THE VALUE DESIGN BRINGS TO BUSINESS Nathan Shedroff California College of the Arts [email protected] @nathanshedroff designmba.org
THE VALUE DESIGN BRINGS TO BUSINESS
Nathan Shedroff California College of the Arts [email protected] @nathanshedroff
designmba.org
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
M A K E I T S O Interaction Design Lessons from Science Fiction
b y N AT H A N S H E DR OF F & C H R I S TOP H E R NOE S S E L
foreword by Bruce Sterling
Many designers enjoy the interfaces seen in science fiction films
and television shows. Freed from the rigorous constraints of designing
for real users, sci-fi production designers develop blue-sky interfaces
that are inspiring, humorous, and even instructive. By carefully studying
these “outsider” user interfaces, designers can derive lessons that make
their real-world designs more cutting edge and successful.
“Designers who love science fiction will go bananas over Shedroff and Noessel’s delightful and informative book on how interaction design in sci-fi movies informs interaction design in the real world. . . . You will find it as useful as any design textbook, but a whole lot more fun.”
ALAN COOPER“Father of Visual Basic” and author of The Inmates Are Running the Asylum
“Part futurist treatise, part design manual, and part cultural analysis, Make It So is a fascinatinginvestigation of an often-overlooked topic: how sci-fi influences the development of tomorrow’s machine interfaces.”
ANNALEE NEWITZEditor, io9 blog
“Shedroff and Noessel have created one of the most thorough and insightful studies ever made of this domain.”
MARK COLERANVisual designer of interfaces for movies (credits include The Bourne Identity, The Island, and Lara Croft: Tomb Raider)
“Every geek’s wet dream: a science fiction and interface design book rolled into one.”
MARIA GIUDICECEO and Founder, Hot Studio
www.rosenfeldmedia.com
MORE ON MAKE IT SOwww.rosenfeldmedia.com/books/science-fiction-interface/
MAK
E IT SO
by NATH
AN SH
EDR
OFF &
CHR
ISTOPH
ER N
OESSEL
Experience Design 1.1a manifesto for the design of experiences
by Nathan Shedroff
product taxonomies 16
user behavior 116
100 years 22
information 42
takeaways 28
data 36
knowledge 48
subjectivity 78
consistency 96
navigation 84
product taxonomies 16
user behavior 116
experiences 4
experience taxonomies 10
100 years 22
wisdom 54
information 42
takeaways 28
data 36
knowledge 48
subjectivity 78
consistency 96navigation 84
Design Strategy in ActionEdited by Nathan Shedroff
A publication from the MBA in Design Strategy programCalifornia College of the Arts
2011
2008 Edition
Dictionary ofSustainable Management
NATHAN SHEDROFF nathan.com @nathanshedroff
MBA IN DESIGN STRATEGY MBA IN STRATEGIC FORESIGHT
NATHAN SHEDROFF nathan.com @nathanshedroff
VALUE
NATHAN SHEDROFF nathan.com @nathanshedroff
$ £ ¤ ¥
Photo: epsos (Flickr)
NATHAN SHEDROFF nathan.com @nathanshedroff
$ £ ¤ ¥ function
Photo: bengt-re (Flickr)
NATHAN SHEDROFF nathan.com @nathanshedroff
function
CLV = GC • - M •∑i = 0
n
(1 + d) ir i ∑
i = 1
n
(1 + d) i - 0.5r i - 1
GC = gross contribution per customerM = (relevant) retention costs per customer per year n = horizon (in years)r = yearly retention rated = yearly discount rate.
(Lifetime Customer Value)
Photo: southernfoodwaysalliance (Flickr)
NATHAN SHEDROFF nathan.com @nathanshedroff
(V/S)b = Enterprise Value / Sales ratio of the firm with the benefit of the brand name(V/S)g = Enterprise Value / Sales ratio of the firm with the generic product Let's use as an example branded cereals maker like Kellogg (K) against a generic provider like Ralcorp (RAH). Value of Kellogg brand name = (1.78 - 1.32)(13846) = $6,369 MillionThus, (6369/24200) or 26% of the value of the company is derived from brand equity.
