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POETRY &
POLEMICS
IN CREATING
EXPERIENCE
!
    +   =
STRUCTURE & ESSENCE
LOVE
DESIGN LED
DESIGN LED INFLUENCE
DESIGN

  Explore   Concept   Refine   Commit   Realize   Execute
DESIGN & ENGINEERING
DESIGN & ENGINEERING



AESTHETICS   REASON
DESIGN & ENGINEERING



AESTHETICS   REASON
DESIGN & ENGINEERING



AESTHETICS   REASON
DESIGN & ENGINEERING



      DESIGN OPPORTUNITY
FEATURE




             SCENARIO



EXPERIENCE
WHERE TO CUT?
SOUL

HEART

BODY
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.
WHAT IS SOUL?
CORE EXPERIENCES
DESIGN LED FEATURES
STYLE: VISUAL, MOTION, TYPE, IxD
SOUL   HEART   BODY
EVANGELIZE
BOOKS,
POSTERS,
VIDEOS,
PARTNERS,
HEROES,
AWARDS…
WHY DID THIS WORK?
UNDERSTANDING EMOTION
IMPROVES THE EXPERIENCE OF
EMOTION
ARTICULATION PROMOTES
UNDERSTANDING
LANGUAGE IS AN
INTERFACE
EMOTIONAL       RATIONAL
  SOUL            PRI 0
  HEART     =     PRI 1
  BODY            PRI 2
WE INTRODUCED A
“BEGINNER” DESIGN
VOCABULARY
“…BUT THAT’S THE SOUL”
WHAT’S NEXT?
DESIGN DOESN’T END AT THE HANDOFF




      DESIGN           EVANGELIZE
mike@kruzeniski.com

@mkruzeniski

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Poetry & Polemics in Creating Experience