Models for experience design workshop

WORKSHOP:
MODELS FOR
EXPERIENCE DESIGN
Nathan Shedroﬀ
California College of the Arts
nathan@nathan.com
@nathanshedroff

NATHAN SHEDROFF nathan.com @nathanshedroff
BREAK
BREAK
10:30
9:00
EXPERIENCE DIMENSIONS EXERCISE
LADDERING EXERCISE
INTRODUCTIONS
WHAT IS EXPERIENCE DESIGN?
10:45
WORKSHOP SCHEDULE
13:00
12:00
12:15 WHAT IS A WAVELINE?
WAVELINE EXERCISE
DISCUSSION

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
2008 Edition
Dictionary of
Sustainable Management
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
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

MBA IN DESIGN STRATEGY
MBA IN STRATEGIC FORESIGHT
designmba.cca.edu

SEED VAULT LTD.
AN INDEPENDENT, OPEN-SOURCE
PLATFORM OF BOTS & BOT STORES ON
BLOCKCHAIN FOR TRUSTED
CONVERSATIONAL INTERFACES
seedtoken.io

WHAT IS  
EXPERIENCE DESIGN?

VALUE

$ £ ¤ ¥
Photo: epsos (Flickr)

$ £ ¤ ¥
function
Photo: bengt-re (Flickr)

function
CLV = GC • - M •∑
i = 0
n
(1 + d) i
r i
∑
i = 1
n
(1 + d) i - 0.5
r i - 1
GC = gross contribution per customer
M = (relevant) retention costs per customer per year
n = horizon (in years)
r = yearly retention rate
d = yearly discount rate.
(Lifetime Customer Value)
Photo: southernfoodwaysalliance (Flickr)

(V/S)b = Enterprise Value / Sales ratio of the firm with the benefit of the brand name 
(V/S)g = Enterprise Value / Sales ratio of the firm with the generic product
Let's use as an example branded cereals maker like Kellogg (K) against a generic provider like Ralcorp (RAH).
Value of Kellogg brand name = (1.78 - 1.32)(13846) = $6,369 Million 
Thus, (6369/24200) or 26% of the value of the company is derived from brand equity.
{ (V/S)b - (V/S)g}* Sales
$ £ ¤ ¥
function
(BRAND)

meaning
identity
emotion
price
function

meaning
identity
emotion
price
function
Photo: mynameisharsha (Flickr)

NATHAN SHEDROFF nathan.com @nathanshedroff Interaction14South America

meaning
identity
emotion
price
function
Photo: kheelcenter (Flickr)

meaning
identity
emotion
price
function
Photo: gsfc (Flickr)

meaning
identity
emotion
price
function
RELATIONSHIP

EXPERIENCE
meaning
identity
emotion
price
function

EXPERIENCE
meaning
identity
emotion
price
function
NEEDSOFFER
INTENT
user
customer
audience
participant
employee
citizen
company
NGO
agency
brand
family
friend
stranger
user
customer
audience
participant
employee
citizen
company
NGO
agency
brand
family
friend
stranger

Photo: 36081663@N00 (Flickr)

Juabar

meaning
identity
emotion
price
function
QUANTITATIVE QUALITATIVE

Photo: hypophyse (Flickr)

meaning
identity
emotion
price
function
QUANTITATIVE QUALITATIVE
+
+
+
+
= TOTAL VALUE

meaning
identity
emotion
price
function
“BOOK VALUE” “GOOD WILL”
+
+
+
+
= TOTAL VALUE

TOTAL VALUE
(PREMIUM VALUE)
FUNCTIONAL VALUE
+ FINANCIAL VALUE
+ EMOTIONAL VALUE
+ IDENTITY VALUE
+ MEANINGFUL VALUE
=
QUANTITATIVE
QUALITATIVE

TOTAL VALUE
FUNCTIONAL VALUE
+ FINANCIAL VALUE
+ EMOTIONAL VALUE
+ IDENTITY VALUE
+ MEANINGFUL VALUE
$1.1B =
Instagram

$1.1B
Instagram
TOTAL VALUE
FUNCTIONAL VALUE
+ FINANCIAL VALUE
+ EMOTIONAL VALUE
+ IDENTITY VALUE
+ MEANINGFUL VALUE
=
$86M

$1.1B
Instagram
TOTAL VALUE
FUNCTIONAL VALUE
+ FINANCIAL VALUE
+ EMOTIONAL VALUE
+ IDENTITY VALUE
+ MEANINGFUL VALUE
=
$86M
$1.01B

