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The Dimensions of Experience &
Meaning
<course name here>
Why experiences?
From: The Experience Economy, Pine and Gilmore
Price/Value
Experience
Price/Value
Event/Environment
Experience
Experiences are designable
Everything we createis an experience
We recognize some experiences easily
We recognize some experiences easily
We recognize some experiences easily
People don’t just travel to see
things
They travel to experience
Design is the processof making experiences
But what, exactly,is an experience?
EXPERIENCE BREADTH
DURATION
TRIGGERS
SIGNIFICANCE
INTENSITY INTERACTION
EXPERIENCE BREADTHProduct
Service
Brand
Name(s)
Channel/Environment
(Space)
Promotion
Price
Breadth
EXPERIENCE BREADTHProduct
Service
Brand
Name(s)
Channel/Environment
(Space)
Promotion
Price
TRIGGERSSight
Sound
Smell
Taste
Touch
Concepts
Symbols
Every sensorial decision is a trigger:
color, texture, smell, taste, typeface, sound, music, voice,
pattern, icon, symbol, interaction, layout, concept,
temperature, expression, etc...
EXPERIENCE BREADTHProduct
Service
Brand
Name(s)
Channel/Environment
(Space)
Promotion
Price
TRIGGERSSight
Sound
Smell
Taste
Touch
Concepts
Symbols
INTENSITYReflex
Habit
Engagement
Intensity
Intensity
Intensity
EXPERIENCE BREADTHProduct
Service
Brand
Name(s)
Channel/Environment
(Space)
Promotion
Price
DURATIONInitiation
Immersion
Conclusion
Continuation
TRIGGERSSight
Sound
Smell
Taste
Touch
Concepts
Symbols
INTENSITYReflex
Habit
Engagement
EXPERIENCE BREADTHProduct
Service
Brand
Name(s)
Channel/Environment
(Space)
Promotion
Price
DURATIONInitiation
Immersion
Conclusion
Continuation
TRIGGERSSight
Sound
Smell
Taste
Touch
Concepts
Symbols
INTENSITYReflex
Habit
Engagement
INTERACTIONPassive
Active
Interactive
EXPERIENCE BREADTHProduct
Service
Brand
Name(s)
Channel/Environment
(Space)
Promotion
Price
DURATIONInitiation
Immersion
Conclusion
Continuation
TRIGGERSSight
Sound
Smell
Taste
Touch
Concepts
Symbols
SIGNIFICANCEMeaning
Status/Identity
Emotion/Lifestyle
Price
Function
INTENSITYReflex
Habit
Engagement
INTERACTIONPassive
Active
Interactive
BREADTHProduct
Service
Brand
Name(s)
Channel/Environment
(Space)
Promotion
Price
DURATIONInitiation
Immersion
Conclusion
Continuation
TRIGGERSSight
Sound
Smell
Taste
Touch
Concepts
Symbols
SIGNIFICANCEMeaning
Status/Identity
Emotion/Lifestyle
Price
Function
INTENSITYReflex
Habit
Engagement
INTERACTIONPassive
Active
Interactive
MEANING
MEANINGVALUESEMOTIONSPRICEFEATURES
Function (Performance):Does this do what I need?
Price (Value):Does this do what I need ata price I’m willing to pay?
Emotions (Lifestyle):Does this make me
feel good?
Status/Identity (Values):Is this me?
Meaning (Reality):Does this fit into my world?
AccomplishmentBeauty
CreationCommunity
DutyEnlightenment
Freedom
HarmonyJustice
OnenessRedemption
SecurityTruth
ValidationWonder
Core Meanings:
Core Meanings:
Definitions:makingmeaning.org
Meaning is at the core of Values:
Priorities and Expressions
AccomplishmentBeautyCreation
CommunityDuty
EnlightenmentFreedom
HarmonyJustice
OnenessRedemption
SecurityTruth
ValidationWonder
Nike:
AccomplishmentBeauty
Freedom
AccomplishmentBeauty
Creation
DutyEnlightenment
Freedom
HarmonyJustice
OnenessRedemption
SecurityTruth
Apple (iPod):
BeautyCreation
Freedom Validation
Community
AccomplishmentBeauty
CreationCommunity
DutyEnlightenment
Freedom
HarmonyJustice
OnenessRedemption
SecurityTruth
Validation
Apple (Macintosh):
Wonder
AccomplishmentBeauty
CreationCommunity
Freedom
AccomplishmentBeautyCreation
CommunityDuty
EnlightenmentFreedom
HarmonyJustice
OnenessRedemption
SecurityTruth
ValidationWonder
Beauty
Community Redemption
Wonder
Disney
FilmsTV & Radio
MusicTheme parks
Travel (cruises, etc.)
ClothingSouvenirs
ToysComputers
Games
Cars & Buses?Phones & PDAs?
Furniture?Security Systems?
Food & Agriculture?Education (schools)?
Financial Services?Healthcare?
Governments?
Beauty, Community, Wonder...
Successful experiences are meaningful
(and not merely novel)
Design is the processof evoking meaning
How does this relate tobusiness & strategy?
Corporate Meaning Priorities
Team Meaning Priorities
Customer Meaning Priorities
Strategic Design:
Your Focus
Corporate Meaning Priorities
Team Meaning Priorities
Customer Meaning Priorities
Strategic Design:
Competitors’ Meaning Priorities
Your Focus
Corporate:Accomplishment
BeautyWonder
Focus: Beauty & Wonder
Strategic Design:
Team:HarmonyBeautyWonder
Customer:SecurityBeautyWonder
Corporate:Accomplishment
BeautyWonder
No Focus!
Strategic Design:
Team:Harmony
JusticeWonder
Customer:ValidationCreation
Duty
How do you put this into the development process?
A meaning-filled development process:
A meaning-filled development process:
A meaning-filled development process:
A meaning-filled development process:
Research Techniques:Interviews
Careful SurveysShadowingGames, etc.
The Meaning of Thingsby Csikszentmihalyi
SUSTAINABILITY
BUSINESS
DESIGN
SUSTAINABILITY
BUSINESS
DESIGN
EXPERIENCE
MEANING
Some questions:
Who’s doing this?
Who’s doing this?You
What meanings doyour customers prioritize?
What experiencesdo they seek?
Is meaning manipulation?
Should companiesevoke meaning?
Does everything we design already evoke meaning?
Are you creatinganything meaningful?
What’s meaningful to you?
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