meaningful experiences upa conference
DESCRIPTION
My presentation at the Usability Professionals Conference in Portland on June 10th, 2009.TRANSCRIPT
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Developing Meaningful Experiences
Nathan ShedroffUPA 2009
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Slides and templates posted:nathan.com/thoughts
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The big thing!
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The big thing!Meaning
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Why experiences?
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From: The Experience Economy, Pine and Gilmore
Commodity Product Service
Price/Value
Experience
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Commodity Product Service
Price/Value
Event/Environment
Experience
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Experiences are designable
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Everything we createis an experience
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We recognize some experiences easily
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We recognize some experiences easily
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We recognize some experiences easily
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People don’t just travel to see things
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They travel to experience
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Design is the processof making experiences
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But what, exactly,is an experience?
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EXPERIENCE BREADTH
DURATION
TRIGGERS
SIGNIFICANCE
INTENSITY INTERACTION
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EXPERIENCE BREADTHProductService
BrandName(s)
Channel/Environment (Space)
PromotionPrice
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Breadth
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EXPERIENCE BREADTHProductService
BrandName(s)
Channel/Environment (Space)
PromotionPrice
TRIGGERSSightSoundSmellTasteTouchConceptsSymbols
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Every sensorial decision is a trigger:
color, texture, smell, taste, typeface, sound, music, voice, pattern, icon,
symbol, interaction, layout, concept, temperature, expression, etc...
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EXPERIENCE BREADTHProductService
BrandName(s)
Channel/Environment (Space)
PromotionPrice
TRIGGERSSightSoundSmellTasteTouchConceptsSymbols
INTENSITYReflexHabit
Engagement
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Intensity
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Intensity
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Intensity
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EXPERIENCE BREADTHProductService
BrandName(s)
Channel/Environment (Space)
PromotionPrice
DURATIONInitiation
ImmersionConclusion
Continuation
TRIGGERSSightSoundSmellTasteTouchConceptsSymbols
INTENSITYReflexHabit
Engagement
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EXPERIENCE BREADTHProductService
BrandName(s)
Channel/Environment (Space)
PromotionPrice
DURATIONInitiation
ImmersionConclusion
Continuation
TRIGGERSSightSoundSmellTasteTouchConceptsSymbols
INTENSITYReflexHabit
Engagement
INTERACTIONPassiveActiveInteractive
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EXPERIENCE BREADTHProductService
BrandName(s)
Channel/Environment (Space)
PromotionPrice
DURATIONInitiation
ImmersionConclusion
Continuation
TRIGGERSSightSoundSmellTasteTouchConceptsSymbols
SIGNIFICANCEMeaningStatus/IdentityEmotion/LifestylePriceFunction
INTENSITYReflexHabit
Engagement
INTERACTIONPassiveActiveInteractive
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BREADTHProductService
BrandName(s)
Channel/Environment (Space)
PromotionPrice
DURATIONInitiation
ImmersionConclusion
Continuation
TRIGGERSSightSoundSmellTasteTouchConceptsSymbols
SIGNIFICANCEMeaningStatus/IdentityEmotion/LifestylePriceFunction
INTENSITYReflexHabit
Engagement
INTERACTIONPassiveActiveInteractive
MEANING
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MEANINGVALUESEMOTIONSPRICEFEATURES
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Function (Performance):Does this do what I need?
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Price (Value):Does this do what I need at a
price that’s worth it?
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Emotions (Lifestyle):Does this make me
feel good?
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Status/Identity (Values):Is this me?
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Meaning (Reality):Does this fit into my reality?
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AccomplishmentBeauty
CreationCommunity
DutyEnlightenment
Freedom
HarmonyJustice
OnenessRedemption
SecurityTruth
ValidationWonder
Core Meanings:
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Core Meanings:
Definitions:makingmeaning.org
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Meaning is at the core of Values:Priorities and Expressions
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AccomplishmentBeautyCreation
CommunityDuty
EnlightenmentFreedom
HarmonyJustice
OnenessRedemption
SecurityTruth
ValidationWonder
Nike:
AccomplishmentBeauty
Freedom
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AccomplishmentBeauty
Creation
DutyEnlightenment
Freedom
HarmonyJustice
OnenessRedemption
SecurityTruth
Apple:
BeautyCreation
Freedom Validation
Community
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AccomplishmentBeauty
CreationCommunity
DutyEnlightenment
Freedom
HarmonyJustice
OnenessRedemption
SecurityTruth
Validation
Apple:
Wonder
AccomplishmentBeauty
CreationCommunity
Freedom
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AccomplishmentBeautyCreation
CommunityDuty
EnlightenmentFreedom
HarmonyJustice
OnenessRedemption
SecurityTruth
ValidationWonder
Beauty
Community Redemption
Wonder
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FilmsTV & Radio
MusicTheme parks
Travel (cruises, etc.)Clothing
SouvenirsToys
ComputersGames
Cars & Buses?Phones & PDAs?
Furniture?Security Systems?Food & Agriculture?Education (schools)?Financial Services?
Healthcare?Governments?
Beauty, Community, Wonder...
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Successful experiences are meaningful
(and not merely novel)
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Design is the processof evoking meaning
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How does this relate tobusiness & strategy?
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Corporate Meaning Priorities
Team Meaning Priorities
Customer Meaning Priorities
Strategic Design:
Your Focus
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Corporate Meaning Priorities
Team Meaning Priorities
Customer Meaning Priorities
Strategic Design:
Competitors’ Meaning Priorities
Your Focus
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Corporate:Accomplishment
BeautyWonder
Focus: Beauty & Wonder
Strategic Design:
Team:HarmonyBeautyWonder
Customer:SecurityBeautyWonder
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Corporate:Accomplishment
BeautyWonder
No Focus!
Strategic Design:
Team:HarmonyJustice
Wonder
Customer:ValidationCreation
Duty
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How do you put this into the development process?
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A meaning-filled development process:
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A meaning-filled development process:
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A meaning-filled development process:
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A meaning-filled development process:
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Research Techniques:Interviews
Careful SurveysShadowingGames, etc.
The Meaning of Thingsby Csikszentmihalyi
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SUSTAINABILITY
BUSINESS
DESIGN
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SUSTAINABILITY
BUSINESS
DESIGN
EXPERIENCE
MEANING
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Some questions:
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Who’s doing this?
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Who’s doing this?You
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What meanings doyour customers prioritize?
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What experiencesdo they seek?
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Is meaning manipulation?
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Should companiesevoke meaning?
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Does everything we design already evoke meaning?
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Are you creatinganything meaningful?
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What’s meaningful to you?
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nathan.com/thoughts