Business basics workshop
-
Upload
nathan-shedroff -
Category
Design
-
view
1.183 -
download
0
Transcript of Business basics workshop
REDEFINING THE VALUE OF EXPERIENCE (STRATEGIC TOOLS FOR DESIGNERS)
Nathan Shedroff California College of the Arts [email protected] @nathanshedroff
designmba.org
NATHAN SHEDROFF nathan.com @nathanshedroff
10:30 AM
9:00 AM
BREAK
EXPERIENCE STRATEGY MEANING STRATEGYEXERCISES DISCUSSION SUMMARY
VALUE, STRATEGY ENVIRONMENTAL & COMPETITIVE ANALYSIS SWOT & POSITIONING OPERATIONAL POSITIONINGEXERCISES
10:45 AM
WORKSHOP SCHEDULE
1:00 PM
NATHAN SHEDROFF nathan.com @nathanshedroff
MY BACKGROUND
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
M A K E I T S O Interaction Design Lessons from Science Fiction
b y N AT H A N S H E DR OF F & C H R I S TOP H E R NOE S S E L
foreword by Bruce Sterling
Many designers enjoy the interfaces seen in science fiction films
and television shows. Freed from the rigorous constraints of designing
for real users, sci-fi production designers develop blue-sky interfaces
that are inspiring, humorous, and even instructive. By carefully studying
these “outsider” user interfaces, designers can derive lessons that make
their real-world designs more cutting edge and successful.
“Designers who love science fiction will go bananas over Shedroff and Noessel’s delightful and informative book on how interaction design in sci-fi movies informs interaction design in the real world. . . . You will find it as useful as any design textbook, but a whole lot more fun.”
ALAN COOPER“Father of Visual Basic” and author of The Inmates Are Running the Asylum
“Part futurist treatise, part design manual, and part cultural analysis, Make It So is a fascinatinginvestigation of an often-overlooked topic: how sci-fi influences the development of tomorrow’s machine interfaces.”
ANNALEE NEWITZEditor, io9 blog
“Shedroff and Noessel have created one of the most thorough and insightful studies ever made of this domain.”
MARK COLERANVisual designer of interfaces for movies (credits include The Bourne Identity, The Island, and Lara Croft: Tomb Raider)
“Every geek’s wet dream: a science fiction and interface design book rolled into one.”
MARIA GIUDICECEO and Founder, Hot Studio
www.rosenfeldmedia.com
MORE ON MAKE IT SOwww.rosenfeldmedia.com/books/science-fiction-interface/
MAK
E IT SO
by NATH
AN SH
EDR
OFF &
CHR
ISTOPH
ER N
OESSEL
Experience Design 1.1a manifesto for the design of experiences
by Nathan Shedroff
product taxonomies 16
user behavior 116
100 years 22
information 42
takeaways 28
data 36
knowledge 48
subjectivity 78
consistency 96
navigation 84
product taxonomies 16
user behavior 116
experiences 4
experience taxonomies 10
100 years 22
wisdom 54
information 42
takeaways 28
data 36
knowledge 48
subjectivity 78
consistency 96navigation 84
Design Strategy in ActionEdited by Nathan Shedroff
A publication from the MBA in Design Strategy programCalifornia College of the Arts
2011
2008 Edition
Dictionary ofSustainable Management
MBA IN DESIGN STRATEGY MBA IN STRATEGIC FORESIGHT
MBA IN CIVIC INNOVATION
NATHAN SHEDROFF nathan.com @nathanshedroff
DESIGN CAN TEACH BUSINESS IMPORTANT
LESSONS
NATHAN SHEDROFF nathan.com @nathanshedroff
• Design research • Qualitative context • Reframing • Prototyping • Critique • Agile & MVP are incomplete • Create new Models
WHAT DESIGN CAN TEACH BUSINESS:
NATHAN SHEDROFF nathan.com @nathanshedroff
WHAT BUSINESS CAN TEACH DESIGN
NATHAN SHEDROFF nathan.com @nathanshedroff
MARKETS CAN OPTIMIZE RESOURCES
NATHAN SHEDROFF nathan.com @nathanshedroff
5
5Saturday, May 7, 2011
financials
NUMBERS ARE IMPORTANT, NOT
SCARY
NATHAN SHEDROFF nathan.com @nathanshedroff
5
5Saturday, May 7, 2011
financials
(BUT, NUMBERS CAN’T MAKE THE
DECISIONS)
NATHAN SHEDROFF nathan.com @nathanshedroff
STRATEGY AND TACTICS ARE DIFFERENT
NATHAN SHEDROFF nathan.com @nathanshedroff
YOU CAN’T PROTECT AN IDEA
NATHAN SHEDROFF nathan.com @nathanshedroff
STRATEGY
NATHAN SHEDROFF nathan.com @nathanshedroff
(Greek “στρατηγία”—stratēgia, “art of troop leader; office of general, command, generalship”[1])is a high level plan to achieve one or more goals under conditions of uncertainty.
Strategy is also about attaining and maintaining a position of advantage over adversaries through the successive exploitation of known or emergent possibilities rather than committing to any specific fixed plan designed at the outset. —Wikipedia
STRATEGY
NATHAN SHEDROFF nathan.com @nathanshedroff
STRATEGY ISA HIGH-LEVEL PLAN
(FOR ACTION)
NATHAN SHEDROFF nathan.com @nathanshedroff
DESIGN IS A PLAN FOR ACTION
Charles Eames
NATHAN SHEDROFF nathan.com @nathanshedroff
STRATEGY ISABOUT CONTEXT
NATHAN SHEDROFF nathan.com @nathanshedroff
TACTICSTRATEGYBusiness Strategy
Product Strategy
Design Strategy
Business Plan Product Strategy
Implementation Plan Design Strategy
Design Methods
NATHAN SHEDROFF nathan.com @nathanshedroff
TACTIC
STRATEGY
NATHAN SHEDROFF nathan.com @nathanshedroff
TACTIC
Usability
STRATEGY
NATHAN SHEDROFF nathan.com @nathanshedroff
TACTIC
Usability
STRATEGY
Experience Decision-Drivers
NATHAN SHEDROFF nathan.com @nathanshedroff
TACTIC
Operational Effectiveness & Productivity Products & Services (Offerings)
Features/Performance Price
STRATEGY
Intent, Goals, Mission, Vision, & Culture Systems
Stakeholders (employees, investors, media, communities, etc.)