{ (V/S)b - (V/S)g}* Sales $ £ ¤ ¥ function
(BRAND)
NATHAN SHEDROFF nathan.com @nathanshedroff
meaning identity emotion
price function
Photo: mynameisharsha (Flickr)
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
meaning identity emotion
price function
NATHAN SHEDROFF nathan.com @nathanshedroff
meaning identity emotion
price function
RELATIONSHIP
NATHAN SHEDROFF nathan.com @nathanshedroff
EXPERIENCE
meaning identity emotion
price function
NATHAN SHEDROFF nathan.com @nathanshedroff
EXPERIENCE
meaning identity emotion
price function
NEEDSOFFER
INTENT
user customer audience participant employee citizen company NGO agency brand family friend stranger
user customer audience
participant employee
citizen company
NGO agency
brand family friend
stranger
NATHAN SHEDROFF nathan.com @nathanshedroff
Photo: 36081663@N00 (Flickr)
NATHAN SHEDROFF nathan.com @nathanshedroff
Juabar
NATHAN SHEDROFF nathan.com @nathanshedroff
meaning identity
emotion price
function
NATHAN SHEDROFF nathan.com @nathanshedroff
meaning identity emotion
price function
QUANTITATIVE QUALITATIVE
NATHAN SHEDROFF nathan.com @nathanshedroff
Photo: hypophyse (Flickr)
NATHAN SHEDROFF nathan.com @nathanshedroff
meaning identity emotion
price function
QUANTITATIVE QUALITATIVE
+ + + += TOTAL VALUE
NATHAN SHEDROFF nathan.com @nathanshedroff
meaning identity emotion
price function
“BOOK VALUE” “GOOD WILL”
+ + + += TOTAL VALUE
NATHAN SHEDROFF nathan.com @nathanshedroff
TOTAL VALUE(PREMIUM VALUE)
FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE =
QUANTITATIVE
QUALITATIVE
NATHAN SHEDROFF nathan.com @nathanshedroff
TOTAL VALUE
FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE
$1.1B =
NATHAN SHEDROFF nathan.com @nathanshedroff
$1.1BInstagram
TOTAL VALUE
FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE=
$86M
NATHAN SHEDROFF nathan.com @nathanshedroff
$1.1BInstagram
TOTAL VALUE
FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE=
$86M
$1.01B
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
EXPERIENCE CREATES VALUE
NATHAN SHEDROFF nathan.com @nathanshedroff
EXPERIENCE CREATES VALUE
THOSE COMPANIES (AND PEOPLE)
WHO FOCUS ON TOTAL VALUE
CREATE MORE OF IT, MORE OFTEN
NATHAN SHEDROFF nathan.com @nathanshedroff
THOSE COMPANIES (AND PEOPLE)
WHO FOCUS ON PREMIUM VALUE CREATE MORE OF IT, MORE OFTEN
NATHAN SHEDROFF nathan.com @nathanshedroff
WE’RE ALL IN THE RELATIONSHIP
BUSINESS
NATHAN SHEDROFF nathan.com @nathanshedroff
RELATIONSHIPS ARE STRATEGIC
Photo: yeahbouyee IFlickr)
NATHAN SHEDROFF nathan.com @nathanshedroff
EXPERIENCE IS STRATEGIC
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
From: The Experience Economy, Pine and Gilmore
Commodity Product Service Experience
Price/Value/Loyalty
EXPERIENCE IS STRATEGIC
NATHAN SHEDROFF nathan.com @nathanshedroff
EXPERIENCE IS STRATEGIC
Commodity Product Service Event/Environment
Experience
Price/Value/Loyalty
NATHAN SHEDROFF nathan.com @nathanshedroff
R
EXPE I EN EC
meaningful identity
emotional financial
functional
NEEDSOFFER
INTENT
RELATIONSHIP
BREADTHProductServiceBrandChannel/Environment (Space)Promotion
TRIGGERSSight
SoundSmellTaste
TouchConceptsName(s)Symbols
Price
VALUEMeaning
Status/IdentityEmotion/Lifestyle
PriceFunction
INTENSITY ReflexHabit
Engagement
INTERACTIONPassiveActiveInteractive
DURATIONInitiation
ImmersionConclusion
Continuation
NATHAN SHEDROFF nathan.com @nathanshedroff
WE NEED BETTER TOOLS TO
UNDERSTAND TOTAL VALUE
NATHAN SHEDROFF nathan.com @nathanshedroff
WE MUST COLLECT MORE & NEW
INFORMATION
NATHAN SHEDROFF nathan.com @nathanshedroff
Accomplishment Beauty Creation Community Duty Enlightenment Freedom
Harmony Justice Oneness Redemption Security Truth Validation Wonder
15 CORE MEANINGS
Definitions: makingmeaning.org
NATHAN SHEDROFF nathan.com @nathanshedroff
QUALITATIVE RESEARCH TECHNIQUES:
Interviews Careful Surveys
Shadowing Laddering
Games, etc.
