Meaningful Experiences - Nathan Shedroff 2011

Designing Meaningful
Experiences
Nathan Shedroff, AIGA CT
2011
Tuesday, April 19, 2011
SYSTEMS
DESIGN THINKING
THINKING &
& PROCESS
SUSTAINABILITY
“NEW BUSINESS”
& LEADERSHIP

SYSTEMS
DESIGN THINKING
THINKING &
& PROCESS
SUSTAINABILITY
“NEW BUSINESS”
& LEADERSHIP

SYSTEMS
THINKING &
DESIGN THINKING SUSTAINABILITY
& PROCESS
“NEW BUSINESS”
& LEADERSHIP

DESIGN SUSTAINABILITY
BUSINESS

EXPERIENCE
BUSINESS

MEANING
BUSINESS

SUSTAINABILITY
PERSONAL
FINANCIAL
SOCIAL
(inc. CULTURAL,
COMMUNITY...)
ECOLOGICAL

SUSTAINABILITY
YOU
MONEY
CULTURE
JUSTICE
NATURE

Principles Frameworks Tools Strategies
Systems Thinking
• Parts & Wholes
• Stocks & Flows
• Centralization < > Decentralization
• Competition & Cooperation
• Diversity = Resiliency

Systems Thinking
Multi-stakeholder Engagement
Multi-disciplinary Teamwork
Service/value-oriented
Customer/user-oriented?

Natural Capitalism
The Natural Step™
Cradle to Cradle
Living Principles
Holistic Management

Natural Capitalism
The Natural Step™
Cradle to Cradle
Living Principles
Holistic Management

LCA (Life Cycle Assessment) ISO 50001
Total Beauty™ SOS (Blackburn)
Biomimicry (Design Spiral) Wheel of Change
SROI/SIA City Climate Protection
Sustainability Helix Manual
Metrics (GDP, GPI, GNH,
Integrated Bottom Line? GRI, SRI)
Blended Value LEED
LASER Manual FASB redefinition of Profit
Footprint Calculators SCORE
(water, carbon, etc.) Factor 4 and Factor 10
Stakeholder Analysis SHINGO
SA 8000 SIGMA
CSR

REDUCE Design for Use (Usability & Meaning)
Dematerialization (Materials, Energy &
Transportation)
Substitution (Materials & Energy)
Localization
Transmaterialization
Informationalization
REUSE Design for Durability
Design for Reuse
RECYCLE Design for Disassembly
Close the Loop
Design for Effectiveness
RESTORE Design for Restoration
REDUCE Design for Use (Usability & Meaning)
Dematerialization (Materials, Energy &
Transportation)
Substitution (Materials & Energy)
Localization
Transmaterialization
Informationalization
REUSE Design for Durability
Design for Reuse
RECYCLE Design for Disassembly
Close the Loop
Design for Effectiveness
RESTORE Design for Restoration
WHAT IS EXPERIENCE
DESIGN?

Film
Website
Game
Product
Service
App
Environment
Experience (Film)
Experience (Website)
Experience (Game)
Experience (Product)
Experience (Service)
Experience (App)
Experience (Environment)
Price/Value
Commodity Product Service Experience
From: The Experience Economy, Pine and Gilmore

Price/Value
Experience
Commodity Product Service Event/Environment

Film
Website
Game
Experience Product
Service
App
Environment
Film
Website
Game
Usability Product
Service
App
Environment
Film
Website
Game
Delight Product
Service
App
Environment
Film
Website
Game
Meaning Product
Service
App
Environment
EXPERIENCES ARE
DESIGNABLE

EVERYTHING WE CREATE
IS AN EXPERIENCE

All design is the process
of making experiences

We recognize some
experiences easily

We recognize some
experiences easily

We recognize some
experiences easily

WHAT IS AN EXPERIENCE?

SIGNIFICANCE DURATION
Meaning Initiation
Status/Identity Immersion
Emotion/Lifestyle Conclusion
Price Continuation
Function
TRIGGERS EXPERIENCE BREADTH

Sight Product
Sound Service
Smell Brand
Taste Name(s)
Touch Channel/Environment
Concepts (Space)
Symbols Promotion
Price
INTENSITY INTERACTION
Reflex Passive
Habit Active
Engagement Interactive

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

Breadth
Sight Product
Sound Service
Smell Brand
Taste Name(s)
Concepts (Space)
Symbols Promotion
Price

Every sensorial decision is a trigger:
color, texture, smell, taste, typeface,

sound, music, voice, pattern, icon,
symbol, interaction, layout, concept,
temperature, expression, etc...

