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

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.

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

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.