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

ISBN: 978-1-118-60963-7
240 pages
August 2013
Experience Design: A Framework for Integrating Brand, Experience, and Value (1118609638) cover image

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.

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Introduction 1

Context 13

Thinking about Design 16

Thinking about Business 38

Thinking about Change 50

Thinking about Experience Design 62

Frameworks and Tools 85

Brand Frameworks and Tools 88

Product/Service Frameworks and Tools 102

Customer Journey Framework 132

Putting It Together 166

Moving Forward 173

Getting Business to Act on Experience Design 178

Working with Vendors 196

Final Thoughts 209

Notes 213

Acknowledgments 219

Index 223

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Patrick Newbery is the Chief Strategy Officer of Method, Inc. He uses his experience with strategy, brand, innovation, and design to develop the tools and frameworks that the company uses to shape client engagements. He lives in Berkeley and spends much of his free time trying to keep up with his two children.

Kevin Farnham is the Chief Executive Officer of Method, Inc., where he is responsible for company strategy, global recruiting, and business development. His passion is for helping companies create truly great brands, products, and services through design. Over the course of the past two decades, he has worked directly with business leaders from companies such as Apple, BBC, Microsoft, MoMA, Nike, Google, and TED Conferences.

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August 27, 2013
Is Business Using Design Effectively?

As more and more businesses look to tap into the power of design, two of the founders of an award-winning global design firm challenge the foundation on which business and design collaborate. In a newly released book Experience Design: A Framework for Integrating Brand, Experience, and Value, authors Patrick Newbery and Kevin Farnham argue that in order to be successful, businesses need to engage customers through value, not just look and feel, and this requires a different approach from both sides—business managers and designers.

Authors Newbery and Farnham point out that although innovation has been a prominent topic of focus for businesses and the media, statistics show that only 25% of new product innovations ever reach commercial launch, and only 45% of these meet profit goals. That nets out to 11% success rate, which is not a guaranteed lifeline.

“Apple’s reinvention of itself changed the world in many ways. The design of the end products and services is brilliant. But it wasn’t just how they were designed—it’s what Apple chose to design, and why, that mattered,” says co-author Kevin Farnham, CEO of Method. “Apple created value by redefining the experiences people could have with products they already wanted to use.”

Experience Design advocates that businesses should view their engagement with customers as an integrated system of brand, experience, and value, that changes over time. Experience design helps business take a portfolio-based approach to exploring new areas of value as natural extensions of the brand and customers’ needs.

Hiring the best design talent to finish and market products that were developed as reactions to change is an outdated model. Experience design requires unlocking a brand’s purpose and intent in order to define and differentiate products and services that meet the real needs of customers. Teams must focus on customer engagement and experience throughout the customer lifecycle. Business and design must have a common view of objectives, options, and decision-making criteria.

“Value drives relevance which drives engagement, which is the best way to drive revenue,” adds co-author Patrick Newbery, Method’s Chief Strategy Officer. “The age of image as brand is closing. Trying to fix the experience at the 11th hour through brilliant design alone cannot create value that doesn’t exist.”

Experience design gives business a reason to invite design to the table earlier, and helps business understand how design can help solve problems beyond look and feel. It outlines how business can structure engagements with design partners to increase the chances of success and reduce the risks.

“This isn’t a radical new view or a proprietary methodology. It’s an observation that many on both sides of business and design have been making over the past decade. The book is a wake-up call and an outline for how to change,” says Newbery. “We think that businesses that can’t learn and adapt will find themselves operating at a disadvantage.”

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