Experience Design

Experience design is really about telling the user's story. I must understand their story in their own words, terms, and of course experiences, not only in their job interaction with a representative company's product or service, but their life - goals, aspirations, and desires as well. I then construct a story to commuicate back to the representative company so that a product or service can be improved and embraced by the users and their various companies. I deliver this story in drawn, written, and verbal form based on how best to commuicate the story. My strong visual sense and ability to commuicate creates a rich canvas of user and market needs from which to evolve new or existing products and services.

Since it's impossible and time consuming to relate all user profile information, it's often best to develop personas that business and engineering can address during the story to understand succint ideas to address. Tasks and goals are an important structure to the story. This all helps to relate the user scenarios and focus on important business goals toward success of the product or service and confidence and joy for the user audience.


What is it? A persona is a fictional person that represents a makjor user group of defined profiles. These are created by working with Subject Matter Experts and end-users to build characteristics that are most representative of those groups.

What are the benefits?

  • Helps the team focus on the users' goals and needs.
  • The team can concentrate on designing a manageable set of personas knowing they represent the needs of many users.
  • By asking, "Would Tom the Manager use this?" the team focuses on what the user actually needs or uses.

I am responsible for understanding and maintaing business context, membership, and entitlement makup of business functions (title, location, project, etc.) that business roles map to. In that way I and project management, engineering, and other stake holders help to balance business needs with user needs through user and task analysis.



What is it? A goal is an end-condition, not to be confused with a task, which is an intermediate process required to achieve a goal.

What are the differences between goals and tasks from the goal perspective?

  • Tasks change as technology changes. Goals remain consistently stable.
  • The most important goal is for a user to retain their dignity; basically, not feel stupid.
  • Designing from the standpoint of tasks is the main cause of user frustration and non-intuitive interaction.

Desiging scenarios, commonly known as User Flows, from a goal-oriented perspective allows me to tell a story that envisions confident, joyful, intuitive interaction.



What is it? A set of illustrations (wireframes, mockups, prototypes) displayed in connected sequence to convey a user's intended journey through the system, pre-visualizing the interactive experience.

What are the differences between goals and tasks from the scenario perspective?

  • Product owners can visualize how to meet business goals.
  • User can validate the process flow in the application.
  • Product and project managers can see the information users need in order to complete tasks.
  • Quality Assurance can easily compare "as-built" to "as-designed".

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