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Business basics workshop
1. REDEFINING THE
VALUE OF EXPERIENCE
(STRATEGIC TOOLS
FOR DESIGNERS)
Nathan Shedroff
California College of the Arts
nathan@nathan.com
@nathanshedroff
designmba.org
2. NATHAN SHEDROFF nathan.com @nathanshedroff
10:30 AM
9:00 AM
BREAK
EXPERIENCE STRATEGY
MEANING STRATEGY
EXERCISES
DISCUSSION
SUMMARY
VALUE, STRATEGY
ENVIRONMENTAL & COMPETITIVE ANALYSIS
SWOT & POSITIONING
OPERATIONAL POSITIONING
EXERCISES
10:45 AM
WORKSHOP SCHEDULE
1:00 PM
7. MAKE IT SO
Interaction Design Lessons from Science Fiction
by NATHAN SHEDROFF & CHRISTOPHER NOESSEL
foreword by Bruce Sterling
Many designers enjoy the interfaces seen in science fiction films
and television shows. Freed from the rigorous constraints of designing
for real users, sci-fi production designers develop blue-sky interfaces
that are inspiring, humorous, and even instructive. By carefully studying
these “outsider” user interfaces, designers can derive lessons that make
their real-world designs more cutting edge and successful.
“Designers who love science fiction will go bananas over Shedroff and Noessel’s delightful and
informative book on how interaction design in sci-fi movies informs interaction design in the real
world.... You will find it as useful as any design textbook, but a whole lot more fun.”
ALAN COOPER
“Father of Visual Basic” and author of The Inmates Are Running the Asylum
“Part futurist treatise, part design manual, and part cultural analysis, Make It So is a fascinating
investigation of an often-overlooked topic: how sci-fi influences the development of tomorrow’s
machine interfaces.”
ANNALEE NEWITZ
Editor, io9 blog
“Shedroff and Noessel have created one of the most thorough and insightful studies ever made
of this domain.”
MARK COLERAN
Visual designer of interfaces for movies (credits include The Bourne Identity, The Island, and Lara Croft: Tomb Raider)
“Every geek’s wet dream: a science fiction and interface design book rolled into one.”
MARIA GIUDICE
CEO and Founder, Hot Studio
www.rosenfeldmedia.com
MORE ON MAKE IT SO
www.rosenfeldmedia.com/books/science-fiction-interface/
MAKEITSObyNATHANSHEDROFF&CHRISTOPHERNOESSEL
Experience Design 1.1
a manifesto for the design of experiences
by Nathan Shedroff
product taxonomies 16
user behavior 116
100 years 22
information 42
takeaways 28
data 36
knowledge 48
subjectivity 78
consistency 96
navigation 84
product taxonomies 16
user behavior 116
experiences 4
experience taxonomies 10
100 years 22
wisdom 54
information 42
takeaways 28
data 36
knowledge 48
subjectivity 78
consistency 96
navigation 84
Design Strategy in Action
Edited by Nathan Shedroff
A publication from the MBA in Design Strategy program
California College of the Arts
2011
2008 Edition
Dictionary of
Sustainable Management
8.
9. MBA IN DESIGN STRATEGY
MBA IN STRATEGIC FORESIGHT
MBA IN CIVIC INNOVATION
19. NATHAN SHEDROFF nathan.com @nathanshedroff
(Greek “στρατηγία”—stratēgia, “art of troop
leader; office of general, command, generalship”[1])
is a high level plan to achieve one or more goals
under conditions of uncertainty.
Strategy is also about attaining and maintaining a
position of advantage over adversaries through the
successive exploitation of known or emergent
possibilities rather than committing to any specific
fixed plan designed at the outset.
—Wikipedia
STRATEGY
28. NATHAN SHEDROFF nathan.com @nathanshedroff
TACTIC
How to make, deliver, and support the best
<offering> possible
STRATEGY
What we should be in the business of
(to begin with)
29. NATHAN SHEDROFF nathan.com @nathanshedroff
TACTIC
How to make, deliver, and support the best
<offering> possible
STRATEGY
What we should be in the business of
(to begin with)
THE ORGANIZATION
THE OFFERINGS
41. NATHAN SHEDROFF nathan.com @nathanshedroff
function
CLV = GC • - M •∑
i = 0
n
(1 + d) i
r i
∑
i = 1
n
(1 + d) i - 0.5
r i - 1
GC = gross contribution per customer
M = (relevant) retention costs per customer per year
n = horizon (in years)
r = yearly retention rate
d = yearly discount rate.