Book: The Meaning of Things by Mihaly Csikszentmihalyi
NATHAN SHEDROFF nathan.com @nathanshedroffFREEDOM COMMUNITY
NATHAN SHEDROFF nathan.com @nathanshedroffJUSTICE ONENESS
NATHAN SHEDROFF nathan.com @nathanshedroff
Flavor
Bright/ Saturated
Hard, Artificial, Natural
Curvaceous/Smooth, Solid,
Sharp/Pointed
Loud, Simple/Clear,
Musical/Melodious, Mechanical
Musky, Bright, Alcohol,
Forest/Plants
Meaty, Salty
Accomplishment Triggers
SoundColor Materials Form Aroma
NATHAN SHEDROFF nathan.com @nathanshedroff
Flavor
Primary Hard Complex Loud Forest/Plants Sweet - Sugar
Community Triggers
SoundColor Materials Form Aroma
NATHAN SHEDROFF nathan.com @nathanshedroff
Flavor
Muted/Desaturated Plastic
Porous Natural/Organic Natural,
Floral Salty
Harmony Triggers
SoundColor Materials Form Aroma
NATHAN SHEDROFF nathan.com @nathanshedroff
WE NEED NEW TOOLS TO DESIGN RELATIONSHIPS (EXPERIENCES)
Blueprint+ v4.3
Customer
Media-Touchpoint
Time Indicator
Role
1Ro
le 2
Role
3Ro
le 4
Waitress
Cook
Manager
+
–
+
–
+
–
+
–
Fail Line
Emotions
Costs
Variable 1
Media-Touchpoint
Media-Touchpoint
Media-Touchpoint
Tabl
e Re
serv
atio
n O
nlin
e
00:0
0
15:0
0
00:0
0
02:3
0
03:3
0
07:0
0
08:0
0
09:0
0
15:0
0
35:0
0
35:3
0
37:0
0
38:3
0
41:0
0
50:0
0
50:3
0
01:1
5:00
01:1
7:00
Conf
irmat
ion
by S
MS
Ente
r res
taur
ant,
shor
t wai
t at
rece
ptio
n
Ord
er A
pere
tiv
Giv
en m
enu
Ape
reti
v c
omes
wit
h ex
tras
Gue
st is
sur
pris
ed/d
elig
ted
Food
is s
erve
d
Corr
ect d
ish
serv
ed
Gue
st is
sat
isfi
ed a
gain
Wro
ng s
ide
dish
.G
uest
com
plai
ns
Wai
tres
s gr
eets
gue
st a
nd
lead
s th
em to
tabl
e
Wai
tres
s ta
kes
the
food
or
der
Food
ord
er s
ent t
hrou
gh to
ki
tche
n
Mes
sage
and
dis
h se
nt b
ack
to k
itch
en
Kelln
er s
trei
cht e
inen
Tei
l de
r Rec
hnun
g
Mea
l Pre
pare
d
Chef
agi
tate
d an
d ot
her
mea
ls p
ushe
d la
te in
ord
er
to re
-do
side
-dis
h.
Com
mun
icat
ion
failu
re in
kit
chen
Corr
ect s
ide-
dish
pre
pare
d
NATHAN SHEDROFF nathan.com @nathanshedroff
EXPERIENCE AFFECTS “STATE OF MIND”
NATHAN SHEDROFF nathan.com @nathanshedroff
STATE OF MIND (SOM) IS WHAT YOU FEEL AND
THINKING AT ANY MOMENT
ResponseResponse
Response
Stimuli
State of Mind: Memory Emotions Perceptual Bias Behavioral Response Mental Models
ResponseResponse
Response
Stimuli
State of Mind: Memory Emotions Perceptual Bias Behavioral Response Mental Models
State of Mind:
Emotions
Behavioral Response Mental Models
Stimuli: Sights Sounds Smells Tastes Touch Concepts Symbols
State of Mind: Memory Emotions Perceptual Bias Behavioral Response Mental Models
State of Mind:
Emotions
Behavioral Response Mental Models
(Triggers)
Core Meanings
State of Mind: Memory Emotions Perceptual Bias Behavioral Response Mental Models
State of Mind:
Emotions
Behavioral Response Mental Models
INITIATION (EXPECTATIONS)STATE OF MIND (CONTEXT):
BACKSTAGE:
TOUCHPOINT ECOSYSTEM: PRODUCT, SERVICE, EVENT, NAME, IDENTITY/SYMBOLMEDIA: SOCIAL, ETC?
