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Nathan Shedroff
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My presentation at the Usability Professionals Conference in Portland on June 10th, 2009.
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Meaningful Experiences UPA Conference
1.
Developing Meaningful
Experiences Nathan Shedroff UPA 2009
2.
Slides and templates
posted: nathan.com/thoughts
3.
The big thing!
4.
The big thing!
Meaning
5.
Why experiences?
6.
Price/Value Commodity
Product Service Experience From: The Experience Economy, Pine and Gilmore
7.
Price/Value
Experience Commodity Product Service Event/Environment
8.
Experiences are designable
9.
Everything we create
is an experience
10.
We recognize some experiences
easily
11.
We recognize some experiences
easily
12.
We recognize some experiences
easily
13.
14.
15.
16.
People don’t just travel
to see things
17.
They travel to
experience
18.
Design is the
process of making experiences
19.
But what, exactly, is
an experience?
20.
SIGNIFICANCE
DURATION TRIGGERS EXPERIENCE BREADTH INTENSITY INTERACTION
21.
EXPERIENCE
BREADTH Product Service Brand Name(s) Channel/Environment (Space) Promotion Price
22.
Breadth
23.
TRIGGERS
EXPERIENCE BREADTH Sight Product Sound Service Smell Brand Taste Name(s) Touch Channel/Environment Concepts (Space) Symbols Promotion Price
24.
Every sensorial decision
is a trigger: color, texture, smell, taste, typeface, sound, music, voice, pattern, icon, symbol, interaction, layout, concept, temperature, expression, etc...
25.
26.
27.
TRIGGERS
EXPERIENCE BREADTH Sight Product Sound Service Smell Brand Taste Name(s) Touch Channel/Environment Concepts (Space) Symbols Promotion Price INTENSITY Reflex Habit Engagement
28.
Intensity
29.
Intensity
30.
Intensity
31.
DURATION
Initiation Immersion Conclusion Continuation TRIGGERS EXPERIENCE BREADTH Sight Product Sound Service Smell Brand Taste Name(s) Touch Channel/Environment Concepts (Space) Symbols Promotion Price INTENSITY Reflex Habit Engagement
32.
DURATION
Initiation Immersion Conclusion Continuation TRIGGERS EXPERIENCE BREADTH Sight Product Sound Service Smell Brand Taste Name(s) Touch Channel/Environment Concepts (Space) Symbols Promotion Price INTENSITY INTERACTION Reflex Passive Habit Active Engagement Interactive
33.
SIGNIFICANCE
DURATION Meaning Initiation Status/Identity Immersion Emotion/Lifestyle Conclusion Price Continuation Function TRIGGERS EXPERIENCE BREADTH Sight Product Sound Service Smell Brand Taste Name(s) Touch Channel/Environment Concepts (Space) Symbols Promotion Price INTENSITY INTERACTION Reflex Passive Habit Active Engagement Interactive
34.
SIGNIFICANCE
DURATION Meaning Initiation Status/Identity Immersion Emotion/Lifestyle Conclusion Price Continuation Function TRIGGERS BREADTH Sight Product Sound Service Smell Brand Taste MEANING Name(s) Touch Channel/Environment Concepts (Space) Symbols Promotion Price INTENSITY INTERACTION Reflex Passive Habit Active Engagement Interactive
35.
MEANING VALUES EMOTIONS PRICE FEATURES
36.
Function (Performance): Does this
do what I need?
37.
Price (Value): Does this
do what I need at a price that’s worth it?
38.
Emotions (Lifestyle): Does this
make me feel good?
39.
Status/Identity (Values):
Is this me?
40.
Meaning (Reality): Does this
fit into my reality?
41.
Core Meanings: Accomplishment
Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
42.
Core Meanings:
Definitions: makingmeaning.org
43.
Meaning is at
the core of Values: Priorities and Expressions
44.
Nike: Accomplishment
Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
45.
Apple: Accomplishment
Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation
46.
Apple: Accomplishment
Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
47.
Accomplishment
Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
48.
Beauty, Community, Wonder...
Films Cars & Buses? TV & Radio Phones & PDAs? Music Furniture? Theme parks Security Systems? Travel (cruises, etc.) Food & Agriculture? Clothing Education (schools)? Souvenirs Financial Services? Toys Healthcare? Computers Governments? Games
49.
Successful experiences are
meaningful (and not merely novel)
50.
Design is the
process of evoking meaning
51.
How does this
relate to business & strategy?
52.
Strategic Design:
Corporate Meaning Priorities Your Focus Team Customer Meaning Meaning Priorities Priorities
53.
Strategic Design:
Corporate Meaning Priorities Your Focus Team Customer Meaning Meaning Priorities Priorities Competitors’ Meaning Priorities
54.
Strategic Design:
Corporate: Accomplishment Beauty Wonder Team: Customer: Harmony Security Beauty Beauty Wonder Wonder Focus: Beauty & Wonder
55.
Strategic Design:
Corporate: Accomplishment Beauty Wonder Team: Customer: Harmony Validation Justice Creation Wonder Duty No Focus!
56.
How do you
put this into the development process?
57.
A meaning-filled development
process:
58.
A meaning-filled development
process:
59.
A meaning-filled development
process:
60.
A meaning-filled development
process:
61.
Research Techniques:
Interviews Careful Surveys Shadowing Games, etc. The Meaning of Things by Csikszentmihalyi
62.
DESIGN
SUSTAINABILITY BUSINESS
63.
DESIGN
SUSTAINABILITY MEANING EXPERIENCE BUSINESS
64.
Some questions:
65.
Who’s doing this?
66.
Who’s doing this?
You
67.
What meanings do your
customers prioritize?
68.
What experiences do
they seek?
69.
Is meaning manipulation?
70.
Should companies evoke
meaning?
71.
Does everything we
design already evoke meaning?
72.
Are you creating anything
meaningful?
73.
What’s meaningful to
you?
74.
nathan.com/thoughts
75.
makingmeaning.org experiencedesignbooks.com
nathan@nathan.com
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