NATHAN SHEDROFF nathan.com @nathanshedroff
TACTIC
How to make, deliver, and support the best <offering> possible
STRATEGY
What we should be in the business of (to begin with)
NATHAN SHEDROFF nathan.com @nathanshedroff
TACTIC
How to make, deliver, and support the best <offering> possible
STRATEGY
What we should be in the business of (to begin with)
THE ORGANIZATION
THE OFFERINGS
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
EXPERIENCE CREATES VALUE
NATHAN SHEDROFF nathan.com @nathanshedroff
EXPERIENCE CREATES VALUE
NATHAN SHEDROFF nathan.com @nathanshedroff
VALUE
NATHAN SHEDROFF nathan.com @nathanshedroff
$ £ ¤ ¥
Photo: epsos (Flickr)
NATHAN SHEDROFF nathan.com @nathanshedroff
$ £ ¤ ¥ function
Photo: bengt-re (Flickr)
NATHAN SHEDROFF nathan.com @nathanshedroff
function
CLV = GC • - M •∑i = 0
n
(1 + d) ir i ∑
i = 1
n
(1 + d) i - 0.5r i - 1
GC = gross contribution per customerM = (relevant) retention costs per customer per year n = horizon (in years)r = yearly retention rated = yearly discount rate.
(Lifetime Customer Value)
Photo: southernfoodwaysalliance (Flickr)
NATHAN SHEDROFF nathan.com @nathanshedroff
(V/S)b = Enterprise Value / Sales ratio of the firm with the benefit of the brand name(V/S)g = Enterprise Value / Sales ratio of the firm with the generic product Let's use as an example branded cereals maker like Kellogg (K) against a generic provider like Ralcorp (RAH). Value of Kellogg brand name = (1.78 - 1.32)(13846) = $6,369 MillionThus, (6369/24200) or 26% of the value of the company is derived from brand equity.
{ (V/S)b - (V/S)g}* Sales $ £ ¤ ¥ function
(BRAND)
NATHAN SHEDROFF nathan.com @nathanshedroff
meaning identity emotion
price function
NATHAN SHEDROFF nathan.com @nathanshedroff
RELATIONSHIP
functional financial
emotional identity
meaningful
NATHAN SHEDROFF nathan.com @nathanshedroff
RE
XP
EI E
NE
CR
EX
PE
IEN
EC
RELATIONSHIP
functional financial
emotional identity
meaningful
NATHAN SHEDROFF nathan.com @nathanshedroff
RE
XP
EI E
NE
CR
EX
PE
IEN
EC
RELATIONSHIP
functional financial
emotional identity
meaningful
user customer audience participant employee citizen company NGO agency brand family friend stranger
user customer audience
participant employee
citizen company
NGO agency
brand family friend
stranger
NATHAN SHEDROFF nathan.com @nathanshedroff
Photo: 36081663@N00 (Flickr)
NATHAN SHEDROFF nathan.com @nathanshedroff
Juabar
NATHAN SHEDROFF nathan.com @nathanshedroff
functional financial emotional identity meaningful
NATHAN SHEDROFF nathan.com @nathanshedroff
functional financial emotional identity meaningful
(Does this do what I need…?)
NATHAN SHEDROFF nathan.com @nathanshedroff
functional financial emotional identity meaningful
(…at a price that is worth it?)
NATHAN SHEDROFF nathan.com @nathanshedroff
functional financial emotional identity meaningful
(How does this make me feel?)
NATHAN SHEDROFF nathan.com @nathanshedroff
functional financial emotional identity meaningful
(Is this me?)
NATHAN SHEDROFF nathan.com @nathanshedroff
functional financial emotional identity meaningful
(Does this fit into my world?)
functional financial
emotional identity meaningful
(PREMIUM VALUE)
QUANTITATIVE
QUALITATIVE
= TOTAL VALUE
functional financial
emotional identity meaningful
= TOTAL VALUE$1.1B
(PREMIUM VALUE)
QUANTITATIVE
QUALITATIVE
functional financial
emotional identity meaningful
(PREMIUM VALUE)
QUANTITATIVE
QUALITATIVE
= TOTAL VALUE$1.1B
$86M
functional financial
emotional identity meaningful
= TOTAL VALUE$1.1B
(PREMIUM VALUE)
QUANTITATIVE
QUALITATIVE
$86M
$1.01B
NATHAN SHEDROFF nathan.com @nathanshedroff
THOSE COMPANIES (AND PEOPLE)
WHO FOCUS ON TOTAL VALUE
CREATE MORE OF IT, MORE OFTEN
NATHAN SHEDROFF nathan.com @nathanshedroff
THOSE COMPANIES (AND PEOPLE)
WHO FOCUS ON PREMIUM VALUE CREATE MORE OF IT, MORE OFTEN
NATHAN SHEDROFF nathan.com @nathanshedroff
Photo: hypophyse (Flickr)
NATHAN SHEDROFF nathan.com @nathanshedroff
YOU ARE IN THE EXPERIENCE
BUSINESS
NATHAN SHEDROFF nathan.com @nathanshedroff
YOU ARE IN THE RELATIONSHIP
BUSINESS
NATHAN SHEDROFF nathan.com @nathanshedroff
THIS MAKES BOITH EXPERIENCE AND
RELATIONSHIP STRATEGIC
NATHAN SHEDROFF nathan.com @nathanshedroff
STRATEGY TOOLS
NATHAN SHEDROFF nathan.com @nathanshedroff
YourCompany
customers (end users)
NGOs
media
community (geographic)
partners
labor unions
retailerslocal government
wholesalers
the Environment
lobbyiststrade
associations
employees
distributors
regional government
courts suppliers & manufacturers
insurers & reinsurers
shareholdersbanks
investorsinstitutional investors
competitors
YourCompany
NATHAN SHEDROFF nathan.com @nathanshedroff
industry
UX ENTERPRISE
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
identity value
identity value
functional value
functional value
functional value
functional value
Researchers Fact Checker
Editors
LEGEND
DIRECT RELATIONSHIP
Celebrities Athletes
Government Officials
Sponsors Advertisers
Partners Suppliers
Heroes
Villians
Graphics Editor Lighting Operators Camera Operators Audio Technicians
Writers
Producers
News Anchors
Local communities
Viewers Fans
Correspondents Other News Guests
Network StaffAffiliated Networks
Live Reporters
Technical Director
CONSEQUENTIAL RELATIONSHIP
VALUE PROVIDED
(POST VIEWING)
(DIRECTIONAL)
functional value
functional value emotional value
functional value
emotional value
NEWS BROADCAST TEAM
THE AUDIENCE
identity value
value
identity value
NEWS SUBJECTS
BUSINESS RELATIONSHIPS
TELEVISION NETWORK
functional value
functional valuefinancial value
identity valuefunctional value
financial value
functional valueemotional value
identity value
meaningful value
functional value identity valuefunctional valueemotional value
meaningful value
identity value
financial value
identity valueemotional value
meaningful value
STAKEHOLDERS MAP PREPARED BYJAMILA SMITH | JASON CHAN | JUAN CORREA | RACHEL POSMAN | SERGIO SUAREZ
NATHAN SHEDROFF nathan.com @nathanshedroff
EXERCISE
NATHAN SHEDROFF nathan.com @nathanshedroff
YourCompany
customers (end users)
NGOs
media
community (geographic)
partners
labor unions
retailerslocal government
wholesalers
the Environment
lobbyiststrade
associations
employees
distributors
regional government
courts suppliers & manufacturers
insurers & reinsurers
shareholdersbanks
investorsinstitutional investors
competitors
YourCompany
NATHAN SHEDROFF nathan.com @nathanshedroff
industry
UX ENTERPRISE
NATHAN SHEDROFF nathan.com @nathanshedroff
YourCompany
customers (end users)
NGOs
media
community (geographic)
partners
labor unions
retailerslocal government
wholesalers
the Environment
lobbyiststrade
associations
employees
distributors
regional government
courts suppliers & manufacturers
insurers & reinsurers
shareholdersbanks
investorsinstitutional investors
competitors
YourCompany
NATHAN SHEDROFF nathan.com @nathanshedroff
industry
UX ENTERPRISE
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
THE SWOT ANALYSIS
NATHAN SHEDROFF nathan.com @nathanshedroff
Strengths Weaknesses
Opportunities Threats
(Fortalezas) (Debilidades)
(Oportunidades) (Amenazas)
NATHAN SHEDROFF nathan.com @nathanshedroff
Strengths:• We’re us• We’re great• We know stuff• We’re fast• We’re easy to use!
