experience design – designing effective * digital relationships

Terry Swack VP / experience design

*effective: 1 happy users and customers2 meets business objectives, whatever they are.

experience design –

know your customersbrand / product strategysystems thinking / reusevalue / business impact

Overview:• foundation: ‘big picture’ ideas• common problems of sites and teams• User Experience Audit• product strategy and planning to deliver Intentional User Experiences• the 3M story• conclusion: adopt a holistic approach

Businesses

Experience design is the process of synthesizing business strategies, technologies, organizations and customers’ needs into successful digital businesses, products and services.

• people factor : ownership issues• organizations: inside out, not objective• legacy Web sites: unconnected• application migration : feature lists, not users• architecture & navigation: personalization is not a substitute

Meaningful segmentation is key!

Must be from the customer’s perspective so they can easily identify what’s meant for them.

Models: people with common activities, industry, job function, location, intention.

How do we manage the design process to determine what to make of the components?

Product Strategy(What it should be)

+Product Design Planning(How it should work)

Conclusion:Adopt a holistic approach to experience design.

The results of this process ensure products & services your organization can create and support – and that deliver to your customers compelling and intentional experiences you have created for them.

AIGA / Advance for Design Forum

Mission:To create a forum to advance the design of experiences in the network economy.

advance.aiga.org