For all the attention given to design and UX in recent years, here’s the truth: Most companies are not set up to truly deliver an experience. Consider the rich, nuanced experiences we’ve come to expect from more mature mediums like film or game design. These experiences makes us feel, in deep and profound ways. But pulling this off requires a constant orchestration of things at the systems-level and a laser focus on incredibly fine emotional details. And speaking frankly, things like “feelings” “experiences” and “emotions” — these are intangible things. Businesses are trained to prioritize, quantify, and measure tangible things, that promise a clear payoff. We pit belief–about what will create a great customer experience— against data. Is there a reconciliation between these two mindsets?
In this session on design leadership, speaker Stephen P. Anderson will share his experiences, both as a consultant and as part of an executive team, trying to balance the needs of the business with needs of the customer. He’ll share a model — adapted from game design — that offers to balance theses kinds of “art and science” issues, promising to bring together cross-functional teams and reconcile competing interests. Taking cues from game design, this new model will give you a constructive way to think about everything from designing for emotional needs to tracking key metrics to discerning between “little e” experiences and the “Big E” experience. Walk away with a framework you can use to balance what’s right for the business with what’s right for the customer.