Weaknesses:• We work too much• We care too much• We’re perfectionists
Opportunities:• Own the market• Expand product lines• Make more stuff• License stuff• Co-brand with Disney• Create an “experience”
Threats:• Others can get fast• Others can be easy to use• Someone gets to Disney before us• We don’t have a “big data” strategy!
NATHAN SHEDROFF nathan.com @nathanshedroff
Strengths:• We’re us• We’re great• We know stuff• We’re fast• We’re easy to use!
Weaknesses:• We work too much• We care too much• We’re perfectionists
Opportunities:• Own the market• Expand product lines• Make more stuff• License stuff• Co-brand with Disney• Create an “experience”
Threats:• Others can get fast• Others can be easy to use• Someone gets to Disney before us• We don’t have a “big
NATHAN SHEDROFF nathan.com @nathanshedroff
REGIS MCKENNA:CRUSH
NATHAN SHEDROFF nathan.com @nathanshedroff
Competitive Analysis
REGIS MCKENNA:CRUSH
Environmental Analysis
Positioning
NATHAN SHEDROFF nathan.com @nathanshedroff
Competitive Analysis
REGIS MCKENNA:CRUSH
Environmental Analysis
Positioning
! ?
NATHAN SHEDROFF nathan.com @nathanshedroff
Competitive Analysis
REGIS MCKENNA:CRUSH
Environmental Analysis
Positioning
! ! ?
NATHAN SHEDROFF nathan.com @nathanshedroff
Competitive Analysis
REGIS MCKENNA:CRUSH
Environmental Analysis
Positioning
!
NATHAN SHEDROFF nathan.com @nathanshedroff
Competitive Analysis
REGIS MCKENNA:CRUSH
Environmental Analysis
Positioning
# √
NATHAN SHEDROFF nathan.com @nathanshedroff
Competitive Analysis
REGIS MCKENNA:CRUSH
Environmental Analysis
Positioning
# √ # √ # √
NATHAN SHEDROFF nathan.com @nathanshedroff
Competitive Analysis
REGIS MCKENNA:CRUSH
Environmental Analysis
Positioning
!Qualitative Research
NATHAN SHEDROFF nathan.com @nathanshedroff
Competitive Analysis
REGIS MCKENNA:CRUSH
Environmental Analysis
Positioning
!Design Research
NATHAN SHEDROFF nathan.com @nathanshedroff
ENVIRONMENTAL ANALYSIS
Social Issues: Customer Needs and WantsPolitical Issues: Legal, Regulations...Tech. Issues: Technology trends, opps...Economic Issues: Market trends, opps...Industry-Specific Issues: ???
NATHAN SHEDROFF nathan.com @nathanshedroff
ENVIRONMENTAL ANALYSIS
Uncover Customer Decision Drivers so you can use them as the basis of your
strategy.
NATHAN SHEDROFF nathan.com @nathanshedroff
ENVIRONMENTAL ANALYSIS
In order to build Premium Value, these decision drivers must explore qualitative
value!
This requires qualitative design research.
NATHAN SHEDROFF nathan.com @nathanshedroff
ENVIRONMENTAL ANALYSIS
• Customers seek clarity• Customers are afraid of technology• RIM is out, HTML5 is in• Customers want validation• Customers worried about their future• etc.
NATHAN SHEDROFF nathan.com @nathanshedroff
COMPETITIVE ANALYSIS
• Clarity• Fear of technology• HTML5• Validation• Reassuring
XXXX√
√ √√ XX
XXX√X
XX√XX
√√XXX
NATHAN SHEDROFF nathan.com @nathanshedroff
Strengths Weaknesses• Clarity • Fear of technology
• HTML5 • Loan Help • Reassuring
NATHAN SHEDROFF nathan.com @nathanshedroff
Strengths Weaknesses
Opportunities(Biggest Strengths vs. Biggest Weaknesses)
Threats(Biggest Weaknesses vs. Biggest Strengths)
• Clarity • Fear of technology • HTML5 • Loan Help • Reassuring
NATHAN SHEDROFF nathan.com @nathanshedroff
Better
Worse Smaller Bigger
NATHAN SHEDROFF nathan.com @nathanshedroff
Worse Smaller Bigger
Better
Hey! A Blue Ocean
Strategy!
NATHAN SHEDROFF nathan.com @nathanshedroff
For <target customers> that <need/care about> , our <product, service>, company> is a solution that <benefit> .Unlike, <our competitor> , our <product, service>, company> is <unique differentiator> .
POSITIONING STATEMENT
NATHAN SHEDROFF nathan.com @nathanshedroff
POSITIONING STATEMENT
For Professor Plum that needs to kill someone , our noose is a solution that is silent .Unlike, Miss Scarlett , our noose is purple .
NATHAN SHEDROFF nathan.com @nathanshedroff
Our users want the most features possible in a fast , inexpensive application delivered in the cloud .
MADLIBS OF UX
NATHAN SHEDROFF nathan.com @nathanshedroff
Where to start:
• Who is your customer really?• What is their life life, what do they need, what do they want?• What value is being provided to them and what kind of value can you realistically provide?• How can you differentiate yourself based on this value?• What’s it going to take to be successful?• Are you ready? Is it worth doing?
NATHAN SHEDROFF nathan.com @nathanshedroff
EXERCISE 1
NATHAN SHEDROFF nathan.com @nathanshedroff
YOUR COMPANY OR CLIENT OR A CHALLENGE:
• Outline an education strategy for your company(model, messaging, solutions)
• Outline a services strategy for your city (model, messaging, solutions)
NATHAN SHEDROFF nathan.com @nathanshedroff
ENVIRONMENTAL ANALYSIS
LIST: the top 5 issues in each area:
• Customer Needs and Desires • Political/Legal • Technological • Economic • Industry-specific
(What are driving change and decisions?)
