHEDROFF nathan.com @nathanshedroff $1.1B Instagram TOTAL VALUE FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE = $86M $1.01B
  • 19. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 20. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 21. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 22. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 23. NATHAN SHEDROFF nathan.com @nathanshedroff JOURNEY MAP vs WAVELINE •Maps touchpoints •Maps functions •Design 4 touchpoints •Design 4 relationships •Maps experiences
 (“change in people”) •Maps emotions, 
 values & meaning •Maps value 
 (and, opportunities) • Can map triggers • Places opportunities 
 in context & time
  • 24. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 25. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 26. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 27. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 28. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 29. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 30. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 31. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 32. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 33. NATHAN SHEDROFF nathan.com @nathanshedroff More Personal More Universal
  • 34. NATHAN SHEDROFF nathan.com @nathanshedroff More Personal More Universal
  • 35. NATHAN SHEDROFF nathan.com @nathanshedroff More Personal More Universal
  • 36. NATHAN SHEDROFF nathan.com @nathanshedroff More Personal More Universal
  • 37. NATHAN SHEDROFF nathan.com @nathanshedroff Core Meanings Triggers
  • 38. NATHAN SHEDROFF nathan.com @nathanshedroff Accomplishment Beauty Creation Community Duty Enlightenment Freedom Harmony Justice Oneness Redemption Security Truth Validation Wonder 15 CORE MEANINGS: Definitions: makingmeaning.org
  • 39. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 40. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 41. NATHAN SHEDROFF nathan.com @nathanshedroff Start(findit) End(buyit)
  • 42. NATHAN SHEDROFF nathan.com @nathanshedroff Start(walkintothestore) End(walkoutofthestore)
  • 43. NATHAN SHEDROFF nathan.com @nathanshedroff Start(wantorneedsomething) End(boughtit,usedit,finallyusedit
  • 44. NATHAN SHEDROFF nathan.com @nathanshedroff Start(wantorneedsomething) End? Heardaboutit--orsomethingelse Sawitorsomethinglikeit Foundone,touchedit —probablysomeoneelse’s Wentonline Wentintothestore Sawanadvertisement Boughtit Usedit Repairedit Leantit Replacedit
  • 45. NATHAN SHEDROFF nathan.com @nathanshedroff Start(wantorneedsomething) CustomerDies Heardaboutit--orsomethingelse Sawitorsomethinglikeit Foundone,touchedit —probablysomeoneelse’s Wentonline Wentintothestore Sawanadvertisement Boughtit Usedit Repairedit Leantit Replacedit
  • 46. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 47. NATHAN SHEDROFF nathan.com @nathanshedroff Ordinary World Extraordinary World Everyday,IntheOrdinaryWorld CalltoAdventure Refusal MeetingWithTheMentor CrossingTheThreshold Tests,Allies,andEnemies ApproachToInmostCave Ordeal Reward(SeekingTheSword) TheRoadBack
  • 48. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 49. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 50. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 51. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 52. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 53. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 54. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 55. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 56. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 57. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 58. NATHAN SHEDROFF nathan.com @nathanshedroff Agenda Script Presentation Scenario Storyboard Beat Chart Tempo Map Flow Chart Experience Blueprint Journey Canvas Film Experience Chart Architectural Model Walkthrough
