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

What will your customers experience today? Businesses thrive when they can engage customers. While many companies understand that design is a powerful tool for engagement, they lack the vocabulary, tools, and processes required to enable design to make a difference. Experience Design provides a new way for business and design to collaborate by explaining how to integrate brand, value, and customer experience to build engagement. You′ll learn how to think about design as a system of interdependent processes and outcomes, and work with design partners more efficiently to create better quality experiences across the entire customer journey. A reference tool for both business leaders and designers, Experience Design will keep your team focused on what′s most important. “Following in the footsteps of Walter Dorwin Teague′s 1940 Industrial Design classic  Design this Day , Newbery and Farnham′s book defines a place for Experience Design in a world that is shifting from physical to digital. The duo′s authoritative take on how experience designers knit together the fields of design and business shows how they relentlessly anticipate, intuit, model and create value for organizations of all kinds.  Experience Design  both brings about a new level of understanding and asserts the value of this rapidly evolving field.” —John Maeda , President, Rhode Island School of Design

Introduction Section I: Context Chapter 1: Thinking about Design Chapter 2: Thinking About Business Chapter 3: Thinking About Change Section II: Frameworks and Tools Chapter 4: Thinking About Experience Design Chapter 5: Brand Frameworks & Tools Chapter 6: Product/Service Frameworks and Tools Chapter 7: Customer Journey Framework Section III: Moving Forward Chapter 8: Putting it Together Chapter 9: Getting Business to Act on Experience Design Chapter 10: Working with Vendors Final Thoughts

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