(Lifetime Customer Value)
Photo: southernfoodwaysalliance (Flickr)
42. NATHAN SHEDROFF nathan.com @nathanshedroff
(V/S)b = Enterprise Value / Sales ratio of the firm with the benefit of the brand name
(V/S)g = Enterprise Value / Sales ratio of the firm with the generic product
Let's use as an example branded cereals maker like Kellogg (K) against a generic provider like Ralcorp (RAH).
Value of Kellogg brand name = (1.78 - 1.32)(13846) = $6,369 Million
Thus, (6369/24200) or 26% of the value of the company is derived from brand equity.
{ (V/S)b - (V/S)g}* Sales
$ £ ¤ ¥
function
(BRAND)
45. NATHAN SHEDROFF nathan.com @nathanshedroff
R
E
XPEIEN
E
C
R
E
XPEIEN
E
C
RELATIONSHIP
functional
financial
emotional
identity
meaningful
46. NATHAN SHEDROFF nathan.com @nathanshedroff
R
E
XPEIEN
E
C
R
E
XPEIEN
E
C
RELATIONSHIP
functional
financial
emotional
identity
meaningful
user
customer
audience
participant
employee
citizen
company
NGO
agency
brand
family
friend
stranger
user
customer
audience
participant
employee
citizen
company
NGO
agency
brand
family
friend
stranger
66. NATHAN SHEDROFF nathan.com @nathanshedroff
Your
Company
customers
(end users)
NGOs
media
community
(geographic)
partners
labor unions
retailers
local
government
wholesalers
the
Environment
lobbyists
trade
associations
employees
distributors
regional
government
courts suppliers &
manufacturers
insurers &
reinsurers
shareholders
banks
investors
institutional
investors
competitors
Your
Company
NATHAN SHEDROFF nathan.com @nathanshedroff
industry
UX ENTERPRISE
68. NATHAN SHEDROFF nathan.com @nathanshedroff
identity value
identity value
functional value
functional value
functional value
functional value
Researchers
Fact Checker
Editors
LEGEND
DIRECT
RELATIONSHIP
Celebrities
Athletes
Government
Officials
Sponsors
Advertisers
Partners
Suppliers
Heroes
Villians
Graphics Editor
Lighting Operators
Camera Operators
Audio Technicians
Writers
Producers
News Anchors
Local communities
Viewers Fans
Correspondents
Other News Guests
Network StaffAffiliated Networks
Live Reporters
Technical Director
CONSEQUENTIAL
RELATIONSHIP
VALUE PROVIDED
(POST VIEWING)
(DIRECTIONAL)
functional value
functional value emotional value
functional value
emotional value
NEWS BROADCAST TEAM
THE AUDIENCE
identity value
value
identity value
NEWS SUBJECTS
BUSINESS RELATIONSHIPS
TELEVISION NETWORK
functional value
functional value
financial value
identity value
functional value
financial value
functional value
emotional value
identity value
meaningful value
functional value identity value
functional valueemotional value
meaningful value
identity value
financial value
identity value
emotional value
meaningful value
STAKEHOLDERS MAP PREPARED BY
JAMILA SMITH | JASON CHAN | JUAN CORREA | RACHEL POSMAN | SERGIO SUAREZ
70. NATHAN SHEDROFF nathan.com @nathanshedroff
Your
Company
customers
(end users)
NGOs
media
community
(geographic)
partners
labor unions
retailers
local
government
wholesalers
the
Environment
lobbyists
trade
associations
employees
distributors
regional
government
courts suppliers &
manufacturers
insurers &
reinsurers
shareholders
banks
investors
institutional
investors
competitors
Your
Company
NATHAN SHEDROFF nathan.com @nathanshedroff
industry
UX ENTERPRISE
71. NATHAN SHEDROFF nathan.com @nathanshedroff
Your
Company
customers
(end users)
NGOs
media
community
(geographic)
partners
labor unions
retailers
local
government
wholesalers
the
Environment
lobbyists
trade
associations
employees
distributors
regional
government
courts suppliers &
manufacturers
insurers &
reinsurers
shareholders
banks
investors
institutional
investors
competitors
Your
Company
NATHAN SHEDROFF nathan.com @nathanshedroff
industry
UX ENTERPRISE
75. NATHAN SHEDROFF nathan.com @nathanshedroff
Strengths:
• We’re us
• We’re great
• We know stuff
• We’re fast
• We’re easy to use!