THOSE COMPANIES
(AND PEOPLE) 
WHO FOCUS ON
TOTAL VALUE
CREATE MORE OF
IT, MORE OFTEN

THOSE COMPANIES
(AND PEOPLE) 
WHO FOCUS ON
PREMIUM VALUE
CREATE MORE OF
IT, MORE OFTEN

YOU’RE IN THE
RELATIONSHIP
BUSINESS

RELATIONSHIPS
ARE STRATEGIC
Photo: yeahbouyee IFlickr)

EXPERIENCE IS
STRATEGIC

EXPERIENCE IS IMPORTANT

EXPERIENCE IS IMPORTANT
BUT INVISIBLE

EXPERIENCE IS VALUABLE

From: The Experience Economy, Pine and Gilmore
Commodity Product Service Experience
Price/Value

Commodity Product Service Event/Environment
Experience
Price/Value

VALUE
IS DESIGNABLE

ALL DESIGN IS THE PROCESS
OF EVOKING EXPERIENCES

ALL DESIGN IS THE PROCESS
OF EVOKING RELATIONSHIPS

Nokia 3650
USABILITY

EXPERIENCE
BREADTH
Product
Service
Brand
Name(s)
Channel/Environment
(Space)
Promotion
Price
DURATION
Initiation
Immersion
Conclusion
Continuation
TRIGGERS
Sight
Sound
Smell
Taste
Touch
Concepts
Symbols
SIGNIFICANCE
Meaning
Status/Identity
Emotion/Lifestyle
Price
Function
INTENSITY
Reﬂex
Habit
Engagement
INTERACTION
Passive
Active
Interactive
EXPERIENCE

CORE MEANINGS
VALUES/IDENTITY
EMOTIONS
PRICE
FEATURES (PERF.)
MEANING

WHY EXPERIENCE?

EXPERIENCE DESIGN

Stimuli

ResponseResponse
Response

State of Mind:
Memory
Emotions
Perceptual Bias
Behavioral Response
Mental Models

State of Mind:
Memory
Emotions
Perceptual Bias
Behavioral Response
Mental Models
State of Mind:
Emotions
Behavioral Response
Mental Models

State of Mind:
Memory
Emotions
Perceptual Bias
Behavioral Response
Mental Models
State of Mind:
Emotions
Behavioral Response
Mental Models
Stimuli:
Sights
Sounds
Smells
Tastes
Touch
Concepts
Symbols

State of Mind:
Memory
Emotions
Perceptual Bias
Behavioral Response
Mental Models
State of Mind:
Emotions
Behavioral Response
Mental Models
(Triggers)

Core Meanings
State of Mind:
Memory
Emotions
Perceptual Bias
Behavioral Response
Mental Models
State of Mind:
Emotions
Behavioral Response
Mental Models

EXPERIENCE
AFFECTS “STATE OF MIND”

EXPERIENCE
AFFECTS RELATIONSHIPS

STATE OF MIND (SOM) IS
WHAT YOU FEEL AND
THINKING AT ANY MOMENT

WE CANNOT CONTROL
THE EXPERIENCE

WE CANNOT CONTROL
THE EXPERIENCE
BUT WE CAN
STILL DESIGN IT

BREADTH
DURATION
TRIGGERS
SIGNIFICANCE
INTENSITY INTERACTION

BREADTH
Product
Service
Brand
Name(s)
Channel/Environment (Space)
Promotion
Price
DURATION
TRIGGERS
VALUE

Breadth

BREADTH
DURATION
TRIGGERS
Sight
Sound
Smell
Taste
Touch
Concepts
Symbols
SIGNIFICANCE

Every sensorial decision is a trigger:

color, texture, smell, taste, typeface,
sound, music, voice, pattern, icon,
symbol, interaction, layout, concept,
temperature, expression, etc...

Edward Louis Bernays (November 22, 1891 – March 9, 1995), was an American
pioneer in the field of public relations and propaganda along with Ivy Lee, referred to
in his obituary as "the father of public relations".[1] Combining the ideas of Gustave
Le Bon and Wilfred Trotter on crowd psychology with the psychoanalytical ideas of
his uncle, Dr. Sigmund Freud, Bernays was one of the first to attempt to manipulate
public opinion by appealing to, and attempting to influence, the unconscious.
http://en.wikipedia.org/wiki/Edward_Bernays

Louis Cheskin was a scientiﬁc researcher, clinical psychologist, and important marketing
innovator. Born in Ukraine on February 17, 1907, he was a one-time Works Progress
Administration (WPA) artistic supervisor.[1] He died of a heart attack at Stanford University
Hospital on October 10, 1981, age 72.
He observed that people’s perceptions of products and services were directly related to
aesthetic design, and named this relationship sensation transference.
Cheskin spent most of his life investigating how design elements impacted people's perceptions
of value, appeal, and relevance. He also discovered that most people could not resist
transferring their feelings towards the packaging to the product itself.
http://en.wikipedia.org/wiki/Louis_Cheskin

YOU’RE DESIGNING FOR
OTHERS, NOT FOR
YOURSELVES

DATA INFORMS YOUR
PROCESS AND CHOICES.
IT DOESN’T MAKE THEM
FOR YOU.

