Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences

EightShaping the Concept

Having a clearly framed and properly scoped goal of providing a meaningful experience allows the innovation team to shape a concept through an intelligent and deliberate design process, rather than by trial-and-error or free-for-all brainstorming. By following a detailed process and consciously considering all the elements of a new concept from the customer's vantage point, the innovation team creates a clear "blueprint" of what the company should produce or provide. By taking time at this stage to think through all the interrelated aspects of delivering a meaningful experience, a company is less likely to suffer two of the most common failings of experience design: errors of omission and conflicts of intent.

Errors ...