Sight Product
Sound Service
Smell Brand
Taste Name(s)
Concepts (Space)
Symbols Promotion
Price
INTENSITY
Reflex
Habit
Engagement

Intensity
Intensity
Intensity
DURATION
Initiation
Immersion
Conclusion
Continuation

Sight Product
Sound Service
Smell Brand
Taste Name(s)
Concepts (Space)
Symbols Promotion
Price
INTENSITY
Reflex
Habit
Engagement

DURATION
Initiation
Immersion
Conclusion
Continuation

Sight Product
Sound Service
Smell Brand
Taste Name(s)
Concepts (Space)
Symbols Promotion
Price
Reflex Passive
Habit Active

Meaning Initiation
Price Continuation
Function

Sight Product
Sound Service
Smell Brand
Taste Name(s)
Concepts (Space)
Symbols Promotion
Price
Reflex Passive
Habit Active

Meaning Initiation
Price Continuation
Function
TRIGGERS BREADTH
Sight Product
Sound Service
Smell Brand
Taste MEANING Name(s)
Concepts (Space)
Symbols Promotion
Price
Reflex Passive
Habit Active

MEANING
VALUES
EMOTIONS
PRICE
FEATURES

MEANING
VALUES/IDENTITY
EMOTIONS
PRICE
FEATURES (PERF.)
Does this do what I need...?

MEANING
VALUES/IDENTITY
EMOTIONS
PRICE (VALUE)
FEATURES
...at a price that’s worth it?

MEANING
VALUES/IDENTITY
EMOTIONS
PRICE
FEATURES
How does this make me feel?

MEANING
VALUES/IDENTITY
EMOTIONS
PRICE
FEATURES
Is this me?
MEANING
VALUES/IDENTITY
EMOTIONS
PRICE
FEATURES
Does this fit into my world?

15 CORE MEANINGS:
Accomplishment Harmony
Beauty Justice
Creation Oneness
Community Redemption
Duty Security
Enlightenment Truth
Freedom Validation
Wonder
Definitions: makingmeaning.org

15 CORE MEANINGS:
Beauty Justice
Creation Oneness
Duty Security
Enlightenment Truth
Freedom Validation
Wonder

15 CORE MEANINGS:
Beauty Justice
Creation Oneness
Duty Security
Enlightenment Truth
Freedom Validation
Wonder

15 CORE MEANINGS:
Beauty Justice
Creation Oneness
Duty Security
Enlightenment Truth
Freedom Validation
Wonder

15 CORE MEANINGS:
Beauty Justice
Creation Oneness
Duty Security
Enlightenment Truth
Freedom Validation
Wonder

MEANING TRANSCENDS
VALUES

Nike:
Beauty Justice
Creation Oneness
Duty Security
Enlightenment Truth
Freedom Validation
Wonder
Apple (iPod):
Beauty Justice
Creation Oneness
Duty Security
Enlightenment Truth
Freedom Validation

Target:
Beauty Justice
Creation Oneness
Duty Security
Enlightenment Truth
Freedom Validation
Wonder
Walmart:
Beauty Justice
Creation Oneness
Duty Security
Enlightenment Truth
Freedom Validation
Wonder
THE MOST SUCCESSFUL
EXPERIENCES ARE MEANINGFUL

Meaning is more valuable than
Price and Performance

Meaning is more powerful than
Price and Performance

Meaning lasts longer
than emotions
Meaning transcends values

Meaning transcends values

MEANING IS PERSONAL

MEANING is the deepest
connection you can make with a
customer/user/audience
All DESIGN is the process
of evoking meaning
How does this relate to
business & strategy?

What meanings do
your customers prioritize?

What meanings does
your organization prioritize?

What meanings do
you prioritize?

What meanings do
your competitors trigger?

Organization’s
Meaning
Priorities
Focus
Customer Team/Your
Meaning Meaning
Priorities Priorities
Competitors’ Meanings

How do you put this into the
development process?

A meaning-filled development process:




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

by Mihaly Csikszentmihalyi
Should companies evoke meaning?

Should companies evoke meaning?
Why not?

Is meaning manipulation?

Is meaning manipulation?
Maybe, maybe not

Are you creating
anything meaningful?

Environment People
Actions and issues that affect Actions and issues that affect how
natural systems, including communities manifest identity,
climate change, preservation, preserve and cultivate traditions,
carbon footprint and restoration and develop belief systems and
of natural resources. commonly accepted values.
Economy Culture
Actions and issues that affect Actions and issues that affect
how people and organizations all aspects of society, including
meet their basic needs, evolve poverty, violence, injustice,
and define economic success education, healthcare, safe housing,
and growth. labor and human rights.

