Using the Waveline (workshop)

USING THE WAVELINE MAPPING PREMIUM VALUE TO THE USER JOURNEY

Nathan Shedroff California College of the Arts [email protected] @nathanshedroff

designmba.org

mailto:[email protected]

NATHAN SHEDROFF nathan.com @nathanshedroff

11:30 AM

10:00 AM

BREAK

LADDERING EXERCISE WAVELINE EXERCISE DISCUSSION

INTRODUCTIONS THE STORY BEHIND THE WAVELINE

11:45 AM

WORKSHOP SCHEDULE

1:45 PM (13:45)


www.slideshare.net/NathanShedroff/using-the-waveline-workshop

http://www.slideshare.net/NathanShedroff/using-the-waveline-workshop

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


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


THE WAVELINE

© 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 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, 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


TOTAL VALUE(PREMIUM VALUE)

FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE =

QUANTITATIVE

QUALITATIVE


TOTAL VALUE

FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE

$1.1B =

Instagram


$1.1BInstagram

TOTAL VALUE

FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE=

$86M


$1.1BInstagram

TOTAL VALUE

FUNCTIONAL VALUE + FINANCIAL VALUE + EMOTIONAL VALUE + IDENTITY VALUE + MEANINGFUL VALUE=

$86M

$1.01B


JOURNEY MAP vs WAVELINE

•�Maps touchpoints •�Maps functions •�Design 4 touchpoints

•�Design 4 relationships •�Maps experiences (“change in people”) •�Maps emotions, values & meaning •�Maps value (and, opportunities) • Can map triggers • Places opportunities in context & time


More Personal

More Universal


Core Meanings

Triggers


Accomplishment Beauty Creation Community Duty Enlightenment Freedom

Harmony Justice Oneness Redemption Security Truth Validation Wonder

15 CORE MEANINGS:

Definitions: makingmeaning.org


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


Star

t (wa

nt o

r nee

d so

met

hing

)

End?

Hear

d ab

out i

t--or

som

ethi

ng e

lse

Saw

it or

som

ethi

ng lik

e 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

lse

Saw

it or

som

ethi

ng lik

e 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


Ordinary World Extraordinary World

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


AgendaScript

PresentationScenario

StoryboardBeat ChartTempo MapFlow Chart

Experience BlueprintJourney Canvas

Film Experience ChartArchitectural Model

Walkthrough


TRANSMEDIA EXPERIENCE ARCHITECTURE

#ALGREN

LEGEND ...

= MONOMEDIA

= INTEGRATED MEDIA

= TRANSMEDIA

1

3

2

= PERSONA INFLUENCE

= NARRATIVE INFLUENCE

= PRODUCT

= MEME

= COLLABORATIVE INTENTION

THINKSTATE // 2011.03.08

CORE NARRATIVEchapter & verse

STORYWORLD

PARTICIPATORY

CH

CH

CH

CH

CHCAUSE

CAUSE

CAUSE

CAUSECAUSE

CAUSECAUSE

SCHOOL

CONTEST

ACTING

JOHNNY DEPP

CAUSE

SOCIAL ??

POLITICAL ?

?

?

?

COUNTER CULTURE ?

BLOGS ?

?

?

?

ABSTRACTS

INSTITUTION

TV

ART SHOP

MUSIC CONTEST

?

WIKIS ?

MICHAEL MANN ?

?

WILLIAM FRIEDKIN ?

PHILIP KAUFMAN ?

CHCHCH

EP EP

eBOOKgraphic novelsabstracts

METANARRATIVE

METANARRATIVE

31

FILMdocumentary ( NF )feature ( F )

3WEBISODICalgren centricartist centric

32

2

2

2

STORYWORLD

CHCAUSEWIKI

WIKI

WIKI

WIKI

WIKI

CH CH CH

LIVE EVENTSgalleryconcerts

MEMETIC MEDIAluminesmemesphenoms

3

1

3

1 1

3

2

3

2

GAMINGLARPARG

BAR

MATCH

POETRY COMPETITION

? EP

? EP

? ?

EP

?

EP

EP

EP

?

? ?

?

?

LOU REED?

?

TOM WAITS??

?

PARTICIPATORY

PARTICIPATORY PARTICIPATORY

?

WIKI

WIKI

INSTITUTE

?? ???

PERFORMANCE ART


Waveline


Touchpoints



























































Confusion

Anxiety

Frustration

Boredom

INT

EN

SIT

Y

T I M E

2 3 4

12

4

1



Customer Segment 1

Customer Segment 1

Customer Segment 1

Computer crashes











Form vs Function

Company & Tech


Just search it...








