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We build and ship products that are perfectly fine. We make things that are usable, attractive, responsive, reliable and whatever else has come to be expected. And yet, there’s something missing. Something intangible. It’s not obvious what’s missing, until we contrast our own work against other mediums more established than our own: Film. Game design. Storytelling. Advertising… These mediums know how to make us feel, in deep and profound ways. So how do we do the same? Are there processes we can change, or things we can do to create memorable and meaningful experiences? And who has reached this level of emotional engagement? In this session, Stephen P. 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type="button"><span class="Icon_root__AjZyv" style="--size:24px"><span class="Icon_icon__4zzsG" style="mask-image:url(https://public.slidesharecdn.com/_next/static/media/hamburger.5a525941.svg);background-color:currentColor"></span><span class="sr-only"></span></span></button><dialog id=":R15d6:" class="drawer Drawer_root__ob4ZM" data-placement="left"><div class="Drawer_content__ye6ZB"></div><button autofocus="" type="button" aria-label="Close" class="close-button CloseButton_root__JCTRm" data-cy="drawer-close-button"><span class="Icon_root__AjZyv" style="--size:24px"><span class="Icon_icon__4zzsG" style="mask-image:url(https://public.slidesharecdn.com/_next/static/media/close.393923c4.svg);background-color:currentColor"></span><span class="sr-only"></span></span></button></dialog><a aria-label="SlideShare a Scribd company logo" class="Logo_root__Qba3h" data-cy="slideshare-logo" title="Return to the homepage" href="https://www.slideshare.net/"><img alt="SlideShare a Scribd company logo" loading="lazy" width="120" height="30" decoding="async" data-nimg="1" style="color:transparent" srcSet="https://public.slidesharecdn.com/images/next/svg/logo/slideshare-scribd-company.svg?w=128&q=75 1x, https://public.slidesharecdn.com/images/next/svg/logo/slideshare-scribd-company.svg?w=256&q=75 2x" src="https://public.slidesharecdn.com/images/next/svg/logo/slideshare-scribd-company.svg?w=256&q=75"/></a></div><div class="SearchForm_root__usp4s SearchForm_biggerSearch__syu70"><form data-testid="search-form" role="search"><input name="searchfrom" type="hidden" value="header"/><input type="text" autoComplete="off" aria-label="Search SlideShare" id="nav-search-query" data-cy="search-field" name="q" placeholder="" aria-haspopup="dialog" aria-controls=":R16d6:" popovertarget=":R16d6:" style="anchor-name:--popover-R16d6" value=""/><div class="SearchForm_popover__K3_9y" id=":R16d6:" popover="manual" data-popover-position="bottom-start" style="position-anchor:--popover-R16d6"></div><div class="SearchForm_expressivePlaceholder__6nNw5"><label for="nav-search-query" class="SearchForm_expressiveLabel__7_0_U SearchForm_expressiveLabelDesktop__D0GoT"></label><label for="nav-search-query" class="SearchForm_expressiveLabel__7_0_U SearchForm_expressiveLabelMobile__ZmtzP">Search</label></div><button type="submit" class="SearchForm_submit__U8kPR" id="search-submit" data-cy="search-submit"><span class="Icon_root__AjZyv" style="--size:24px"><span class="Icon_icon__4zzsG" style="mask-image:url(https://public.slidesharecdn.com/_next/static/media/search.844a289d.svg);background-color:currentColor"></span><span class="sr-only">Submit Search</span></span></button></form></div><div class="HeaderActions_root__11_ai undefined"></div></header><div class="SlideshowScreen_root__k9j1_ SlideshowScreen_withKeyMoments__RbHLe"><div class="metadata Metadata_root__oCstk" data-cy="metadata"><h1 class="Heading_heading__3MAvZ Heading_h1__3k7S2 title Title_root__svkHQ">Hooked on a Feeling</h1><div class="stats Stats_root__p_BoZ"><div class="Stats_leftContent__588PR"><time dateTime="2015-11-20 10:44:09 UTC"><span class="skeleton Skeleton_root__U4QqL Skeleton_rounded__BLBq2" style="width:75px;height:24px"></span></time><span class="Text_root__is73U Text_medium__rk8Tn text" style="-webkit-line-clamp:0">•</span></div><div class="Stats_rightContent__8d0AF"><span class="Text_root__is73U Text_weight-strong__yEO2S Text_secondary__EPWj0 Text_medium__rk8Tn Likes_root__WVQ1_ text" style="-webkit-line-clamp:0" tabindex="0">52 likes</span><span class="Text_root__is73U Text_medium__rk8Tn text" style="-webkit-line-clamp:0">•</span><span class="Text_root__is73U Text_weight-strong__yEO2S Text_secondary__EPWj0 Text_medium__rk8Tn Likes_root__WVQ1_ text" style="-webkit-line-clamp:0" tabindex="0">37,912 views</span></div></div><div class="author Author_root___6Bx5"><a data-cy="author-link" class="Author_link___lVxw ellipsis" title="Stephen Anderson" href="https://www.slideshare.net/stephenpa"><div class="Avatar_root__GNWHY" style="width:24px;height:24px;line-height:24px"><img class="Avatar_image__Bbtll" src="https://cdn.slidesharecdn.com/profile-photo-stephenpa-48x48.jpg?cb=1688006733" alt="Stephen Anderson" loading="lazy" decoding="sync"/></div><span>Stephen Anderson</span></a></div><div class="description Description_root__kt4uq Description_clamped__PaV_1"><div class="Description_wrapper__hYE9_" data-cy="document-description"><p>For all of the hype around “user experience” it often feels like we struggle with what it means to actually craft an experience. We build and ship products that are perfectly fine. We make things that are usable, attractive, responsive, reliable and whatever else has come to be expected. And yet, there’s something missing. Something intangible. It’s not obvious what’s missing, until we contrast our own work against other mediums more established than our own: Film. Game design. Storytelling. Advertising… These mediums know how to make us feel, in deep and profound ways. So how do we do the same? Are there processes we can change, or things we can do to create memorable and meaningful experiences? And who has reached this level of emotional engagement? In this session, Stephen P. Anderson will explore the subtle, but critical ways we can level up our work, bringing a depth and richness to the experiences we shape. <button type="button" class="Button_root__i1yp0 Button_primary__K25Gq Button_text__ZT_3O Button_small__sqsEx Description_less__BvWbY Description_hidden__a9QZJ" data-testid="button" aria-label="Read less"><span>Read less</span></button></p></div><button type="button" class="Button_root__i1yp0 Button_primary__K25Gq Button_text__ZT_3O Button_small__sqsEx Description_more__ChrRK" data-testid="button" aria-label="Read more" data-cy="read-more-button"><span>Read more</span></button></div><div class="actions Actions_root__00yIC"><button type="button" class="Button_root__i1yp0 Button_secondary__hHiHI Button_text__ZT_3O Button_small__sqsEx Button_icon__1C4qi like-button unliked" data-testid="button" aria-label="Like" data-favorited="false" data-cy="like-button" aria-haspopup="dialog" aria-controls=":Rdi94f6:" popovertarget=":Rdi94f6:" 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id="new-player" class="vertical-player VerticalPlayer_root__K8_YS" data-slideshow-id="55331050"><div><div id="slide1" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-0" alt="Stephen P. Anderson @stephenanderson #ISA15 t Awesome artwork by CappO " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="eager" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-1-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-1-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-1-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-1-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide2" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-1" alt="We make things that are: usable attractive responsive reliable user tested aligned with