Note: This must come from research!
CRUSH technique, Regis McKenna
NATHAN SHEDROFF nathan.com @nathanshedroff
ENVIRONMENTAL ANALYSIS
RANK: which have the most impacts on customer decision-making and relationships?
CRUSH technique, Regis McKenna
NATHAN SHEDROFF nathan.com @nathanshedroff
COMPARE: how do you rate (on these) vs. competitors? (0-5)
CRUSH technique, Regis McKenna
COMPETITIVE ANALYSIS
YOU: Issue 1 Issue 2 Issue 3 Issue 4 Issue 5
COMP 1: Issue 1 Issue 2 Issue 3 Issue 4 Issue 5
COMP 2: Issue 1 Issue 2 Issue 3 Issue 4 Issue 5
COMP X: Issue 1 Issue 2 Issue 3 Issue 4 Issue 5
NATHAN SHEDROFF nathan.com @nathanshedroff
COMPARE: how do you rate (on these) vs. competitors? (0-5)
CRUSH technique, Regis McKenna
COMPETITIVE ANALYSIS
YOU: 0 5 3 5 1
COMP 1: 3 4 0 1 4
COMP 2: 0 1 5 3 3
COMP X: 5 3 4 5 5
Issue 1 Issue 2 Issue 3 Issue 4 Issue 5
NATHAN SHEDROFF nathan.com @nathanshedroff
Strengths Weaknesses
Opportunities Threats
Issue 1 Issue 3 Issue 5
Issue 2 Issue 4
NATHAN SHEDROFF nathan.com @nathanshedroff
Strengths Weaknesses
Opportunities Threats
Issue 1 Issue 3 Issue 5
Issue 2 Issue 4
Issue 1 Issue 5
Issue 4
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
CRUSH technique, Regis McKenna
POSITIONING
For <type of customer/audience>that <need/care about...>,our <product, service, company>delivers <biggest opportunities>.Unlike, <list weak competitor(s)>,our <product, service, company>delivers <biggest strengths>.
NATHAN SHEDROFF nathan.com @nathanshedroff
BREAK
NATHAN SHEDROFF nathan.com @nathanshedroff
INTERNAL ANALYSIS
LIST: the top 5 issues in each area:
• Operational Effectiveness • Resource Effectiveness • Revenue/ROI ($) Effectiveness • Production/Manuf. Effectiveness • Delivery/Sales/Support Effectiveness • Network/Partnership Effectiveness
(What are driving change and decisions?)
NATHAN SHEDROFF nathan.com @nathanshedroff
COMPARE: how do you rate (on these) vs. competitors? (0-5)
CRUSH technique, Regis McKenna
COMPETITIVE ANALYSIS
YOU: Issue 1 Issue 2 Issue 3 Issue 4 Issue 5
COMP 1: Issue 1 Issue 2 Issue 3 Issue 4 Issue 5
COMP 2: Issue 1 Issue 2 Issue 3 Issue 4 Issue 5
COMP X: Issue 1 Issue 2 Issue 3 Issue 4 Issue 5
NATHAN SHEDROFF nathan.com @nathanshedroff
Strengths Weaknesses
Opportunities Threats
Issue 1 Issue 3 Issue 5
Issue 2 Issue 4
Issue 1 Issue 5
Issue 4
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
NATHAN SHEDROFF nathan.com @nathanshedroff
} 44The Business Model Canvas
Cost Structure
Key Partners
Key Resources
Channels
Key Activities
Value Proposition
Customer Relationships
CustomerSegments
Revenue Streams
Business Model Generation, Alexander Osterwalder businessmodelgeneration.com
NATHAN SHEDROFF nathan.com @nathanshedroff
} 44The Business Model Canvas
Cost Structure
Key Partners
Key Resources
Channels
Key Activities
Value Proposition
Customer Relationships
CustomerSegments
Revenue Streams
Business Model Generation, Alexander Osterwalder businessmodelgeneration.com
NATHAN SHEDROFF nathan.com @nathanshedroff
EXPERIENCESTRATEGY
NATHAN SHEDROFF nathan.com @nathanshedroff
INTENSITY ReflexHabitEngagement
INTERACTIONPassiveActiveInteractive
DURATIONInitiationImmersionConclusionContinuation
VALUEMeaningStatus/IdentityEmotion/LifestylePriceFunction
BREADTHProductService
BrandName(s)
Channel/Environment (Space)Promotion
Price
TRIGGERSSight
SoundSmellTaste
TouchConceptsSymbols
NATHAN SHEDROFF nathan.com @nathanshedroff
Every sensorial decision is a trigger:
color, texture, smell, taste, typeface, sound, music, voice, pattern, icon,
symbol, interaction, layout, concept, temperature, expression, etc...
NATHAN SHEDROFF nathan.com @nathanshedroff
MEANING STRATEGY
NATHAN SHEDROFF nathan.com @nathanshedroff
WHAT’S MEANING?
NATHAN SHEDROFF nathan.com @nathanshedroff
VALUE: MEANINGFUL IDENTITY EMOTIONAL FINANCIAL FUNCTIONAL
NATHAN SHEDROFF nathan.com @nathanshedroff
Does this do what I need...?
VALUE: MEANINGFUL IDENTITY EMOTIONAL FINANCIAL FUNCTIONAL
NATHAN SHEDROFF nathan.com @nathanshedroff
...at a price that’s worth it?
VALUE: MEANINGFUL IDENTITY EMOTIONAL FINANCIAL FUNCTIONAL
NATHAN SHEDROFF nathan.com @nathanshedroff
How does this make me feel?
VALUE: MEANINGFUL IDENTITY EMOTIONAL FINANCIAL FUNCTIONAL
NATHAN SHEDROFF nathan.com @nathanshedroff
Is this me?
VALUE: MEANINGFUL IDENTITY EMOTIONAL FINANCIAL FUNCTIONAL
NATHAN SHEDROFF nathan.com @nathanshedroff
Does this fit into my world?