BREADTH
DURATION
TRIGGERS
VALUE
INTENSITY
Reﬂex
Habit
Engagement
INTERACTION

Intensity

Intensity
CCA FELLOWS PROGRAM 2014NATHAN SHEDROFF nathan.com

BREADTH
DURATION
TRIGGERS
INTENSITY
INTERACTION
Passive
Active
Interactive
VALUE

BREADTH
DURATION
Initiation
Immersion
Conclusion
Continuation
TRIGGERS
VALUE

BREADTHTRIGGERS
VALUE
Meaning
Status/Identity
Emotion/Lifestyle
Price
Function
DURATION

VALUE:
MEANINGFUL
IDENTITY
EMOTIONAL
FINANCIAL
FUNCTIONAL

Does this do what I need...?
VALUE:
MEANINGFUL
IDENTITY
EMOTIONAL
FINANCIAL
FUNCTIONAL

...at a price that’s worth it?
VALUE:
MEANINGFUL
IDENTITY
EMOTIONAL
FINANCIAL
FUNCTIONAL

How does this make me feel?
VALUE:
MEANINGFUL
IDENTITY
EMOTIONAL
FINANCIAL
FUNCTIONAL

Is this me?
VALUE:
MEANINGFUL
IDENTITY
EMOTIONAL
FINANCIAL
FUNCTIONAL

Does this ﬁt into my world?
VALUE:
MEANINGFUL
IDENTITY
EMOTIONAL
FINANCIAL
FUNCTIONAL

WHAT’S MEANING?

Accomplishment
Beauty
Creation
Community
Duty
Enlightenment
Freedom
Harmony
Justice
Oneness
Redemption
Security
Truth
Validation
Wonder
15 CORE MEANINGS:
Deﬁnitions: makingmeaning.org

Accomplishment
Beauty
Creation
Community
Duty
Enlightenment
Freedom
Harmony
Justice
Oneness
Redemption
Security
Truth
Validation
Wonder
15 CORE MEANINGS:
OUR VALUES ARE DERIVED
FROM OUR CORE MEANINGS

CORE MEANINGS
VALUES/IDENTITY
EMOTIONS
PRICE
FEATURES (PERF.)
TIME
COST
ENERGY

MEANING IS THE DEEPEST
CONNECTION YOU CAN MAKE
WITH A CUSTOMER/USER/
AUDIENCE

ALL DESIGN IS THE PROCESS 
OF EVOKING MEANING

BREAK

EXERCISE

VALUE
Meaning
Status/Identity
Emotion/Lifestyle
Price
Function
INTERACTION
Passive
Active
Interactive
DURATION
Initiation
Immersion
Conclusion
Continuation
TRIGGERS
Sight
Sound
Smell
Taste
Touch
Concepts
Symbols
BREADTH
Product
Service
Brand
Name(s)
Channel/Environment (Space)
Promotion
Price
INTENSITY
Reﬂex
Habit
Engagement

MEANING STRATEGY

WHAT MEANINGS DO YOUR
CUSTOMERS PRIORITIZE?
Customer
Meaning
Priorities
MEANING STRATEGY

Corporate
Meaning Priorities
Customer
Meaning
Priorities
WHAT MEANINGS DOES YOUR
ORGANIZATION PRIORITIZE?
MEANING STRATEGY

Corporate
Meaning Priorities
Team
Meaning
Priorities
Customer
Meaning
Priorities
WHAT MEANINGS DO 
YOU PRIORITIZE?
MEANING STRATEGY

Corporate
Meaning Priorities
Team
Meaning
Priorities
Customer
Meaning
Priorities
Competitors’
Meaning Priorities
WHAT MEANINGS DO YOUR
COMPETITORS TRIGGER?
MEANING STRATEGY

Corporate
Meaning Priorities
Team
Meaning
Priorities
Customer
Meaning
Priorities
Competitors’
Meaning Priorities
Strategic Focus
MEANING STRATEGY