  • 59. NATHAN SHEDROFF nathan.com @nathanshedroff TRANSMEDIA EXPERIENCE ARCHITECTURE #ALGREN LEGEND ... = MONOMEDIA = INTEGRATED MEDIA = TRANSMEDIA 1 3 2 = PERSONA INFLUENCE = NARRATIVE INFLUENCE = PRODUCT = MEME = COLLABORATIVE INTENTION THINKSTATE // 2011.03.08 CORE NARRATIVE chapter & verse STORYWORLD PARTICIPATORY CH CH CH CH CH CAUSE CAUSE CAUSE CAUSE CAUSE CAUSECAUSE SCHOOL CONTEST ACTING JOHNNY DEPP CAUSE SOCIAL ?? POLITICAL ? ? ? ? COUNTER CULTURE ? BLOGS ? ? ? ? ABSTRACTS INSTITUTION TV ART SHOP MUSIC CONTEST ? WIKIS ? MICHAEL MANN ? ? WILLIAM FRIEDKIN ? PHILIP KAUFMAN ? CHCHCH EP EP eBOOK graphic novels abstracts METANARRATIVE METANARRATIVE 3 1 FILM documentary ( NF ) feature ( F ) 3WEBISODIC algren centric artist centric 32 2 2 2 STORYWORLD CH CAUSEWIKI WIKI WIKI WIKI WIKI CH CH CH LIVE EVENTS gallery concerts MEMETIC MEDIA lumines memes phenoms 3 1 3 1 1 3 2 3 2 GAMING LARP ARG BAR MATCH POETRY COMPETITION ? EP ? EP ? ? EP ? EP EP EP ? ? ? ? ? LOU REED? ? TOM WAITS? ? ? PARTICIPATORY PARTICIPATORY PARTICIPATORY ? WIKI WIKI INSTITUTE ?? ??? PERFORMANCE ART
  • 60. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 61. © SCANSION 2014Consumer Experience Waveline Waveline Opportunities Opportunity 1 Opportunity 2 Touchpoints EXPLORATION SETUPPURCHASE Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacin- ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib- ulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacin- ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib- ulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacin- ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib- ulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacin- ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib- ulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dol tetur adipiscing eli ia mauris non fauc mattis lectus. Nun Nulla rutrum comm ulum augue alique Lorem ipsum dol tetur adipiscing eli ia mauris non fauc mattis lectus. Nun Nulla rutrum comm ulum augue alique Lorem ipsum dol tetur adipiscing eli mauris non faucib lectus. Nunc ac or rutrum commodo augue aliquet nec Confusion Anxiety INTENSITY T I M E 2 1 2 1 Beauty Wonder Ideal Consumer Experience Waveline Customer Segment 1 Customer Segment 1 Customer Segment 1 Computer crashes All the touchpoints are important Retail confusion around products Which computers have integrative features Struggling to setup WiFi The excitement of a new computer Explaining the key touchpoints during exploration PC Learning Experience Video Getting diverse opinions Exploring the touchpoints PC Learning Experience Powerpoint
  • 62. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 63. NATHAN SHEDROFF nathan.com @nathanshedroff Parents/Family Travel Do itSchool Find out how Learn & Develop Awareness Register to Vote Dad annoyed, doesn’t want to be interrupted when he reads the newspaper Watches dad read newspaper Attend to parents Election Day party Starts using facebook Sees campaign ads on lawns Brother comes back from Sees ads o look i Reads her name in the local paper Read about Ebola on FB Reads about have Ebola on FB will be contained Friends didn’t do well either on assignment Talk to friends whose parents rent reacted the same cay Friend blocks Jill on FB Parents upset of the presidential candi- date who won Studies Government 5yh grade and does poorly on assign- ment Government class teacher gives her C- on current events assignment + 0 -
  • 64. NATHAN SHEDROFF nathan.com @nathanshedroff OUR FOCUS
  • 65. NATHAN SHEDROFF nathan.com @nathanshedroff Jury duty is a form of forced engagement that involves many touchpoints Jurors endure varying emotional intensity throughout the process; it is mostly negative but there are a few key areas of positivity, especially toward the end INTENSITY + PRIMARY TOUCHPOINTS JURY DELIGHT | MEANING STRATEGY | EXPERIENCES STUDIO 18 Jury Assem bly Room Society M edia School Jury Assem bly Room Verdict Voting Card Verdict Video M anual Adm in Staff W aiting Room Clerk Courtroom Jury Box Judge Court Staff Lawyers Defendant Plaintiff Evidence W itnesses Other Jurors Sum m ons Letter Autom ated Phone System Parking Courthouse Security Paym ent check Society M edia SUMMONS APPEAR SELECTION TRIAL DELIBERATION VERDICT 4-8 WEEKS 1-2 DAYS 1-4 DAYS 1 WEEK DISMISSEDNOT CALLED IN 1 DAY - 2 WEEKS