VALUE: MEANINGFUL IDENTITY EMOTIONAL FINANCIAL FUNCTIONAL
NATHAN SHEDROFF nathan.com @nathanshedroff
Accomplishment Beauty Creation Community Duty Enlightenment Freedom
Harmony Justice Oneness Redemption Security Truth Validation Wonder
15 CORE MEANINGS:
Definitions: makingmeaning.org
NATHAN SHEDROFF nathan.com @nathanshedroff
Accomplishment Beauty Creation Community Duty Enlightenment Freedom
Harmony Justice Oneness Redemption Security Truth Validation Wonder
15 CORE MEANINGS:
Definitions: makingmeaning.org
NATHAN SHEDROFF nathan.com @nathanshedroff
Accomplishment Beauty Creation Community Duty Enlightenment Freedom
Harmony Justice Oneness Redemption Security Truth Validation Wonder
15 CORE MEANINGS:
Definitions: makingmeaning.org
NATHAN SHEDROFF nathan.com @nathanshedroff
Accomplishment Beauty Creation Community Duty Enlightenment Freedom
Harmony Justice Oneness Redemption Security Truth Validation Wonder
15 CORE MEANINGS:
OUR VALUES ARE DERIVED FROM OUR CORE MEANINGS
NATHAN SHEDROFF nathan.com @nathanshedroff
CORE MEANINGS VALUES/IDENTITY EMOTIONS PRICE FEATURES (PERF.)
TIME COST ENERGY
NATHAN SHEDROFF nathan.com @nathanshedroff
CORE MEANINGS VALUES/IDENTITY EMOTIONS PRICE FEATURES (PERF.)
TIME COST ENERGY
NATHAN SHEDROFF nathan.com @nathanshedroff
MEANING IS THE DEEPEST CONNECTION YOU CAN MAKE
WITH A CUSTOMER/USER/AUDIENCE
NATHAN SHEDROFF nathan.com @nathanshedroff
ALL DESIGN IS THE PROCESSOF EVOKING MEANING
NATHAN SHEDROFF nathan.com @nathanshedroff
MEANING STRATEGY
NATHAN SHEDROFF nathan.com @nathanshedroff
WHAT MEANINGS DO YOUR CUSTOMERS PRIORITIZE?
Customer Meaning Priorities
MEANING STRATEGY
NATHAN SHEDROFF nathan.com @nathanshedroff
Corporate Meaning Priorities
Customer Meaning Priorities
WHAT MEANINGS DOES YOUR ORGANIZATION PRIORITIZE?
MEANING STRATEGY
NATHAN SHEDROFF nathan.com @nathanshedroff
Corporate Meaning Priorities
Team Meaning Priorities
Customer Meaning Priorities
WHAT MEANINGS DOYOU PRIORITIZE?
MEANING STRATEGY
NATHAN SHEDROFF nathan.com @nathanshedroff
Corporate Meaning Priorities
Team Meaning Priorities
Customer Meaning Priorities
Competitors’ Meaning Priorities
WHAT MEANINGS DO YOUR COMPETITORS TRIGGER?
MEANING STRATEGY
NATHAN SHEDROFF nathan.com @nathanshedroff
Corporate Meaning Priorities
Team Meaning Priorities
Customer Meaning Priorities
Competitors’ Meaning Priorities
Strategic Focus
MEANING STRATEGY
NATHAN SHEDROFF nathan.com @nathanshedroff
Corporate Meaning Priorities
Team Meaning Priorities
Customer Meaning Priorities
Competitors’ Meaning Priorities
Community Wonder Security
Accomplishment Security Wonder
Security Community Accomplishment
MEANING STRATEGY
NATHAN SHEDROFF nathan.com @nathanshedroff
Corporate Meaning Priorities
Team Meaning Priorities
Customer Meaning Priorities
Competitors’ Meaning Priorities
Security Community
Security Accomplishment
Security Wonder
Community Wonder Security
Accomplishment Security Wonder
Security Community Accomplishment
Security
MEANING STRATEGY
NATHAN SHEDROFF nathan.com @nathanshedroff
Corporate Meaning Priorities
Team Meaning Priorities
Customer Meaning Priorities
Competitors’ Meaning Priorities
Community Wonder Accomplishment Beauty
Accomplishment Enlightenment
Community Wonder
Security Wonder Accomplishment Community
Accomplishment Community
Wonder
MEANING STRATEGY
NATHAN SHEDROFF nathan.com @nathanshedroff
Corporate Meaning Priorities
Team Meaning Priorities
Customer Meaning Priorities
Competitors’ Meaning Priorities
Community Wonder Beauty
Accomplishment Duty
Enlightenment
Security Harmony Accomplishment
Accomplishment
MEANING STRATEGY
NATHAN SHEDROFF nathan.com @nathanshedroff
Corporate Meaning Priorities
Team Meaning Priorities
Customer Meaning Priorities
Competitors’ Meaning Priorities
Community Wonder Security
Accomplishment Security Wonder
Security Community Accomplishment
Security
Security Community
Security Accomplishment
Security Wonder
Community Security
MEANING STRATEGY
NATHAN SHEDROFF nathan.com @nathanshedroff
CORE MEANINGS VALUES/IDENTITY EMOTIONS PRICE FEATURES (PERF.)
NATHAN SHEDROFF nathan.com @nathanshedroff
CORE MEANINGS VALUES/IDENTITY EMOTIONS PRICE FEATURES (PERF.)
NATHAN SHEDROFF nathan.com @nathanshedroff
CORE MEANINGS VALUES/IDENTITY EMOTIONS PRICE FEATURES (PERF.)
NATHAN SHEDROFF nathan.com @nathanshedroff
CORE MEANINGS VALUES/IDENTITY EMOTIONS PRICE FEATURES (PERF.)
NATHAN SHEDROFF nathan.com @nathanshedroff
CORE MEANINGS VALUES/IDENTITY EMOTIONS PRICE FEATURES (PERF.)
NATHAN SHEDROFF nathan.com @nathanshedroff
WE NEED BETTER TOOLS TO
UNDERSTAND TOTAL VALUE
NATHAN SHEDROFF nathan.com @nathanshedroff
WE MUST COLLECT MORE & NEW
INFORMATION
NATHAN SHEDROFF nathan.com @nathanshedroff
NEW BUSINESSDESIGN THINKINGWAVELINE
NATHAN SHEDROFF nathan.com @nathanshedroff
State of Mind:• Emotions• Memory• Mental Models > Core Meanings• Perceptual Biases• Behavior Responses > Triggers
NATHAN SHEDROFF nathan.com @nathanshedroff
ProductService
Event
Product
Product
Service
Service
Product
Product
Product
Product
NATHAN SHEDROFF nathan.com @nathanshedroff
AccomplishmentSurprise
Wonder
Curiosity
Fear
Anticipation
Gratitude
Excitement
Relief
Security
Freedom
© SCANSION 2014Consumer Experience Waveline
Waveline
Opportunities Opportunity 1 Opportunity 2 Opportunity 3 Opportunity 4
Touchpoints
USEEXPLORATION SETUPPURCHASE
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacin-ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib-ulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacin-ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib-ulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacin-ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib-ulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacin-ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib-ulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacin-ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib-ulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacin-ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib-ulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacin-ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib-ulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacin-ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib-ulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Confusion
Anxiety
Frustration
Boredom
INT
EN
SIT
Y
T I M E
2 3 4
12
4
1
3 Beauty Wonder Creation Accomplishment
Ideal ConsumerExperience Waveline
Customer Segment 1
Customer Segment 1
Customer Segment 1
Computer crashes
All the touchpointsare important
Retail confusionaround products
Which computershave integrativefeatures
Struggling to setupWiFi
The excitement ofa new computer
Exploring new features
New products andintegration
Company Experienceafter productupgrades
Adjusting to newproduct betas
The forum takes youright to the answer
Form vs Function
Company & Tech
On software things just disappear
Just search it...
