Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences

FiveDesigning Meaningful Experiences

The design of meaningful experiences can be integrated into almost any innovation process, but to do so requires a new way of thinking about development and its effect. Rather than thinking of design as a function limited to visual expression or engineering, we need to recognize design conceptually as both the intent and the process of integrating functional, economic, emotional, or social benefits within a meaningful context. It is through design that a company can align with changing consumer values and convey a coherent and correctly perceived experience through the full range of marketing, interaction, and communication media.

"Design" is a confusing word. To some, it conjures up images of clothing. To ...