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Holistic experience design (HxD) for Nasdaq Proconf 2015

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A rapid fire talk I gave on an evolving area I've been studying which I call Holistic Experience Design. HxD eschews silo thinking whether at the team level (dept vs. dept vs. agency vs. consultant) or at the artifact level (service vs. product) to look at what can be made by combining.

It is still a work in progress. Feedback welcomed.

Veröffentlicht in: Design
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Holistic experience design (HxD) for Nasdaq Proconf 2015

  1. 1. HOLISTIC EXPERIENCE DESIGN (BEING INDISPENSIBLE BY BEING COMPLETE)
  2. 2. H O L I S T I C E X P E R I E N C E D E S I G N ME
  3. 3. H O L I S T I C E X P E R I E N C E D E S I G N EXPERIENCE ARCHITECT @FRITZISMFRITZ DESIR
  4. 4. H O L I S T I C E X P E R I E N C E D E S I G N
  5. 5. H O L I S T I C E X P E R I E N C E D E S I G N EXPERIENCE ARCHITECT @FRITZISMFRITZ DESIR
  6. 6. H O L I S T I C E X P E R I E N C E D E S I G N EXPERIENCE ARCHITECT INFORMATION ARCHITECT INTERACTION DESIGNER EXPERIENCE STRATEGIST @FRITZISMFRITZ DESIR
  7. 7. H O L I S T I C E X P E R I E N C E D E S I G N @FRITZISM
  8. 8. H O L I S T I C E X P E R I E N C E D E S I G N @FRITZISM RAPP Orange C:0 M:50Y:100 K:0 R:247G:148 B:30
  9. 9. @FRITZISM INTERACTION DESIGN ASSOCIATION www.ixda.org
  10. 10. @FRITZISM
  11. 11. @FRITZISM www.matewith.us
  12. 12. H O L I S T I C E X P E R I E N C E D E S I G N THIS TALK IS IN BETA
  13. 13. H O L I S T I C E X P E R I E N C E D E S I G N STRUCTURE
  14. 14. H O L I S T I C E X P E R I E N C E D E S I G N PHYSICAL
  15. 15. TWEETDIGITAL
  16. 16. SOCRATIC-AL
  17. 17. H O L I S T I C E X P E R I E N C E D E S I G N 3 GOALS
  18. 18. H O L I S T I C E X P E R I E N C E D E S I G N INDISPENSABILITY
  19. 19. H O L I S T I C E X P E R I E N C E D E S I G N MAKE YOU INDISPENSABLE ASK MORE QUESTIONS HELP YOU CHANGE THE WORLD
  20. 20. H O L I S T I C E X P E R I E N C E D E S I G N (in diagram form) digital experiences crafted with meaning derived from people, environment, technology, landscape &= happy users stronger brands informed by + + INDISPENSABILITY
  21. 21. H O L I S T I C E X P E R I E N C E D E S I G N MAKE YOU INDISPENSABLE ASK MORE QUESTIONS HELP YOU CHANGE THE WORLD
  22. 22. I KNOW YOU WON’T BELIEVE ME BUT THE HIGHEST FORM OF EXCELLENCE IS TO QUESTION ONESELF AND OTHERS — SOCRATES
  23. 23. H O L I S T I C E X P E R I E N C E D E S I G N MAKE YOU INDISPENSABLE ASK MORE QUESTIONS HELP YOU CHANGE THE WORLD
  24. 24. H O L I S T I C E X P E R I E N C E D E S I G N
  25. 25. H O L I S T I C E X P E R I E N C E D E S I G N Remember: at the end of the day, your job isn’t to get the requirements right — your job is to change the world. — Jeff Patton
  26. 26. H O L I S T I C E X P E R I E N C E D E S I G N MAKE YOU INDISPENSABLE ASK MORE QUESTIONS HELP YOU CHANGE THE WORLD (Refine until it best achieves the above goals)
  27. 27. H O L I S T I C E X P E R I E N C E D E S I G N ABOUT THE WORDS
  28. 28. H O L I S T I C E X P E R I E N C E D E S I G N WHY HOLISTIC EXPERIENCE DESIGN?
