4. EXPERIENCE
• The holistic view on an audience interacting with
their surroundings
• Tangible and intangible aspects of a product,
software, service or event
5. EXPERIENCE
Characteristics
– Triggers
• senses: smell, audio-visual, touch, taste,
• cognitive processes: thought, awareness, observation
– Flow touch points, interactions and journeys
– Time from seconds to decades
– Participation passive, active, social aspect
– Intensity from flash to immersion
– Coverage products, services, environment
– Emotion trust, comfort and aesthetics
– Meaning symbolic, pragmatic, semantic
7. Why would you think about Experience?
– It’s what your audience
lives through in the end
– It’s what you deliver / give
provide / create
?
8. You can see it as a Red Thread
• Someone goes through an experience
– Product
– Service
– Software
– Space
9. WHY IS THIS IMPORTANT?
What has changed and still is changing
• Expectations rise
– Increasingly it is the end to end product & service
experience that creates customer loyalty, user &
organisation efficiencies
– Excellent experiences empower humans
10. SO HOW DO YOU DO THIS?
• Increase the level of insight: what are your
experience elements?
– Identify each experience element
– Uncover relative importance of each experience element
• Follow a rigorous process to understand and design
the experience
• Apply appropriate metrics
– To measure and track performance
12. STRATEGY RESEARCH DESIGN TEST
Ethnographic
Field research
Interviews
Personas
Scenarios
Environment
Design Brief
Sketch
Ideate
Models
Wireframes
Visuals
Specs
Survey
Focus Group
Interviews
Panel
Omnibus
KPI
Metrics
Measure
Learn
Vision
Market
Plan
Roadmap
13. EXTERNAL: THE EXPERIENCE LIFECYCLE
AWARE
EXPLORE
COMPARE
PURCHASE
OUT OF BOX
SETUP
OPERATE
MAINTAIN
UPGRADE
RECYCLE
CustomerExperience
UserExperience
ClientExperience
BrandExperience
ProductExperience
ServiceExperience
15. • Four aspects:
– Audience & organisation view
– experience design & experience lifecycle
• Approach
– See the details
– Model the experiences
– Take out the guess work – take control
• Informed design, de-risk design