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HOLISTIC EXPERIENCE DESIGN (BEING INDISPENSIBLE BY BEING COMPLETE)
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
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
@FRITZISM FRITZ DESIR
H O L I S T I C E X P E R I E N C E D E S I G N
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
@FRITZISM FRITZ DESIR
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
@FRITZISM FRITZ DESIR
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
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 OrangeC:0 M:50 Y:100 K:0R:247 G:148 B:30
@FRITZISM INTERACTION DESIGN ASSOCIATION
www.ixda.org
@FRITZISM
@FRITZISM www.matewith.us
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
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
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
TWEET DIGITAL
SOCRATIC-AL
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
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
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
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
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
I KNOW YOU WON’T BELIEVE ME BUT THE HIGHEST FORM OF
EXCELLENCE IS TO QUESTION ONESELF AND OTHERS
— SOCRATES
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
H O L I S T I C E X P E R I E N C E D E S I G N
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
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)
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
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?
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
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
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
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
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
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
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
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
*
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
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
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?
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
DO WE NEED TO START THINKING BEYOND PRODUCT?
FOUNDED IN 2008, SOLD FOR $3.2 BILLION DOLLARS
FOUNDED IN 2008, VALUED AT $6 BILLION DOLLARS
FOUNDED IN 2007, VALUED AT $10 BILLION DOLLARS
FOUNDED IN 2009, VALUED AT $40 BILLION DOLLARS
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
OUR OPPORTUNITY
PEOPLE EXPERIENCE
PEOPLE
Brand X
BUSINESS TEAMS EXPERIENCE
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?
???????????
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
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
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 FRAMEWORKS
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
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
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
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
HOW CAN WE CONNECT TO PURPOSE (àGOALS) TO AID DESIGN?
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
69
OF THE WORLD’S POPULATION LIVE IN CITIES TODAY; 75% WILL BY 2050
50%
70
WHAT WILL THEY NEED THAT THEY DON’T SEE?
71
HOW DO WE DESIGN MEANINGFUL VALUE?
72
WHAT ARE THE PAIN POINTS + JOY POINTS THAT WE CAN ALLIEVATE + ACCENTUATE?
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
74
$1,321,759,519 TOTAL DOLLARS PLEDGED TO KICKSTARTER PROJECTS
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
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
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
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
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
*HUBSPOT
86% OF PEOPLE SKIP TV COMMERCIALS *
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%
HOW CAN WE THINK BEYOND CAMPAIGNS?
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
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
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
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?
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
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
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)
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
WHAT ARE THE PRINCIPLES GUIDING THIS DESIGN?
H O L I S T I C E X P E R I E N C E D E S I G N
H O L I S T I C E X P E R I E N C E D E S I G N
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
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
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 & SOCIAL TECHNOLOGY EXPERIENCE DESIGN
SILOS ON BUSINESS SIDE… …AND MORE SILOS ON THE DESIGN SIDE
MEASUREMENT & ANALYTICS
OPERATIONS MARKETING
SALES FINANCIAL
WHAT IF WE DESIGN TOGETHER?
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
HOW CAN WE MOVE FASTER?
H O L I S T I C E X P E R I E N C E D E S I G N
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
TO DRIVE VALUE CREATION CONSIDER CO-MAKING WITH CLIENTS, PEOPLE
AND OTHERS…
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
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 =
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
WHAT PROBLEMS ARE YOU SOLVING?
WHAT OPPORTUNITIES ARE YOU FINDING?
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
IS IT WORKING? HOW DO WE KNOW?
WHERE ARE WE ON THE ROADMAP?
H O L I S T I C E X P E R I E N C E D E S I G N
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
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
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)
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
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
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
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 TEAM EXPERIENCE
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
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
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
CHANGE
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!
DESIGN HOLISTICALLY! (BE INDISPENSIBLE AND BE COMPLETE)
THANK YOU! @FRITZISM
@WEAREMATE
WWW.MATEWITH.US
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