This course covers the process and methods of “Experience Modeling” –illustrating current and potential future experiences for the purpose of design-led innovation.

As the number of touch points with customers have exploded, the challenge in understanding and managing a multi-channel customer experience has become increasingly problematic. Through a series of hands-on exercises, students will learn ways to describe and depict experiences through both heuristic and generative methods. Emphasis will also be placed on critique of different types of models–people, journey, mode, value, and ecosystem oriented.

Learning Objectives
Enable students to be comfortable in describing and illustrating multichannel “experiences”, illustrating insight from research and providing definition for strategy. More tangibly, the class is built around mastery of five core model types that work together to create a complete, compelling and actionable picture of people and their interactions with an organization.

Learning Outcomes

  • Become familiar with emerging issues of designing for multichannel experiences
  • Learn to use the five experience model types in concert to understand and define experiences
  • Demonstrate the principles and methods discussed through a presentation of current and future experience states on a assigned group project