Weaknesses:
• We work too much
• We care too much
• We’re perfectionists
Opportunities:
• Own the market
• Expand product lines
• Make more stuff
• License stuff
• Co-brand with Disney
• Create an “experience”
Threats:
• Others can get fast
• Others can be easy
to use
• Someone gets to
Disney before us
• We don’t have a “big
data” strategy!
76. NATHAN SHEDROFF nathan.com @nathanshedroff
Strengths:
• We’re us
• We’re great
• We know stuff
• We’re fast
• We’re easy to use!
Weaknesses:
• We work too much
• We care too much
• We’re perfectionists
Opportunities:
• Own the market
• Expand product lines
• Make more stuff
• License stuff
• Co-brand with Disney
• Create an “experience”
Threats:
• Others can get fast
• Others can be easy
to use
• Someone gets to
Disney before us
• We don’t have a “big
84. NATHAN SHEDROFF nathan.com @nathanshedroff
Competitive
Analysis
REGIS MCKENNA:
CRUSH
Environmental
Analysis
Positioning
!Qualitative
Research
85. NATHAN SHEDROFF nathan.com @nathanshedroff
Competitive
Analysis
REGIS MCKENNA:
CRUSH
Environmental
Analysis
Positioning
!Design
Research
86. NATHAN SHEDROFF nathan.com @nathanshedroff
ENVIRONMENTAL
ANALYSIS
Social Issues: Customer Needs and Wants
Political Issues: Legal, Regulations...
Tech. Issues: Technology trends, opps...
Economic Issues: Market trends, opps...
Industry-Specific Issues: ???
87. NATHAN SHEDROFF nathan.com @nathanshedroff
ENVIRONMENTAL
ANALYSIS
Uncover Customer Decision Drivers so
you can use them as the basis of your
strategy.
88. NATHAN SHEDROFF nathan.com @nathanshedroff
ENVIRONMENTAL
ANALYSIS
In order to build Premium Value, these
decision drivers must explore qualitative
value!
This requires qualitative design research.
89. NATHAN SHEDROFF nathan.com @nathanshedroff
ENVIRONMENTAL
ANALYSIS
• Customers seek clarity
• Customers are afraid of technology
• RIM is out, HTML5 is in
• Customers want validation
• Customers worried about their future
• etc.
90. NATHAN SHEDROFF nathan.com @nathanshedroff
COMPETITIVE
ANALYSIS
• Clarity
• Fear of technology
• HTML5
• Validation
• Reassuring
X
X
X
X
√
√
√
√
X
X
X
X
X
√
X
X
X
√
X
X
√
√
X
X
X
91. NATHAN SHEDROFF nathan.com @nathanshedroff
Strengths Weaknesses
• Clarity • Fear of technology
• HTML5
• Loan Help
• Reassuring
92. NATHAN SHEDROFF nathan.com @nathanshedroff
Strengths Weaknesses
Opportunities
(Biggest
Strengths vs.
Biggest
Weaknesses)
Threats
(Biggest
Weaknesses
vs. Biggest
Strengths)
• Clarity • Fear of technology
• HTML5
• Loan Help
• Reassuring
95. NATHAN SHEDROFF nathan.com @nathanshedroff
For <target customers> that <need/
care about> , our <product, service>,
company> is a solution that <benefit> .
Unlike, <our competitor> , our <product,
service>, company> is <unique
differentiator> .
POSITIONING
STATEMENT
96. NATHAN SHEDROFF nathan.com @nathanshedroff
POSITIONING
STATEMENT
For Professor Plum that needs to
kill someone , our noose
is a solution that is silent .
Unlike, Miss Scarlett , our noose
is purple
.
97. NATHAN SHEDROFF nathan.com @nathanshedroff
Our users want the most features
possible in a fast , inexpensive
application delivered in the cloud .
MADLIBS OF UX
98. NATHAN SHEDROFF nathan.com @nathanshedroff
Where to start:
• Who is your customer really?
• What is their life life, what do they need,
what do they want?
• What value is being provided to them and
what kind of value can you realistically
provide?
• How can you differentiate yourself based
on this value?
