Presented at the 2010 IxDA Conference

1. POETRY &
POLEMICS
IN CREATING
EXPERIENCE

2. !
+ =

5. STRUCTURE & ESSENCE

6. LOVE

7. DESIGN LED

12. DESIGN LED INFLUENCE

13. DESIGN
Explore Concept Refine Commit Realize Execute

14. DESIGN & ENGINEERING

15. DESIGN & ENGINEERING
AESTHETICS REASON

16. DESIGN & ENGINEERING
AESTHETICS REASON

17. DESIGN & ENGINEERING
AESTHETICS REASON

18. DESIGN & ENGINEERING
DESIGN OPPORTUNITY

21. FEATURE
SCENARIO
EXPERIENCE

24. WHERE TO CUT?

25. SOUL
HEART
BODY

26. SOUL
THE ESSENCE OF THE EXPERIENCE. THE ELEMENTS OF A DESIGN THAT
CAUSE A VISCERAL EMOTIONAL REACTION.
HEART
DESIGN ELEMENTS OR FEATURES THAT DEEPLY SUPPORT THE SOUL.
BODY
ALL OTHER FEATURES THAT FILL OUT A PRODUCT EXPERIENCE.

27. WHAT IS SOUL?

28. CORE EXPERIENCES
DESIGN LED FEATURES
STYLE: VISUAL, MOTION, TYPE, IxD

30. SOUL HEART BODY

32. EVANGELIZE

33. BOOKS,
POSTERS,
VIDEOS,
PARTNERS,
HEROES,
AWARDS…

35. WHY DID THIS WORK?

36. UNDERSTANDING EMOTION
IMPROVES THE EXPERIENCE OF
EMOTION

37. ARTICULATION PROMOTES
UNDERSTANDING

41. LANGUAGE IS AN
INTERFACE

42. EMOTIONAL RATIONAL
SOUL PRI 0
HEART = PRI 1
BODY PRI 2

43. WE INTRODUCED A
“BEGINNER” DESIGN
VOCABULARY

44. “…BUT THAT’S THE SOUL”

45. WHAT’S NEXT?

46. DESIGN DOESN’T END AT THE HANDOFF
DESIGN EVANGELIZE

47. mike@kruzeniski.com
@mkruzeniski