The document discusses holistic experience design (HxD) and its goals of making designers indispensable by taking a complete view of experiences. It advocates considering experiences across physical and digital platforms, and addressing customer needs through the 7P framework of purpose, people, perspective, principles, partners, performance, and potential. The document provides examples of how experience design can help minimize friction and maximize customer delight.

1. HOLISTIC EXPERIENCE DESIGN
(BEING INDISPENSIBLE BY BEING COMPLETE)

2. H O L I S T I C E X P E R I E N C E D E S I G N
ME

3. H O L I S T I C E X P E R I E N C E D E S I G N
EXPERIENCE
ARCHITECT
@FRITZISMFRITZ DESIR

4. H O L I S T I C E X P E R I E N C E D E S I G N

5. H O L I S T I C E X P E R I E N C E D E S I G N
EXPERIENCE
ARCHITECT
@FRITZISMFRITZ DESIR

6. H O L I S T I C E X P E R I E N C E D E S I G N
EXPERIENCE
ARCHITECT
INFORMATION ARCHITECT
INTERACTION DESIGNER
EXPERIENCE STRATEGIST
@FRITZISMFRITZ DESIR

7. H O L I S T I C E X P E R I E N C E D E S I G N
@FRITZISM

8. H O L I S T I C E X P E R I E N C E D E S I G N
@FRITZISM
RAPP Orange
C:0 M:50Y:100 K:0
R:247G:148 B:30

9. @FRITZISM INTERACTION DESIGN ASSOCIATION
www.ixda.org

10. @FRITZISM

11. @FRITZISM www.matewith.us

12. H O L I S T I C E X P E R I E N C E D E S I G N
THIS TALK IS IN BETA

13. H O L I S T I C E X P E R I E N C E D E S I G N
STRUCTURE

14. H O L I S T I C E X P E R I E N C E D E S I G N
PHYSICAL

15. TWEETDIGITAL

16. SOCRATIC-AL

17. H O L I S T I C E X P E R I E N C E D E S I G N
3 GOALS

18. H O L I S T I C E X P E R I E N C E D E S I G N
INDISPENSABILITY

19. H O L I S T I C E X P E R I E N C E D E S I G N
MAKE YOU INDISPENSABLE
ASK MORE QUESTIONS
HELP YOU CHANGE THE WORLD

20. H O L I S T I C E X P E R I E N C E D E S I G N
(in diagram form)
digital experiences crafted with meaning derived
from people, environment, technology, landscape
&=
happy users
stronger brands
informed by
+ +
INDISPENSABILITY

21. H O L I S T I C E X P E R I E N C E D E S I G N
MAKE YOU INDISPENSABLE
ASK MORE QUESTIONS
HELP YOU CHANGE THE WORLD

22. I KNOW YOU WON’T BELIEVE ME
BUT THE HIGHEST FORM OF
EXCELLENCE IS TO QUESTION
ONESELF AND OTHERS
— SOCRATES

23. H O L I S T I C E X P E R I E N C E D E S I G N
MAKE YOU INDISPENSABLE
ASK MORE QUESTIONS
HELP YOU CHANGE THE WORLD

24. H O L I S T I C E X P E R I E N C E D E S I G N

25. H O L I S T I C E X P E R I E N C E D E S I G N
Remember: at the end of the day, your job isn’t to get the
requirements right — your job is to change the world.
— Jeff Patton

26. H O L I S T I C E X P E R I E N C E D E S I G N
MAKE YOU INDISPENSABLE
ASK MORE QUESTIONS
HELP YOU CHANGE THE WORLD
(Refine until it best achieves the above goals)

27. H O L I S T I C E X P E R I E N C E D E S I G N
ABOUT THE WORDS

28. H O L I S T I C E X P E R I E N C E D E S I G N
WHY HOLISTIC
EXPERIENCE DESIGN?

29. H O L I S T I C E X P E R I E N C E D E S I G N
WHY HOLISTIC
EXPERIENCE DESIGN?CHARACTERIZED BY COMPREHENSION OF THE PARTS OF
SOMETHING AS INTIMATELY INTERCONNECTED AND
EXPLICABLE ONLY BY REFERENCE TO THE WHOLE

