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Everything a business does contributes to the experience its customers will have.

Section I

The first section is intended to set the context for why experience design makes sense when looking at the intersection of business and design.

Chapter 1

How the role and purpose of design have been evolving over the past century or so, specifically how and why the requirements and opportunities for design to help business have been changing.

Chapter 2

How the notion of value, through products and services, has been changing and what this means for businesses as they think about how to better engage customers.

Chapter 3

What is changing for business and how business’s initial reaction to chase innovation is only a partial solution.

Chapter 4

Presents experience design as a concept and explains the basic principles involved in thinking about things from this perspective. It is our hope that by providing a background to the concept of experience design, we will help readers better consider the need for and potential benefits of the concept, rather than simply seeing it as another flavor of strategy development.

Section II

The second section is intended to provide some tools and frameworks that can help business and design begin to apply the experience design concept at strategic and tactical levels. These tools and frameworks are ones that we have either adapted or developed over the years with a focus on establishing shared views on framing problems and evaluating solutions. We think that both the business-minded and the design-minded will find value in these as they help frame problems in ways that allow you to take an experience design approach to solving them.

Chapter 5

How brand can be integrated into design in ways that go deeper than simply applying a logo or following brand guidelines. The goal is to unlock brand from mere branding and give a rationale for how to plan for reinforcing brand meaning, as well as how brand can help drive innovation.

Chapter 6

Provides ways of ensuring that products and services deliver upon and reinforce the meaning of the brand and discusses how taking an experience design approach can help identify options that should be planned for, even if they aren’t used immediately.

Chapter 7

Presents a way to look at the entire customer life cycle with the goals of both creating a more holistic and seamless experience and planning how to more effectively engage customers.

Chapter 8

Explains how the thinking behind the tools and frameworks in this section can be integrated within an overall experience design perspective.

Section III

The third and final section is focused on enabling business to begin to adapt and put experience design thinking into action internally and in their collaboration with design.

Chapter 9

Suggests ways of beginning to educate businesses on how to use experience design thinking in a broader sense than just for design projects. We talk about how to begin to grow internal advocates and get experience design working before design even occurs.

Chapter 10

Focuses on how experience design can change how and when to engage an external partner and what kind of engagement models work best and why.