1. experience design – designing effective * digital relationships Terry Swack VP / experience design *effective: 1 happy users and customers 2 meets business objectives, whatever they are.

2. experience design – know your customers brand / product strategy systems thinking / reuse value / business impact

3. Overview: foundation: ‘big picture’ ideas common problems of sites and teams User Experience Audit product strategy and planning to deliver Intentional User Experiences the 3M story conclusion: adopt a holistic approach

6. Businesses

7. Experience design is the process of synthesizing business strategies, technologies, organizations and customers’ needs into successful digital businesses, products and services.

9. people factor : ownership issues organizations: inside out, not objective legacy Web sites: unconnected application migration : feature lists, not users architecture & navigation: personalization is not a substitute

19. Meaningful segmentation is key! Must be from the customer’s perspective so they can easily identify what’s meant for them. Models: people with common activities, industry, job function, location, intention.

22. How do we manage the design process to determine what to make of the components? Product Strategy (What it should be) + Product Design Planning (How it should work)

24. Conclusion: Adopt a holistic approach to experience design. The results of this process ensure products & services your organization can create and support – and that deliver to your customers compelling and intentional experiences you have created for them.

25. AIGA / Advance for Design Forum Mission: To create a forum to advance the design of experiences in the network economy. advance.aiga.org