• What’s it going to take to be successful?
• Are you ready? Is it worth doing?
100. NATHAN SHEDROFF nathan.com @nathanshedroff
YOUR COMPANY OR
CLIENT OR A
CHALLENGE:
• Outline an education strategy
for your company(model,
messaging, solutions)
• Outline a services strategy for
your city (model, messaging,
solutions)
101. NATHAN SHEDROFF nathan.com @nathanshedroff
ENVIRONMENTAL ANALYSIS
LIST: the top 5 issues in each area:
• Customer Needs and Desires
• Political/Legal
• Technological
• Economic
• Industry-specific
(What are driving change and decisions?)
Note: This must come from research!
CRUSH technique, Regis McKenna
102. NATHAN SHEDROFF nathan.com @nathanshedroff
ENVIRONMENTAL ANALYSIS
RANK: which have the most impacts
on customer decision-making and
relationships?
CRUSH technique, Regis McKenna
115. NATHAN SHEDROFF nathan.com @nathanshedroff
The Business Model Canvas
Cost
Structure
Key
Partners
Key
Resources
Channels
Key
Activities
Value
Proposition
Customer
Relationships
Customer
Segments
Revenue
Streams
Business Model Generation, Alexander Osterwalder
businessmodelgeneration.com
116. NATHAN SHEDROFF nathan.com @nathanshedroff
The Business Model Canvas
Cost
Structure
Key
Partners
Key
Resources
Channels
Key
Activities
Value
Proposition
Customer
Relationships
Customer
Segments
Revenue
Streams
Business Model Generation, Alexander Osterwalder
businessmodelgeneration.com
137. NATHAN SHEDROFF nathan.com @nathanshedroff
WHAT MEANINGS DO YOUR
CUSTOMERS PRIORITIZE?
Customer
Meaning
Priorities
MEANING STRATEGY
138. NATHAN SHEDROFF nathan.com @nathanshedroff
Corporate
Meaning Priorities
Customer
Meaning
Priorities
WHAT MEANINGS DOES YOUR
ORGANIZATION PRIORITIZE?
MEANING STRATEGY
139. NATHAN SHEDROFF nathan.com @nathanshedroff
Corporate
Meaning Priorities
Team
Meaning
Priorities
Customer
Meaning
Priorities
WHAT MEANINGS DO
YOU PRIORITIZE?
MEANING STRATEGY
140. NATHAN SHEDROFF nathan.com @nathanshedroff
Corporate
Meaning Priorities
Team
Meaning
Priorities
Customer
Meaning
Priorities
Competitors’
Meaning Priorities
WHAT MEANINGS DO YOUR
COMPETITORS TRIGGER?
MEANING STRATEGY
141. NATHAN SHEDROFF nathan.com @nathanshedroff
Corporate
Meaning Priorities
Team
Meaning
Priorities
Customer
Meaning
Priorities
Competitors’
Meaning Priorities
Strategic Focus
MEANING STRATEGY
142. NATHAN SHEDROFF nathan.com @nathanshedroff
Corporate
Meaning Priorities
Team
Meaning
Priorities
Customer
Meaning
Priorities
Competitors’
Meaning Priorities
Community
Wonder
Security
Accomplishment
Security
Wonder
Security
Community
Accomplishment
MEANING STRATEGY
143. NATHAN SHEDROFF nathan.com @nathanshedroff
Corporate
Meaning Priorities
Team
Meaning
Priorities
Customer
Meaning
Priorities
Competitors’
Meaning Priorities
Security
Community
Security
Accomplishment
Security
Wonder
Community
Wonder
Security
Accomplishment
Security
Wonder
Security
Community
Accomplishment
Security
MEANING STRATEGY
144. NATHAN SHEDROFF nathan.com @nathanshedroff
Corporate
Meaning Priorities
Team
Meaning
Priorities
Customer
Meaning
Priorities
Competitors’
Meaning Priorities
Community
Wonder
Accomplishment
Beauty
Accomplishment
Enlightenment
Community
Wonder
Security
Wonder
Accomplishment
Community
Accomplishment
Community
Wonder
MEANING STRATEGY
145. NATHAN SHEDROFF nathan.com @nathanshedroff
Corporate
Meaning Priorities
Team
Meaning
Priorities
Customer
Meaning
Priorities
Competitors’
Meaning Priorities