business goals delivered on time etc. " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-2-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-2-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-2-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-2-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide3" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-2" alt="We make things that are: usable attractive responsive reliable user tested aligned with business goals delivered on time etc. And yet... I feel like there’s something missing. " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-3-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-3-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-3-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-3-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide4" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-3" alt="We make things that are: usable attractive responsive reliable user tested aligned with business goals delivered on time etc. And yet... I feel like there’s something missing. Something intangible… " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-4-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-4-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-4-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-4-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide5" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-4" alt="We make things that are: usable attractive responsive reliable user tested aligned with business goals delivered on time etc. And yet... I feel like there’s something missing. Something intangible… " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-5-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-5-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-5-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-5-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide6" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-5" alt="WHAT MIGHT BE MISSING? ACT I: " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-6-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-6-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-6-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-6-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide7" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-6" alt="EXHIBIT #1: Movie Animations " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-7-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-7-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-7-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-7-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide8" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-7" alt="Hooked on a Feeling" class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-8-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-8-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-8-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-8-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide9" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-8" alt="If an animator does their job right, animations not only move the story along but visually display a character’s personality. These Big Hero 6 test animations of the characters performing what is superﬁcially the same action show just how much depth Disney’s animators brought to each of them. Commentary from The Mary Sue: “ " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-9-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-9-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-9-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-9-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide10" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-9" alt="depth If an animator does their job right, animations not only move the story along but visually display a character’s personality. These Big Hero 6 test animations of the characters performing what is superﬁcially the same action show just how much depth Disney’s animators brought to each of them. “ " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-10-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-10-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-10-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-10-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide11" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-10" alt="?What kind of depth do we bring to our experiences? " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-11-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-11-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-11-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-11-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide12" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-11" alt="EXHIBIT #2: Board Game Design " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-12-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-12-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-12-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-12-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide13" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-12" alt="http://www.leagueofgamemakers.com/the-themes-they-are-a-changing/ " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-13-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-13-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-13-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-13-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide14" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-13" alt="The key was to go down a level deeper. At work, we were doing a branding exercise for a product, and we listed oﬀ the adjectives we wanted to describe the product. I realized that a similar exercise would work here… I mulled over all the feedback on the mechanics: what type of experience were they creating on their own? What adjectives did players use to talk about the mechanics? Players described the game as simple and elegant. It was calming and relaxing to play. They were surprised and delighted by the richness of the decisions. They said it ﬂowed smoothly, that they could play it over and over again.” — R A N D Y H O Y T , G A M E D E S I G N E R / P U B L I S H E R http://www.leagueofgamemakers.com/the-themes-they-are-a-changing/ “ " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-14-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-14-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-14-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-14-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide15" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-14" alt="The key was to go down a level deeper. At work, we were doing a branding exercise for a product, and we listed oﬀ the adjectives we wanted to describe the product. I realized that a similar exercise would work here… I mulled over all the feedback on the mechanics: what type of experience were they creating on their own? What adjectives did players use to talk about the mechanics? Players described the game as simple and elegant. It was calming and relaxing to play. They were surprised and delighted by the richness of the decisions. They said it ﬂowed smoothly, that they could play it over and over again.” — R A N D Y H O Y T , G A M E D E S I G N E R / P U B L I S H E R “ " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-15-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-15-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-15-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-15-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide16" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-15" alt="This