Presentacion de Nathan Shedroff en Primer Seminario de Diseño de Experiencias en Ocio y Turismo, realizado el 25 de marzo del 2008 en Santiago

2. Slides and templates posted: nathan.com/thoughts nathan.com/thoughts

3. The next big thing?

4. The big thing!

5. The big thing! Meaning

6. We recognize some experiences easily

7. We recognize some experiences easily

8. We recognize some experiences easily

12. Price/Value From: The Experience Economy, Pine and Gilmore

14. People don’t just travel to see things

15. They travel to experience

16. The boundaries of experiences are our minds and bodies

17. Experiences are designable

18. Everything we create is an experience

19. Design is the process of making experiences

20. But what, exactly, is an experience?

23. Breadth Product Service Brand Name(s) Channel/Environment (Space) Promotion Price

25. Intensity Reflex Habit Engagement

27. Duration Initiation Immersion Conclusion Continuation

29. Triggers Senses: Sight Sound Smell Taste Touch Cognitive: Concepts Symbols

31. Interaction Passive Active Interactive

33. Significance Meaning Status/Identity Emotion/Lifestyle Price Function

34. Meaning (Reality)Status/Identity (Values)Emotions (Lifestyle)Price (Value)Function (Performance) Function (Performance)

35. Function (Performance): Does this do what I need?

36. Price (Value): Does this do what I need at a price that’s worth it?

37. Emotions (Lifestyle):Does this make me feel good?

38. Status/Identity (Values): Is this me?

39. Meaning (Reality): Does this fit into my reality?

40. Accomplishment Beauty Creation Community Duty Enlightenment Freedom Harmony Justice Oneness Redemption Security Truth Validation Wonder Core Meanings:

41. Some stories of meaning...

42. Some stories of meaning...

43. Some stories of meaning...

46. Successful experiences are meaningful (and not merely novel)

47. Design & development is the process of evoking meaning

48. How do you research customer meaning?

49. Use qualitative techniques

50. • Focus Groups • Surveys & Questionnaires (open, Y/N, m. choice) (Internet, phone, face to face, direct mail, etc.) • Mall Intercepts • Data Mining & Warehouses • Word Association & Story Completion • Product Testing & “Mystery Shopping” • Expert Analysis (inc. sales force, customer service, supply chain) (Quantitative vs. Qualitative) (Syndicated vs. Custom) (Primary vs. Secondary) “ Traditional” Market Research

51. Design/User/Customer Research • Interviews (Online, phone, face to face, mail, intercepts, dyads, triads, party groups...) • Expert/extreme users• “Deep Dive” (IDEO) • Journals • Indirect Observations (Focus groups, photo scans, time & money, server & sales logs, etc.) • Shadowing • Games • Background/Context Scans • Walkabouts (Ethnographic/Experiential)

52. Demographics are dead (almost)

53. “ Market Insight” melds all of these data: • Demographic Information • Psychographic Information (behavior)• Customer needs & desires, values, and meanings • Market/Industry Analysis (competitors) • Forecast Market Trends & Sizes • Identify opportunities • Inform Organizational Strategy • Reduce Risk

54. A meaning-filled development process:

55. A meaning-filled development process:

56. A meaning-filled development process:

57. A meaning-filled development process:

58. Meaning (Reality)Status/Identity (Values)Emotions (Lifestyle)Price (Value)Function (Performance) Function (Performance)

59. Company Meaning Priorities Customer Meaning Priorities Strategic Design:

60. Company Meaning Priorities Customer Meaning Priorities Your Focus! Strategic Design:

61. Competitors’ Meaning Priorities Company Meaning Priorities Customer Meaning Priorities Strategic Design:

62. Sustainability?: Human CapitalNatural CapitalFinancial CapitalManufactured Capital Is each form sustainable? Is each form sustainable? Is each form sustainable? Strategic Design:

63. What meanings doyour customers prioritize?

64. What experiences do they seek?

65. Is meaning manipulation?

66. Should companiesevoke meaning?

67. Does everything we design already evoke meaning?

68. Are you creating anything meaningful? anything meaningful?

69. What’s meaningful to you?

70. nathan.com/thoughts [email_address]