How information is presented vs howpeople really learn
Explaining the keytouchpoints duringexploration
PC LearningExperienceVideo
Getting diverseopinions
Exploring thetouchpoints
PC LearningExperiencePowerpoint
NATHAN SHEDROFF nathan.com @nathanshedroff
casual chitchat with fellow coffee enthusiasts in line. The coffee shop experience offers and for many delivers on the core meaning of Community. Wavelines Using wavelines, we mapped the intensity and touch points of the current coffee shop and news experience journeys, respectively. The coffee house waveline highlights the painpoints of waiting to order and waiting for the order to be up. There is an upswing once the customer receives his or her coffee. The experience peaks upon the customer’s first sip of coffee and then levels off as the cup empties, the coffee cools, and the customer turns to focus on the business of the day. The waveline for the news experience has the peaks and valleys of a volatile stock market. Intensity shifts oscillates abruptly between high and low without any gradual lead in or lead out or even distinct touch points. The waveline represents the news experience as a staccato, disjointed journey rather than a smooth and fluid one.
!Figure 2 Wavelines
Comparing the two wavelines calls out opportunity areas where the coffee house experience could enhance the news experience and the news experience could enhance the coffee shop one. News content could provide stimuli during the waiting time for coffee. Human interactions, like those of
NATHAN SHEDROFF nathan.com @nathanshedroff
Neutral
3-5 min news
Tween Girls // Waveline
Lows
Highs
Home HomeCommute
7AM 8 9 10 11 12PM 1 2 3 4 5 6 7
SchoolCommute
wifi+music+
10 sec. news Social shareInformed
Community
NATHAN SHEDROFF nathan.com @nathanshedroff
Parents/Family Travel Do itSchool Find out how
Learn & Develop Awareness Register to Vote
Dad annoyed, doesn’t want to be interrupted when he reads the newspaper
Watches dad read newspaper
Attend to parents Election Day party
Starts using facebook
Sees campaign ads on lawns
Brother comes back from
Sees campaign ads on TV that look interesting
Reads her name in the local paper
Read about Ebola on FB
Reads about have Ebola on FB will be contained
Friends didn’t do well either on assignment
Talk to friends whose parents rent reacted the same cay
Friend blocks Jillon FB
Parents upset of the presidential candi-date who won
Studies Government5yh grade and does poorly on assign-ment
Government class teacher gives her C- on current events assignment
+
0
-
NATHAN SHEDROFF nathan.com @nathanshedroff
OUR FOCUS
NATHAN SHEDROFF nathan.com @nathanshedroff
Jury duty is a form of forced engagement that involves many touchpoints
Jurors endure varying emotional intensity throughout the process; it is mostly negative but there are a few key areas of positivity, especially toward the end
INTENSITY + PRIMARY TOUCHPOINTS
JURY DELIGHT | MEANING STRATEGY | EXPERIENCES STUDIO 18
Jury Asse
mbly Room
Society
Media
School
Jury Asse
mbly Room
Verdict Voting Card
VerdictVideo
Manual
Admin Staff
Waiting Room
Clerk
Courtroom
Jury Box
Judge
Court Staff
Lawyers
Defendant
Plaintiff
Evidence
Witnesses
Other Jurors
Summons Letter
Automated Phone System
Parking
Courthouse
Security
Payment ch
eck
Society
Media
SUMMONS APPEAR SELECTION TRIAL DELIBERATION VERDICT
4-8 WEEKS 1-2 DAYS 1-4 DAYS 1 WEEK
DISMISSEDNOT CALLED IN
1 DAY - 2 WEEKS
NATHAN SHEDROFF nathan.com @nathanshedroff
A customized waveline deliberately evokes positive meaning throughout the jury duty experience• Path follows a classic narrative arc, is flexible, and depends on behavior to determine outcomes • Cohesive “story” builds intensity and maintains a consistent rhythm of experience
IDEAL WAVELINE
JURY DELIGHT | MEANING STRATEGY | EXPERIENCES STUDIO 20
VALIDATION
COMMUNITY
TRUTH
DUTY
JUSTICE
NOTIFIED
SCHEDULING
IMMERSION
PRE-SUMMONS
APPEAR
WAIT
SELECTED TRIAL
DELIBERATE
VERDICT
POST
DISMISSED
POST
NATHAN SHEDROFF nathan.com @nathanshedroff
CURRENT vs IDEAL
INITIATION ENGAGEMENT CONCLUSION
SUMMONS APPEAR SELECTION TRIAL DELIBERATION VERDICT
4-8 WEEKS 1-2 DAYS 1-4 DAYS 1 WEEK
DISMISSEDNOT CALLED IN
1 DAY - 2 WEEKSNOTIFIED
SCHEDULING
IMMERSION
PRE-SUMMONS
APPEAR
WAIT
SELECTED TRIAL
DELIBERATE
VERDICT
POST
DISMISSED
POST
JURY DELIGHT | MEANING STRATEGY | EXPERIENCES STUDIO 21
With the new waveline, even people who do not serve on a case find the experience meaningful• All three personas are satisfied
NATHAN SHEDROFF nathan.com @nathanshedroff
State of Mind:• Emotions• Memory• Mental Models > Core Meanings• Perceptual Biases• Behavior Responses > Triggers
ProductService
Event
Product
Product
Service
Service
Product
Product
Product
Product
AccomplishmentSurprise
Wonder
Curiosity
Fear
Anticipation
Gratitude
Excitement
Relief
Security
Freedom
Product
Service
Event
Ever
yday
, In
the
Ord
inar
y W
orld
Call t
o Ad
vent
ure
Refu
sal
Mee
ting
With
The
Men
tor
Cros
sing
The
Thre
shol
d
Test
s, A
llies,
and
Ene
mie
s
Appr
oach
To
Inm
ost C
ave
Ord
eal
Rewa
rd (S
eekin
g Th
e Sw
ord)
The
Road
Bac
k
Ordinary World Extraordinary World
Star
t (fin
d it)
End
(buy
it)
Star
t (wa
lk in
to th
e st
ore)
End
(wal
k ou
t of t
he s
tore
)
Star
t (wa
nt o
r nee
d so
met
hing
)
End
(bou
ght i
t, us
ed it
, fina
lly u
sed
it up
)
Star
t (wa
nt o
r nee
d so
met
hing
)
End?