30. H O L I S T I C E X P E R I E N C E D E S I G N
WHY HOLISTIC
EXPERIENCE DESIGN?
FRICTION DELIGHT

31. H O L I S T I C E X P E R I E N C E D E S I G N
WHY HOLISTIC
EXPERIENCE DESIGN?
MINIMIZE
FRICTION
MAXIMIZE
DELIGHT

32. H O L I S T I C E X P E R I E N C E D E S I G N
HxD AS 2 FACETS

33. H O L I S T I C E X P E R I E N C E D E S I G N
HxD
EXPERIENCE
BUSINESS
PEOPLE
TEAMS

34. H O L I S T I C E X P E R I E N C E D E S I G N
HxD
CONTENT
SERVICE
PRODUCT
TECHNOLOGY

35. H O L I S T I C E X P E R I E N C E D E S I G N
WHY IT MATTERS

36. 36
US MOBILE PHONE USERS WHO OWNED OR USED A
SMARTPHONE THIS YEAR REACHED 74%, UP FROM
58% THE PREVIOUS YEAR.
*2014 COMSCORE
THERE HAVE BEEN OVER 500 MILLION IPHONES SOLD WORLDWIDE;
9/19/14 IPHONE 6 LAUNCHES WITH OVER 10 MILLION SOLD IN THE FIRST WEEKEND
*

37. AMERICANS SPENT 46.6% OF THEIR TOTAL
INTERNET TIME WITH MOBILE APPS, COMPARED
TO ROUGHLY 45.1% SPENT ACCESSING THE
INTERNET FROM A DESKTOP
*2014 COMSCORE

38. H O L I S T I C E X P E R I E N C E D E S I G N
WHAT HOLISTIC EXPERIENCE DESIGN
(HxD) CAN LOOK LIKE

39. 39
http://www.cue.me

40. H O L I S T I C E X P E R I E N C E D E S I G N
CAN DESIGN-LED BRANDS
OUTPERFORM?

42. Over the last 10 years design-led companies have maintained significant stock
market advantage, outperforming the S&P by an extraordinary 228%
— Design Management Institute

43. DO WE NEED TO START THINKING
BEYOND PRODUCT?

45. FOUNDED IN 2008, SOLD FOR $3.2 BILLION DOLLARS

47. FOUNDED IN 2008, VALUED AT $6 BILLION DOLLARS

49. FOUNDED IN 2007, VALUED AT $10 BILLION DOLLARS

51. FOUNDED IN 2009, VALUED AT $40 BILLION DOLLARS

53. H O L I S T I C E X P E R I E N C E D E S I G N
SHIFTING OUR ROLE

55. OUR OPPORTUNITY

56. PEOPLE EXPERIENCE

57. PEOPLE
Brand
X
BUSINESS TEAMSEXPERIENCE

58. H O L I S T I C E X P E R I E N C E D E S I G N
IS THERE AN EVOLUTION NEEDED
TO MATCH THE CURRENT STATE
OF THINGS?
???????????

59. H O L I S T I C E X P E R I E N C E D E S I G N
PROCESS

60. H O L I S T I C E X P E R I E N C E D E S I G N
PROCESS

61. H O L I S T I C E X P E R I E N C E D E S I G N
PROCESSFRAMEWORKS

62. H O L I S T I C E X P E R I E N C E D E S I G N
7P FRAMEWORK
THE VALUE PROPOSITION

63. H O L I S T I C E X P E R I E N C E D E S I G N
7 FRAMES FOR INQUIRY
THE VALUE PROPOSITION

64. H O L I S T I C E X P E R I E N C E D E S I G N
HxD
PURPOSE
PEOPLE
PERSPECTIVE
PRINCIPLES
PARTNERS
PERFORMANCE
POTENTIAL

65. H O L I S T I C E X P E R I E N C E D E S I G N
PURPOSE

67. HOW CAN WE CONNECT TO
PURPOSE (àGOALS) TO AID DESIGN?

68. H O L I S T I C E X P E R I E N C E D E S I G N
PEOPLE

69. 69
OF THE WORLD’S POPULATION
LIVE IN CITIES TODAY; 75% WILL BY 2050
50%

70. 70
WHAT WILL THEY NEED THAT THEY
DON’T SEE?

71. 71
HOW DO WE DESIGN MEANINGFUL VALUE?

72. 72
WHAT ARE THE PAIN POINTS + JOY POINTS
THAT WE CAN ALLIEVATE + ACCENTUATE?