  29. 29. H O L I S T I C E X P E R I E N C E D E S I G N WHY HOLISTIC EXPERIENCE DESIGN?CHARACTERIZED BY COMPREHENSION OF THE PARTS OF SOMETHING AS INTIMATELY INTERCONNECTED AND EXPLICABLE ONLY BY REFERENCE TO THE WHOLE
  30. 30. H O L I S T I C E X P E R I E N C E D E S I G N WHY HOLISTIC EXPERIENCE DESIGN? FRICTION DELIGHT
  31. 31. H O L I S T I C E X P E R I E N C E D E S I G N WHY HOLISTIC EXPERIENCE DESIGN? MINIMIZE FRICTION MAXIMIZE DELIGHT
  32. 32. H O L I S T I C E X P E R I E N C E D E S I G N HxD AS 2 FACETS
  33. 33. H O L I S T I C E X P E R I E N C E D E S I G N HxD EXPERIENCE BUSINESS PEOPLE TEAMS
  34. 34. H O L I S T I C E X P E R I E N C E D E S I G N HxD CONTENT SERVICE PRODUCT TECHNOLOGY
  35. 35. H O L I S T I C E X P E R I E N C E D E S I G N WHY IT MATTERS
  36. 36. 36 US MOBILE PHONE USERS WHO OWNED OR USED A SMARTPHONE THIS YEAR REACHED 74%, UP FROM 58% THE PREVIOUS YEAR. *2014 COMSCORE THERE HAVE BEEN OVER 500 MILLION IPHONES SOLD WORLDWIDE; 9/19/14 IPHONE 6 LAUNCHES WITH OVER 10 MILLION SOLD IN THE FIRST WEEKEND *
  37. 37. AMERICANS SPENT 46.6% OF THEIR TOTAL INTERNET TIME WITH MOBILE APPS, COMPARED TO ROUGHLY 45.1% SPENT ACCESSING THE INTERNET FROM A DESKTOP *2014 COMSCORE
  38. 38. H O L I S T I C E X P E R I E N C E D E S I G N WHAT HOLISTIC EXPERIENCE DESIGN (HxD) CAN LOOK LIKE
  39. 39. 39 http://www.cue.me
  40. 40. H O L I S T I C E X P E R I E N C E D E S I G N CAN DESIGN-LED BRANDS OUTPERFORM?
  41. 41. Over the last 10 years design-led companies have maintained significant stock market advantage, outperforming the S&P by an extraordinary 228% — Design Management Institute
  42. 42. DO WE NEED TO START THINKING BEYOND PRODUCT?
  43. 43. FOUNDED IN 2008, SOLD FOR $3.2 BILLION DOLLARS
  44. 44. FOUNDED IN 2008, VALUED AT $6 BILLION DOLLARS
  45. 45. FOUNDED IN 2007, VALUED AT $10 BILLION DOLLARS
  46. 46. FOUNDED IN 2009, VALUED AT $40 BILLION DOLLARS
  47. 47. H O L I S T I C E X P E R I E N C E D E S I G N SHIFTING OUR ROLE
  48. 48. OUR OPPORTUNITY
  49. 49. PEOPLE EXPERIENCE
  50. 50. PEOPLE Brand X BUSINESS TEAMSEXPERIENCE
  51. 51. H O L I S T I C E X P E R I E N C E D E S I G N IS THERE AN EVOLUTION NEEDED TO MATCH THE CURRENT STATE OF THINGS? ???????????
  52. 52. H O L I S T I C E X P E R I E N C E D E S I G N PROCESS
  53. 53. H O L I S T I C E X P E R I E N C E D E S I G N PROCESS
  54. 54. H O L I S T I C E X P E R I E N C E D E S I G N PROCESSFRAMEWORKS
  55. 55. H O L I S T I C E X P E R I E N C E D E S I G N 7P FRAMEWORK THE VALUE PROPOSITION
  56. 56. H O L I S T I C E X P E R I E N C E D E S I G N 7 FRAMES FOR INQUIRY THE VALUE PROPOSITION
  57. 57. H O L I S T I C E X P E R I E N C E D E S I G N HxD PURPOSE PEOPLE PERSPECTIVE PRINCIPLES PARTNERS PERFORMANCE POTENTIAL
  58. 58. H O L I S T I C E X P E R I E N C E D E S I G N PURPOSE
  59. 59. HOW CAN WE CONNECT TO PURPOSE (àGOALS) TO AID DESIGN?
  60. 60. H O L I S T I C E X P E R I E N C E D E S I G N PEOPLE
  61. 61. 69 OF THE WORLD’S POPULATION LIVE IN CITIES TODAY; 75% WILL BY 2050 50%
  62. 62. 70 WHAT WILL THEY NEED THAT THEY DON’T SEE?
  63. 63. 71 HOW DO WE DESIGN MEANINGFUL VALUE?
  64. 64. 72 WHAT ARE THE PAIN POINTS + JOY POINTS THAT WE CAN ALLIEVATE + ACCENTUATE?