LOCATION
FEELING
TRIGGERS: VISUAL (COLOR, TYPE, LAYOUT, IMAGE, PATTERN), AUDIO, AROMA, TASTE, TOUCH, CONCEPT
MEMORY, BIAS, MENTAL MODELS
BEHAVIOR
AGENT
ACTION/RESPONSE:
ENGAGEMENT CONCLUDE/REFLECT CONTINUATION (REPEAT)TIME > > >
ACTUAL
DESIRED
EXPECTED
PLANNED
WAVELINE TEMPLATEPROJECT:TASK:
INTE
NSI
TYD
ESIR
ABLE
> >
>
< <
< U
ND
ESIR
ABLE
PERSONA/ACTOR:
Trepidation
AnticipationBoredom
Frustration
Anger
Hope
Relief
Frustration
Contempt
INITIATION (EXPECTATIONS)STATE OF MIND (CONTEXT):
BACKSTAGE:
TOUCHPOINT ECOSYSTEM: PRODUCT, SERVICE, EVENT, NAME, IDENTITY/SYMBOLMEDIA: SOCIAL, ETC?
LOCATION
FEELING
TRIGGERS: VISUAL (COLOR, TYPE, LAYOUT, IMAGE, PATTERN), AUDIO, AROMA, TASTE, TOUCH, CONCEPT
MEMORY, BIAS, MENTAL MODELS
BEHAVIOR
AGENT
ACTION/RESPONSE:
ENGAGEMENT CONCLUDE/REFLECT CONTINUATION (REPEAT)TIME > > >
ACTUAL
DESIRED
EXPECTED
PLANNED
WAVELINE TEMPLATEPROJECT:TASK:
INTE
NSI
TYD
ESIR
ABLE
> >
>
< <
< U
ND
ESIR
ABLE
PERSONA/ACTOR:
Accomplishment Wonder Creation Validation Trust
INITIATION (EXPECTATIONS)STATE OF MIND (CONTEXT):
BACKSTAGE:
TOUCHPOINT ECOSYSTEM: PRODUCT, SERVICE, EVENT, NAME, IDENTITY/SYMBOLMEDIA: SOCIAL, ETC?
LOCATION
FEELING
TRIGGERS: VISUAL (COLOR, TYPE, LAYOUT, IMAGE, PATTERN), AUDIO, AROMA, TASTE, TOUCH, CONCEPT
MEMORY, BIAS, MENTAL MODELS
BEHAVIOR
AGENT
ACTION/RESPONSE:
ENGAGEMENT CONCLUDE/REFLECT CONTINUATION (REPEAT)TIME > > >
ACTUAL
DESIRED
EXPECTED
PLANNED
WAVELINE TEMPLATEPROJECT:TASK:
INTE
NSI
TYD
ESIR
ABLE
> >
>
< <
< U
ND
ESIR
ABLE
PERSONA/ACTOR:
Accomplishment Wonder Creation Validation Trust
Feature Service ProductPromotion EventWebsite Feature
© SCANSION 2014Consumer Experience Waveline
Waveline
Opportunities Opportunity 1 Opportunity 2 Opportunity 3 Opportunity 4
Touchpoints
USEEXPLORATION SETUPPURCHASE
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
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sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
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Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacin-ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib-ulum augue aliquet nec.
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Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
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Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacin-ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib-ulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacin-ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib-ulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Confusion
Anxiety
Frustration
Boredom
INT
EN
SIT
Y
T I M E
2 3 4
12
4
1
3 Beauty Wonder Creation Accomplishment
Ideal ConsumerExperience Waveline
Customer Segment 1
Customer Segment 1
Customer Segment 1
Computer crashes
All the touchpointsare important
Retail confusionaround products
Which computershave integrativefeatures
Struggling to setupWiFi
The excitement ofa new computer
Exploring new features
New products andintegration
Company Experienceafter productupgrades
Adjusting to newproduct betas
The forum takes youright to the answer
Form vs Function
Company & Tech
On software things just disappear
Just search it...
