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experience design – designing effective * digital relationships Terry Swack

experience design – designing effective * digital relationships Terry Swack VP / experience design *effective: 1 happy users and customers 2 meets business objectives, whatever they are. experience design – know your customers brand / product strategy

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experience design – designing effective * digital relationships Terry Swack

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  1. experience design – designing effective * digital relationships Terry Swack VP / experience design *effective: 1 happy users and customers 2 meets business objectives, whatever they are.

  2. experience design – know your customers brand / product strategy systems thinking / reuse value / business impact

  3. Overview: • foundation: ‘big picture’ ideas •common problems of sites and teams • User Experience Audit • product strategy and planning to deliver Intentional User Experiences • the 3M story • conclusion: adopt a holistic approach

  4. Businesses

  5. Experience designis the process of synthesizing business strategies, technologies, organizations and customers’ needs into successful digital businesses, products and services.

  6. • people factor : ownership issues • organizations: inside out, not objective • legacy Web sites: unconnected • application migration : feature lists, not users • architecture & navigation: personalization is not a substitute

  7. Meaningful segmentation is key! Must be from the customer’s perspective so they can easily identify what’s meant for them. Models: people with common activities,industry, job function, location, intention.

  8. How do we manage the design process to determine what to make of the components? Product Strategy (What it should be) +Product Design Planning (How it should work)

  9. Conclusion: Adopt a holistic approach to experience design. The results of this process ensure products & services your organization can create and support – and that deliver to your customers compelling and intentional experiences you have created for them.

  10. AIGA / Advance for Design Forum Mission: To create a forum to advance the design of experiences in the network economy. advance.aiga.org

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