  65. 65. H O L I S T I C E X P E R I E N C E D E S I G N PEOPLE ARE FUNDING EXPERIENCES BRANDS ARE 
 NOT MAKING PEOPLE ARE FUNDING EXPERIENCES BRANDS ARE NOT MAKING
  66. 66. 74 $1,321,759,519 TOTAL DOLLARS PLEDGED TO KICKSTARTER PROJECTS
  67. 67. H O L I S T I C E X P E R I E N C E D E S I G N DESIGN RESEARCH WE ARE OPPORTUNITY FINDERS & PROBLEM SOLVERS
  68. 68. H O L I S T I C E X P E R I E N C E D E S I G N (GUERRILLA) DESIGN RESEARCH WE ARE OPPORTUNITY FINDERS & PROBLEM SOLVERS
  69. 69. H O L I S T I C E X P E R I E N C E D E S I G N (GUERRILLA) DESIGN RESEARCH WE ARE OPPORTUNITY FINDERS & PROBLEM SOLVERS
  70. 70. H O L I S T I C E X P E R I E N C E D E S I G N (GUERRILLA) DESIGN RESEARCH REMEMBER: YOU ARE SEEKING INSIGHTS WE ARE OPPORTUNITY FINDERS & PROBLEM SOLVERS
  71. 71. H O L I S T I C E X P E R I E N C E D E S I G N PERSPECTIVE
  72. 72. *HUBSPOT 86% OF PEOPLE SKIP TV COMMERCIALS *
  73. 73. H O L I S T I C E X P E R I E N C E D E S I G N 44% OF DIRECT MAIL IS NEVER OPENED* *2011, VOLTIER DIGITAL AVERAGE RESPONSE RATE… 1%
  74. 74. HOW CAN WE THINK BEYOND CAMPAIGNS?
  75. 75. H O L I S T I C E X P E R I E N C E D E S I G N THINKING IN ROADMAPS
  76. 76. H O L I S T I C E X P E R I E N C E D E S I G N THE ASK SOLUTION
  77. 77. H O L I S T I C E X P E R I E N C E D E S I G N THE ASK SOLUTION The way we very often view work
  78. 78. H O L I S T I C E X P E R I E N C E D E S I G N THE ASK SOLUTION(CAUSE----- The way we very often view work what's the real problem/opportunity?
  79. 79. H O L I S T I C E X P E R I E N C E D E S I G N THE ASK SOLUTION The way we very often view work (CAUSE----- ----ROADMAP) what's the real problem/opportunity? the what now? what’s next? question
  80. 80. H O L I S T I C E X P E R I E N C E D E S I G N THE ASK SOLUTION what's the real problem/opportunity? (CAUSE----- ----ROADMAP) the what now? what’s next? question Adding these two frames of reference could expand the consideration points we design against
  81. 81. H O L I S T I C E X P E R I E N C E D E S I G N EXPERIENCE DESIGN RESEARCH & AUDITING AT 4 LEVELS TO IDENTIFY OPPORTUNITY TO IDENTIFY OPPORTUNITY AT 4 LEVELS & CRAFT AN EXPERIENCE ROADMAP EXPERIENCE ROADMAP AT THE BEGINNING AT THE END THE ROLE AN EXPERIENCE ROADMAP CAN PLAY (PRODUCT, SERVICE, CONTENT + TECHNOLOGY)(PRODUCT, SERVICE, CONTENT + TECHNOLOGY)
  82. 82. H O L I S T I C E X P E R I E N C E D E S I G N PRINCIPLES
  83. 83. WHAT ARE THE PRINCIPLES GUIDING THIS DESIGN?
  84. 84. H O L I S T I C E X P E R I E N C E D E S I G N
  85. 85. H O L I S T I C E X P E R I E N C E D E S I G N
  86. 86. H O L I S T I C E X P E R I E N C E D E S I G N PARTNERS
  87. 87. H O L I S T I C E X P E R I E N C E D E S I G N “None of us is as smart as all of us.” – Ken Blanchard
  88. 88. H O L I S T I C E X P E R I E N C E D E S I G N PLANNING / STRATEGY CREATIVE (ART + COPY) SEARCH & SOCIALTECHNOLOGYEXPERIENCE DESIGN SILOS ON BUSINESS SIDE… …AND MORE SILOS ON THE DESIGN SIDE MEASUREMENT & ANALYTICS OPERATIONS MARKETING SALES FINANCIAL
  89. 89. WHAT IF WE DESIGN TOGETHER?