Community
Wonder
Beauty
Accomplishment
Duty
Enlightenment
Security
Harmony
Accomplishment
Accomplishment
MEANING STRATEGY
146. NATHAN SHEDROFF nathan.com @nathanshedroff
Corporate
Meaning Priorities
Team
Meaning
Priorities
Customer
Meaning
Priorities
Competitors’
Meaning Priorities
Community
Wonder
Security
Accomplishment
Security
Wonder
Security
Community
Accomplishment
Security
Security
Community
Security
Accomplishment
Security
Wonder
Community
Security
MEANING STRATEGY
160. NATHAN SHEDROFF nathan.com @nathanshedroff
3-5 min news
Home
7AM 8 9 10 11 12
ScCommute
wifi+m
+
10 sec
161. NATHAN SHEDROFF nathan.com @nathanshedroff
Parents/Family Travel Do itSchool Find out how
Learn & Develop Awareness Register to Vote
Dad annoyed,
doesn’t want to
be interrupted
when he reads
the newspaper
Watches dad
read newspaper
Attend to parents
Election Day party
Starts using
facebook
Sees campaign
ads on lawns
Brother comes
back from
Sees
ads o
look i
Reads her
name in the
local paper
Read about
Ebola on FB
Reads about have
Ebola on FB will be
contained
Friends didn’t
do well either
on assignment
Talk to friends
whose parents
rent reacted
the same cay
Friend blocks Jill
on FB
Parents upset of the
presidential candi-
date who won
Studies Government
5yh grade and does
poorly on assign-
ment
Government class
teacher gives her
C- on current events
assignment
+
0
-
163. NATHAN SHEDROFF nathan.com @nathanshedroff
Jury duty is a form of forced engagement that involves many touchpoints
Jurors endure varying emotional intensity throughout the process; it is mostly
negative but there are a few key areas of positivity, especially toward the end
INTENSITY + PRIMARY TOUCHPOINTS
JURY DELIGHT | MEANING STRATEGY | EXPERIENCES STUDIO 18
Jury Assem
bly Room
Society
M
edia
School
Jury Assem
bly Room
Verdict Voting
Card
Verdict
Video
M
anual
Adm
in
Staff
W
aiting
Room
Clerk
Courtroom
Jury Box
Judge
Court Staff
Lawyers
Defendant
Plaintiff
Evidence
W
itnesses
Other Jurors
Sum
m
ons Letter
Autom
ated
Phone
System
Parking
Courthouse
Security
Paym
ent check
Society
M
edia
SUMMONS APPEAR SELECTION TRIAL DELIBERATION VERDICT
4-8 WEEKS 1-2 DAYS 1-4 DAYS 1 WEEK
DISMISSEDNOT CALLED IN
1 DAY - 2 WEEKS
164. NATHAN SHEDROFF nathan.com @nathanshedroff
A customized waveline deliberately evokes positive meaning throughout the
jury duty experience
• Path follows a classic narrative arc, is flexible, and depends on behavior to determine outcomes
• Cohesive “story” builds intensity and maintains a consistent rhythm of experience
IDEAL WAVELINE
JURY DELIGHT | MEANING STRATEGY | EXPERIENCES STUDIO 20
VALIDATION
COMMUNITY
TRUTH
DUTY
JUSTICE
NOTIFIED
SCHEDULING
IMMERSION
PRE-SUMMONS
APPEAR
WAIT
SELECTED TRIAL
DELIBERATE
VERDICT
POST
DISMISSED
POST
165. NATHAN SHEDROFF nathan.com @nathanshedroff
CURRENT vs IDEAL
INITIATION ENGAGEMENT CONCLUSION
SUMMONS APPEAR SELECTION TRIAL DELIBERATION VERDICT
4-8 WEEKS 1-2 DAYS 1-4 DAYS 1 WEEK
DISMISSEDNOT CALLED IN
1 DAY - 2 WEEKS
NOTIFIED
SCHEDULING
IMMERSION
PRE-SUMMONS
APPEAR
WAIT
SELECTED TRIAL
DELIBERATE
VERDICT
POST
DISMISSED
POST
JURY DELIGHT | MEANING STRATEGY | EXPERIENCES STUDIO 21
With the new waveline, even people who do not serve on a case find the
experience meaningful
• All three personas are satisfied
191. NATHAN SHEDROFF nathan.com @nathanshedroff
Qualitative Research
Techniques:
Interviews
Careful Surveys
Shadowing
Laddering
Games, etc.
