Last Friday, I gave two presentations at NEFLIN’s technology conference in Jacksonville, FL. The first one was Designing the Digital Experience, which is based on my book. Here’s the Slideshare version of the presentation!
Tyler, from the 344pounds.com blog, was kind enough to take this snapshot of Designing the Digital Experience sitting on the shelf at the Richland County Public Library and email it to me! Here’s what Tyler said about the book:
I bought your book off of Amazon yesterday, but also went down to the
Richland County Public library to check it out until it gets here.
Attached are the pics from that visit!
I found about you and your site a little while ago by searching for
something about designing a better blog for users (can’t remember exact term). Â I started a personal blog, 344pounds.com, about 3 months ago — I
don’t have a huge technical background, but I’m learning as much as I can
so I can make sure my blog is “good” for my customers, aka readers.
While your book is *marketed* towards designers and business owners, I
think that anybody who has any type of website can benefit from the book,
even a small “not for profit” personal blog like mine. Â I’ve already found
quite a few things from reading your book that I can apply to my blog.
Feel free to post this on your blog or testimonials page or whatnot — I’d
love to help sell the book, it’s great!
Thanks Tyler for buying the book, taking the pics, and the kind words! You rock!
Joseph Pine and James Gilmore noticed this thing they called the Experience Economy. They think we’ve moved beyond purchasing mere goods and services – now, we can purchase “experiences” (hence, the experience Economy). In their newest book, they blend the idea of experience with something they call Authenticity.
But Experience or the Experience Economy isn’t the only thing this notion is called – this post will introduce you to some other similar terms.
For example, when I read their book, I didn’t see much in the way of website experience. Certainly, the underlying ideas were there, but no concrete examples were given (it was written in 1999, so I’ll give them a break). That bugged me enough to write my own book about it, and I called the website version of it the Digital Experience.
Rohit Bhargava, who writes the Influential Marketing Blog, comes from a customer engagement and marketing/PR background. In his book Personality Not Included: Why Companies Lose Their Authenticity and How Great Brands Get it Back, he calls it personality. Here’s a quote from the introduction that explains what personality is:
“The theory of Personality Not Included is that personality is the answer. Personality is the key element behind your brand and what it stands for, and the story that your products tell to your customers. Every element of your business, from your interactions with your customers to the packaging of your product is an element of your brand personality, and these are the elements that inspire delight or indifference among your customers. In short, personality matters.”
Question – are you in the happiness business? Our primary product soon will be happinessâ€¦ Happiness is the new capital
Four key principles of happiness:
- satisfying work to do
- experience of being good at something
- time spent with people we like
- chance to be a part of something bigger
McGonigal’s description of happiness sounds VERY similar to Pine & Gilmore’s description of experience and Bhargava’s description of a company with personality.
Ever heard of Touch Points? It’s sort of like usability … but doesn’t focus primarily on how the thing works. Instead, it focuses on the experience customers have during their interactions with the product or service or website.
See what’s going on?
It’s not quite usability (but lives there). It’s not quite marketing (but it lives there). It’s not quite design (but it lives there too). It’s not quite customer service (yep – lives there). Not quite library 2.0 (even lives there).
There’s a convergence in many different fields right now – gaming, marketing, PR, web design, customer service, etc. – that all have, as their utmost goal, providing the customer with a positive experience … an authentic experience … happiness … attracting them with personality … enchanting them … helping them “kick patootie.” (ok, my wash-your-mouth-out-with-soap upbringing just kicked in – sorry ).
Question – how are you working to enchant your users? Not just meet their information needs … but delight them? Are you providing a positive experience, and if so – how?
I recently gave a book-related interview for a local-to-Topeka magazine, TK Magazine. People actually read it! I’ve had a number of people stop me and say they saw “my article” – that’s sorta cool. Here’s the interview:
In the March/April 2008 issue of TK, we introduced you to the Topeka and Shawnee County Public Libraryâ€™s new â€œDigital Branchâ€ â€“ a library branch that exists entirely on the Web, enabling you to check out books, pick out movies and music, and just about anything you else you want to do at the main library (except you can do it all in your PJs!).
The whiz behind the development of the libraryâ€™s website [aside – LOTS of very smart people built our website – definitely not just me!] is David Lee King. He has just published his first book, â€œDesigning the Digital Experience,â€ which aims to help you create a website that offers such a positive digital experience that your visitors will not only return, but will share links to your site with all their friends, family and co-workers.
TK: What is â€œexperience design?â€
DK: Experience design is the practice of designing, well, lots of things – products, services, events, and environments – but with the customerâ€™s experience fully in mind. A good example of experience design in action is a visit to two restaurants, McDonalds and Hard Rock Cafe. At McDonaldâ€™s, you get a sandwich, and the normal fast-food experience – rather bland (some would argue, just like the sandwich).
But when you visit the Hard Rock Cafe, the â€œexperienceâ€ you have while at the restaurant is geared toward a theme – that of rock music. Everything, including the food and drink you order, the decor of the place, t-shirts you can buy, even the background music playing, is themed to provide you with a â€œrock and rollâ€ experience that you canâ€™t help but notice.
Hard Rock Cafe has designed an experience around rock and roll – only part of the total experience involves the actual food.
TK: How does that relate to my website?
DK: Websites are rapidly changing from electronic brochures about an organization or business to an actual destination, where real-life, real-time transactions take place. Take my bank, for instance. At my bankâ€™s website, I can balance my checkbook, pay bills, and transfer money. I can do actual, real-world things at the website.
Organizations are starting to improve the experience their customers have while at the site in order to better serve their customers.
TK: What will our readers learn from your book?
DK: My book will quickly get you up-to-speed about what digital experience design is, and different approaches to take with your website in regards to digital experience. I also provide ideas to help jump-start your thinking about what your customers experience while at your website, and ways to help improve those experiences.
* original article online at TK Magazine, used by permission
** Photo by Bryan Nelson