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Experience Design Intro


WHY
Experience 
Design?

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Experience Design Intro


WHY
Experience 
Design?

 

 

EXPERIENCE DESIGN (XD) IS THE PRACTICE OF DESIGNING PRODUCTS, PROCESSES, SERVICES, EVENTS, AND ENVIRONMENTS WITH A FOCUS PLACED ON THE QUALITY OF THE USER EXPERIENCE.

Experience Design takes the top off of the field of design, opening up for new forms of value creation in a holistic and human-centered paradigm. This emerging discipline has taken center stage in the digital world, and is now quickly rising beyond the screens, as a phoenix from its own ashes.

Experience designers and creators are challenging the old paradigm of making decisions based on the perspective of ‘What do I think looks the best?’ or  ‘What will make me the most money?’, and are starting to move towards a more significant question of ‘How do people experience what I have designed?’ This question require designers to be more compassionate and empathetic in order to create experiences that will truly benefit people’s lives.

What are the values and major characteristics of this emerging field? Who is taking the lead in defining the future of experience design? What is the untapped potential for using this tool to increase people’s wellbeing? Why investing in Experience Design?

Find below 12 powerful reasons why experience design will matter in the future.

 
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Experience Design 1-2-3


Experience Design 1-2-3


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BUILDING TRUST

Igniting new meaningful realities
in between people

If we can’t trust each other, we can’t interact in a meaningful way, and when we can’t interact in a meaningful way, we can’t create the new and thrive together.
In a hyperconnected world that demands an attitude of collaboration across different stakeholders, trust is a key asset, and a growing need to successfully solve our collective challenges.
Facebook has unabashedly created a laboratory for ‘trust engineers’. A virtual space to make small interventions trying to get individuals to trust each other more and fulfil a basic human need: The sense of belonging and community. What if governments and public institutions could do the same? What is the potential of using trust as the cornerstone of social growth?

Shared experiences are natural catalysers of trust, and trust is the foundation for meaningful relationships that can activate collaborative innovation.

WHO IS DOING THIS?
SAGA SUMMIT


SOCIAL ARCHITECTURE

Building bridges
between people and institutions

As far back as Aristotle, philosophers have understood that family and community relationships are a second economy. Experience driven public services can help to rebuild and reinvigorate a trusting mutually beneficial relationship between governments and citizens. There is a blossoming movement towards ‘co-created’ public services, that is called co-production. The epicenter of this movement is in the UK , see the link below.  
A declining percentage, of only 44% of citizens globally have ‘total trust’ in their government. It is evident that political institutions could use a little relationship counselling with their citizens. This is where experience driven strategy from governments and public institutions holds the potential of making a huge impact for citizens and our societies.

WHO IS DOING THIS?
NEF
 

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HUMAN CENTERED DESIGN

Design in service of people

Human-centered design holds the potential to create products and services that resonate more deeply with an audience - which is the driver of the success of this service or product.

It is a methodology, largely popularised by the design company IDEO. At the core of the approach is to begin all design and creative processes by listening, observing and building empathy for those you are designing for, a strong driver for bringing empathy into the world.

The goal of this approach is a unified human centric experience that allows users to interact with a company/organisation through a well-coordinated ecosystem of products and touch points - delivering more value and deepening the relationship between people and brands.

WHO IS DOING THIS?
IDEO`S DESIGN KIT

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Experience Design 4-5-6


Experience Design 4-5-6


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EMOTIONAL ENGINEERING

Influencing people’s judgment, choice
or behaviour in a predictable way

"Technology is at its most seductive when what it offers meets our vulnerabilities. A Facebook "like" may pale in significance to a real life hug but it is still a form of validation… the power to wound, or in this case manipulate consumers’ emotional state, is real" - Nicola Kemp

Large gaming companies, social media agencies and many others are playing a game with human emotions to serve their own ends.

However, emotional engineering is a powerful tool to unleash our greatest creative and human potential as well. Through carefully designing and curating the right physical and cognitive frames and interventions we can stimulate specific thoughts and emotions that can propel us towards our best selves. For positive uses of emotional engineering, see the nudge network below.

WHO IS DOING THIS?
NUDGE


EXPERIENCE DRIVEN 
STRATEGY

When innovation isn’t enough

Experience driven strategy (XDS) is a new playbook, that begins with understanding the strategic role of experience and how to put the customer/user in the center of the organisational strategy.
Pushing past traditional brand strategy, XDS cuts through complexity by identifying and responsively sharpening what experiences deliver customers most value and create meaning in their lives to focus the organisation on consistently delivering this value. This means rethinking enterprise logic by always evaluating value from the customer's perspective. Through bringing design to the table earlier, experience driven strategy simultaneously evaluates objectives and options (ends and the means).

Perestroika is a rapidly growing education in Brazil, where every class that they provide comes with a strategic experience learning curve.

WHO IS DOING THIS?
PERESTROIKA  -  EXPERIENCE DRIVEN STRATEGY
 

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A RESPONSIVE EXPERIENCE

Bridging analog
and digital worlds

The rapid rise and adoption of the internet of things, and wearable devices is breaking down the barriers that used to confine the so-called “user experience” to the limited space of a two dimensional screen. Nowadays we can inhabit rooms that know exactly what temperature we are comfortable in, drive cars that can speak to us, and play with toys that can be used in both the digital and the analog world without any distinction.

The potential here is for designers to build experiences that can transcend the platforms and create, products, services and spaces that can be tailored to every user in order to unify the digital and analog worlds in one unique experience: Life itself.

