1.
Experience Design
Seminar
Hyper Island, 2016
Andy Sontag
@sontagideology
andy@bespokecph.com

2.
DAY I AGENDA
MORNING/ 9-12
Intro to Experience Design
UX Sprint - Research, Design and Execute.
LUNCH/ 12-13
AFTERNOON/ 13-16
Mapping Digital Media Experiences
Presentation, Reflections.

3.
Intention:
To learn powerful tools for designing and creating
meaningful experiences.
To get into the mindset of rapid prototyping.
To learn through doing.
Desired Outcome:
To have an embodied understanding of practical and
powerful tools for creating experiences.

4.
The Frames:
Workshop = Interaction
You will get out as much as you put in.
Your learning is the focus.
We learn through doing.
Practical stuff

5.
YOU are an experience
designer

6.
Everything you design for
others changes how they
see the world

7.
KAOSPILOTS

8.
I design experience
that build meaningful
relationships

9.
I design experience
that build meaningful
relationships

10.
Who are you?

11.
UX Sprint!

12.
Instructions:
- build the tallest tower
- 3 sheets of paper
- you have 3 minutes

13.
“What are you assuming?”
Always check your
assumptions when designing

14.
“What are you assuming?”
Always check your when
designing

15.
Why
experience
design?

16.
Happiness?

17.
Experiences
≠
Things

18.
Easterlin paradox:
“...Over time, people's satisfaction with the
things they bought went down, whereas their
satisfaction with experiences they spent money
on went up.”

19.
An Integrated View

20.
Big interconnected
challenges. No single
solution.

21.
All human actions are
rooted in the way we
make meaning

22.
How we make meaning,
changes how we act.

23.
To change how people act,
we must design experiences
that enables them to make
meaning in new ways.

24.
Actions that
reinforce how
you make
meaning
Emotional/
physiological
response to all
experiences
How you make
meaning

25.
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26.
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27.
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28.
What is
experience
design?

29.
EXPERIENCE DESIGN (UX) IS A
FOUNDATIONAL DISCIPLINE FOR
UNDERSTANDING HOW ORGANIZATIONS
CREATING VALUE FOR PEOPLE.
#UX

30.
WHAT IS EXPERIENCE DESIGN?
EXPERIENCE DESIGN IS THE PRACTICE OF DESIGNING PRODUCTS,
SERVICES, ACROSS PHYSICAL AND DIGITAL TOUCH POINTS, WITH A
FOCUS PLACED ON THE QUALITY OF THE USER EXPERIENCE.

31.
WHAT IS EXPERIENCE DESIGN?
EXPERIENCE DESIGN IS THE PRACTICE OF DESIGNING PRODUCTS,
SERVICES, ACROSS PHYSICAL AND DIGITAL TOUCH POINTS, WITH A
FOCUS PLACED ON THE QUALITY OF THE USER EXPERIENCE.

32.
WHAT IS EXPERIENCE DESIGN?
EXPERIENCE DESIGN IS THE PRACTICE OF DESIGNING PRODUCTS,
SERVICES, ACROSS PHYSICAL AND DIGITAL TOUCH POINTS, WITH A
FOCUS PLACED ON THE QUALITY OF THE USER EXPERIENCE.

33.
EXPERIENCE DESIGN IS THE PRACTICE OF DESIGNING PRODUCTS,
SERVICES, ACROSS PHYSICAL AND DIGITAL TOUCH POINTS, WITH A
FOCUS PLACED ON THE QUALITY OF THE USER EXPERIENCE.

34.
59% of Americans would try a new brand or
company for a better service experience.
American Express Survey, 2011
Growing Potential of #UX
84% of companies expect to increase their focus on
customer experience measurement and metrics.
econsultancy, 2015 User Experience Survey Report

35.
84% of companies expect to increase their focus on
customer experience measurement and metrics.
econsultancy, 2015 User Experience Survey Report

36.
84% of companies expect to increase their focus on
customer experience measurement and metrics.
econsultancy, 2015 User Experience Survey Report

37.
84% of companies expect to increase their focus on
customer experience measurement and metrics.
econsultancy, 2015 User Experience Survey Report

38.
Experience
design

39.
“…The key is an immersive experience, ones where
attention can be total but largely passive.”
- Daniel Goleman

40.
How do
you design an
experience?

41.
Are
Experiences
designable?

42.
Its 1989.
You are a famous and very expensive
experience design agency. You have a new
promising client: Star Video.
Solve their challenge!