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


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

-


OUR FOCUS


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


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


VALIDATION

COMMUNITY

TRUTH

DUTY

JUSTICE

NOTIFIED

SCHEDULING

IMMERSION

PRE-SUMMONS

APPEAR

WAIT

SELECTED TRIAL

DELIBERATE

VERDICT

POST

DISMISSED

POST


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


With the new waveline, even people who do not serve on a case find the experience meaningful• All three personas are satisfied


© Scansion 2014 Confidential 39

Experience Waveline™ Example

PC Customer Experience Waveline

©2014 TechCo. CORPORATION CONFIDENTIAL - INTERNAL USE ONLY


Experiences + Touchpoints

IN

TE

NS

IT

Y

T I M E

This Waveline provides TechCo. with a visual representation of the experi-

ences felt by customers over the lifetime of their PC. It shows the progres-

sion of a customer’s complex experiential relationship with all the touch-

points along the journey. It maps a breath of experiences at four distinct

phases of the journey. While each customer has their own unique journey

this map provides us with a framework in order to navigate the way

customer’s learn and interact with the various touchpoints over time.

HOW TO READ THIS MAP

Retail

OEM

Digital

Personal

Video

Powerpoint

More Detail

LEGEND Touchpoint Categories

Ideal Customer Experience

Ideal Customer Experience

The customer is looking for a trusted agent

to them through the purchase process.

TechCo. can work with channel partners to

educated sales staff and deliver consistent

collateral and information at the point of

sale so there is truth for the customer.

The customer has difficulties

navigating complex user inter-

face. OEM information embed-

ded on the computer often

looks like marketing materials.

TechCo. can help simplify.

Answer the questions directly

around TechCo. supported

and promoted software. Work

closely with the OEMs to take

ownership of the customers

experience at this stage.

The customer has difficulties navigating

complex user interface. OEM informa-

tion embedded on the computer often

looks like marketing materials.

TechCo. can help simplify and answer

the questions directly around TechCo.

supported and promoted software.

Work closely with the OEMs to take

ownership of the customers experience

at this stage

TechCo. can help simplify and answer

the questions directly around TechCo.

supported and promoted software.

Work closely with the OEMs to take

ownership of the customers experience

at this stage

The customer is looking for an

unbiased opinion about where to

turn to find information. TechCo.

has

an opportunity to provide

recommendations and resources

that might be valuable.

The customer is looking for an

unbiased opinion about where to

turn to find information. TechCo.

has

an opportunity to provide

recommendations and resources

that might be valuable.

1

1

2 3

45

6

78

2 3 4 5 6 7 8

Opportunities

WiDi once set up allows

users to access content

on their computer such as

downloaded movies and

music. It creates a mirror

display on your HDTV

Ads gets customers

excited and peak

awareness about new

computers and features

Windows 8 OS creates

curiousity and customers

are interested in explor-

ing the new technology

and how it works with

new form factor

In Store exploration is

used prior to purchase

so customers can get a

good look and feel for

potential options

Sales associate often

give our conflicint

information especially

when it comes to WiDi

Friends & Family are

valued as they provide

only opportunity to see,

touch, and use a variety

of computers before

purchase.

Program install: Chrome, Adobe Reader, Lorem

ipsum dolor sit amet,

consectetur adipiscing

elit. Sed ullamcorper, elit

vitae.

WiDi trying to find WiDi

and set it up is extremely

difficult for users

WiDi is difficult to

find out about, unless

a friend has it or you

come across it on a

blog, chances are you

won’t find out much

about it

Google is used to find specific

technical information that is not

listed on the product display

cards, like info on graphics

cards, RPM on hard drives, etc.

Upgrade from Win8 to Win 8.1 During the install

process the drives from

were not updated, this

caused problems with

finding WiDi

Windows 8 two modes is

highly preferred because

of ability to do specific

searches and serve up

applicable, contextual

information.

1 Segment A1 Segment A

WiDi is highly preferred

because of ability to do

specific searches and

serve up applicable, con-

textual information.

Windows 8 two modes Lorem ipsum dolor sit

amet, consectetur adipi-

scing elit. Sed ullamcor-

per, elit vitae eleifend

euismod

Internet program install: Chrome, Adobe Reader, Lorem ipsum dolor sit



per, elit vitae.

OEM manual is

referenced to find

the “don’t do’s”

A non-functioning or outdated computer

prompt users to set out

on the discovery process

2 Segment B2 Segment B

Internet program install: Chrome, Adobe Reader, Lorem ipsum dolor sit



per, elit vitae.

