Experience Strategy
All products and services have a critical component of 'experience'. This is what customers and staff go through physically and emotionally when interacting with them. This 'experience' is a core ingredient that often determines whether organisations enjoy success, but to ensure an appropriate one, a discrete strategy is required.
Different uses Experience Research as a springboard to sketch out a desirable product or service experience as a collection of ideas. Backed by empirical evidence, we call this an Experience Strategy. It facilitates a shared understanding of the end goal for our client and enables them to socialise the proposal.
Taking our clients on a logical journey, we define an Experience Strategy in progressive levels of detail; taking the following steps to present them:
- 1. Set the VISION through an Experience Promise which states the brief from your customers
- 2. Describe WHAT needs to be done through Experience Principles that guide our ideas so they answer the opportunities outlined in the Experience Research
- 3. Show HOW to do it through Conceptual Solutions as a prototype, visual mock ups, videos, etc that show how the principles can be applied
- 4. VALIDATE the solutions through Concept Testing with customers and staff to ensure our ideas resonate
A robust Experience Strategy lowers the risk of making small rational decisions that unintentionally erode product or service experience. By showing and carefully explaining the strategy in ways which demonstrate the value in each part, ideas are less likely to be misunderstood.
When we have a solid Experience Strategy we are ready to move into the specifics of Experience Design, where we fully explore every interaction that makes the product or service experience come to life.