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

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


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Experience Design: A Framework for Integrating Brand, Experience, and Value by Patrick Newbery, Kevin Farnham

Bridge the gap between business and design to improve thecustomer experience  

Businesses thrive when they can engage customers. And, whilemany companies understand that design is a powerful tool forengagement, they do not have the vocabulary, tools, and processesthat are required to enable design to make a difference.Experience Design bridges the gap between business anddesign, explaining how the quality of customer experience is thekey to unlocking greater engagement and higher customer lifetimevalue. The book teaches businesses how to think about design as aprocess, and how this process can be used to create a betterquality of experience across the entire customer journey. 

Experience Design also serves as a reference tool forboth designers and business leaders to help teams collaborate moreeffectively and to help keep focus on the quality of theexperiences that are put in front of customers.

  • Explains how to use experience-centric design for bettercustomer engagement
  • Offers a framework for thinking and talking about "experiencedesign," from a company and customer perspective
  • Authors Patrick Newbery and Kevin Farnham are the ChiefStrategy Officer and CEO of Method respectively, anexperience design company that solves business challengesthrough design to create integrated brand, product, andservice experiences

Improve the quality of the experiences customers have with yourcompany and watch engagement soar.

Product Details

ISBN-13: 9781118609637
Publisher: Wiley
Publication date: 08/19/2013
Pages: 240
Sales rank: 810,763
Product dimensions: 6.40(w) x 9.00(h) x 0.60(d)

About the Author

Patrick Newbery is the Chief Strategy Officer of Method,Inc. He uses his experience with strategy, brand, innovation, anddesign to develop the tools and frameworks that the company uses toshape client engagements. He lives in Berkeley and spends much ofhis 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, globalrecruiting, and business development. His passion is for helpingcompanies create truly great brands, products, and services throughdesign. Over the course of the past two decades, he has workeddirectly with business leaders from companies such as Apple, BBC,Microsoft, MoMA, Nike, Google, and TED Conferences.

Table of Contents

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

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