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Nathan Shedroff

Strategist and Entrepreneur

Talk

Using the Waveline: Mapping Premium Value to the User Journey (a new tool for planning deeper customer experiences)

Mon 24 October 16

Businesses mostly care about value but they define it in narrow, mostly functional and financial terms, yet the biggest value is qualitative and comes from meaningful experiences. The waveline is a new tool that helps designers and developers better design and communicate the inherent value in the user experience, built from premium value at the start. It helps prioritise qualitative value in a way that non-designers can understand and follow. The waveline makes use of new data from design research techniques that go beyond the standard tools and help structure the conversation of products and services around a narrative of user interaction and the most valuable parts of the customer relationship.

Slides from Nathan’s presentation.

About Nathan Shedroff

Nathan Shedroff was the founder and chair of the ground-breaking Design MBA programs at California College of the Arts (CCA) in San Francisco, CA. This program prepares the next-generation of innovation leaders for a world that is profitable, sustainable, ethical, and truly meaningful by uniting the perspectives of systems thinking, design thinking, sustainability, and generative leadership into a holistic strategic framework.

He is a pioneer in Experience Design, Interaction Design and Information Design, is a serial entrepreneur, and researches, speaks and teaches internationally about meaning, strategic innovation, business value, and science fiction interfaces. His many books include: Experience Design 1.1, Making Meaning, Design is the Problem, Design Strategy in Action, Make It So, and the new Blindspot. He holds an MBA in Sustainable Management from Presidio Graduate School and a BS in Industrial Design from Art Center College of Design. He worked with Richard Saul Wurman at TheUnderstandingBusiness and, later, co-founded vivid studios, a decade-old pioneering company in interactive media and one of the first Web services firms on the planet. vivid’s hallmark was helping to establish and validate the field of information architecture, by training an entire generation of designers in the newly emerging Web industry.

Nathan is on the board of directors for Teague and WE’VE.

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