Experience design
Experience design is the endeavour of creating meaningful
and memorable events or encounters with the customer. The fact that the term
has been adopted by disciplines as wide as branding, digital services, product
and environmental design demonstrates its importance. Pine and Gilmore write
that when services become commoditised in the age of the 'Experience Economy',
companies must engage customers in some other way.
In the digital space, all things that interface with the customer are experience
design. The experience designer is capable of aligning business objectives
with customer and user needs, and turning them into tangible and deliverable
interactions.
The experience design leader needs to think about all aspects of the content,
functionality, usability and delivery of a brand promise (not just the flow
or page design) to make sure that they are all appropriate for the target
audience. This requires the ability to manage a wide range of activities:
- business requirements workshops
- user research and usability testing
- site structure and navigation
- functional and technical specifications
- branding and graphic design
