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

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

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

Businesses

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

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

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.

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)

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.

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