Corporate
Meaning Priorities
Team
Meaning
Priorities
Customer
Meaning
Priorities
Competitors’
Meaning Priorities
Community
Wonder
Security
Accomplishment
Security
Wonder
Security
Community
Accomplishment
MEANING STRATEGY

Corporate
Meaning Priorities
Team
Meaning
Priorities
Customer
Meaning
Priorities
Competitors’
Meaning Priorities
Security
Community
Security
Accomplishment
Security
Wonder
Community
Wonder
Security
Accomplishment
Security
Wonder
Security
Community
Accomplishment
Security
MEANING STRATEGY

Corporate
Meaning Priorities
Team
Meaning
Priorities
Customer
Meaning
Priorities
Competitors’
Meaning Priorities
Community
Wonder
Accomplishment
Beauty
Accomplishment
Enlightenment
Community
Wonder
Security
Wonder
Accomplishment
Community
Accomplishment
Community
Wonder
MEANING STRATEGY

Corporate
Meaning Priorities
Team
Meaning
Priorities
Customer
Meaning
Priorities
Competitors’
Meaning Priorities
Community
Wonder
Beauty
Accomplishment
Duty
Enlightenment
Security
Harmony
Accomplishment
Accomplishment
MEANING STRATEGY

Corporate
Meaning Priorities
Team
Meaning
Priorities
Customer
Meaning
Priorities
Competitors’
Meaning Priorities
Community
Wonder
Security
Accomplishment
Security
Wonder
Security
Community
Accomplishment
Security
Security
Community
Security
Accomplishment
Security
Wonder
Community
Security
MEANING STRATEGY

MEANING IS
STRATEGIC

THE MOST SUCCESSFUL
EXPERIENCES ARE MEANINGFUL

WE MUST COLLECT
MORE & NEW 
INFORMATION

Qualitative Research
Techniques:
Interviews
Careful Surveys
Shadowing
Laddering
Games, etc.
Book: The Meaning of Things
by Mihaly Csikszentmihalyi

LADDERING
EXERCISE

FREEDOM COMMUNITY

JUSTICE ONENESS

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

Flavor
Primary Hard Complex Loud Forest/Plants Sweet - Sugar
Community Triggers

Flavor
Muted/
Desaturated Plastic Porous Natural/Organic
Natural,
Floral
Salty
Harmony Triggers

LIST: top 5 core meanings for each group
MEANING STRATEGY
CUST.:
________
________
________
________
________
ORG:
________
________
________
________
________
YOU/
TEAM:
________
________
________
________
________
COMPET:
________
________
________
________
________

MEANING STRATEGY
Accomplishment
Beauty
Creation
Community
Duty
Enlightenment
Freedom
Harmony
Justice
Oneness
Redemption
Security
Truth
Validation
Wonder

LIST: top 5 core meanings for each group
MEANING STRATEGY
CUST.:
________
________
________
________
________
ORG:
________
________
________
________
________
YOU/
TEAM:
________
________
________
________
________
COMPET:
________
________
________
________
________
WONDER
ACCOMPLISHMENT
HARMONY
DUTY
FREEDOM
SECURITY
WONDER
ACCOMPLISHMENT
COMMUNITY
BEAUTY
BEAUTY
HARMONY
REDEMPTION
TRUTH
JUSTICE
ONENESS
JUSTICE
CREATION
SECURITY
ACCOMPLISHMENT
√
√ √
√
√

THE WAVELINE

IF THE RELATIONSHIP IS
SO IMPORTANT, HOW DO
WE DESIGN A LASTING
ONE?

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
Google
Search
Google
Search
Sales associateSales associate
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

Customer
Media-
Touchpoint
Time Indicator
Role1Role2Role3Role4
Waitress
Cook
Manager
+
–
+
–
Fail Line
Emotions
Media-
Touchpoint
Media-
Touchpoint
Media-
Touchpoint
TableReservationOnline
00:00
15:00
00:00
02:30
03:30
07:00
08:00
09:00
15:00
35:00
35:30
37:00
38:30
41:00
50:00
50:30
01:15:00
01:17:00
ConfirmationbySMS
Enterrestaurant,shortwait
atreception
OrderAperetiv
Givenmenu
Aperetivcomeswithextras
Guestissurprised/deligted
Foodisserved
Correctdishserved
Guestissatisfiedagain
Wrongsidedish.
Guestcomplains
Waitressgreetsguestand
leadsthemtotable
Waitresstakesthefood
order
Foodordersentthroughto
kitchen
Messageanddishsentback
tokitchen
KellnerstreichteinenTeil
derRechnung
MealPrepared
Chefagitatedandother
mealspushedlateinorder
tore-doside-dish.
Communication
failureinkitchen
Correctside-dishprepared

