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Experience Design: A Framework for Integrating Brand, Experience, and Value

Book Description

Bridge the gap between business and design to improve the customer experience

Businesses thrive when they can engage customers. And, while many companies understand that design is a powerful tool for engagement, they do not have the vocabulary, tools, and processes that are required to enable design to make a difference. Experience Design bridges the gap between business and design, explaining how the quality of customer experience is the key to unlocking greater engagement and higher customer lifetime value. The book teaches businesses how to think about design as a process, and how this process can be used to create a better quality of experience across the entire customer journey.

Experience Design also serves as a reference tool for both designers and business leaders to help teams collaborate more effectively and to help keep focus on the quality of the experiences that are put in front of customers.

  • Explains how to use experience-centric design for better customer engagement

  • Offers a framework for thinking and talking about "experience design," from a company and customer perspective

  • Authors Patrick Newbery and Kevin Farnham are the Chief Strategy Officer and CEO of Method respectively, an experience design company that solves business challenges through design to create integrated brand, product, and service experiences

Improve the quality of the experiences customers have with your company and watch engagement soar.

Table of Contents

  1. Cover
  2. Contents
  3. Title
  4. Copyright
  5. Introduction
  6. Section I: Context
    1. Chapter 1: Thinking about Design
      1. The Duality of Design
      2. Design: The Evolutionary Advantage
      3. The Maker/Designer
      4. Splitting the Maker/Designer
      5. Information Accelerates Change
      6. Codifying Design as Separate from Making
      7. The Modern Brand
      8. Where There’s Brand, There’s Consumerism
      9. Acceleration through Technology
      10. Implications
    2. Chapter 2: Thinking about Business
      1. Customer Value and the Goal of Business
      2. The Challenges of Identifying, Creating, and Delivering Value
      3. The Origins of Faceted Value
    3. Chapter 3: Thinking about Change
      1. The Implication of Time
      2. Technology and the Evolution of Value
      3. The Innovation Mirage
      4. Add It Up: We Need Experience Design
    4. Chapter 4: Thinking about Experience Design
      1. Considering Experience
      2. Setting the Strategic Stage for Experience Design
      3. Principles of Experience Design
      4. Experience Design versus Agile
      5. In Search of the Ultimate Example of Experience Design
  7. Section II: Frameworks and Tools
    1. Chapter 5: Brand Frameworks and Tools
      1. Brand Basics for Experience Design
      2. Brand Concept Frameworks
      3. Brand Concept to Real Value
      4. Brand Attribute Framework
    2. Chapter 6: Product/Service Frameworks and Tools
      1. Part 1: Initial Thinking and Definition
      2. Part 2: Extending Product and Service Thinking into Life Cycles
      3. Part 3: Trend and Implication Framework
    3. Chapter 7: Customer Journey Framework
      1. Framework Background
      2. The Customer Journey Framework
      3. 1: Awareness
      4. 2: Consideration
      5. 3: Purchase
      6. 4: First Use
      7. 5: Ongoing Use
      8. 6: Discontinue Use
      9. 7: Recycle/Renew
      10. Using the Customer Journey Framework
    4. Chapter 8: Putting It Together
  8. Section III: Moving Forward
    1. Chapter 9: Getting Business to Act on Experience Design
      1. Initiating a New Way of Thinking
      2. Starting the Conversation about Experience Design
      3. Creating Leverage
      4. Internal Experience Design Council
      5. Centralizing Information
      6. Enlisting Soft Skills
      7. Change and Context Sensitivity
    2. Chapter 10: Working with Vendors
      1. Avoiding the Basic Problems
      2. The Brief: Measure Twice, Cut Once
      3. The Business / Design Customer Journey
  9. Final Thoughts
  10. Acknowledgments
  11. Index