How information is presented vs howpeople really learn
Explaining the keytouchpoints duringexploration
PC LearningExperienceVideo
Getting diverseopinions
Exploring thetouchpoints
PC LearningExperiencePowerpoint
NATHAN SHEDROFF nathan.com @nathanshedroff
JOURNEY MAP vs WAVELINE
•�Maps touchpoints •�Maps functions •�Design 4 touchpoints
•�Design 4 relationships •�Maps experiences (“change in people”) •�Maps emotions, values & meaning •�Maps value (and, opportunities) • Can map triggers • Places opportunities in context & time
NATHAN SHEDROFF nathan.com @nathanshedroff
Corporate Decision Drivers
Team Decision Drivers
Customer Decision Drivers
Competitors’ Decision Drivers
Strategic Focus
STRATEGIC MEANING ALIGNMENT
NATHAN SHEDROFF nathan.com @nathanshedroff
Corporate Decision Drivers
Team Decision Drivers
Customer Decision Drivers
Competitors’ Decision Drivers
STRATEGIC MEANING ALIGNMENT
Community Wonder Accomplishment Beauty
Accomplishment Enlightenment
Community Wonder
Security Wonder Accomplishment Community
Accomplishment Community
Wonder
INITIATION (EXPECTATIONS)STATE OF MIND (CONTEXT):
BACKSTAGE:
TOUCHPOINT ECOSYSTEM: PRODUCT, SERVICE, EVENT, NAME, IDENTITY/SYMBOLMEDIA: SOCIAL, ETC?
LOCATION
EMOTIONS
TRIGGERS: VISUAL (COLOR, TYPE, LAYOUT, IMAGE, PATTERN), AUDIO, AROMA, TASTE, TOUCH, CONCEPT
MEMORY, BIAS, MENTAL MODELS
GOAL/VALUE
AGENT
ACTION/RESPONSE:
ENGAGEMENT CONCLUDE/REFLECT CONTINUATION (REPEAT)TIME > > >
ROX
WAVELINE TEMPLATEPROJECT:TASK:
INTE
NSI
TY >
> >
PLANNED
ACTUAL
PERSONA/ACTOR:
designmba.org/open-source-curricula
FREEDOM
CCA LEADING BY DESIGNFELLOWS PROGRAM
www.cca.edu/fellowsprogram
EXPERIENCE WORKBOOK
OBSERVATIONS ANDOPPORTUNITIES IN
EXPERIENCE DESIGN
15
THE 6 DIMENSIONS OF EXPERIENCE:There are 6 dimensions of every experience, whether these are natural orman-made adn whether these are business-oriented to not. This workbookwill help you explore and analyze the experiences around you and aideyou in developing better experiences for customers.
SIGNIFICANCEMeaningStatus/IdentityEmotions/LifestylePrice/ValueFunction
DURATION (TIME)Initiation
ImmersionConclusion
Continuation
TRIGGERSSightSoundSmellTasteTouchConceptsSymbols
BREADTHProdcutService
BrandName
Channel/EnvironmentPromotion
Price
INTENSITYReflexHabitEngagement
INTERACTIONStatic
PassiveActive
Interactive
For each of the dimensions above, observe your customers/users/audiencewhen and where they experience needs and current solutions.
EXPERIENCE OBSERVATION
INTENSITYIs the experience...
REFLEX? HABIT? ENGAGEMENT?If so, there is likely no designopportunity.
If so, can this experience beturned into an engagementexperience?
This is where the vast numberof opportunities lie.
DURATION (TIME)Is the experience...
REFLEX? HABIT? ENGAGEMENT?If so, there is likely no designopportunity.
If so, can this experience beturned into an engagementexperience?
This is where the vast numberof opportunities lie.
1 14
BUSINESS MODEL:With these new elements of experience, are their threats to your gurrentbusiness model?
Are there new opportunities?
