This document provides an agenda and overview for a two-day experience design workshop. Day 1 focuses on research techniques like interviews and creating personas from research. Participants will learn about vision, brand promise, and the 5E experience model. Day 2 covers design techniques such as journey mapping and prototyping experiences. The intended outcomes are a powerful group learning experience that inspires and empowers participants creatively. Participants will use three experience design tools to develop their projects. The workshop aims to teach what experience design is and practice the tools, methods and mindsets for designing meaningful experiences.

1. Experience Design
Katarina Bjork and Andy Sontag
Kaospilots, Denmark
Day 1

2. Katarina Björk
Katarina.Wangler.Bjork@se.ey
Who are we?
Andy Sontag
aso@kaspilot.dk

3. I design experience
that build meaningful
relationships

4. 4 2003-01-29
1
► Rollspel i dagbrott vid Kinnekulle
Foto: Tommy Svensson, DN

5. 5
Elliot
1 January 2014

6. INTENTION:
To teach what experience design and
customer experience is and practice the
tools, methods and mindsets for
designing meaningful experiences.

7. DESIRED OUTCOME:
• That we have shared a powerful group
learning experience.
• You are inspired, creatively
empowered.
• That you have developed your
projects using 3 concrete experience
design tools.

8. Ideate
HIGH CONCEPT
PURPOSE
Day 1 (morning)
Research techniques:
- Interviews
Harvesting research:
- Personas
Day 1 (afternoon)
The power of a clear vision:
- Create a High Concept
- Brand Promise
Day 2
Design techniques:
- 5E Model
- Journey Mapping
- Prototyping Experience
(learning canvas)
AGENDA:
RESEARCH
VALIDATE
ASSUMPTIONS
INSIGHTS
DESIGN,
PROTOTYPE
& TEST
EXPEREINCE

9. YOU are an
experience
designer!

10. HOW TO GET THE MOST OUT OF THESE DAYS?

11. WORKSHOP = ENGAGEMENT
WHAT YOU GIVE IS WHAT YOU GET

12. WHERE IS YOUR
LEARNING EDGE?

13. v
13
EXPERIENCE
DESIGN
AN OVERVIEW

14. In Pairs Share:
What was the last meaningful
experience you had? Why was
this so important to you?

15. What is experience design?

16. EXPERIENCE -
“An event or occurrence that leaves
an impression on someone”

17. DESIGN -
“Do or plan (something) with a specific
purpose or intention in mind”

18. What is experience design?
Experience design is the practice of designing
products, processes, services, events, and environments
with a focus placed on the quality of the user
experience.

19. How do you do that?
By guiding attention, surpassing
expectations and engaging people
emotionally.

20. How do you do that?
“Your focus is
your reality”

21. Ultimately… Experience Design:
Should make peoples life better and solve
their problems (even ones they didn’t know
they had.)

22. 5E Experience Model
EntryExcitement Engagement Exit Extension
High Concept

23. Touch Points:
“Moments of engagement between people and
brands, and the ideas, emotions, and memories that
these moments create"

24. OUTCOMES OF EXPERIENCE DESIGN:
Trust
Relationships
Meaning

28. Experience design

29. Problem
Definition
There is an Established, Evolving Approach
Foresight Ethnographic
Research
Experience
Mapping
Empathy MapPersonas
Story Boards
Learning
Canvas
Core Meaning
Analysis

30. Welcome to 1989.

31. You are a famous and very expensive
experience design agency.
You have a new promising client:
Star Video

33. Your Brief:
1. Achieve >99% adoption
2. No additional burden
on the customer or store
employee
3. Low cost, easy
implementation

34. Advice for designers

35. Advice for designersAdjusts
expectations!

36. Can you design an
experience?

37. Experiences are produced at the
same moment as they are
consumed - the customer is a
“co-creator” of the experience.

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

41. Relationships are
built from shared
experiences
More meaningful shared
experiences build and
‘deepen’ a relationship

42. Experiences
≠
Things

43. 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.”

