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The Dimensions of Experience & Meaning. Why experiences?

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Presentation on theme: "The Dimensions of Experience & Meaning. Why experiences?"— Presentation transcript:

1 The Dimensions of Experience & Meaning

2 Why experiences?

3 From: The Experience Economy, Pine and Gilmore Price/Value Experience

4 Price/Value Event/Environment Experience

5 Experiences are designable

6 Everything we create is an experience

7 We recognize some experiences easily

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13 People dont just travel to see things

14 They travel to experience

15 Design is the process of making experiences

16 But what, exactly, is an experience?

17 EXPERIENCE BREADTH DURATION TRIGGERS SIGNIFICANCE INTENSITYINTERACTION

18 EXPERIENCE BREADTH Product Service Brand Name(s) Channel/Environment (Space) Promotion Price

19 Breadth

20 EXPERIENCE BREADTH Product Service Brand Name(s) Channel/Environment (Space) Promotion Price TRIGGERS Sight Sound Smell Taste Touch Concepts Symbols

21 Every sensorial decision is a trigger: color, texture, smell, taste, typeface, sound, music, voice, pattern, icon, symbol, interaction, layout, concept, temperature, expression, etc...

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24 EXPERIENCE BREADTH Product Service Brand Name(s) Channel/Environment (Space) Promotion Price TRIGGERS Sight Sound Smell Taste Touch Concepts Symbols INTENSITY Reflex Habit Engagement

25 Intensity

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28 EXPERIENCE BREADTH Product Service Brand Name(s) Channel/Environment (Space) Promotion Price DURATION Initiation Immersion Conclusion Continuation TRIGGERS Sight Sound Smell Taste Touch Concepts Symbols INTENSITY Reflex Habit Engagement

29 EXPERIENCE BREADTH Product Service Brand Name(s) Channel/Environment (Space) Promotion Price DURATION Initiation Immersion Conclusion Continuation TRIGGERS Sight Sound Smell Taste Touch Concepts Symbols INTENSITY Reflex Habit Engagement INTERACTION Passive Active Interactive

30 EXPERIENCE BREADTH Product Service Brand Name(s) Channel/Environment (Space) Promotion Price DURATION Initiation Immersion Conclusion Continuation TRIGGERS Sight Sound Smell Taste Touch Concepts Symbols SIGNIFICANCE Meaning Status/Identity Emotion/Lifestyle Price Function INTENSITY Reflex Habit Engagement INTERACTION Passive Active Interactive

31 BREADTH Product Service Brand Name(s) Channel/Environment (Space) Promotion Price DURATION Initiation Immersion Conclusion Continuation TRIGGERS Sight Sound Smell Taste Touch Concepts Symbols SIGNIFICANCE Meaning Status/Identity Emotion/Lifestyle Price Function INTENSITY Reflex Habit Engagement INTERACTION Passive Active Interactive MEANING

32 VALUES EMOTIONS PRICE FEATURES

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

34 Price (Value): Does this do what I need at a price Im willing to pay?

35 Emotions (Lifestyle):Does this make me feel good?

36 Status/Identity (Values): Is this me?

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

38 Accomplishment Beauty Creation Community Duty Enlightenment Freedom Harmony Justice Oneness Redemption Security Truth Validation Wonder Core Meanings:

39 Definitions: makingmeaning.org

40 Meaning is at the core of Values: Priorities and Expressions

41 Accomplishment Beauty Creation Community Duty Enlightenment Freedom Harmony Justice Oneness Redemption Security Truth Validation Wonder Nike: Accomplishment Beauty Freedom

42 Accomplishment Beauty Creation Duty Enlightenment Freedom Harmony Justice Oneness Redemption Security Truth Apple (iPod): Beauty Creation Freedom Validation Community

43 Accomplishment Beauty Creation Community Duty Enlightenment Freedom Harmony Justice Oneness Redemption Security Truth Validation Apple (Macintosh): Wonder Accomplishment Beauty Creation Community Freedom

44 Accomplishment Beauty Creation Community Duty Enlightenment Freedom Harmony Justice Oneness Redemption Security Truth Validation Wonder Beauty CommunityRedemption Wonder Disney

45 Films TV & Radio Music Theme parks Travel (cruises, etc.) Clothing Souvenirs Toys Computers Games Cars & Buses? Phones & PDAs? Furniture? Security Systems? Food & Agriculture? Education (schools)? Financial Services? Healthcare? Governments? Beauty, Community, Wonder...

46 Successful experiences are meaningful (and not merely novel)

47 Design is the process of evoking meaning

48 How does this relate to business & strategy?

49 Corporate Meaning Priorities Team Meaning Priorities Customer Meaning Priorities Strategic Design: Your Focus

50 Corporate Meaning Priorities Team Meaning Priorities Customer Meaning Priorities Strategic Design: Competitors Meaning Priorities Your Focus

51 Corporate: Accomplishment Beauty Wonder Focus: Beauty & Wonder Strategic Design: Team: Harmony Beauty Wonder Customer: Security Beauty Wonder

52 Corporate: Accomplishment Beauty Wonder No Focus! Strategic Design: Team: Harmony Justice Wonder Customer: Validation Creation Duty

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54 How do you put this into the development process?

55 A meaning-filled development process:

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59 Research Techniques: Interviews Careful Surveys Shadowing Games, etc. The Meaning of Things by Csikszentmihalyi

60 SUSTAINABILITY BUSINESS DESIGN

61 SUSTAINABILITY BUSINESS DESIGN EXPERIENCE MEANING

62 Some questions:

63 Whos doing this?

64 You

65 What meanings doyour customers prioritize?

66 What experiences do they seek?

67 Is meaning manipulation?

68 Should companiesevoke meaning?

69 Does everything we design already evoke meaning?

70 Are you creating anything meaningful?

71 Whats meaningful to you?


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