Meaningful Experiences - 2009. 5. 20.¢  experiences easily We also recognize, seek, and...

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Transcript of Meaningful Experiences - 2009. 5. 20.¢  experiences easily We also recognize, seek, and...

  • Meaningful Experiences

    Nathan Shedroff Voices That Matter, SF, October 2007

    Welcome

  • Slides and templates posted: nathan.com/thoughts

    You don’t have to take detailed notes. These slides will be posted: nathan.com/thoughts

  • The next big thing?

  • The big thing!

  • The big thing! Meaning

  • We recognize some experiences easily

    We recognize many experiences because we have to pay for them. For example, we know that places like Disneyland are experiences.

  • We recognize some experiences easily

    We also recognize events, like Cirque du Soleil as experiences.

  • We recognize some experiences easily

    We also recognize, seek, and create experiences throughout our lives that have nothing to do with commerce, of course. Births, weddings, parties, etc. are some of the most meaningful in our lives.

  • However, we don’t always see the other experiences in our lives. We see products...

  • We see services...

  • But these are also experiences because of how we use them. Products and services enable experiences. For the iPod, the interface has a great deal to do with the experience.

  • Commodity Product Service Experience

    Price/Value

    From: The Experience Economy, Pine and Gilmore

    The more that we support experience, the more value we provide (often), the more we will pay, and the more satisfaction we usually get. For companies, great experiences are more lucrative, more profitable, and generate more loyal customers.

  • Whether it is simply the experience of using something, everything we create, whether we intend to or not, also creates an experience around it.

  • People don’t just travel to see things

    For examples, most people don’t merely travel to see sights (though they may still phrase travel in this way).

  • They travel to experience

    Usually, people travel for wonderful experiences, maybe unique, maybe educational, but always experiential. An emerging category of travelers, in fact, (experience travelers) cuts across traditional demographic segments. These travelers are conscious of experience and go out of their way to experience unique experiences wherever they travel. They are just as likely to eat at the best restaurant in a city one night, and from a street vendor the next. They seek what’s unique to a place and often try to look like a local, eschewing traditional tourist traps. They are just as likely to visit a museum for that one, rare highlight piece that interests them, and then surf, mountain bike, hike, or simply walk later that same day in a part of town not frequented by tourists. When they shop, they aren’t interested in stores they can find at home, but boutiques with things they didn’t know to look for.

  • The boundaries of experiences are our minds and bodies

    Experiences aren’t easy to categorize because they’re so big, so expansive.

  • Experiences are designable

    And there’s still controversy over whether they’re even designable. Some say you can’t design an experience for others (need to know them too intimately). Yet, we seem to do it every day. The point isn’t to control the experience exactly, but to come as close as possible and take into account multiple senses, multiple media, time, story, and consistency.

  • Everything we create is an experience

    We can look at everything we create as having an experience, or a potential one, surrounding it. Therefore, if we choose, what experience do we want it to be?

  • Design is the process of making experiences

    Design isn’t just about making things (electronics, food, clothes, jewelry, environments, etc.). It’s about creating experiences around these things. Every event planner, wedding planner, theater director, and renowned restauranteur already knows this. I had a friend who once said: if I only wanted good food... It’s time that designers, marketers, business people, service providers, meeting planners, bosses, husbands, wives, mothers, fathers, etc. learn to better shape experiences so we can create more satisfying experiences for each other.

  • But what, exactly, is an experience?

  • I don’t have time to describe these in-depth but I’ll give you a quick overview.

  • Breadth Product Service Brand

    Name(s) Channel/Environment

    (Space) Promotion

    Price

    Breadth is about consistency, throughout all media, channels, and touch-points. We don’t usually trust people who aren’t consistent, incoherent, reliable, or exhibit multiple personality. And, the reality is that we don’t trust products, services, companies, or other experiences like this either.

  • Intensity Reflex Habit Engagement

    Appropriateness and opportunity... reflexes happen too quickly, habits are when we’re not truly engaged or aware, but when the experience is more intense already, that’s when we can have some effect. We can also look for opportunities to take habits and make them more engaging.

  • Duration Initiation

    Immersion Conclusion

    Continuation

    Time, story, narrative...

  • Triggers Senses: Sight

    Sound

    Smell

    Taste

    Touch

    Cognitive: Concepts

    Symbols

    Triggers are about all of our senses and the colors, sounds, surfaces, textures, materials, symbols, tastes, aromas, animations, visuals, shapes, etc. that trigger meaning for us. Does it look or sound expensive? fun? youthful? cool? traditional? reliable? etc. Every choice we make when crafting experiences support or erode meaning and success. These, of course, are all culturally-influenced, not just across national boundaries but across age, gender, and other cultural distinctions. They ebb and flow over time and are constantly changing, responding to and influencing styles, tastes, and trends.

  • Interaction Passive Active Interactive

    Interaction is about involvement...

  • Significance Meaning Status/Identity Emotion/Lifestyle Price Function

    But the most important dimension of experience is meaning, or significance. This is how we relate products, services, events, and experiences to our lives. This is what governs what we care about, what we regret, and what we remember for the rest of our lives.

  • Meaning (Reality) Status/Identity (Values)

    Emotions (Lifestyle) Price (Value)

    Function (Performance)

    Meaning is the deepest level of five layers of significance. Whether we ask ourselves consciously or subconsciously, we’re always aware of these levels in the decisions we make. For example...

  • Function (Performance): Does this do what I need?

  • Price (Value): Does this do what I need at a

    price that’s worth it?

  • Emotions (Lifestyle): Does this make me

    feel good?

    Or bad or whatever? Emotions are powerful and important and still missing from most interactive experiences. Mrk Meadows will be speaking next about how he’s helping virtual characters interact emotionally.

  • Status/Identity (Values): Is this me?

  • Meaning (Reality): Does this fit into my reality?

  • Accomplishment Beauty

    Creation Community

    Duty Enlightenment

    Freedom

    Harmony Justice

    Oneness Redemption

    Security Truth

    Validation Wonder

    Core Meanings:

    We’ve identified 15 core meanings, only the positive ones, and there may yet be more. The most important aspect of meaning is that the are universal. We don’t all prioritize the same ones, but we all, everyone in the world, no matter the culture, understands their value and importance. Think about which are most important to you. Which to you actively seek? Which do you take for granted?

  • Successful experiences are meaningful

    (and not merely novel)

    So, to end, I want to leave you with some questions. How do you live your life in relationship to experiences and meaning?

  • Design & development is the process

    of evoking meaning

    Despite the title of my New Riders book, we don’t actually MAKE meaning, we evoke it--through triggers.

  • How do you put meaning into the

    process?

  • A meaning-filled development process:

    Developers have an opportunity to play a role not only in the product development realm, but also in the board room, where strategy for the company is set (and needs to reflect better customer understanding).

  • A meaning-filled development process:

    First, meaning research should be an integrated part of customer research. This is key data that should affect corporate strategy for your companies and/or clients.

  • A meaning-filled development process:

    Then, corporate strategy can start reflecting customer meaning. This is the first step toward specifying the right offerings (the right business to be in).

  • A meaning-filled development process:

    Then, meaning becomes an integrated, accepted part of the development process and you’re already working on th