  • 66. NATHAN SHEDROFF nathan.com @nathanshedroff A customized waveline deliberately evokes positive meaning throughout the jury duty experience • Path follows a classic narrative arc, is flexible, and depends on behavior to determine outcomes • Cohesive “story” builds intensity and maintains a consistent rhythm of experience IDEAL WAVELINE JURY DELIGHT | MEANING STRATEGY | EXPERIENCES STUDIO 20 VALIDATION COMMUNITY TRUTH DUTY JUSTICE NOTIFIED SCHEDULING IMMERSION PRE-SUMMONS APPEAR WAIT SELECTED TRIAL DELIBERATE VERDICT POST DISMISSED POST
  • 67. NATHAN SHEDROFF nathan.com @nathanshedroff CURRENT vs IDEAL INITIATION ENGAGEMENT CONCLUSION SUMMONS APPEAR SELECTION TRIAL DELIBERATION VERDICT 4-8 WEEKS 1-2 DAYS 1-4 DAYS 1 WEEK DISMISSEDNOT CALLED IN 1 DAY - 2 WEEKS NOTIFIED SCHEDULING IMMERSION PRE-SUMMONS APPEAR WAIT SELECTED TRIAL DELIBERATE VERDICT POST DISMISSED POST JURY DELIGHT | MEANING STRATEGY | EXPERIENCES STUDIO 21 With the new waveline, even people who do not serve on a case find the experience meaningful • All three personas are satisfied
  • 68. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 69. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 70. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 71. NATHAN SHEDROFF nathan.com @nathanshedroff PC Customer Experience Waveline EXPLORATION SETUPPURCHASE Experiences + Touchpoints INTENSITY T I M E Ideal Customer Experience The customer is looking for a trusted agent to them through the purchase process. TechCo. can work with channel partners to educated sales staff and deliver consistent collateral and information at the point of sale so there is truth for the customer. The customer has difficulties navigating complex user inter- face. OEM information embed- ded on the computer often looks like marketing materials. TechCo. can help simplify. The customer is looking for an unbiased opinion about where to turn to find information. TechCo. has an opportunity to provide recommendations and resources that might be valuable. The customer is looking for an unbiased opinion about where to turn to find information. TechCo. has an opportunity to provide recommendations and resources that might be valuable. 1 1 2 3 4 5 2 3 4 5 Opportunities Ads gets customers excited and peak awareness about new computers and features Windows 8 OS creates curiousity and customers are interested in explor- ing the new technology and how it works with new form factor In Store exploration is used prior to purchase so customers can get a good look and feel for potential options Sales associate often give our conflicint information especially when it comes to WiDi Friends & Family are valued as they provide only opportunity to see, touch, and use a variety of computers before purchase. WiDi is difficult to find out about, unless a friend has it or you come across it on a blog, chances are you won’t find out much about it Google is used to find specific technical information that is not listed on the product display cards, like info on graphics cards, RPM on hard drives, etc. 1 Segment A OEM man reference the “don’ A non-functioning or outdated computer prompt users to set out on the discovery process 2 Segment B Google search Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed ullamcorper, elit vitae eleifend euismod 3 Segment C Friends & Family are valued as they provide only opportunity to see, touch, and use a variety of computers before purchase. OEM websites come with mixed reviews, some see them as marketing while other like to see options vs. pricing tools Product display card were inconsistent in the depth of information between different computers, for others it was a good guide Windows 8 Setup Wizard Lorem ipsum dolor sit amet, consectetur adipi- scing