73. H O L I S T I C E X P E R I E N C E D E S I G N
PEOPLE ARE FUNDING
EXPERIENCES BRANDS ARE
NOT MAKING
PEOPLE ARE FUNDING
EXPERIENCES BRANDS ARE
NOT MAKING

74. 74
$1,321,759,519 TOTAL DOLLARS PLEDGED TO KICKSTARTER PROJECTS

76. H O L I S T I C E X P E R I E N C E D E S I G N
DESIGN RESEARCH
WE ARE OPPORTUNITY FINDERS & PROBLEM SOLVERS

77. H O L I S T I C E X P E R I E N C E D E S I G N
(GUERRILLA) DESIGN RESEARCH
WE ARE OPPORTUNITY FINDERS & PROBLEM SOLVERS

79. H O L I S T I C E X P E R I E N C E D E S I G N
(GUERRILLA) DESIGN RESEARCH
WE ARE OPPORTUNITY FINDERS & PROBLEM SOLVERS

80. H O L I S T I C E X P E R I E N C E D E S I G N
(GUERRILLA) DESIGN RESEARCH
REMEMBER: YOU ARE SEEKING INSIGHTS
WE ARE OPPORTUNITY FINDERS & PROBLEM SOLVERS

82. H O L I S T I C E X P E R I E N C E D E S I G N
PERSPECTIVE

83. *HUBSPOT
86% OF PEOPLE SKIP TV COMMERCIALS
*

84. H O L I S T I C E X P E R I E N C E D E S I G N
44% OF DIRECT MAIL IS
NEVER OPENED*
*2011, VOLTIER DIGITAL
AVERAGE RESPONSE RATE… 1%

85. HOW CAN WE THINK BEYOND CAMPAIGNS?

86. H O L I S T I C E X P E R I E N C E D E S I G N
THINKING IN ROADMAPS

87. H O L I S T I C E X P E R I E N C E D E S I G N
THE ASK SOLUTION

88. H O L I S T I C E X P E R I E N C E D E S I G N
THE ASK SOLUTION
The way we very often view work

89. H O L I S T I C E X P E R I E N C E D E S I G N
THE ASK SOLUTION(CAUSE-----
The way we very often view work
what's the real problem/opportunity?

90. H O L I S T I C E X P E R I E N C E D E S I G N
THE ASK SOLUTION
The way we very often view work
(CAUSE----- ----ROADMAP)
what's the real problem/opportunity?
the what now? what’s next? question

91. H O L I S T I C E X P E R I E N C E D E S I G N
THE ASK SOLUTION
what's the real problem/opportunity?
(CAUSE----- ----ROADMAP)
the what now? what’s next? question
Adding these two frames of reference could expand the
consideration points we design against

92. H O L I S T I C E X P E R I E N C E D E S I G N
EXPERIENCE DESIGN
RESEARCH & AUDITING
AT 4 LEVELS TO IDENTIFY
OPPORTUNITY
TO IDENTIFY OPPORTUNITY
AT 4 LEVELS & CRAFT
AN EXPERIENCE ROADMAP
EXPERIENCE ROADMAP
AT THE BEGINNING AT THE END
THE ROLE AN EXPERIENCE ROADMAP CAN PLAY
(PRODUCT, SERVICE, CONTENT
+ TECHNOLOGY)(PRODUCT, SERVICE, CONTENT
+ TECHNOLOGY)

93. H O L I S T I C E X P E R I E N C E D E S I G N
PRINCIPLES

94. WHAT ARE THE PRINCIPLES GUIDING THIS DESIGN?

95. H O L I S T I C E X P E R I E N C E D E S I G N

96. H O L I S T I C E X P E R I E N C E D E S I G N

97. H O L I S T I C E X P E R I E N C E D E S I G N
PARTNERS

98. H O L I S T I C E X P E R I E N C E D E S I G N
“None of us is as smart as all of us.”
– Ken Blanchard

99. H O L I S T I C E X P E R I E N C E D E S I G N
PLANNING /
STRATEGY
CREATIVE
(ART + COPY)
SEARCH & SOCIALTECHNOLOGYEXPERIENCE DESIGN
SILOS ON BUSINESS SIDE… …AND MORE SILOS ON THE DESIGN SIDE
MEASUREMENT
& ANALYTICS
OPERATIONS
MARKETING
SALES
FINANCIAL

100. WHAT IF WE DESIGN TOGETHER?

101. H O L I S T I C E X P E R I E N C E D E S I G N
EXPERIENCE DESIGN
MEASUREMENT
& ANALYTICS
TECHNOLOGY
ADVOCATING AN X-SHAPED TEAM
PEOPLE
(CONSUMES CONTENT, CO-CREATES
OTHER CONTENT EXPERIENCE)
CLIENT
(BRAND EXPERT, PROVIDES
GOVERNANCE)
CONTENT STRATEGY
(DEFINES REQUIREMENTS
PLANS CALENDARS,
STRUCTURES GOVERNANCE)
SOLUTION
MAKING
SPACE