Hear
d ab
out i
t--or
som
ethi
ng e
lseSa
w it
or s
omet
hing
like
it
Foun
d on
e, to
uche
d it
—pr
obab
ly so
meo
ne e
lse’s
Wen
t onl
ine
Wen
t int
o th
e st
ore
Saw
an a
dver
tisem
ent
Boug
ht it
Used
it
Repa
ired
it
Lean
t it
Repl
aced
it
Star
t (wa
nt o
r nee
d so
met
hing
)
Cust
omer
Die
s
Hear
d ab
out i
t--or
som
ethi
ng e
lseSa
w it
or s
omet
hing
like
it
Foun
d on
e, to
uche
d it
—pr
obab
ly so
meo
ne e
lse’s
Wen
t onl
ine
Wen
t int
o th
e st
ore
Saw
an a
dver
tisem
ent
Boug
ht it
Used
it
Repa
ired
it
Lean
t it
Repl
aced
it
Curio
sity
Surp
rise
Reso
lutio
n
Acco
mpl
ishm
ent
Won
der Re
dem
ptio
n
Chal
leng
e
Frus
tratio
n
Acco
mpl
ishm
ent
Relie
f
Resp
ect
NATHAN SHEDROFF nathan.com @nathanshedroff
EXERCISE
NATHAN SHEDROFF nathan.com @nathanshedroff
Blueprint+ v4.3
Customer
Media-Touchpoint
Time Indicator
Role
1Ro
le 2
Role
3Ro
le 4
Waitress
Cook
Manager
+
–
+
–
+
–
+
–
Fail Line
Emotions
Costs
Variable 1
Media-Touchpoint
Media-Touchpoint
Media-Touchpoint
Tabl
e Re
serv
atio
n O
nlin
e
00:0
0
15:0
0
00:0
0
02:3
0
03:3
0
07:0
0
08:0
0
09:0
0
15:0
0
35:0
0
35:3
0
37:0
0
38:3
0
41:0
0
50:0
0
50:3
0
01:1
5:00
01:1
7:00
Conf
irmat
ion
by S
MS
Ente
r res
taur
ant,
shor
t wai
t at
rece
ptio
n
Ord
er A
pere
tiv
Giv
en m
enu
Ape
reti
v c
omes
wit
h ex
tras
Gue
st is
sur
pris
ed/d
elig
ted
Food
is s
erve
d
Corr
ect d
ish
serv
ed
Gue
st is
sat
isfi
ed a
gain
Wro
ng s
ide
dish
.G
uest
com
plai
ns
Wai
tres
s gr
eets
gue
st a
nd
lead
s th
em to
tabl
e
Wai
tres
s ta
kes
the
food
or
der
Food
ord
er s
ent t
hrou
gh to
ki
tche
n
Mes
sage
and
dis
h se
nt b
ack
to k
itch
en
Kelln
er s
trei
cht e
inen
Tei
l de
r Rec
hnun
g
Mea
l Pre
pare
d
Chef
agi
tate
d an
d ot
her
mea
ls p
ushe
d la
te in
ord
er
to re
-do
side
-dis
h.
Com
mun
icat
ion
failu
re in
kit
chen
Corr
ect s
ide-
dish
pre
pare
d
NATHAN SHEDROFF nathan.com @nathanshedroff
INITIATION (EXPECTATIONS)STATE OF MIND (CONTEXT):
BACKSTAGE:
TOUCHPOINT ECOSYSTEM: PRODUCT, SERVICE, EVENT, NAME, IDENTITY/SYMBOLMEDIA: SOCIAL, ETC?
LOCATION
FEELING
TRIGGERS: VISUAL (COLOR, TYPE, LAYOUT, IMAGE, PATTERN), AUDIO, AROMA, TASTE, TOUCH, CONCEPT
MEMORY, BIAS, MENTAL MODELS
BEHAVIOR
AGENT
ACTION/RESPONSE:
ENGAGEMENT CONCLUDE/REFLECT CONTINUATION (REPEAT)TIME > > >
ACTUAL
DESIRED
EXPECTED
PLANNED
WAVELINE TEMPLATEPROJECT:TASK:
INTE
NSI
TYD
ESIR
ABLE
> >
>
< <
< U
ND
ESIR
ABLE
PERSONA/ACTOR:
Trepidation
AnticipationBoredom
Frustration
Anger
Hope
Relief
Frustration
Contempt
NATHAN SHEDROFF nathan.com @nathanshedroff
INITIATION (EXPECTATIONS)STATE OF MIND (CONTEXT):
BACKSTAGE:
TOUCHPOINT ECOSYSTEM: PRODUCT, SERVICE, EVENT, NAME, IDENTITY/SYMBOLMEDIA: SOCIAL, ETC?
LOCATION
FEELING
TRIGGERS: VISUAL (COLOR, TYPE, LAYOUT, IMAGE, PATTERN), AUDIO, AROMA, TASTE, TOUCH, CONCEPT
MEMORY, BIAS, MENTAL MODELS
BEHAVIOR
AGENT
ACTION/RESPONSE:
ENGAGEMENT CONCLUDE/REFLECT CONTINUATION (REPEAT)TIME > > >
ACTUAL
DESIRED
EXPECTED
PLANNED
WAVELINE TEMPLATEPROJECT:TASK:
INTE
NSI
TYD
ESIR
ABLE
> >
>
< <
< U
ND
ESIR
ABLE
PERSONA/ACTOR:
Accomplishment Wonder Creation Validation Trust
NATHAN SHEDROFF nathan.com @nathanshedroff
INITIATION (EXPECTATIONS)STATE OF MIND (CONTEXT):
BACKSTAGE:
TOUCHPOINT ECOSYSTEM: PRODUCT, SERVICE, EVENT, NAME, IDENTITY/SYMBOLMEDIA: SOCIAL, ETC?
LOCATION
FEELING
TRIGGERS: VISUAL (COLOR, TYPE, LAYOUT, IMAGE, PATTERN), AUDIO, AROMA, TASTE, TOUCH, CONCEPT
MEMORY, BIAS, MENTAL MODELS
BEHAVIOR
AGENT
ACTION/RESPONSE:
ENGAGEMENT CONCLUDE/REFLECT CONTINUATION (REPEAT)TIME > > >
ACTUAL
DESIRED
EXPECTED
PLANNED
WAVELINE TEMPLATEPROJECT:TASK:
INTE
NSI
TYD
ESIR
ABLE
> >
>
< <
< U
ND
ESIR
ABLE
PERSONA/ACTOR:
Accomplishment Wonder Creation Validation Trust
Feature Service ProductPromotion EventWebsite Feature
© SCANSION 2014Consumer Experience Waveline
Waveline
Opportunities Opportunity 1 Opportunity 2 Opportunity 3 Opportunity 4
Touchpoints
USEEXPLORATION SETUPPURCHASE
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacin-ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib-ulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacin-ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib-ulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacin-ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib-ulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacin-ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib-ulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacin-ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib-ulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacin-ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib-ulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacin-ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib-ulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacin-ia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestib-ulum augue aliquet nec.