44. DESIGN,
PROTOTYPE
& TEST
EXPEREINCE
Questions or reflections?

45. 45
Personas – The first step towards understanding your users
Creating personas is a way to
characterize your target users in
order to make effective design decisions
It is used as a tool to articulate what you know about
a particular type of user – their needs, goals,
expectations, behaviours, pain points, and so on

46. 46
What are personas?
- We start to think about different kinds of customers

47. 47
A persona is created by gathering insights and clustering
the insights
► Think about who they are
► Age and circumstances
► ”Role” or type of person
► Goal in life
► Life style
► Quotes (”how they think”)
► Favorite brands
► Digital behavior
► Challenges in life and work

48. 48
Launch of new automotive brand in Japan. Marketing and
sales strategy – increased estimated sales by 50%

49. 49
Understanding the target group through ”personas” methods. Life-size personas present in the room.
Why use personas?
7

50. Presentation title50 1 January 2014

51. 51

52. We can use a variety of research techniques to ‘see’
customers and understand their needs
DIGITAL
ANALYTICS
CUSTOMER
SURVEYSand
interviewss
ONLINE
PANELS
GUERILLA
RESEARCH
CO-CREATION EHTNOGRAPHIC USERTESTING
What people tell or
show us they want,
need or feel
What we learn
from observing
their behaviour

53. 53
Breakout session – Creating personas for your project 2-3
different
You will need…
► Sharp eyes
► Empathy
► Insight
► Great ideas
► Flip -chart
Work in your teams
Think about…
► Think about who they are:
► Name
► Age and circumstances
► ”Role” or type of person
► Goal in life
► Quotes (”how they think”)
► Favourite brands
► Digital behavior
► Challenges in life and work

54. INTERVIEWS

55. Empathy is the first
domino that will make
the rest of the design
process fall into place.

56. What does Empathy
as a skill look like?

57. Observe
Watching users and their behaviors
in the context of their lives.

58. Engage
Engaging methods are all about
conversing and connecting with your
customers to understand them better.

59. Immersion
Immersion is a
technique whereby
we take the role of
the user, so that we
can feel what it's
like to be them.

60. Guidelines for Interviews:
?
Interviews

61. Guidelines for Interviews:
1. Ask for permission and introduce the purpose of the questions (when
possible).
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.
5. Create real connection.
Interviews

62. Case

63. Ask not “What is your favorite part of
eating at this restaurant?”
Instead ask, “How does coming to this
restaurant fit into your other daily life?”
Interviews

64. Don’t ask, “What online resources do you
use to find out about vegan cooking?”
Instead ask, “Can you tell me a story
about the last time you used your phone
in relation to food?”
Interviews

65. THINK LIKE
TOAST

66. A great jumping off point for an
interview is to ask participants to draw
a cognitive map.
Cognitive Map

67. A Cognitive Map can be of a building,
a space - but can also be a process, like
buying a plane ticket or researching a
family tree.
Cognitive Map

68. HOW:
Give the participant 6 minutes to
complete the map and have them
switch colors every 2 minutes.
Cognitive Map

69. Note what they put down first, what
they make as last minute additions.
After they are finished, ask them to
talk you through their map and use
what they say to inform your interview
questions.
Cognitive Map

70. Cognitive Map

71. Cognitive Map
Example from New
York University

72. Cognitive MapExample of
cognitive map
coding:

73. Ask participants to write a letter.
Either a love letter, or a breakup letter
with a service/experience.
WHY:
This can allow you a precious glimpse
into the emotion that the user
experiences.
Breakup Letter

74. 5 min //
Create an interview guide with 4-6
questions about your topic.
10 //
Find a partner and interview them!
INTERVIEW PROTOTYPE

75. INTERVIEW AT LEAST 1 PERSON.
THIS RESEARCH WILL BE USED TO
CREATE YOUR PERSONAS.
DOCUMENT YOUR INSIGHTS,
THROUGH WRITING AND/OR
DRAWING.
SEE YOU AT 13:00!
RESEARCH INSTRUCTIONS