DRAFT scenario to help define Experience Design as a strategic and creative position within the organization. Any feedback would be helpful.

1. Defining Experience Design
prepared by joe szabo
version 1.4

2. What is Experience Design?
Experience Design provides a systematic approach to interacting
with customers that consistently builds loyalty over time. It is a
cross-functional, interdisciplinary practice that collaborates with
Insights, Strategy, Design and Technology to create memorable
experiences.
This new form of collaboration aims to create a faster, smarter
thought process from the Discovery stage through to Development.
tEchnology contEnt
What’s relevant? Is it engaging?
usability
Can the customer use it?
joe szabo march 2010 2

3. What is the Vision?
Experience Design creates a holistic view of a brand across multiple
interaction points. The view is a seamless and consistent experience
that garners trust, loyalty and advocacy for the brands we service
while respecting the needs of our customers.
tEchnology contEnt
• Be useful
What’s the latest app? Is it engaging?
• Be easy to use
• Be desirable
• Be easy to find
• Be appropriately transparent
• Be a pleasure to do business with
usability
Can the customer use it?
joe szabo march 2010 3

4. inputs Required for Experience Design
The catalyst for good experiences comes from collaboration.
With insights, strategy, and research, here are the inputs needed
to design the right expereience.
• There is a clear definition of target customers
• The needs of target customers are well understood
• There are clear objectives for how the project will impact target customers
• The experience is designed for every stage of the customer lifecycle,
from initial roll-out to ongoing support
• There is a plan for testing the impact on target customers
• There are resources and time allotted to iterating on the design to
improve customer experience
• There is a plan for gathering ongoing feedback to monitor the customer
experience over time
• There is a clear definition of success, for both the company and for
target customers
joe szabo march 2010 4

5. outputs Expected from Experience Design in the
Define Stage
econcepts
Ideas that have the biggest impact the brand. They are not tactics or
executions; they are concepts that can live within multiple interaction
points: email, service design, social media, desktop widgets, websites
or applications. eConcepts are meant to create a chemical reaction
within the service areas.
Proof of concept
Using web-based software we can create clickable concepts in the
browser to help our clients see the big idea.
Experience strategy
A simple and succinct document of what the intended customer
experience will be, outlining business, communication and user
objectives.
joe szabo march 2010 5

6. outputs Expected from Experience Design in the
Design Stage
Experience Flows
Visual diagrams of how the customer is affected by the experience.
The diagrams show multiple interaction points and what the customer
can expect at each one.
Functional Flows (where applicable)
Visual diagrams of how functions operate and affect the customer.
They are not technical in nature; however, they can influence technology.
content strategy
Identifies types of content required for business goals and what will
enage our target customers.
usability Evaluations
There are 2 phases of usability. Each phase depends on the scope of
the project. Phase 1 occurs in the early stages of design where we test
user interfaces and information design. The results of the study are
implemented in the final design. Phase 1 usability involves no additional
costs. Phase 2 is a more detailed study of how intended users complete
their assigned tasks on a website or application. Phase 2 usability
involves additional time and may involve additional budget.
joe szabo march 2010 6

7. how Experience accelerates the Process
Experience is based on data and a passion for customer needs. With critical
observation and objectivity, Experience Concepts, or eConcepts, begin to form
by collaborating with Account Services, Insights and Strategy. This thinking is a
work in progress; it is meant to help crystalize the strategy. The intent is to
launch eConcepts early and iterate often based on data and collaboration with
other service groups. It is a non-linear approach that makes service areas think
laterally and get our ideas to market faster than the competition.
on
th
s æ A-HA! Moment The Crystalization of Planning, Strategy & Insight
m
- 5
ks eConcepts
ee
w
2
planning
research and refinement and experience
connection planning development
experience takes into account the user,
technology and marketing trends to create
concepts that have the greatest impact on
the factors that affect a brand.
joe szabo march 2010 7

8. the hand off
Experience collaborates with multiple service areas, acting as
the connective tissue between account management, business
requirements and the user experience. eConcepts are formulated
with strategy, SEAD and creative simultaneously, thus creating a
faster, smarter thought process.
planning
strategy
experience
1. Experience collaborates with Strategy to
formulate a Strategic Vision that sets the SEAD
foundation for what SEAD and Creative develop.
2. Experience collaborates with SEAD to ensure the
proof of concept is valid.
3. Experience collaborates with Creative to ensure
ideas are user-centric and provide value-added
experiences.
creative
3
joe szabo march 2010 8