elit. Sed ullamcor- per, elit vitae eleifend euismod Sales Associates often provide misleading, conflicting, or down-right untrue information (with WiDi, for example). When knowledgeable and articulate, though, a sales associate can persuade someone to make a purchase and instill excitement. Wayfinding Signage is often unclear and pro- vides little in the way of helping customers make selections or navigate the space more effectively Google is a common starting spot that helps customers gain an overview of the options avaliable and start navigating the complex ecosystem of the PC Retail visit before purchase test the look and feel of the products, talk to associates about what is new, and check out the selection Google is accessed multiple times to continually refine the search in finding the right match Forums/Reviews are a resource that help provide contextually relevant information and carry a perception of being unbiased as compared to the manufacturer for others it is a necessary evil OEM Packaging can set expectation about the process or the experience the cus- tomer is about start Computer customers are looking for light, sleek, attractive form factor computers. The look and feel can make or break deals Quick Start Guide is sometime used by the customer as a resource to make sure the proper sets are being followed to get computer set up. It is going through the steps properly to get OEM SiteOEM Site Google Search Google Search Quick Start Guide is sometime used by the customer as a resource to make sure the proper sets are being followed to get computer set up. It is going through the steps properly to get Google Search Google Search Quick Start Guide is sometime used by the customer as a resource to make sure the proper sets are being followed to get computer set up. It is going through the steps properly to get Sales associateSales associate Quick Start Guide is sometime used by the customer as a resource to make sure the proper sets are being followed to get computer set up. It is going through the steps properly to get Quick some custo to ma sets a to get is goin steps Wonder Truth Frustration Shock Anxiety & Fear Frustration Excitem ent Validation Trust Excitem ent Discovery Computer crashing #5 WiDi confusion #3 Key touchpoints #4 Video #1 #2 Calling store to get information about WiDi #6 Excitement about new computer V s © SCANSION 2014
  • 72. NATHAN SHEDROFF nathan.com @nathanshedroff Useful Research Techniques: Interviews Careful Surveys Shadowing Laddering Games, etc. The Meaning of Things by Mihaly Csikszentmihalyi
  • 73. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 74. NATHAN SHEDROFF nathan.com @nathanshedroff LADDERING EXERCISE
  • 75. NATHAN SHEDROFF nathan.com @nathanshedroff FREEDOM COMMUNITY
  • 76. NATHAN SHEDROFF nathan.com @nathanshedroff JUSTICE ONENESS
  • 77. NATHAN SHEDROFF nathan.com @nathanshedroff Flavor Bright/ Saturated Hard, Artificial, Natural Curvaceous/ Smooth, Solid, Sharp/Pointed Loud, Simple/Clear, Musical/Melodious, Mechanical Musky, Bright, Alcohol, Forest/Plants Meaty, Salty Accomplishment Triggers SoundColor Materials Form Aroma
  • 78. NATHAN SHEDROFF nathan.com @nathanshedroff Flavor Primary Hard Complex Loud Forest/Plants Sweet - Sugar Community Triggers SoundColor Materials Form Aroma
  • 79. NATHAN SHEDROFF nathan.com @nathanshedroff Flavor Muted/ Desaturated Plastic Porous Natural/Organic Natural, Floral Salty Harmony Triggers SoundColor Materials Form Aroma
  • 80. NATHAN SHEDROFF nathan.com @nathanshedroff EXERCISE
  • 81. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 82. NATHAN SHEDROFF nathan.com @nathanshedroff
  • 83. NATHAN SHEDROFF nathan.com @nathanshedroff Current Experience Waveline
  • 84. NATHAN SHEDROFF nathan.com @nathanshedroff Current Experience Waveline
  • 85. NATHAN SHEDROFF nathan.com @nathanshedroff Current Experience Waveline Desired Experience Waveline
  • 86. NATHAN SHEDROFF nathan.com @nathanshedroff Current Experience Waveline Desired Experience Waveline Touchpoint Opportunity 1 Touchpoint Opportunity 2 Touchpoint Opportunity 3