43.
Instructions
1. Achieve >99% adoption
2. No additional burden on the
customer or store employee
3. Low cost, easy implementation

44.
Advice for designers

45.
Experience=
Performance
- expectation

46.
1. Understand
people

47.
How to understand people?
- Ethnographic Research
- Interviews
- Immersion

48.
Build Empathy,
listen first and
always check your
assumptions

49.
2.Understand what is
meaningful to people

50.
Emotion
A feeling
distinguished
from reasoning
or knowledge

51.
What is
meaning?

52.
15 Core Meanings
Accomplishment
Beauty
Creation
Community
Duty
Enlightenment
Freedom
Justice
Oneness
Redemption
Security
Truth
Validation
Wonder
Harmony

53.
Meaning is the deepest connection
that you can make with your
audience/user/customer. Meaning is
established between people,
between people and objects, people
and places, etc., and it is the
deepest part of those invisible
connections.
- Nathan Shedroff

54.
Core
Meaning
What physical
Experience can
trigger this
core meaning?

55.
UX Sprint!

56.
Assemble
your Team!

57.
Challenge:
How do you get someone
who donates blood once
to return?
Your Task:
Identify a touch point
that can dramatically
increase the amount
blood donors that
return. Can not cost
anything. Must be
simple to implement.
Time:
3 min

58.
The 5E Experience
Design Model

59.
example

60.
Research
Learn about what is
meaningful to for
Your user– building
empathy.

61.
Excitement
The way the person first becomes
aware of and is attracted to the
experience. What captures their
attention

62.
Entry
Entering into the
experience, crossing from
one context to another

63.
Engagement
The Activities that
Hold the participant
in the experience

64.
The clear end of the experience
Exit

65.
Extension
An object users can take
with them to ‘extend’
the experience

66.
Questions?

67.
Are you
ready to
try it???

68.
UX Sprint!

69.
Timeline:
11:15 – 12:00 Research, Design and Building
LUNCH
13:00 – 13:15 Last touches building the
experience
13:15 – 13:30 Experience Blitz!
13:30 – 13:45 Reflections

70.
Four groups:
1. Entry
2. Engagement
3. Exit
4. Extension
Each group prepares an experience for:
max 3 minutes
One coordinator per group, Come to me to
receive instruction

71.
Research
Learn about what is
meaningful to for
Your user– building
empathy.

72.
LUNCH
12:00 - 13:00

73.
Stage the experience!

74.
Reflections

75.
Break

76.
How do measure the
success of your
experience?

77.
Journey Mapping
Visually illustrates customers’
processes, needs, & perceptions
throughout their interaction and
relationship with an organization

78.
Experience maps are used
to visualize the
experiences of people
when using a product or
service, evaluating each
individual interaction and
Journey mapping helps
designers shift perspective
to think like the user

79.
When Can Journey Mapping
Be Used?
• Understanding & diagnosing experiences
• Designing experiences (redesign
existing, create new)
• Implementing (as blue prints)
• Communicating (align, train, orient)

80.
1. Select a specific user
2. Map the users step-by-step experience
3. Map touch points and important moments
4. Identify the biggest
challenges/opportunities to improving their
experience
5. Always check the assumptions you are making!
Journey Mapping
Steps:

81.
example

82.
example

83.
Bring up your
favorite digital
experience

84.
Create an Experience Map:
Your experience map must include:
- Time
- Users important moments
Make sure you can use the same map for 3
people.
Time: 10 min

85.
1. Your user participates in your digital media
experience.
2. They fill in your map
3. Have a conversation with the user to learn
more about their experience and most
important moments
>> Always check the assumptions you are making!
UX Mapping Steps:

86.
Map 3 people’s experience of your own
digital media and experience 3 other
people’s digital media.
Total time: 30 min

87.
Break

88.
Showcase!

89.
Reflections

90.
What have we learned today?
Core Meaning Model
5E Experience Model
Experience Journey Mapping

91.
THANK YOU!
Andy sontag
andy@bespokecph.com
45 5290 0787

92.
Experience Design
Day II
Hyper Island, 2016

93.
DAY II AGENDA
MORNING/ 09-12
Experience Design - Going Deeper
UX Case - The Marine Museum
LUNCH/ 12-13
AFTERNOON/ 13-16
Journey Mapping, Insights
Presentations!

94.
Trust the Process

95.
Can you just listen?

96.
YOU are an experience
designer

97.
Everything you design for
others changes how they
see the world

98.
#UX
Going Deeper

99.
What is Human Centered
design?

100.
Human-centered design is a creative approach to
problem solving. It’s a process that starts with
the people you’re designing for and ends with
new solutions that are tailor made to suit their
needs.
- Ideo

101.
What do humans ‘need’?

102.
What do humans ‘need’?
What is the difference between
what we need and what we buy?

103.
Good Experience Design is
Good Storytelling

104.
All experiences are recalled as
stories.

105.
What we design ends up
designing us

106.
1. We design cars
2. Cars create the need for roads
3. Roads redesign the earth

107.
Break

108.
Welcome to
the Ritz

109.
Assemble
your Team!

110.
Brief:
Challenge:
The Ritz needs to increase the satisfaction of its customers,
while still charging a premium prices. They need to reinvent
their customer experince to be more fresh, and young, while
not scaring away old customers.
You task:
Create a ‘scene’ that you would suggest that each Ritz hotel uses
when customers Check in. This scene can last maximum 2
minutes.

