Section 2 : Business - Work the Metaphor Flashcards
What is a transformational metaphor?
Where a company thinks of itself as something other than what it is - which in turn, changes the way it behaves
What does it mean to work the metaphor? Who came up with it?
Bruce Mau - every product, every service, every brand, has the ability to stand for something else
What does it mean to go deep?
Observe the way people are living their lives and how certain products or services may fit into those lives
Who came up with the measuring cup that you can see the lines from above?
OXO
What does experience design consider?
it considers the long sequence of events someone goes through as they interact with your design. This sequence begins before the item is purchased, then continues through the critical time when someone brings a product home and opens the package (designers call this the OOBE or “out-of-box-experience”) and then keeps going as the product is used over time and becomes part of some’s life
What does experience mapping generally consist of?
plotting the progression or stages people go through as they engage in various activities
What is emotional mapping?
A design tool used to diagram human feeling
Who developed the Compelling Experience Framework?
Doblin Inc
What are the five phases of a consumer experience laid out in the Compelling Experience Framework ?
attraction, entry, engagement, exit, extension
What are the 6 intensity-based attributes that can make an experience more compelling?
Defined, fresh, immersive (meaning losing yourself in the experience and time foreshortens), accessible, significant and transformative (meaning the experience results in a change that is clear and recognizable)
What was a way Mau suggests to connect businesses to their product offerings to make it fit in with the larger experience of people’s lives?
instill more meaning into a company’s offerings through the use of metaphor
What does the firm Adaptive Path say a company experience should align with?
one or two key driving principles. These serve as a North Star to guide experience designers as they try new innovations
Who came up with the truth campaign for teen smoking?
Bogusky
