As presented to students of the MS in Communications Practice at Columbia University.

1. EXPERIENCE DESIGN
DEVELOPING & IMPLEMENTING IDEAS ¦ COLUMBIA UNIVERSITY
NOVEMBER 19, 2012

2. 1. EXPERIENCE DESIGN
2. ROLES AND DEPARTMENTS
3. TOOLKIT OVERVIEW

3. EXPERIENCE DESIGN
3

4. EXPERIENCE DESIGN
HELP SHAPE THE DEVELOPMENT OF END-TO-END BRANDED SERVICES, TOOLS,
PLATFORMS AND INTERACTIONS BASED ON WHAT USERS UNDERSTAND AND
NEED AND IN ALIGNMENT WITH BUSINESS AND BRAND GOALS.

5. EXPERIENCE DESIGNERS
FACILITATORS AND COMMUNICATORS. HELP SHAPE OUR PRODUCT
ALIGNING THE GOALS OF REAL PEOPLE WITH THOSE OF BRANDS AND
BUSINESSES TO PRODUCE EFFECTIVE, SATISFYING AND INSPIRING
EXPERIENCES.

6. FACILITATORS COMMUNICATORS
HIGH-LEVEL USER FLOW | PHASE ONE OVERVIEW
VERSION 1.0
REGISTRATION
SCHEDULES EVENT
Desktop/Mobile
INVITES FRIENDS
EARNS BADGE
CHECKS IN
AT EVENT
ACTIVATES FILTER MAKES PLEDGE SHARES BADGE
LIKES BRITA EARNS BADGE
READS APP INTRO INVITES FRIENDS
UNLOCKS COUPON
RECEIVES
FILTER
NOTIFICATION
EXPERIENCING CHECKS ENJOYING
GETTING STARTED SCORE
THE PERKS THE UTILITY
EARNS BADGE
EARNS BADGE
EXPLORES
WATCHES VIDEO HYDRATION TOOLS
How Filters Work ACTIVATES FILTER
WELCOME EMAIL
Time-Based SETS
Emails Begin UNLOCKS COUPON HYDRATION GOAL TRACKS
PROGRESS
Customer
Engages
Emails Based on No Activity Trigger-Based Behavioral Communications (Emails, mobile notifications, etc.)

7. DESIGN IS NOT ART

8. THEN NOW
DESIGN:
Source: Anthony Dunne, Royal College of Art via Paola Antonelli

9. THEN NOW
PROBLEM FINDING
ASKS QUESTIONS
SERVICE SOCIETY
CHANGE US
CONSUMPTION
DESIGN: EDUCATION
PROVOCATION
Source: Anthony Dunne, Royal College of Art via Paola Antonelli

10. DESIGN IS APPLIED ART

11. ROLES AND DEPARTMENTS
11

12. HCI
HUMAN-COMPUTER INTERACTION
PEOPLE & COMPUTERS
VISUAL DESIGN
VD
EXPERIENCE DESIGN
(AT RAPP)
ORCHESTRATE SEAMLESS INTEGRATION OF
THESE AREAS, PLAYS SOME OF THESE ROLES
XD ID
INTERACTION DESIGN
INTUITIVE UNDERSTANDING OF
WHAT THINGS ARE FOR
USER RESEARCH UR
CS IA INFORMATION ARCHITECTURE
INTUITIVE UNDERSTANDING OF
WHERE THINGS LIVE
CONTENT STRATEGY
RIGHT CONTENT, RIGHT CONTEXT

13. THE CREATIVE DEPARTMENT EXPERIENCE PLANNING
XD IA VD ID UR CS
DISCIPLINE LEAD

14. EXPERIENCE DESIGN
HELP SHAPE THE DEVELOPMENT OF END-TO-END BRANDED SERVICES, TOOLS,
PLATFORMS AND INTERACTIONS BASED ON WHAT USERS UNDERSTAND AND
NEED AND IN ALIGNMENT WITH BUSINESS AND BRAND GOALS.

15. EXPERIENCE DESIGNERS
FACILITATORS AND COMMUNICATORS. HELP SHAPE OUR PRODUCT
ALIGNING THE GOALS OF REAL PEOPLE WITH THOSE OF BRANDS AND
BUSINESSES TO PRODUCE EFFECTIVE, SATISFYING AND INSPIRING
EXPERIENCES.

16. TOOLKIT OVERVIEW
16

17. ATTRIBUTION &
PROJECT SET-UP
OPTIMIZATION
1 2 3 4 5

18. 1 2 3 4 5
DESIGN APPROACH CONTENT ANALYSIS PERSONAS WIREFRAMES SEARCH ANALYTICS
CONCEPT MAPPING DIARY STUDIES CARD SORTING SITE MAPS USABILITY RESEARCH
CONTENT MAPPING INTERVIEWS USER JOURNEY USER FLOWS PARTICIPATORY RESEARCH
STAKEHOLDER MAPS KANO ANALYSIS FEATURES MATRIX HEURISTIC EVALUATION KANO ANALYSIS
COMPETITIVE TESTING MIND MAPS SCENARIOS PROTOTYPES FUNNEL DIAGRAMS
SECONDARY RESEARCH FOCUS GROUPS USABILITY RESEARCH
CONTEXTUAL OBSERVATION
ILLUSTRATIVE

19. DESIGN PHILOSOPHY
AS A STARTING POINT
1. QUESTIONS ARE MORE IMPORTANT THAN ANSWERS
2. EMBRACE COMPLEXITY
3. PEOPLE AND SOCIETY FIRST
4. DESIGN FOR CONTEXT, KNOW YOUR CHANNELS
5. MAKE IT HONEST AND USEFUL
6. LIVE 1-5 AND GREAT BUSINESS WILL FOLLOW

20. thank you
@akaJuanSmith