People’s life stories are seamlessly stitched together scenes, held together by designer threads. When the threads designers create are durable enough to keep the fabric of scenes together, people have a memorable story. But stories of regret and frustration are made when products, services, and systems fail to create relevant and meaningful experiences. People are both feelers and thinkers, so experience design outcomes must account for both people’s needs and emotions. Experience Design Factors was created to give designers an experience-centered vocabulary for designing outcomes that make people’s stories worth telling.
A Coffee Shop Experience Design Scene
Consider the scene above. A woman sits at a table working on a laptop computer outside a coffee shop. The activity she wants to complete—her reason for going to the coffee shop—is to work on job tasks.
The scene opens when she orders her Cappuccino and sits down to work at the table. The story continues as she works—she answers emails, creates a presentation using Google Slides, and checks social media for a few minutes. The scene is like many other coffee shop experiences—work starts, the sounds of steaming milk mix with music playing overhead, and other patrons order, drink, and leave. The design of the building, coffee mugs, music, lighting, and ordering procedures make the experience unique to this specific coffee shop.
Many different stories can happen in this scene depending on small changes in factors within it. For example…
At an Outdoor Cafe
Working outdoors while drinking coffee.
Humidity levels are high and uncomfortable or they are dry and pleasant.
A report for work she’s revising is due in 12 minutes.
Light jazz music is playing.
The store logo is in a retro style.
Any of these events would drastically change her coffee shop experience and possibly her whole day. Designers can account for some events, and others are beyond our control, but each event adds up to a complete experience. When designers create experience-centered products, services, and systems—outcomes that are not only usable but also relevant and meaningful—every detail in a scene matters.
By deconstructing experience design scenes into their parts, planners can better understand how to design for them.