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

Final Thoughts

Our goals in writing this book are not simply to illustrate the thinking, frameworks, and tools of experience design but also to help people put these ideas into action. We are constantly exposed to situations in which substantial efforts need to be applied to help businesses overcome challenges that could have been avoided. We routinely see requests for proposals seeking to improve experiences that are fundamentally flawed because of decisions that were made without thinking about how they would impact customers’ perception of value and engagement.

Although it’s not possible to provide a single methodology that allows experience design to be used to prevent problems or applied as a point solution to existing problems that can arise from shortsighted decision-making processes, we do want to help readers find ways to adopt an experience design approach for their own roles with their businesses. We believe that understanding the principles of experience design, being able to explain them to others, and helping teams use them to frame and solve problems will do a lot to help business and design more successfully collaborate. We also believe that the ultimate beneficiaries of this will be the customer and the businesses that use the thinking presented here to engage the customer in valuable experiences.

Although we believe that the current ways in which business collaborates with design to produce value for customers are broken and inefficient, we aren’t trying to paint ...