WHO IS DOING THIS?
SIMONE REBAUDENGO

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Experience Design 7-8-9


Experience Design 7-8-9


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TRANSHUMANISM

The transhumanist philosophical social movement suggest that it is possible to use the power of technology to redesign and enhance the human mind and body.
It proposes that by using science and technological advancements we can expand the limits of our biology and consciousness, redesigning the way we experience our human condition, increasing longevity and intelligence in the process.
Designing thought-through experiences that can go beyond the shallow flash of new technology, but that can actually create meaning and significance for our bodies and minds, will become a powerful catalyser of new technological advancements. Enhancing this virtuous loop will help us stretch the limits of our physic and conscious boundaries sooner than we expect.

WHO IS DOING THIS?
METTA


user experience 
driven HEALTHCARE

Rethinking the
healthcare industry

Our current organisational paradigm has been able to squeeze out the last pennies through a relentless push towards efficiency, experience driven strategy brings higher efficiency to another echelon. 

This is more than a trend, there is a movement brewing in the healthcare industry. Experience-based co-design (EBCD) is a proven approach for improving healthcare experiences globally. This approach enables staff and patients -or other service users- to co-design and improve health care services and/or care pathways, together in partnership. The current EBCD model builds on over 60 projects globally. EBCD has had compartmentalised successes, but it is still open to which country is able to integrate user experience holistically into their health care system.

After all, it is not that crazy to think about the human,
when trying to heal humans right?

WHO IS DOING THIS?
EBCD

 

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MEASURABLE IMPACT

User experience,
the most important metric in 2050

To truly harness the potential of experience design, we need new measurements for experience. Integrating the best of the quantitative world seamlessly with anthropological, and neurological sciences - as is beginning to be done in healthcare. As these measurement are more highly correlated with the total value an organisation's creates, these measurements will supplant the traditional shallow evaluations of service performance such as efficiency, or immediate financial impact to create a more rich description of organisational value creation.
These metric have huge potential to impact the how governments create services for people (see ‘Social Architecture’ for more on this.) An economy that is based on collaborative networks connecting communities and individuals as opposed as centralised institutions, this results in trust and confidence in the government, after they have delivered citizen real value.

WHO IS DOING THIS?
HAPPINESS JAM

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Experience Design 10-11-12


Experience Design 10-11-12


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BEYOND THE GIMMICK

Technology to enhance the Human Experience

Technology is truly amazing. It is an extension of our bodies and minds to the world, and it is as natural to us as the language we speak. From the first tools our ancestors designed in the stone ages to our current ubiquitous glossy screens, we’ve always relied on the artefacts we create to make our lives easier, better and more efficient.  But how can we better understand the potential that technology can offer to enhance the human experience? How to go beyond the merely gimmick of the machinery itself and really ignite meaning and relevance?
Experience Design offers a fertile ground to conduct this exploration and stretch the limits of what is possible. It serves as a generative platform to allow us to focus not only in how to “use”a given artefact or only on its practical qualities, but rather in the opportunities and the potential that the object enables for the creation of new significant realities.
It aims to enhance the experience of traveling, rather than focusing on the details of the car itself, or it intends to establish close relationships and memories between people while sharing a meal, rather than only looking at the qualities of the food alone.

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WHO IS DOING THIS?
STRP
 


GIVE UP THE POWER!

You can’t design experiences,
you gotta co-create them!

Do interior designers design rooms, or do they design "interior experiences?" The pragmatic answer is: they design rooms. The far stretched answer is that they design 'interior experiences'. Another perspective is that they design rooms, that lead to a wide range of interior experiences, some planned and others not. But they do not design all possible experience one can have in a room.

Realising that you can't design experiences, that you ultimately need to co-create the experience with your user, is perhaps the most empowering realisations that an experience designer can have. This realisation is what is behind the transformation of enterprise logic, across sectors towards co-creation with the end user.  Once you realise that you can't control other experiences, a powerful direction is to look for empowering assumption about the target group you are designing for. Realising that you can't design experiences is the most powerful assumption you can design experiences from.

WHO IS DOING THIS?
WE CREATE

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WELLBEING & PROSPERITY

Want to feel better?
We have an experience for that!

Happiness levels is being measured in the financial departments of most countries today. It is a new currency and one of the major indicators for measuring a nation’s prosperity and progress. However, stress is predicted to be the number one cause of illness by 2020 in Europe. Something about the experiences that people are having in society is going wrong. How can a country strategically increase physical, mental and emotional health through focusing on the experiences that deliver these impacts?
Meaningful experiences and memories make us happier. A happier societies will have a healthier and more resilient population, this will ultimately drive economic growth and be beneficial for all of us.

WHO IS DOING THIS?
THE SCHOOL OF LIFE


Find this INTERESTing?

Did you find this content interesting? Can you see its value to your organisation? 

Bespoke offers inspiring talks and hands-on workshops to private and public organisations that want to use the future as a source of inspiration for the present. Read more about our work at our Bespoke Academy and Bespoke Consultancy platforms.

Don't be shy - write us an email 
hello@bespokecph.com 

 

 


About the research

This research project was done in the spring of 2015 by Bespoke in collaboration with Experience Designer Andy Sontag. And it is intended to serve as a source of inspiration for individuals and organizations working with design, creativity, innovation and other related fields. Our approach is based on a combination of different creative and analytical research methods, and aims to spark and encourage imaginative thinking that can lead to more creative and innovative future solutions and scenarios for the industry.


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Copyright © 2015 Bespoke. 
Visuals via designspiration.net.