Book: The Meaning of Things
by Mihaly Csikszentmihalyi
192. NATHAN SHEDROFF nathan.com @nathanshedroff
Design Research
editor: Brenda Laurel
Chapter 1
https://books.google.dk/books?id=xVeFdy44qMEC&pg=PA16&lpg=PA16&dq
199. NATHAN SHEDROFF nathan.com @nathanshedroff
LIST: top 5 core meanings for each group
MEANING STRATEGY
CUST.:
________
________
________
________
________
ORG:
________
________
________
________
________
YOU/
TEAM:
________
________
________
________
________
COMPET:
________
________
________
________
________
200. NATHAN SHEDROFF nathan.com @nathanshedroff
MEANING STRATEGY
Accomplishment
Beauty
Creation
Community
Duty
Enlightenment
Freedom
Harmony
Justice
Oneness
Redemption
Security
Truth
Validation
Wonder
Definitions: makingmeaning.org
201. NATHAN SHEDROFF nathan.com @nathanshedroff
LIST: top 5 core meanings for each group
MEANING STRATEGY
CUST.:
________
________
________
________
________
ORG:
________
________
________
________
________
YOU/
TEAM:
________
________
________
________
________
COMPET:
________
________
________
________
________
WONDER
ACCOMPLISHMENT
HARMONY
DUTY
FREEDOM
SECURITY
WONDER
ACCOMPLISHMENT
COMMUNITY
BEAUTY
BEAUTY
HARMONY
REDEMPTION
TRUTH
JUSTICE
ONENESS
JUSTICE
CREATION
SECURITY
ACCOMPLISHMENT
Definitions: makingmeaning.org
√
√ √
√
√
202. NATHAN SHEDROFF nathan.com @nathanshedroff
TAKEAWAYS
• Qualitative and Quantitative
• Numbers tell only part of the story
• Strategy is derived from design research
• UX can (and should) play a role
• Leadership is communicating vision
• Relationships and value are built
through experience
• Everyone is in the relationship business!
• Everyone is in the experience business!
204. NATHAN SHEDROFF nathan.com @nathanshedroff
THANK YOU
nathan@nathan.com
@nathanshedroff
designmba.org
MAKE IT SO
Interaction Design Lessons from Science Fiction
by NATHAN SHEDROFF & CHRISTOPHER NOESSEL
foreword by Bruce Sterling
Many designers enjoy the interfaces seen in science fiction films
and television shows. Freed from the rigorous constraints of designing
for real users, sci-fi production designers develop blue-sky interfaces
that are inspiring, humorous, and even instructive. By carefully studying
these “outsider” user interfaces, designers can derive lessons that make
their real-world designs more cutting edge and successful.
“Designers who love science fiction will go bananas over Shedroff and Noessel’s delightful and
informative book on how interaction design in sci-fi movies informs interaction design in the real
world.... You will find it as useful as any design textbook, but a whole lot more fun.”
ALAN COOPER
“Father of Visual Basic” and author of The Inmates Are Running the Asylum
“Part futurist treatise, part design manual, and part cultural analysis, Make It So is a fascinating
investigation of an often-overlooked topic: how sci-fi influences the development of tomorrow’s
machine interfaces.”
ANNALEE NEWITZ
Editor, io9 blog
“Shedroff and Noessel have created one of the most thorough and insightful studies ever made
of this domain.”
MARK COLERAN
Visual designer of interfaces for movies (credits include The Bourne Identity, The Island, and Lara Croft: Tomb Raider)
“Every geek’s wet dream: a science fiction and interface design book rolled into one.”
MARIA GIUDICE
CEO and Founder, Hot Studio
www.rosenfeldmedia.com
MORE ON MAKE IT SO
www.rosenfeldmedia.com/books/science-fiction-interface/
MAKEITSObyNATHANSHEDROFF&CHRISTOPHERNOESSEL
Experience Design 1.1
a manifesto for the design of experiences
by Nathan Shedroff
product taxonomies 16
user behavior 116
100 years 22
information 42
takeaways 28
data 36
knowledge 48
subjectivity 78
consistency 96
navigation 84
Design Strategy in Action
Edited by Nathan Shedroff
A publication from the MBA in Design Strategy program
California College of the Arts
2011