Designing Experiences That Matter

Peo­ple, not brands, are in con­trol of expe­ri­ences. Despite wide­spread dis­cus­sion about human-cen­tered design, most companies still cre­ate expe­ri­ences that assume a controlled, lin­ear jour­ney. It’s time to stop letting experiences just happen and start building them better.

The three elements of modern experiences:

  1. Experiences aren’t linear.

    You don’t know where your customer came from or where they’re going next. And some experiences are far more important than others. That means they have to exist independently, and may end up anchoring your customer’s whole relationship with you.

  2. Experiences depend on marker moments, not multi-stage journeys.

    Emerging tech like AI and voice is changing the way people live – and therefore the way they discover, consider, and purchase. In other words, the customer journey is collapsing into a single point — a marker moment your brand can’t afford to miss.

  3. Experiences have to serve people — and connect with them.

    The collapse of experiences means that the emotional and the functional elements of brand interactions occur all at once. As a result, emotions, which used to be relegated to communications, must now drive every interaction with your brand.

“This is the frontier of branding — creating relevant, emotional, and effective experiences for both people and brands.”