meaningful experiences upa conference

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Developing Meaningful Experiences Nathan Shedroff UPA 2009

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My presentation at the Usability Professionals Conference in Portland on June 10th, 2009.

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Page 1: Meaningful Experiences UPA Conference

Developing Meaningful Experiences

Nathan ShedroffUPA 2009

Page 2: Meaningful Experiences UPA Conference

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

Page 32: Meaningful Experiences UPA Conference

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

Page 47: Meaningful Experiences UPA Conference

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

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makingmeaning.orgexperiencedesignbooks.com

[email protected]