Lorem ipsum dolor sit amet, consec-tetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Duis lacinia lacinia mauris non faucibus. Cras sed mattis lectus. Nunc ac ornare risus. Nulla rutrum commodo odio, et vestibulum augue aliquet nec.
Confusion
Anxiety
Frustration
Boredom
INT
EN
SIT
Y
T I M E
2 3 4
12
4
1
3 Beauty Wonder Creation Accomplishment
Ideal ConsumerExperience Waveline
Customer Segment 1
Customer Segment 1
Customer Segment 1
Computer crashes
All the touchpointsare important
Retail confusionaround products
Which computershave integrativefeatures
Struggling to setupWiFi
The excitement ofa new computer
Exploring new features
New products andintegration
Company Experienceafter productupgrades
Adjusting to newproduct betas
The forum takes youright to the answer
Form vs Function
Company & Tech
On software things just disappear
Just search it...
How information is presented vs howpeople really learn
Explaining the keytouchpoints duringexploration
PC LearningExperienceVideo
Getting diverseopinions
Exploring thetouchpoints
PC LearningExperiencePowerpoint
NATHAN SHEDROFF nathan.com @nathanshedroff
Qualitative Research Techniques:
Interviews Careful Surveys
Shadowing Laddering Games, etc.
Book: The Meaning of Things by Mihaly Csikszentmihalyi
NATHAN SHEDROFF nathan.com @nathanshedroff
Design Research editor: Brenda Laurel
Chapter 1
https://books.google.dk/books?id=xVeFdy44qMEC&pg=PA16&lpg=PA16&dq
NATHAN SHEDROFF nathan.com @nathanshedroffFREEDOM COMMUNITY
NATHAN SHEDROFF nathan.com @nathanshedroffJUSTICE ONENESS
NATHAN SHEDROFF nathan.com @nathanshedroff
Flavor
Bright/ Saturated
Hard, Artificial, Natural
Curvaceous/Smooth, Solid,
Sharp/Pointed
Loud, Simple/Clear,
Musical/Melodious, Mechanical
Musky, Bright, Alcohol,
Forest/Plants
Meaty, Salty
Accomplishment Triggers
SoundColor Materials Form Aroma
NATHAN SHEDROFF nathan.com @nathanshedroff
Flavor
Primary Hard Complex Loud Forest/Plants Sweet - Sugar
Community Triggers
SoundColor Materials Form Aroma
NATHAN SHEDROFF nathan.com @nathanshedroff
Flavor
Muted/Desaturated Plastic
Porous Natural/Organic Natural,
Floral Salty
Harmony Triggers
SoundColor Materials Form Aroma
NATHAN SHEDROFF nathan.com @nathanshedroff
EXERCISE
NATHAN SHEDROFF nathan.com @nathanshedroff
LIST: top 5 core meanings for each group
MEANING STRATEGY
CUST.: ________ ________ ________ ________ ________
ORG: ________ ________ ________ ________ ________
YOU/TEAM: ________ ________ ________ ________ ________
COMPET: ________ ________ ________ ________ ________
NATHAN SHEDROFF nathan.com @nathanshedroff
MEANING STRATEGY
Accomplishment Beauty Creation Community Duty Enlightenment Freedom
Harmony Justice Oneness Redemption Security Truth Validation Wonder
Definitions: makingmeaning.org
NATHAN SHEDROFF nathan.com @nathanshedroff
LIST: top 5 core meanings for each group
MEANING STRATEGY
CUST.: ________ ________ ________ ________ ________
ORG: ________ ________ ________ ________ ________
YOU/TEAM: ________ ________ ________ ________ ________
COMPET: ________ ________ ________ ________ ________
WONDER
ACCOMPLISHMENT
HARMONY
DUTY
FREEDOM
SECURITY
WONDER
ACCOMPLISHMENT
COMMUNITY
BEAUTY
BEAUTY
HARMONY
REDEMPTION
TRUTH
JUSTICE
ONENESS
JUSTICE
CREATION
SECURITY
ACCOMPLISHMENT
Definitions: makingmeaning.org
√√ √
√
√
NATHAN SHEDROFF nathan.com @nathanshedroff
TAKEAWAYS• Qualitative and Quantitative • Numbers tell only part of the story • Strategy is derived from design research • UX can (and should) play a role • Leadership is communicating vision • Relationships and value are built through experience • Everyone is in the relationship business! • Everyone is in the experience business!
NATHAN SHEDROFF nathan.com @nathanshedroff
DISCUSSION
NATHAN SHEDROFF nathan.com @nathanshedroff
THANK [email protected]
@nathanshedroff designmba.org
M A K E I T S O Interaction Design Lessons from Science Fiction
b y N AT H A N S H E DR OF F & C H R I S TOP H E R NOE S S E L
foreword by Bruce Sterling
Many designers enjoy the interfaces seen in science fiction films
and television shows. Freed from the rigorous constraints of designing
for real users, sci-fi production designers develop blue-sky interfaces
that are inspiring, humorous, and even instructive. By carefully studying
these “outsider” user interfaces, designers can derive lessons that make
their real-world designs more cutting edge and successful.
“Designers who love science fiction will go bananas over Shedroff and Noessel’s delightful and informative book on how interaction design in sci-fi movies informs interaction design in the real world. . . . You will find it as useful as any design textbook, but a whole lot more fun.”
ALAN COOPER“Father of Visual Basic” and author of The Inmates Are Running the Asylum
“Part futurist treatise, part design manual, and part cultural analysis, Make It So is a fascinatinginvestigation of an often-overlooked topic: how sci-fi influences the development of tomorrow’s machine interfaces.”
ANNALEE NEWITZEditor, io9 blog
“Shedroff and Noessel have created one of the most thorough and insightful studies ever made of this domain.”
MARK COLERANVisual designer of interfaces for movies (credits include The Bourne Identity, The Island, and Lara Croft: Tomb Raider)
“Every geek’s wet dream: a science fiction and interface design book rolled into one.”
MARIA GIUDICECEO and Founder, Hot Studio
www.rosenfeldmedia.com
MORE ON MAKE IT SOwww.rosenfeldmedia.com/books/science-fiction-interface/
MAK
E IT SO
by NATH
AN SH
EDR
OFF &
CHR
ISTOPH
ER N
OESSEL
Experience Design 1.1a manifesto for the design of experiences
by Nathan Shedroff
product taxonomies 16
user behavior 116
100 years 22
information 42
takeaways 28
data 36
knowledge 48
subjectivity 78
consistency 96
navigation 84 Design Strategy in ActionEdited by Nathan Shedroff
A publication from the MBA in Design Strategy programCalifornia College of the Arts
2011