Summary

In this chapter we reached another milestone in the experience design journey. Starting with research, designers collect raw materials from many sources, and continue with analysis and synthesis to build a deep understanding of the business, product, and customer space. Then, we switched to a creative phase in which abstract constructs are iterated on until they take concrete forms. Throughout this process, designers are often guided by a design philosophy that informs their approach.

As a concept is tested, revised, and transformed into detailed prototypes and design specifications, the experience itself--the essence of the entire effort--emerges as well. When you think about it, the experience that drives the products we are enticed to purchase and love using, is in a fairly raw state throughout the concept development phase. Yet, that is when major decisions are often made regarding the final experience. The emerging experience has been validated with a relatively small number...