My speech at the San Francisco Design Week about design for the experience. There is no life without evolution. Products, services, systems and solutions, like living organisms, come into the world, grow, struggle to survive and eventually die. They change and evolve, trying to fit a complex environment shaped by people needs and expectations, competitive or alternative experiences and emerging trends. Survive only those that can adapt and continue offering their users superior quality experiences. Design has the means to understand people and environments and the power of moulding experiences. It can thus shape experiences while changing over time artifacts and interfaces with whom people interact. How can design manage this evolution? The key is in adopting a continuous experience-centered approach.

1. Evolutive experience design.
Or the survival of the fittest.

2. hi, I’m Luca

3. a journey in HK

4. Why this experience

5. why was this experience so
relevant for me?
Why it was so memorable?
And why they change my future
expectation when I travel?

6. Today, a new level
of expectation

9. technology pushing

10. competition

12. experience
perception and
expectations
new
product
service
systems
evolutive effect

13. Experience
and design

15. A person’s combination of perceptions,
emotions, memories, responses and
knowledge that result from an
interaction, actual or expected, with a
product, system or service.
Experience

16. expected lived remembered
Experience is an
emotional flow

17. setting
remembered
Important
elements
pain points
wow moments
peak end rule
memories
perceived avr.

18. The value of a
great experience
adoption
buy
engagement
usage
loyalty
value services

19. a method of problem solving to do or
plan (something) with a specific purpose
or intention in mind.
de•sign [dəzajn]

21. Brand & language
design

22. Product
design

23. JOIN THE LOOP
LOGIN
APPLICATION VALUE
PROPOSITION
JOIN THE LOOP
PAIR A DEVICE
WALLET
ADD
DO YOU WANT
TO PAY WITH
LOOP?
FOR YOUR
SECURITY WE NEED
TO VERIFY YOUR
IDENTITY
NOT NOW
YES
LET’S GO
YOU’LL NED A LOOP DEVICE
FULL NAME
E-MAIL
PASSWORD
FOB
CHARGE CASE
BUY ONE
BILLING ADDRESS
ADDRESS
CITY
STATE
1. BILLING ADDRESS
2. SSN NUMBER
3. SSN VERIFY
PAIRING
FLOW
CONGRATS!
YOU SYNCED
ALL YOUR DEVICES
NOW YOU ARE
SKIP THIS
ENTER MANUALLY
WHY I NEED THE FOB?
DOWNLOAD CARDS
FROM YOUR BANK
BANK NAME
BANK NAME
CARD
DOWNLOAD
FLOW
CONGRATS!
YOU ADDED
3 CARDS TO
YOUR WALLET.
SKIP THIS
BANK NAME
ALL
CARD NAME
ADD THE FIRST
CARD TO YOUR
WALLET
ADD
ENTER MANUALLY
TAKE A PHOTO
NO DEVICE ATTACHED
YOUR CARDS
CARD NAME
CARD NAME
CARD NAME
CARD NAME
CARD NAME
CARD NAME
CARD NAME
CARD NAME
CARD NAME
3241 4242 1242 4212
LUCA MASCARO 10/17
3241 4242 1242 4212
LUCA MASCARO 10/17
CVV
TEL
EXPIRE
652
(023) 323-421
10/17
TAP TO PAY
TAP TO PAY
320$ LEFT
320$ LEFT 121 POINTS
CREATING THE
ACCOUNT
With a full name, an
email and a password
a basic user is created.
Loop now can
promote products and
services.
EXPOSING THE
ECOSYSTEM
The user now
understands that Loop
is an ecosystem of
useful services and
devices.
POPULATING
THE WALLET
The connection with
card providers let the
user to immediately
use the wallet.
CREATE THE
NEED
The wallet must be
valuable by itself, but
the interface should
remember what is
missing for the full
experience.
EASY ACCESS
Directly from the list
the user can access to
the most important
information of the
card. If the user paired
the card with his bank
account, also the card
balance is displayed.
HELP AND SELL
Why I need to use a
Fob? Help the user
could also be a good
upselling point
01. Welcome 02. Joining the Loop 04. Loop devices' first sight03. Retriving card data 05. Adopt the wallet 06. Use the wallet
The smartphone
is LoopReady?
Yes No
Interaction
design

24. Design & experience
research

25. Service & system
design

26. Strategic & business
design

27. and processes

28. Design and Experience

29. meaningful
useful
simple
enjoyable
every interaction matter

30. The impact
of design
on the
experience
sign
print
symbols
lvl 1
Communication
brand
product
systems
lvl 2
Utility
service
ecosystems
information
interaction
lvl 3
Touchpoint
business
governement
process
policy
lvl 4
Strategy

31. Design the Experience

32. Design for the Experience

33. curating the end to end experience

35. The competition
of the fittest

36. Design and designers
can face this new challenges

37. How we can design
for continuously
evolve experience?

38. experience
centered
design
design
culture

39. We must create evolving products and
services that arouse a great end-to-end
experience that exceed people
expectations over time.
The new goal

40. Experience first, over time
Focus first on what expected and
perceived value we want arouse during
the end-to-end experience more than
trend, context or needs.
Philosophy

41. experience
centered design

42. Experiences
• expected
• lived
• remembered
understand

43. Experiences
• expected
• lived
• remembered
understand
Opportunities
• pains
• gains
identify
!

44. Experiences
• expected
• lived
• remembered
understand
Opportunities
• pains
• gains
identify
! Change
• generate
• synthesize
define
!

45. Experiences
• expected
• lived
• remembered
understand
Opportunities
• pains
• gains
identify
! Change
• generate
• synthesize
define
! Touchpoints
• products
• services
• systems
deliver
!

46. Experiences
• expected
• lived
• remembered
understand
Opportunities
• pains
• gains
identify
! Change
• generate
• synthesize
define
! Touchpoints
• products
• services
• systems
deliver
!

47. incomplete imperfect impermanent
how to design products and services

48. robust scalable resilient
how to think products and services

49. the real big difference
understand and shape the
whole experience
over time
continuously
design
systems
and services
evolve
touchpoint
evolve
touchpoint

50. new key moments, practices and tools in
products and service design
Methods

51. Understand
Experience mapping

52. Understand
Field research

53. Design
Envisioning and scenarios

54. Management
Manage the end-to-end value for the user

55. Design
Rapid prototyping and experiments

56. Understand
Experience testing (validation)

57. Start think on what is the
experience that people are living
interacting with your products
and services, and how to evolve
exceeding their expectations
over time.

58. This is a new perspective on
design that you can integrate in
your practice starting from today.

59. Thank you
@lucamascaro
www.sketchin.ch