  • 87. © SCANSION 2014Consumer Experience Waveline Waveline Opportunities Opportunity 1 Opportunity 2 Touchpoints EXPLORATION SETUPPURCHASE Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacin- ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib- ulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacin- ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib- ulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacin- ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib- ulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacin- ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib- ulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec. Lorem ipsum dol tetur adipiscing eli ia mauris non fauc mattis lectus. Nun Nulla rutrum comm ulum augue alique Lorem ipsum dol tetur adipiscing eli ia mauris non fauc mattis lectus. Nun Nulla rutrum comm ulum augue alique Lorem ipsum dol tetur adipiscing eli mauris non faucib lectus. Nunc ac or rutrum commodo augue aliquet nec Confusion Anxiety INTENSITY T I M E 2 1 2 1 Beauty Wonder Ideal Consumer Experience Waveline Customer Segment 1 Customer Segment 1 Customer Segment 1 Computer crashes All the touchpoints are important Retail confusion around products Which computers have integrative features Struggling to setup WiFi The excitement of a new computer Explaining the key touchpoints during exploration PC Learning Experience Video Getting diverse opinions Exploring the touchpoints PC Learning Experience Powerpoint
  • 88. NATHAN SHEDROFF nathan.com @nathanshedroff YOU’RE ALREADY DOING THIS (SOMEWHAT)
  • 89. NATHAN SHEDROFF nathan.com @nathanshedroff NOW GO DO IT BETTER
  • 90. NATHAN SHEDROFF nathan.com @nathanshedroff www.slideshare.net/NathanShedroff/using-the- waveline-workshop
  • 91. NATHAN SHEDROFF nathan.com @nathanshedroff THANK YOU nathan@nathan.com @nathanshedroff designmba.org MAKE IT SO Interaction Design Lessons from Science Fiction by NATHAN SHEDROFF & CHRISTOPHER NOESSEL foreword by Bruce Sterling Many designers enjoy the interfaces seen in science fiction films and television shows. Freed from the rigorous constraints of designing for real users, sci-fi production designers develop blue-sky interfaces that are inspiring, humorous, and even instructive. By carefully studying these “outsider” user interfaces, designers can derive lessons that make their real-world designs more cutting edge and successful. “Designers who love science fiction will go bananas over Shedroff and Noessel’s delightful and informative book on how interaction design in sci-fi movies informs interaction design in the real world.... You will find it as useful as any design textbook, but a whole lot more fun.” ALAN COOPER “Father of Visual Basic” and author of The Inmates Are Running the Asylum “Part futurist treatise, part design manual, and part cultural analysis, Make It So is a fascinating investigation of an often-overlooked topic: how sci-fi influences the development of tomorrow’s machine interfaces.” ANNALEE NEWITZ Editor, io9 blog “Shedroff and Noessel have created one of the most thorough and insightful studies ever made of this domain.” MARK COLERAN Visual designer of interfaces for movies (credits include The Bourne Identity, The Island, and Lara Croft: Tomb Raider) “Every geek’s wet dream: a science fiction and interface design book rolled into one.” MARIA GIUDICE CEO and Founder, Hot Studio www.rosenfeldmedia.com MORE ON MAKE IT SO www.rosenfeldmedia.com/books/science-fiction-interface/ MAKEITSObyNATHANSHEDROFF&CHRISTOPHERNOESSEL Experience Design 1.1 a manifesto for the design of experiences by Nathan Shedroff product taxonomies 16 user behavior 116 100 years 22 information 42 takeaways 28 data 36 knowledge 48 subjectivity 78 consistency 96 navigation 84 Design Strategy in Action Edited by Nathan Shedroff A publication from the MBA in Design Strategy program California College of the Arts 2011