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Exploring Experience Design
Exploring Experience Design

Exploring Experience Design: Fusing business, tech, and design to shape customer engagement

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Profile Icon Ezra Schwartz
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Exploring Experience Design

Chapter 2. The Experience Design Process

"Do the difficult things while they are easy, and do the great things while they are small."

- Lao Tzu

This chapter addresses the following questions:

  • What is the experience design process?
  • How does experience design fit into the broader product development process?

We tend to think of processes as linear entities, just like stories--with a beginning, an arc of action, and an end--in our case, a successful finished product. Indeed, from a bird's eye view, experience design fits this model well, neatly positioned as the middle phase of the overall product development process:

Define > Design > Build

There is practically an endless variety of products in the world--physical, digital, and hybrids. Zooming in on each phase of the overall development process reveals a spectrum of variation just as wide. The fact is that a single unifying approach to design process does not, and probably cannot, exist. Understanding how experience design processes fit into...

Processes and change


The design of products and experiences is closely connected to the processes underlying user-product interaction, which in turn are influenced by ongoing social and technological changes. In this section, we will explore the relationship between the evolution of products and changes to the nature of the user experience they engender.

The world transitioned rapidly from the industrial age to the information age. Today, many products and services are digital and data driven, as is the manufacturing of most physical products. Slow and linear human-controlled processes have been replaced by real-time, parallel, computer-controlled processes. Some of the trends that have emerged are as follows:

  • Highly personalized products, which are tailored to the preferences of each individual customer and are manufactured on-demand by robots and 3D printers, are sun-setting mass-production of impersonal cookie-cutter products.
  • From industrial machines to cars and home appliances, electro...

Design, process, and the internet


In 1989, a single invention set off a chain of events that transformed the world and consequently, lead to the recent prominence of user experience design within the product development process.

Tim Berners-Lee invented the World Wide Web (WWW) in 1989. The invention standardized how documents and other resources can be identified, searched, and accessed on the free internet. While it enabled people and organizations to connect with other people and organizations without limitations of place and time, it introduced technical limitations associated with the hardware and software that made access to the internet possible; it was all quite technical.

Initially, the internet was viewed as an entirely virtual space, distinguished from the physical "brick and mortar" world. The model in the preceding diagram illustrates a change in role of design, as companies and organizations moved into the digital domain and software development business.

Traditional "brick and...

From eye candy to user experience


The internet was created in the 1960s, and it spread gradually from government and academia, to commercial and personal use. Important milestones include the emergence of secure online payments via encrypted browsers, Amazon's shopping cart, advances in warehousing and shipping logistics involved in the fulfillment of online orders, media streaming, the emergence of social networks, and a transition from slow dial-up to fast high-speed connections, which radically improved the experience of being online. In developed countries, a reliable and persistent internet connection has tremendous importance. It is comparable to utilities and is needed almost like water and electricity. We will expand this point later. 

Robust but relatively small, virtual communities formed in the 1980s through the early 1990s were propelled by the availability of personal computers and dialup connections to the network. The main form of interaction occurred on bulletin board forums...

Unified design process - experience is the product


Designers work with two types of products--completely new inventions and updates to existing products. Both can be catalysts for revolutionary changes in people's lives.

For example, Motorola produced the first handheld cellular phone in 1973. This invention changed the experience of voice and written communication for people worldwide. The first iPhone, a rethinking of the cellular phone, was introduced by Apple 34 years later, in 2007. The release of the iPhone marked another tectonic shift in the role of experience design in product and service development. 

As described in Chapter 1Experience Design - Overview, in the iPhone and the products that followed it, physical and digital experiences were fused into a powerful, beautiful, easy-to-use, multipurpose personal device that could handle work, personal life, and entertainment. This, of course, also meant a blurring of the boundaries that separated the personal and private from the public...

Summary


New scientific knowledge leads to new technologies, commercial opportunities, and eventually to social changes and individual adaptation. Changes in the role of design were presented in this broad context. This chapter followed the trends that lifted design from a supporting role in a fragmented product development process to that of an equal partner in a process that is unified by design.

The trend toward multi-disciplinary design teams that collaborate throughout the entire product lifecycle, allows teams to partner around a unified process that is infused with multiple forms of feedback from users. However, the most radical change that occurred in this context, was the evolution of experience design processes, methodologies, and tools, which helped create a new emotional framework for the relationships between people and the smart products that know something about them. 

Increasingly, experience design helps transform products from being mere artifacts to becoming extensions of...

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Key benefits

  • An introductory guide to Experience Design that will help you break into XD as a career by gaining A strong foundational knowledge
  • Get acquainted with the various phases of a typical Experience Design workflow
  • Work through the key process and techniques in XD, supported by most of the common use cases

Description

We live in an experience economy in which interaction with products is valued more than owning them. Products are expected to engage and delight in order to form the emotional bonds that forge long-term customer loyalty: Products need to anticipate our needs and perform tasks for us: refrigerators order food, homes monitor energy, and cars drive autonomously; they track our vitals, sleep, location, finances, interactions, and content use; recognize our biometric signatures, chat with us, understand and motivate us. Beautiful and easy to use, products have to be fully customizable to match our personal preferences. Accomplishing these feats is easier said than done, but a solution has emerged in the form of Experience design (XD), the unifying approach to fusing business, technology and design around a user-centered philosophy. This book explores key dimensions of XD: Close collaboration among interdisciplinary teams, rapid iteration and ongoing user validation. We cover the processes, methodologies, tools, techniques and best-practices practitioners use throughout the entire product development life-cycle, as ideas are transformed to into positive experiences which lead to perpetual customer engagement and brand loyalty.

Who is this book for?

This book is for designers who wish to enter the field of UX Design, especially Programmers, Content Strategists, and Organizations keen to understand the core concepts of UX Design.

What you will learn

  • • Understand why Experience Design (XD) is at the forefront of business priorities, as organizations race to innovate products and services in order to compete for customers in a global economy driven by technology and change
  • • Get motivated by the numerous professional opportunities that XD opens up for practitioners in wide-ranging domains, and by the stories of real XD practitioners
  • • Understand what experience is, how experiences are designed, and why they are effective
  • • Gain knowledge of user-centered design principles, methodologies, and best practices that will improve your product (digital or physical)
  • • Get to know your X’s and D’s—understand the differences between XD and UX, CX, IxD, IA, SD, VD, PD, and other design practices
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ISBN-13 : 9781787122444
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Table of Contents

11 Chapters
Experience Design - Overview Chevron down icon Chevron up icon
The Experience Design Process Chevron down icon Chevron up icon
Business and Audience Context Chevron down icon Chevron up icon
The User and Context of Use Chevron down icon Chevron up icon
Experience - Perception, Emotions, and Cognition Chevron down icon Chevron up icon
Experience Design Disciplines Chevron down icon Chevron up icon
The Design Team Chevron down icon Chevron up icon
Delight and Engagement Chevron down icon Chevron up icon
Tying It All Together - From Concept to Design Chevron down icon Chevron up icon
Design Testing Chevron down icon Chevron up icon
The Design Continuum Chevron down icon Chevron up icon
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