102. HOW CAN WE MOVE FASTER?

103. H O L I S T I C E X P E R I E N C E D E S I G N

104. H O L I S T I C E X P E R I E N C E D E S I G N
LEAN, EMBEDDED TEAMS
SCALABLE, MAXIMIZING COLLABORATION + CO-LOCATION

105. TO DRIVE VALUE CREATION CONSIDER
CO-MAKING WITH CLIENTS, PEOPLE
AND OTHERS…

106. H O L I S T I C E X P E R I E N C E D E S I G N
POTENTIAL

107. H O L I S T I C E X P E R I E N C E D E S I G N
PROBLEMS + OPPORTUNITY
POTENTIAL =

108. H O L I S T I C E X P E R I E N C E D E S I G N
PROBLEMS + OPPORTUNITY

110. WHAT PROBLEMS ARE YOU SOLVING?
WHAT OPPORTUNITIES ARE YOU FINDING?

111. H O L I S T I C E X P E R I E N C E D E S I G N
PERFORMANCE
WE ARE OPPORTUNITY FINDERS & PROBLEM SOLVERS

112. IS IT WORKING?
HOW DO WE KNOW?
WHERE ARE WE ON THE ROADMAP?

113. H O L I S T I C E X P E R I E N C E D E S I G N

114. H O L I S T I C E X P E R I E N C E D E S I G N
HxD ARTIFACTS

115. H O L I S T I C E X P E R I E N C E D E S I G N
EXPERIENCE BRIEFS
WE ARE OPPORTUNITY FINDERS & PROBLEM SOLVERS

116. H O L I S T I C E X P E R I E N C E D E S I G N
Addressing key inputs required to
create value-driven experiences for
brand and customer using data
as the driver (work in progress)

117. H O L I S T I C E X P E R I E N C E D E S I G N
STORYMAPS
WE ARE OPPORTUNITY FINDERS & PROBLEM SOLVERS

119. H O L I S T I C E X P E R I E N C E D E S I G N
TOUCHPOINT MAP
WE ARE OPPORTUNITY FINDERS & PROBLEM SOLVERS

121. H O L I S T I C E X P E R I E N C E D E S I G N
(MORE TARGETED DELIVERABLES)
WE ARE OPPORTUNITY FINDERS & PROBLEM SOLVERS

122. H O L I S T I C E X P E R I E N C E D E S I G N
PEOPLE
Brand
X
BUSINESS TEAMEXPERIENCE

123. PEOPLE
Brand
X
BUSINESS
BRIEFS
KPI DEFINITIONS
CRM DESIGN/OPTIMIZATION
ECOSYSTEM PLANNING
MARKETING PROGRAMS
(MARKETING) PRODUCT OPPORTUNITIES
SERVICE DESIGN OPPORTUNITIES
CO-DESIGN SESSIONS
TEAM
BRIEFING
IDEATION SESSIONS
AUDIENCE SIZING
EXPERIENCE
EXPERIENCE AUDITS
CONTENT STRATEGY
FEATURE DEFINITION & PRIORITIZATION
EXPERIENCE MAPPING
BUSINESS CASE CREATION
BRAND DEFINITION
PROGRAM IDEAS
PERSONA CREATION
DECISION JOURNEY CREATION
PERSONA CREATION
DECISION JOURNEY CREATION
EXPERIENCE MAPPING
MENTAL MODEL DIAGRAMS
OWNER JOURNEY CREATION
TOUCHPOINT INVENTORY

124. H O L I S T I C E X P E R I E N C E D E S I G N
3 PRINCIPLES TO MANAGE OURSELVES WITHIN HxD
COMMITMENT
ACCOUNTABILITY
INTEGRITY

125. H O L I S T I C E X P E R I E N C E D E S I G N
REMEMBER… WHAT WE’RE UP TO

126. CHANGE

127. H O L I S T I C E X P E R I E N C E D E S I G N
DESIGNERS ARE THE ONLY
ONES WHO CAN
…and we are ALL designers!

128. DESIGN HOLISTICALLY!
(BE INDISPENSIBLE AND BE COMPLETE)

129. THANK YOU!
@FRITZISM
@WEAREMATE
WWW.MATEWITH.US