Flavor
Primary Hard Complex Loud Forest/Plants Sweet - Sugar
Community Triggers
SoundColor Materials Form Aroma
NATHAN SHEDROFF nathan.com @nathanshedroff
WE NEED TO DO THE WORK TO BRIDGE OUR DIFFERENT WORLDS
NATHAN SHEDROFF nathan.com @nathanshedroff
BUSINESSPEOPLE ARE EXTREMELY
CONFIDENT ABOUT THINGS THAT AREN’T
TRUE
NATHAN SHEDROFF nathan.com @nathanshedroff
GROWTH IS EVERYTHING FREE MARKETS ARE EFFICIENT
MARKETS OPTIMIZE EVERYTHING “THE BUSINESS OF BUSINESS IS BUSINESS” “CORPORATIONS ARE PEOPLE MY FRIEND”
THE FOUNDING FATHERS (USA) WERE PRO-BUSINESSTHE GPD MEASURES PROGRESS
RICH PEOPLE CREATE JOBS
THE NUMBERS TELL THE STORYMARKETING & SALES ARE SIMILAR
BUSINESSES ARE MORE EFFICIENT THAN GOVERNMENTSFOCUS ON MINIMAL VIABLE PRODUCT
COOPERATION IS FOR WUSSESLEADERSHIP COMES FROM AUTHORITY
MYTHS OF BUSINESS
NATHAN SHEDROFF nathan.com @nathanshedroff
THE WORK SPEAKS FOR ITSELF DESIGN IS FOCUSED ON CUSTOMERS
DESIGNERS CREATE CULTURE BUSINESSPEOPLE ONLY CARE ABOUT THE NUMBERS
NUMBERS DON’T TELL THE STORY
YOU CAN PROTECT AN IDEA DESIGNERS CREATE AND CONTROL THE EXPERIENCE
IT’S GOTTA LOOK NICE THE BEST SOLUTION ALWAYS WINS
MYTHS OF DESIGN
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
WE ALSO NEED TO HELP BUILD NEW BUSINESS TOOLS
NATHAN SHEDROFF nathan.com @nathanshedroff
} 44The Business Model Canvas
Cost Structure
Key Partners
Key Resources
Channels
Key Activities
Value Proposition
Customer Relationships
CustomerSegments
Revenue Streams
Business Model Generation, Alexander Osterwalder businessmodelgeneration.com
NATHAN SHEDROFF nathan.com @nathanshedroff
} 44The Business Model Canvas
Cost Structure
Key Partners
Key Resources
Channels
Key Activities
Value Proposition
Customer Relationships
CustomerSegments
Revenue Streams
Business Model Generation, Alexander Osterwalder businessmodelgeneration.com
NATHAN SHEDROFF nathan.com @nathanshedroff
VALUE IS MORE THAN
FINANCIAL
NATHAN SHEDROFF nathan.com @nathanshedroff
EVERYONE IS IN THE RELATIONSHIP
BUSINESS
NATHAN SHEDROFF nathan.com @nathanshedroff
EVERYONE IS IN THE EXPERIENCE
BUSINESS
NATHAN SHEDROFF nathan.com @nathanshedroff
QUALITATIVE VS.
QUANTITATIVE
NATHAN SHEDROFF nathan.com @nathanshedroff
QUALITATIVE AND
QUANTITATIVE
NATHAN SHEDROFF nathan.com @nathanshedroff
WE NEED NEW TOOLS FOR RESEARCH,
DESIGN, & BUSINESS
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
THANK [email protected]
@nathanshedroff designmba.org
M A K E I T S O Interaction Design Lessons from Science Fiction
b y N AT H A N S H E DR OF F & C H R I S TOP H E R NOE S S E L
foreword by Bruce Sterling
Many designers enjoy the interfaces seen in science fiction films
and television shows. Freed from the rigorous constraints of designing
for real users, sci-fi production designers develop blue-sky interfaces
that are inspiring, humorous, and even instructive. By carefully studying
these “outsider” user interfaces, designers can derive lessons that make
their real-world designs more cutting edge and successful.
“Designers who love science fiction will go bananas over Shedroff and Noessel’s delightful and informative book on how interaction design in sci-fi movies informs interaction design in the real world. . . . You will find it as useful as any design textbook, but a whole lot more fun.”
ALAN COOPER“Father of Visual Basic” and author of The Inmates Are Running the Asylum
“Part futurist treatise, part design manual, and part cultural analysis, Make It So is a fascinatinginvestigation of an often-overlooked topic: how sci-fi influences the development of tomorrow’s machine interfaces.”
ANNALEE NEWITZEditor, io9 blog
“Shedroff and Noessel have created one of the most thorough and insightful studies ever made of this domain.”
MARK COLERANVisual designer of interfaces for movies (credits include The Bourne Identity, The Island, and Lara Croft: Tomb Raider)
“Every geek’s wet dream: a science fiction and interface design book rolled into one.”
MARIA GIUDICECEO and Founder, Hot Studio
www.rosenfeldmedia.com
MORE ON MAKE IT SOwww.rosenfeldmedia.com/books/science-fiction-interface/
MAK
E IT SO
by NATH
AN SH
EDR
OFF &
CHR
ISTOPH
ER N
OESSEL
Experience Design 1.1a manifesto for the design of experiences
by Nathan Shedroff
product taxonomies 16
user behavior 116
100 years 22
information 42
takeaways 28
data 36
knowledge 48
subjectivity 78
consistency 96
navigation 84 Design Strategy in ActionEdited by Nathan Shedroff
A publication from the MBA in Design Strategy programCalifornia College of the Arts
2011