What Experiences Do You Offer?
This is where the rubber hits the road. What are the visual, verbal, interactive, and sonic experiences people will have because of your planning? Will they see the right visuals, read the right text, and find the offered functionality useful? Will there be sonic clues to reinforce interactions? Are these interactions not just clear, but also positively surprising, so when given the choice, these users come back?
PayPal Sonic clues provide nostalgic sounds of cash registers, but also signal that the transaction is complete and the user can log out.
When Are You Offering the Experience?
The battle for attention and retention is mind-boggling. Even when you know how to provide the right content in the right place to the right user, it's even more crucial to confidently and intelligently nail the timing, frequency, and share-ability of content and experiences. Time of day, week, season, and life stage are just a few coordinates to consider when planning timely content creation.
Frequency and timing are optimized for social behaviors and the highest open rates.
How Are You Delivering These Experiences?
Only when the why, who, where, what, and when are working together is it the right time to dive deeply into the how. Your team must ask: How are we pulling all of this together? What are we building on our own? Where can we use existing technology? Are we building for continual releases or one big deployment? Can we do even better than what we've envisioned so far? #MakeExperiencesMatter
The answers to these five simple questions - the five Ws and the one H - will enable you to build a strong digital experience.
While we have answered the five Ws and the one H thousands of times, we are always tremendously interested in hearing about and comparing this to other approaches. Please share your thoughts, so that collectively we can move the industry along and accelerate the output.
Thomas Mueller is the chief experience officer, digital, leadership, and simplification, at Siegel+Gale based in New York. Thomas is often inspired by cycling trips through New York's Catskill Mountains, where he spends much of his free time renovating his country house and admiring the simple wonders of the constantly changing scenery.
As a brand experience visionary, he passionately believes in honing the essence of simplicity to enable remarkable experiences through any service, interaction or communication. For the past 17 years, Thomas has devoted his work on the client side at agencies to the pursuit of making users and brands equally happy.
Today, as chief experience officer at Siegel+Gale, he works with consumer brands, financial services firms, media companies and nonprofits such as American Express, Bank of America, Citi, IRS, Penske, United Mileage Plus, HP, SAP and Rotary International to help them leverage the power of simplicity. Prior to joining Siegel+Gale, Thomas worked with Martha Stewart Living Omnimedia, Arnold Worldwide and Razorfish.
Thomas holds a BFA in communications design from Fachhochschule München in Germany, an MFA in media design from the Art Center College of Design and a certificate from the Harvard Business School's Business Perspectives for Design Leaders program. He has contributed to such notable publications as the Wall Street Journal and Forrester Research Reports. His many awards include the New Media Invasion Gold Award, Cannes Silver Cyber Lion, Art Directors Club NY, The One Show, Webby, WebAwards and DesignInteract.
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