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Workshop: Experience strategy

We often discuss the need for us to be designing to result in a particular experience. And we talk about the strategic importance of experience design to business decisions. But how do we actually do this? We do it via an experience strategy.

Steve Baty describes an experience strategy as:

An experience strategy is that collection of activities that an organisation chooses to undertake to deliver a series of (positive, exceptional) interactions which, when taken together, constitute an (product or service) offering that is superior in some meaningful, hard-to-replicate way; that is unique, distinct & distinguishable from that available from a competitor.

Read more in Steve’s article: What is an Experience Strategy?

The workshop

This full-day workshop is all about how to create an experience strategy for your service or product.

During the workshop, you’ll learn:

• definitions of both Experience and Strategy, and what we mean by an Experience Strategy
• how to align an experience strategy with the rest of the organisation
• how to define experience strategies that provide for consistent customer interactions regardless of channel
• how to describe elements of an experience strategy, and to design and define each element

The workshop will combine discussion, questions and hands-on activities for you to deepen your understanding of the concepts of experience strategy.

At the end of the workshop, you will:

• understand what an experience strategy is
• have a structure you can use to define experience strategies for your organisation
• understand how to implement an Experience Strategy across channels such as online, mobile, and over-the-counter

Who’s this workshop for?

This workshop will be useful for anyone who is involved in the strategic aspects of any product or service design. This may include roles like user experience designers, product or service managers, product or service owners, project managers, business analysts.

This is an intermediate to advanced workshop. You don’t need any previous experience creating an experience strategy, but should have some experience designing products and services.

Presenter: Steve Baty

Steve Baty, principal at Meld Studios, has over 14 years’ experience as a design and strategy practitioner. Steve is well-known in the area of experience strategy and design, contributing to public discourse on these topics through articles and conferences.

Steve serves as Vice President of the Interaction Design Association (IxDA); is a regular contributor to UXMatters.com; serves as an editor and contributor to Johnny Holland (johnnyholland.org), and is the founder of UX Book Club – a world-wide initiative bringing together user experience practitioners in over 80 locations to read, connect and discuss books on user experience design. Steve is co-Chair of UX Australia – Australia’s leading conference for User Experience practitioners; and Chair of Interaction 12 – the annual conference of the IxDA for 2012.

Steve holds post-graduate degrees in electronic commerce (M.Ec) and business administration (MBA) from the Macquarie Graduate School of Management; and a bachelor’s degree in Mathematics (Physical Mathematics & Applied Statistics) from UTS.

When & where

This workshop was presented in two locations:

• 22 November 2010: Canberra, Hotel Realm
• 23 November 2010: Sydney, The Portside Centre

Pricing

The price for a full-day workshop was $700.