INITIATION (EXPECTATIONS)
STATE OF MIND (CONTEXT):
TOUCHPOINT ECOSYSTEM: PRODUCT, SERVICE, EVENT, NAME, IDENTITY/SYMBOL
MEDIA: SOCIAL, ETC?
LOCATION
ENGAGEMENT
TIME > > >
ACTUAL
DESIRED
EXPECTED
PLANNED
INTENSITY
DESIRABLE>>><<<UNDESIRABLE
Trepidation
Anticipation
Boredom
Frustration
Anger
Hope
Relief
Frustration
Contempt

MEDIA: SOCIAL, ETC?
LOCATION
ENGAGEMENT
TIME > > >
ACTUAL
DESIRED
EXPECTED
PLANNED
INTENSITY
Accomplishment Wonder Creation Validation Trust

MEDIA: SOCIAL, ETC?
LOCATION
ENGAGEMENT
TIME > > >
ACTUAL
DESIRED
EXPECTED
PLANNED
INTENSITY
Accomplishment Wonder Creation Validation Trust
Feature Service ProductPromotion EventWebsite Feature

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

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

More
Personal
More
Universal

Core Meanings
Triggers

Start(ﬁndit)
End(buyit)

Start(walkintothestore)
End(walkoutofthestore)

Start(wantorneedsomething)
End(boughtit,usedit,ﬁnallyusedit

End?
Heardaboutit--orsomethingelse
Sawitorsomethinglikeit
Foundone,touchedit
—probablysomeoneelse’s
Wentonline
Wentintothestore
Sawanadvertisement
Boughtit
Usedit
Repairedit
Leantit
Replacedit

CustomerDies
Heardaboutit--orsomethingelse
Sawitorsomethinglikeit
Foundone,touchedit
—probablysomeoneelse’s
Wentonline
Wentintothestore
Sawanadvertisement
Boughtit
Usedit
Repairedit
Leantit
Replacedit

Ordinary World Extraordinary World
Everyday,IntheOrdinaryWorld
CalltoAdventure
Refusal
MeetingWithTheMentor
CrossingTheThreshold
Tests,Allies,andEnemies
ApproachToInmostCave
Ordeal
Reward(SeekingTheSword)
TheRoadBack

Planned (Best) Experience Waveline

Agenda

Script

Presentation

Scenario

Storyboard

Beat Chart

Tempo Map

Flow Chart

Experience Blueprint

Journey Canvas

Film Experience Chart

Architectural Model

Walkthrough

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
-

OUR FOCUS

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

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
VALIDATION
COMMUNITY
TRUTH
DUTY
JUSTICE
NOTIFIED
SCHEDULING
IMMERSION
PRE-SUMMONS
APPEAR
WAIT
SELECTED TRIAL
DELIBERATE
VERDICT
POST
DISMISSED
POST

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
With the new waveline, even people who do not serve on a case ﬁnd the
experience meaningful
• All three personas are satisﬁed

© 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.
augue aliquet nec.
augue aliquet nec.
augue aliquet nec.
augue aliquet nec.
augue aliquet nec.
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.
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.
et vestibulum augue aliquet nec.Lorem ipsum dolor sit amet, con-
augue aliquet nec.
augue aliquet nec.
augue aliquet nec.
augue aliquet nec.
augue aliquet nec.
augue aliquet nec.
augue aliquet nec.
augue aliquet nec.
augue aliquet nec.
augue aliquet nec.
augue aliquet nec.
Lorem ipsum dol
tetur adipiscing el
ia mauris non fauc
mattis lectus. Nun
Nulla rutrum comm
ulum augue alique
Lorem ipsum dol
tetur adipiscing el
ia mauris non fauc
mattis lectus. Nun
Nulla rutrum comm
ulum augue alique
Lorem ipsum dol
tetur adipiscing el
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

Current Experience Waveline

Touchpoint
Opportunity 1
Touchpoint
Opportunity 2
Touchpoint
Opportunity 3

YOU’RE ALREADY DOING THIS
(SOMEWHAT)

NOW GO DO IT BETTER

www.slideshare.net/NathanShedroff/using-the-
waveline-workshop

THANK YOU
nathan@nathan.com
@nathanshedroff
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
user behavior 116
100 years 22
information 42
takeaways 28
data 36
knowledge 48
subjectivity 78
consistency 96
navigation 84

Models for experience design workshop

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