Meaningful Experiences UPA Conference

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

Transcript of Meaningful Experiences UPA Conference

  • 1. Developing Meaningful Experiences Nathan Shedroff UPA 2009

2. Slides and templates posted: nathan.com/thoughts 3. The big thing! 4. The big thing! Meaning 5. Why experiences? 6. Price/Value CommodityProduct Service ExperienceFrom: The Experience Economy, Pine and Gilmore 7. Price/Value Experience Commodity ProductService Event/Environment 8. Experiences are designable 9. Everything we create is an experience 10. We recognize some experiences easily 11. We recognize some experiences easily 12. We recognize some experiences easily 13. People dont just travel to see things 14. They travel toexperience 15. Design is the process of making experiences 16. But what, exactly, is an experience? 17. SIGNIFICANCEDURATION TRIGGERSEXPERIENCE BREADTH INTENSITYINTERACTION 18. EXPERIENCE BREADTHProductService Brand Name(s)Channel/Environment(Space) PromotionPrice 19. Breadth 20. TRIGGERS EXPERIENCE BREADTH Sight Product Sound Service SmellBrand TasteName(s) Touch Channel/Environment Concepts(Space) SymbolsPromotion Price 21. Every sensorial decision is a trigger:color, texture, smell, taste, typeface,sound, music, voice, pattern, icon, symbol, interaction, layout, concept,temperature, expression, etc... 22. TRIGGERS EXPERIENCE BREADTH Sight Product Sound Service SmellBrand TasteName(s) Touch Channel/Environment Concepts(Space) SymbolsPromotion Price INTENSITYReexHabit Engagement 23. Intensity 24. Intensity 25. Intensity 26. DURATIONInitiationImmersion ConclusionContinuation TRIGGERS EXPERIENCEBREADTH SightProduct SoundService Smell Brand Taste Name(s) TouchChannel/Environment Concepts (Space) Symbols PromotionPrice INTENSITYReexHabit Engagement 27. DURATION InitiationImmersion ConclusionContinuation TRIGGERS EXPERIENCE BREADTH Sight Product Sound Service SmellBrand TasteName(s) Touch Channel/Environment Concepts(Space) SymbolsPromotion Price INTENSITYINTERACTIONReexPassiveHabitActive EngagementInteractive 28. SIGNIFICANCEDURATIONMeaningInitiationStatus/Identity ImmersionEmotion/LifestyleConclusionPrice ContinuationFunction TRIGGERS EXPERIENCE BREADTH Sight Product Sound Service SmellBrand TasteName(s) Touch Channel/Environment Concepts(Space) SymbolsPromotion PriceINTENSITY INTERACTIONReexPassiveHabitActiveEngagement Interactive 29. SIGNIFICANCE DURATIONMeaning InitiationStatus/IdentityImmersionEmotion/Lifestyle ConclusionPriceContinuationFunction TRIGGERS BREADTH SightProduct SoundService Smell Brand TasteMEANINGName(s) TouchChannel/Environment Concepts (Space) Symbols PromotionPriceINTENSITYINTERACTIONReex PassiveHabit ActiveEngagementInteractive 30. MEANING VALUES EMOTIONS PRICE FEATURES 31. Function (Performance): Does this do what I need? 32. Price (Value): Does this do what I need at aprice thats worth it? 33. Emotions (Lifestyle): Does this make mefeel good? 34. Status/Identity (Values): Is this me? 35. Meaning (Reality): Does this t into my reality? 36. Core Meanings: AccomplishmentHarmonyBeautyJustice CreationOneness CommunityRedemption Duty SecurityEnlightenmentTruthFreedomValidationWonder 37. Core Meanings: Denitions: makingmeaning.org 38. Meaning is at the core of Values: Priorities and Expressions 39. Nike:AccomplishmentHarmony Beauty Justice CreationOneness CommunityRedemption Duty SecurityEnlightenmentTruthFreedomValidationWonder 40. Apple:Accomplishment Harmony BeautyJusticeCreationOneness Community Redemption DutySecurityEnlightenment TruthFreedom Validation 41. Apple:Accomplishment Harmony BeautyJusticeCreationOneness Community Redemption DutySecurityEnlightenment TruthFreedom Validation Wonder 42. AccomplishmentHarmony Beauty Justice CreationOneness CommunityRedemption Duty SecurityEnlightenmentTruthFreedomValidation Wonder 43. Beauty, Community, Wonder...Films Cars & Buses? TV & Radio Phones & PDAs? Music Furniture?Theme parksSecurity Systems? Travel (cruises, etc.) Food & Agriculture? Clothing Education (schools)?SouvenirsFinancial Services? Toys Healthcare? Computers Governments?Games 44. Successful experiences aremeaningful (and not merely novel) 45. Design is the process of evoking meaning 46. How does this relate tobusiness & strategy? 47. Strategic Design:Corporate Meaning PrioritiesYour FocusTeam Customer Meaning Meaning PrioritiesPriorities 48. Strategic Design:Corporate Meaning PrioritiesYour FocusTeamCustomer Meaning Meaning PrioritiesPrioritiesCompetitors Meaning Priorities 49. Strategic Design: Corporate: AccomplishmentBeautyWonder Team:Customer:HarmonySecurityBeauty BeautyWonder Wonder Focus: Beauty & Wonder 50. Strategic Design:Corporate:AccomplishmentBeauty WonderTeam:Customer: HarmonyValidationJustice Creation Wonder DutyNo Focus! 51. How do you put this into the development process? 52. A meaning-lled development process: 53. A meaning-lled development process: 54. A meaning-lled development process: 55. A meaning-lled development process: 56. Research Techniques:Interviews Careful Surveys Shadowing Games, etc.The Meaning of Thingsby Csikszentmihalyi 57. DESIGNSUSTAINABILITYBUSINESS 58. DESIGNSUSTAINABILITY MEANINGEXPERIENCEBUSINESS 59. Some questions: 60. Whos doing this? 61. Whos doing this? You 62. What meanings do your customers prioritize? 63. What experiencesdo they seek? 64. Is meaning manipulation? 65. Should companiesevoke meaning? 66. Does everything we designalready evoke meaning? 67. Are you creating anything meaningful? 68. Whats meaningful to you? 69. nathan.com/thoughts 70. makingmeaning.org experiencedesignbooks.comnathan@nathan.com