  90. 90. H O L I S T I C E X P E R I E N C E D E S I G N EXPERIENCE DESIGN MEASUREMENT 
 & ANALYTICS TECHNOLOGY ADVOCATING AN X-SHAPED TEAM PEOPLE (CONSUMES CONTENT, CO-CREATES
 OTHER CONTENT EXPERIENCE) CLIENT (BRAND EXPERT, PROVIDES GOVERNANCE) CONTENT STRATEGY (DEFINES REQUIREMENTS PLANS CALENDARS, STRUCTURES GOVERNANCE) SOLUTION MAKING SPACE
  91. 91. HOW CAN WE MOVE FASTER?
  92. 92. H O L I S T I C E X P E R I E N C E D E S I G N
  93. 93. H O L I S T I C E X P E R I E N C E D E S I G N LEAN, EMBEDDED TEAMS SCALABLE, MAXIMIZING COLLABORATION + CO-LOCATION
  94. 94. TO DRIVE VALUE CREATION CONSIDER CO-MAKING WITH CLIENTS, PEOPLE AND OTHERS…
  95. 95. H O L I S T I C E X P E R I E N C E D E S I G N POTENTIAL
  96. 96. H O L I S T I C E X P E R I E N C E D E S I G N PROBLEMS + OPPORTUNITY POTENTIAL =
  97. 97. H O L I S T I C E X P E R I E N C E D E S I G N PROBLEMS + OPPORTUNITY
  98. 98. WHAT PROBLEMS ARE YOU SOLVING? WHAT OPPORTUNITIES ARE YOU FINDING?
  99. 99. H O L I S T I C E X P E R I E N C E D E S I G N PERFORMANCE WE ARE OPPORTUNITY FINDERS & PROBLEM SOLVERS
  100. 100. IS IT WORKING? HOW DO WE KNOW? WHERE ARE WE ON THE ROADMAP?
  101. 101. H O L I S T I C E X P E R I E N C E D E S I G N
  102. 102. H O L I S T I C E X P E R I E N C E D E S I G N HxD ARTIFACTS
  103. 103. H O L I S T I C E X P E R I E N C E D E S I G N EXPERIENCE BRIEFS WE ARE OPPORTUNITY FINDERS & PROBLEM SOLVERS
  104. 104. H O L I S T I C E X P E R I E N C E D E S I G N Addressing key inputs required to create value-driven experiences for brand and customer using data as the driver (work in progress)
  105. 105. H O L I S T I C E X P E R I E N C E D E S I G N STORYMAPS WE ARE OPPORTUNITY FINDERS & PROBLEM SOLVERS
  106. 106. H O L I S T I C E X P E R I E N C E D E S I G N TOUCHPOINT MAP WE ARE OPPORTUNITY FINDERS & PROBLEM SOLVERS
  107. 107. H O L I S T I C E X P E R I E N C E D E S I G N (MORE TARGETED DELIVERABLES) WE ARE OPPORTUNITY FINDERS & PROBLEM SOLVERS
  108. 108. H O L I S T I C E X P E R I E N C E D E S I G N PEOPLE Brand X BUSINESS TEAMEXPERIENCE
  109. 109. PEOPLE Brand X BUSINESS BRIEFS KPI DEFINITIONS CRM DESIGN/OPTIMIZATION ECOSYSTEM PLANNING MARKETING PROGRAMS (MARKETING) PRODUCT OPPORTUNITIES SERVICE DESIGN OPPORTUNITIES CO-DESIGN SESSIONS TEAM BRIEFING IDEATION SESSIONS AUDIENCE SIZING EXPERIENCE EXPERIENCE AUDITS CONTENT STRATEGY FEATURE DEFINITION & PRIORITIZATION EXPERIENCE MAPPING BUSINESS CASE CREATION BRAND DEFINITION PROGRAM IDEAS PERSONA CREATION DECISION JOURNEY CREATION PERSONA CREATION DECISION JOURNEY CREATION EXPERIENCE MAPPING MENTAL MODEL DIAGRAMS OWNER JOURNEY CREATION TOUCHPOINT INVENTORY
  110. 110. H O L I S T I C E X P E R I E N C E D E S I G N 3 PRINCIPLES TO MANAGE OURSELVES WITHIN HxD COMMITMENT ACCOUNTABILITY INTEGRITY
  111. 111. H O L I S T I C E X P E R I E N C E D E S I G N REMEMBER… WHAT WE’RE UP TO
  112. 112. CHANGE
  113. 113. H O L I S T I C E X P E R I E N C E D E S I G N DESIGNERS ARE THE ONLY ONES WHO CAN …and we are ALL designers!
  114. 114. DESIGN HOLISTICALLY! (BE INDISPENSIBLE AND BE COMPLETE)
  115. 115. THANK YOU! @FRITZISM @WEAREMATE WWW.MATEWITH.US

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