Join Scott Clear for an in-depth discussion in this video Meaning in industrial design workflow, part of Industrial Design Foundations.
- Let's talk about experience and experience design. Experience design is the part that creates the emotional connection with your product or service design. However let's look at it a few different ways. I'll start with a quote from our founder, Robby Sarnie from RKS design. And Robby said that "it's not how you feel about the design, "it's how the design makes you feel about yourself." Now, that resonates to a lot of us because there's a lot of things that we've coveted and loved through time and we can always go through our childhood to present, and we can remember things that meant a lot to us.
And it was through a memory or an emotion that was created, where we connected to that product or service. However, not everything has to have high levels of experience in their design. So I'll explain that. The way we look at it when we look at trying to figure out what a product or service needs to be. The first thing we'll do is we'll look at its interactivity. So if you look here, going from left to right, interactivity being low and interactivity being high. On the other side we'll see that that's how you interact with the product or service or brand or feature or color or whatever you're working on.
Then we have self actualiziaton. Self actualization is the part where you'll start enaging the emotion part. So let's look at this chart and you'll see there on the lower left. And the lower left quadrant we use a paperclip as the symbology of the lower quadrant. Now, keep in mind, there is no bad location on the map when we're starting to look at how we map this. It's just where it's relevant. In this case, the paperclip is relevant because it's low on interactivity and very low on self actualization. So think about your last paperclip experience.
Did you remember it? Did you go home and dream about it? Maybe not. However does it mean that it's not a successful product? It's probably rightly positioned where it needs to be. So let's go, staying on that lower section, we go to the lower right there and you see a skip loader that we have there, signifying it. And a skip loader is using, it's multi sensory, so you're using your hands, eyes, ears and your feet as well. So it's highly interactive. However, if, contextually if that is what you're doing for a living every single day, it might not be that memorable.
And it's all contextual to the situation. Now, if I change the context and this isn't something that you did everyday, you know for work. Let's say you were at an elementary school and we let the kids drive the tractor over the cars, most likely driving the skip loader over a car and crushing it like a monster truck, is going to be a really memorable experience. And you'll probably remember that for the rest of your life. So it's all about the context. Now let's go back up to the upper left quadrant, this upper left quadrant we use the Mona Lisa as an example of what we're trying to symbol here.
Now, interactivity is very low at this time. However self actualization extremely high. So let's put that into context. The Mona Lisa as an example, it might be something that you coveted for a large part of your life. Let's say in elementary school when you first heard about it and you said "when I grow up, I want to see it." Well that led to you finishing school, going to college, getting a great degree, made a lot of money, got a great family, you take your family, you go to France, you go to Paris, you go to Louvre, you buy a ticket, the Mona Lisa's not in the front, you go all the way around the Louvre and then finally you see it.
Now at this point, this isn't about whether you liked the Mona Lisa or not. It has to do with the fact that you'll never forget that experience for the rest of your life. And that's how we're measuring it. It's not about like or dislike, it's about memory. Now, let's go to that top right quadrant. So that enriched quadrant, that means lots of interactivity and lots of self actualization. Now we'll use things like motorcycles or sports cars and what it means is that it's highly engaging.
It's a multi sensual experience, if you're using two, three, four and possibly even five senses, that's going to help you with your memorization of it. And again it has to do with context, so the context would be is this going to be a memory or in the situation that you're going to remember for the rest of your life. So the sports car, if it's a world class sports car, and you're on a world class race track and we cut you loose, likely you're going to remember it for the rest of your life. So these are the kinds of things that we're looking at when we're talking about an experience.
So again, we're designing for experience design, it's not always that you have to pad the experience, because if you're designing a paperclip that you never forget for the rest of your life, you might have priced yourself out of the market. So you have to think about these things when you're designing for experience and you'll use this as a benchmark when you start doing it for yourself.