The Dimensions of Experience &

Meaning

<course name here>

Why experiences?

From: The Experience Economy, Pine and Gilmore

Price/Value

Experience

Price/Value

Event/Environment

Experience

Experiences are designable

Everything we createis an experience

We recognize some experiences easily

We recognize some experiences easily

We recognize some experiences easily

People don’t just travel to see

things

They travel to experience

Design is the processof making experiences

But what, exactly,is an experience?

EXPERIENCE BREADTH

DURATION

TRIGGERS

SIGNIFICANCE

INTENSITY INTERACTION

EXPERIENCE BREADTHProduct

Service

Brand

Name(s)

Channel/Environment

(Space)

Promotion

Price

Breadth

EXPERIENCE BREADTHProduct

Service

Brand

Name(s)

Channel/Environment

(Space)

Promotion

Price

TRIGGERSSight

Sound

Smell

Taste

Touch

Concepts

Symbols

Every sensorial decision is a trigger:

color, texture, smell, taste, typeface, sound, music, voice,

pattern, icon, symbol, interaction, layout, concept,

temperature, expression, etc...

EXPERIENCE BREADTHProduct

Service

Brand

Name(s)

Channel/Environment

(Space)

Promotion

Price

TRIGGERSSight

Sound

Smell

Taste

Touch

Concepts

Symbols

INTENSITYReflex

Habit

Engagement

Intensity

Intensity

Intensity

EXPERIENCE BREADTHProduct

Service

Brand

Name(s)

Channel/Environment

(Space)

Promotion

Price

DURATIONInitiation

Immersion

Conclusion

Continuation

TRIGGERSSight

Sound

Smell

Taste

Touch

Concepts

Symbols

INTENSITYReflex

Habit

Engagement

EXPERIENCE BREADTHProduct

Service

Brand

Name(s)

Channel/Environment

(Space)

Promotion

Price

DURATIONInitiation

Immersion

Conclusion

Continuation

TRIGGERSSight

Sound

Smell

Taste

Touch

Concepts

Symbols

INTENSITYReflex

Habit

Engagement

INTERACTIONPassive

Active

Interactive

EXPERIENCE BREADTHProduct

Service

Brand

Name(s)

Channel/Environment

(Space)

Promotion

Price

DURATIONInitiation

Immersion

Conclusion

Continuation

TRIGGERSSight

Sound

Smell

Taste

Touch

Concepts

Symbols

SIGNIFICANCEMeaning

Status/Identity

Emotion/Lifestyle

Price

Function

INTENSITYReflex

Habit

Engagement

INTERACTIONPassive

Active

Interactive

BREADTHProduct

Service

Brand

Name(s)

Channel/Environment

(Space)

Promotion

Price

DURATIONInitiation

Immersion

Conclusion

Continuation

TRIGGERSSight

Sound

Smell

Taste

Touch

Concepts

Symbols

SIGNIFICANCEMeaning

Status/Identity

Emotion/Lifestyle

Price

Function

INTENSITYReflex

Habit

Engagement

INTERACTIONPassive

Active

Interactive

MEANING

MEANINGVALUESEMOTIONSPRICEFEATURES

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

Price (Value):Does this do what I need ata price I’m willing to pay?

Emotions (Lifestyle):Does this make me

feel good?

Status/Identity (Values):Is this me?

Meaning (Reality):Does this fit into my world?

AccomplishmentBeauty

CreationCommunity

DutyEnlightenment

Freedom

HarmonyJustice

OnenessRedemption

SecurityTruth

ValidationWonder

Core Meanings:

Core Meanings:

Definitions:makingmeaning.org

Meaning is at the core of Values:

Priorities and Expressions

AccomplishmentBeautyCreation

CommunityDuty

EnlightenmentFreedom

HarmonyJustice

OnenessRedemption

SecurityTruth

ValidationWonder

Nike:

AccomplishmentBeauty

Freedom

AccomplishmentBeauty

Creation

DutyEnlightenment

Freedom

HarmonyJustice

OnenessRedemption

SecurityTruth

Apple (iPod):

BeautyCreation

Freedom Validation

Community

AccomplishmentBeauty

CreationCommunity

DutyEnlightenment

Freedom

HarmonyJustice

OnenessRedemption

SecurityTruth

Validation

Apple (Macintosh):

Wonder

AccomplishmentBeauty

CreationCommunity

Freedom

AccomplishmentBeautyCreation

CommunityDuty

EnlightenmentFreedom

HarmonyJustice

OnenessRedemption

SecurityTruth

ValidationWonder

Beauty

Community Redemption

Wonder

Disney

FilmsTV & Radio

MusicTheme parks

Travel (cruises, etc.)

ClothingSouvenirs

ToysComputers

Games

Cars & Buses?Phones & PDAs?

Furniture?Security Systems?

Food & Agriculture?Education (schools)?

Financial Services?Healthcare?

Governments?

Beauty, Community, Wonder...

Successful experiences are meaningful

(and not merely novel)

Design is the processof evoking meaning

How does this relate tobusiness & strategy?

Corporate Meaning Priorities

Team Meaning Priorities

Customer Meaning Priorities

Strategic Design:

Your Focus

Corporate Meaning Priorities

Team Meaning Priorities

Customer Meaning Priorities

Strategic Design:

Competitors’ Meaning Priorities

Your Focus

Corporate:Accomplishment

BeautyWonder

Focus: Beauty & Wonder

Strategic Design:

Team:HarmonyBeautyWonder

Customer:SecurityBeautyWonder

Corporate:Accomplishment

BeautyWonder

No Focus!

Strategic Design:

Team:Harmony

JusticeWonder

Customer:ValidationCreation

Duty

How do you put this into the development process?

A meaning-filled development process:

A meaning-filled development process:

A meaning-filled development process:

A meaning-filled development process:

Research Techniques:Interviews

Careful SurveysShadowingGames, etc.

The Meaning of Thingsby Csikszentmihalyi

SUSTAINABILITY

BUSINESS

DESIGN

SUSTAINABILITY

BUSINESS

DESIGN

EXPERIENCE

MEANING

Some questions:

Who’s doing this?

Who’s doing this?You

What meanings doyour customers prioritize?

What experiencesdo they seek?

Is meaning manipulation?

Should companiesevoke meaning?

Does everything we design already evoke meaning?

Are you creatinganything meaningful?

What’s meaningful to you?