For any organization, thriving in an “adapt-or-die” world that changes at the relentless pace of technology is a continual challenge. For experience design firm, Method, it also presents a tremendous opportunity to build loyalty and adapt over time. With over 15 years of helping clients build better end-to-end customer experiences at Method, Chief Strategy Officer, Patrick Newbery, and CEO, Kevin Farnham, argue that experience design is the key building block for businesses that want to grow and innovate.
In their new book, Experience Design: A Framework for Integrating Brand, Experience, and Value, Newbery and Farnham build a common ground of understanding for design and business to help approach and solve these urgent and ongoing business challenges.
Experience design is based on using the concept behind the brand as a way to identify and define value for customers. And this becomes the purpose and intent of the business—to deliver products, services, and experiences that deliver the value that the brand represents, and reinforces the unique brand meaning. But it also means measuring that value from the customer’s perspective, and continually investigating new areas of value that are natural extensions for the brand.
Experience design provides a way for the business and the designer to both discuss objectives and options. It creates a way for business to invite design to the table earlier, and understand how design can help solve problems. And it also helps businesses rethink how they engage design partners in ways that are more likely to produce success with less risk.
In a robust and thought-provoking analysis, Newbery and Farnham provide business leaders with insight into ways to integrate brand purpose into products and service value and across the entire journey a customer has with a business. The goal is to build a strategic approach for helps business engage their customers through experiences that deliver value and strengthen the relationship between business and customer.