Forum Tips and Ticks

Google search Lorem




vitae eleifend euismod

3 Segment C

Family & Friends Lorem




vitae eleifend euismod

3 Segment C

Opportunities

Friends & Family are

valued as they provide

only opportunity to see,

touch, and use a variety

of computers before

purchase.

OEM websites come with

mixed reviews, some see

them as marketing while

other like to see options

vs. pricing tools

Product display card were inconsistent in the

depth of information

between different

computers, for others it

was a good guide

Windows 8 Setup Wizard Lorem ipsum dolor sit




euismod

Windows 8 two modes Lorem ipsum dolor sit




euismod

Google allows

customers to

directly search and

find the answers

they need, it

matches their

thinking style

YouTube provides customers

with a visual walk through of

how to accomplish basic to

complex task without

contacting the OEM

Sales Associates often provide

misleading, conflicting, or

down-right untrue information

(with WiDi, for example). When

knowledgeable and articulate,

though, a sales associate can

persuade someone to make a

purchase and instill excitement.

Wayfinding Signage is

often unclear and pro-

vides little in the way of

helping customers make

selections or navigate the

space more effectively

Google is a common starting

spot that helps customers

gain an overview of the

options avaliable and

start navigating the

complex ecosystem

of the PC Retail visit before purchase

test the look and feel of the

products, talk to associates

about what is new, and

check out the selection

Google is accessed

multiple times to

continually refine

the search in finding

the right match

Forums/Reviews are a

resource that help provide

contextually relevant

information and carry a

perception of being

unbiased as compared to

the manufacturer for

others it is a necessary evil

OEM Packaging can

set expectation about

the process or the

experience the cus-

tomer is about start

Computer customers

are looking for light,

sleek, attractive form

factor computers. The

look and feel can make

or break deals

Computer customers are

looking for light, sleek,

attractive form factor

computers. The look and

feel can make or brake

deals

Quick Start Guide is

sometime used by the

customer as a resource

to make sure the proper

sets are being followed

to get computer set up. It

is going through the

steps properly to get

OEM SiteOEM Site

Google

Search

Google

Search









Google

Search

Google

Search









Sales associateSales associate









Friends &

Family

Friends &

Family









Friends &

Family

Friends &

Family









Brick and MortarBrick and Mortar









Wonder

Truth

Beauty

Freedom

Frustrat ion Shock

A

nxiety &

Fear

Frustration

M

eandering

Boredom

Excit

eme

nt

Val id

ation

Trust

E x c i te

m

en

t

Disco

ver y

Freedom & Oneness C

omfort

Computer crashing #5

WiDi confusion #3

Key touchpoints #4

Video #1

TechCo. WiDi details

#10

#2 Calling store to get

information about WiDi

#6 Excitement about

new computer

Video Jim

@ 58 minutes

Video Jim @ 58 minutes

setting up #7

Win8 two modes #9 Learning styles #14

Dragon setup #13

Spoiled by Apple TV #11

WiDi works #16

Internet Explorer - can’t

delete #12

© SCANSION 2014


Useful Research Techniques: Interviews

Careful Surveys Shadowing Laddering Games, etc.

The Meaning of Things by Mihaly Csikszentmihalyi


LADDERING EXERCISE

NATHAN SHEDROFF nathan.com @nathanshedroffFREEDOM COMMUNITY

NATHAN SHEDROFF nathan.com @nathanshedroffJUSTICE ONENESS


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


Flavor

Primary Hard Complex Loud Forest/Plants Sweet - Sugar

Community Triggers



Flavor

Muted/Desaturated Plastic

Porous Natural/Organic Natural,

Floral Salty

Harmony Triggers



EXERCISE


Current Experience Waveline



Desired Experience Waveline



Desired Experience Waveline

Touchpoint Opportunity 1




Waveline


Touchpoints



























































Confusion

Anxiety

Frustration

Boredom

INT

EN

SIT

Y

T I M E

2 3 4

12

4

1



Customer Segment 1

Customer Segment 1

Customer Segment 1

Computer crashes











Form vs Function

Company & Tech


Just search it...








YOU’RE ALREADY DOING THIS (SOMEWHAT)


NOW GO DO IT BETTER


www.slideshare.net/NathanShedroff/using-the-waveline-workshop

http://www.slideshare.net/NathanShedroff/using-the-waveline-workshop


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


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

mailto:[email protected]

Using the Waveline (workshop)

Design

Transcript of Using the Waveline (workshop)