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3 Myths of Customer Experience

I recently gave a presentation at an event organized by the the UK Usability Professionals’ Association. The event, focused on UX & Strategy, featured talks by Tom Wood from Foolproof UX, noted speaker and UX professional Leisa Reichelt as well as myself. Tom and Liesa outlined their thoughts on the definition of experience strategy and how it could (or couldn’t) be successful in companies today. With luck, they’ll both post their presentations soon.


I presented a related set of ’3 Myths of Customer Experience’ which sought to address some of the biggest red herrings in UX today. Ultimately, I want to turn ’myths’ into ’truths’ and introduce my definition of Experience Strategy as well as the critical notion of the ’Aspects of the Experience’. I took the time to record a voice over for the presentation and enabled a “Screencast” within Slideshare. The total running time is just under 18 minutes. Tweet me if you have any comments or questions. Cheers.

References made within 3 Myths of Customer Experience:
You Can’t Design Experiences
Can Experience be Designed? by Oliver Reichenstein
Why User Experience Cannot Be Designed by Helge Fredheim
Free Download: All icons from This is Service Design

Nothing is New
Everything is a Remix by Kirby Ferguson
Patent by Telautograph on Free Patents Online
Separated at Birth? by Jim Edwards on c|net
What is iPad? by Apple
What is Newton? by Apple

Creating Value through Experience Strategy & Service Design
The Business Case For (Or Against) Service Design by Brandon Schauer

Experience Strategy & Modeling
Five Questions to Build a Strategy by Roger Martin
Experience Modeling by Margaret Morris and Arnie Lund (from Sapient)
E-Lab by Christine Canabou
Boundary Objects entry on Wikipedia
IIT Institute of Design in Chicago, USA
SapientNitro, my employer and pioneer in Experience Modeling


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