Environment People
CREATION IMPACTS
DURABILITY CONFLICTS
DISASSEMBLY DESIRABILITY
SUPPLY CHAIN NEEDS/USE
BEHAVIORS LONG VIEW
WASTE
Economy Culture
SYSTEM VIEW VISIONS
METRICS MEANINGS & REACTIONS
BENEFITS A SYSTEMIC VIEW
TRANSPARENCY & TRUTH DIVERSITY
WASTE = FOOD
FROM PRODUCT TO SERVICE

INTEGRATED
The
Living Principles
Natural Capitalism
The Natural Step
IDEALISTIC ACTIONABLE
VISIONS PRINCIPLES FRAMEWORKS TOOLS
Cradle to Cradle
SELECTIVE

INTEGRATED
The
Living Principles
GDC
Kyoto | Cumulus Sustainability Presidio Model
Principles
Natural Capitalism
Sustainability
Helix Okala
World Economic
The Natural Step
Forum
First Things First The Ceres Sustainable

Manifesto 2000 Principles Packaging Coalition
The Hannover
IDEALISTIC re-nourish ACTIONABLE
Principles
IDSA Eco Design
VISIONS PRINCIPLES
Principles & FRAMEWORKS TOOLS
Practices
LEED
The Designers
First Things First Accord
Manifesto 1964 Total Beauty
The PHAROS
EEID Stockholm Project
Declaration
The Precautionary Eleven

Principle Design Questions
Biomimicry
Social Return
on Investment
(SROI) Life Cycle
Cradle to Cradle Analysis
(LCA)
AIA
The Designer’s The
Design Can
Field Guide Sustainability
Change
to Sustainability Scorecard
SELECTIVE

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Enter the conversation f
point. Start with System
move around the circle c
from each quadrant take
questions. Others then c
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interdependencies acros
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a wall, table or on the floor.
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that define the four
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arrive at fertile solutions

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Continue around the circ
speak for the needs and
dialogue, making compr
particular stakeholder group.
ing solutions and gainin
stakeholders when poss
to reflect on your progre
quadrants show more m
Did some topics “trump
M
blem you’re setting out to
e expansive thinking about
narrowing them. Take risks
ons.

At its core, sustainability
is about people. Itʼs the
Golden Rule applied to
the global marketplace.
Empathy writ large–in
hundreds of languages.
Prosperity redefined.
NG RI
Systems OS EE
IN
Strategy
G
EN
Model:
D
ES
GN I
Charity
Social Proft Waterfall Process
Social Entrepreneurship Spiral/Agile/Rapid Prototyping
etc. Hybrid Models
STAINABILITY
Life Cycle Assessment
Genius Design Sustainability Helix
Participatory Design TNS Resource Funnel
Collaborative Design Biomimicry Spiral
D E S I GN
Waterfall Process etc.

Skunkworks Systems Thinking Design for Use
Customer Experience-Centered Dematerialization
User/Design Research Multidiscipinary Teamwork Natural Capitalism Material Substitution
Prototyping & Iteration Multi-stakeholder Engagement The Natural Step™ Localization
Critique Service/Value-oriented Cradle to Cradle Design for Disassembly
Charrette Living Principles Design for Systems
Personas & Scenarios etc.
IDEO HCD Toolkit
Experience Model Democracy
Meaning Model
SU
Socialism
etc. Totalitarianism Market Capitalism
Benevolent Dictatorship Porter
Social Contract Value Chain
etc. “Free Market”
etc.
GO
ROI, NPV, IRR

GDP, DNH
VE
Voting SWOT
Policy Stage Gate PRINCIPLES
RN
Bills & Regulations Market Research

Propoganda Positioning FRAMEWORKS
M
etc. Segmentation
TOOLS
EN
etc.
STRATEGIES
T
GO
VE S
RN E S
ME SI N
NT BU
nathan@nathan.com
nathan.com/thoughts

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Designing Meaningful

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Commodity Product Service Experience

From: The Experience Economy, Pine and Gilmore

Tuesday, April 19, 2011

Commodity Product Service Event/Environment

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

TRIGGERS EXPERIENCE BREADTH

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

color, texture, smell, taste, typeface,

Tuesday, April 19, 2011

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TRIGGERS EXPERIENCE BREADTH

Tuesday, April 19, 2011

TRIGGERS EXPERIENCE BREADTH

Tuesday, April 19, 2011

TRIGGERS EXPERIENCE BREADTH

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Tuesday, April 19, 2011

Does this do what I need...?

...at a price that’s worth it?

How does this make me feel?

Does this fit into my world?

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

Tuesday, April 19, 2011

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