111.
UX Case:
The Marine Museum
#fullpower

112.
Assemble
your Team!

113.
Marine Museum

114.
User
Experience
Research

115.
Even the most seasoned researchers can't
always get people to articulate their unmet
needs. What to do?

116.
How to understand people?
Research Methods:
- Ethnographic Research
- Interviews

117.
Task: UX for a workflow management system that
supports information gathering and reporting.
Biggest challenge: ensuring its compatibility with
team dynamics.

118.
“You don’t want to go in with a blinkered
view that could exclude important
contextual information. Sometimes you
won’t know what’s important until after
your research is complete….”

119.
Ethnographic
Research

120.
Ethnographic
Research
Ethnographic research involves observing
target users in their natural, real-world
setting, rather than in the artificial
environment of a lab or focus group.

121.
Be aware of:
1. Context.
2. Ethics.
3. Assumptions.
Ethnographic
Research

122.
Guidelines for 'observing':
1. Try to uncover what matters to the people you are observing.
2. Draw. Drawing maps and sketch about body language, environment, and noise.
3. Reflect on your own actions and impact on what you are observing.
4. Look for discrepant cases. If most people seem to be doing an activity the
same way, notice who does it differently. What seems to be going on here?
5. Try different kinds of observation. Be a silent observer one time, and talk
to people the next (if relevant).
Ethnographic
Research

123.
Immersion

124.
Immersive
Research
Immersive research techniques allow you to
capture behaviours, emotions and cognitive
perceptions of individuals in context at the
moment where the individual experiences them.

125.
Conducting
Interviews:

126.
Guidelines for interviewing:
1. Ask for permission and introduce the purpose of the questions.
2. Use open-ended questions whenever possible.
3. Ask for stories.
4. Don't restrict yourself to your prepared questions. One of the best
strategies to use is to probe an idea produced by your interviewee.
Conducting
Interviews:

127.
How to understand people?
Research Methods:
- Ethnographic Research
- Interviews

128.
Challenge:
How can the Marine Museum improve its
customer experience?

129.
Your Task:
User Experience Research, and use the
5E model to make a step-by-step user
journey, including touch points,
customer attitudes, needs, problems
and opportunities.

130.
Deliverables:
1. An experience journey map of the
attraction, entry, engagement, exit
and extension.
2. Actionable insights and
opportunities to improving
customers experience for each
phase, that can be delivered to the
client digitally.

131.
Time:
10:00 - 12:00 Researching Customer Experience
Lunch
13:00 - 13:45 Mapping + Insights
13:45 - 14:15 Creating Point of Departure
Break
14:30 - 15:00 Finishing Presentations
15:00 - 15:30 Presentation
C’est fini

132.
Enjoy! We meet in
the lobby at 11:00

133.
Lunch

134.
Mapping
Insights:

135.
Time:
Lunch
13:00 - 13:45 Mapping + Insights
13:45 - 14:15 Creating Point of Departure
Break
14:30 - 15:00 Finishing Presentations
15:00 - 15:30 Presentation
C’est fini

136.
Instructions:
1. Map the whole user journey in the 5E model
2. Including touch points, customer attitudes,
needs, problems and opportunities.
UX Mapping:

137.
Visualization
VISUALIZE > ORGANIZE > PRIORITIZE > NAME

138.
Generate
insights

139.
An insight is
like a joke,
if you have to
explain it,
it’s not that
good.

140.
MAKE A STATEMENT
“There is a lack of
engagement around the
submarine”

141.
MAKE A STATEMENT
“People love hanging out in
the cafe”

142.
1. Where are the ‘hot’ and ‘cold’ spots in the museum
experience?
2. In what way and where would the visitors like to interact
more? Do they want to interact? Where in the museum
experience are the best opportunities to create
interaction?
3. How can we make the museum a natural place to hang out (for
all ages)? How can people have a more relaxed and natural
relationship to a museum visit? This museum is owned by the
government – therefore by the people.
4. What attraction will get new visitors?
Brief:

143.
Time:
Lunch
13:00 - 13:45 Mapping + Insights
14:00 - 14:15 Creating Point of Departure
Break
14:30 - 15:00 Finishing Presentations
15:00 - 15:30 Presentation
C’est fini

144.
Don’t think it is impossible
just because it has never
happened.
- Friar Tuck

145.
Make ‘what if...’ statements

146.
Attraction:
What if the people heard
about the Marine Museum via
Instagram?

147.
Engagement:
What if they created a
gamified exit?

148.
Prepare your
presentations!

149.
Presentations!

150.
Thank you!!!
andy@bespokecph.com