The importance of experience designTedde van Gelderen
Hello, my name is Matt.
EXPERIENCES
EVENTS
SPATIAL ENVIRONMENT
Customers
Users
Clients
Products
Software
Services
EXPERIENCE• The holistic view on an audience interacting with
their surroundings• Tangible and intangible aspects of a product,
software, service or event
EXPERIENCECharacteristics– 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
EXPERIENCES– User experience– Customer experience– Office experience– Game experience– Shopping experience– Driver experience– Client experience– …
Why would you think about Experience?
– It’s what your audience lives through in the end
– It’s what you deliver / give provide / create
?
You can see it as a Red Thread• Someone goes through an experience– Product – Service– Software– Space
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
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
Software
ORGANISATION INTERNAL PROCESS: 4 X 4
EXPERIENCE
BUSINESS HUMAN CONTENT TECH
SpaceProduct Service
STRATEGY RESEARCH DESIGN TEST
EthnographicField researchInterviews
PersonasScenariosEnvironmentDesign Brief
SketchIdeate
ModelsWireframesVisualsSpecs
SurveyFocus GroupInterviewsPanelOmnibus
KPIMetrics
MeasureLearn
VisionMarket
PlanRoadmap
EXTERNAL: THE EXPERIENCE LIFECYCLE
AWARE
EXPLORE
COMPARE
PURCHASE
OUT OF BOX
SETUP
OPERATE
MAINTAIN
UPGRADE
RECYCLE
Customer Experience
User Experience
Client ExperienceBr
and
Expe
rienc
e
Prod
uct E
xper
ienc
e
Serv
ice
Expe
rienc
e
ORG
AN
ISAT
ION AU
DIEN
CE
EXPERIENCE LIFECYCLE
AWARE
EXPLORE
COMPARE
PURCHASE
OUT OF BOX
SETUP
OPERATE
MAINTAIN
UPGRADE
RECYCLE
Learn, Involve
EXPERIENCE DESIGN
BUSI
NES
S
HUM
AN
CON
TEN
T
TECH
NO
LOGY
Software
EXPERIENCE
SpaceProductService
STRATEGY RESEARCH DESIGN TEST
• 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
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