image captured perfectly the feeling that the playing the game produced, and I knew a theme and narrative woven around this could work to produce a great experience. http://www.leagueofgamemakers.com/the-themes-they-are-a-changing/ " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-16-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-16-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-16-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-16-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide17" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-16" alt="Hooked on a Feeling" class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-17-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-17-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-17-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-17-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide18" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-17" alt="http://www.leagueofgamemakers.com/the-themes-they-are-a-changing/ " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-18-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-18-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-18-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-18-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide19" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-18" alt="Hooked on a Feeling" class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-19-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-19-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-19-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-19-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide20" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-19" alt="Hooked on a Feeling" class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-20-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-20-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-20-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-20-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide21" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-20" alt="?How often do we really let design principles drive every product decision? " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-21-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-21-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-21-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-21-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide22" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-21" alt="?How often do we really let design principles drive every product decision? adding features pushing back on customer requests prioritizing the backlog how we design a familiar feature eliminating features " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-22-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-22-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-22-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-22-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide23" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-22" alt="EXHIBIT #3: “The Carousel” " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-23-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-23-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-23-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-23-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide24" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-23" alt="Hooked on a Feeling" class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-24-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-24-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-24-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-24-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide25" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-24" alt="“…a time machine. It goes backwards, forwards. Takes us to a place where we ache to go again.” " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-25-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-25-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-25-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-25-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide26" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-25" alt="?How often do we focus on the soul of a thing? " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-26-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-26-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-26-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-26-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide27" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-26" alt="Don’t take these similarities too literally. Big Hero 6 Character Studies “Let’s focus on better UI animations” “In what nuanced ways do we evoke aesthetic reactions?” " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-27-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-27-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-27-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-27-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide28" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-27" alt="Don’t take these similarities too literally. Big Hero 6 Character Studies Board Game Design “Let’s focus on better UI animations” “Let’s create a narrative, entertainment-like, emotional experience!” “In what nuanced ways do we evoke aesthetic reactions?” “Is there a cohesive set of emotions that anchor all of our product decisions?” " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-28-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-28-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-28-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-28-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide29" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-28" alt="Don’t take these similarities too literally. Big Hero 6 Character Studies Board Game Design “The Carousel” Clip “Let’s focus on better UI animations” “Let’s create a narrative, entertainment-like, emotional experience!” “Let’s ﬁgure out how to sell our stuff, like Don Draper!” “In what nuanced ways do we evoke aesthetic reactions?” “Is there a cohesive set of emotions that anchor all of our product decisions?” “Focus on the experience, not the features” " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-29-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-29-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-29-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-29-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide30" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-29" alt="deeper depth experience soul theme narrative nuance richness emotion detail craftsmanship " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-30-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-30-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-30-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-30-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide31" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-30" alt="deeper depth experience soul theme narrative nuance richness emotion detail How do we craft an experience? craftsmanship " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-31-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-31-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-31-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-31-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide32" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-31" alt="IS CRAFTING EXPERIENCE? THINGS THAT MAKE US A GREAT WHAT ARE SOME GOOD EXAMPLES OF WELL-CRAFTED EXPERIENCES… L? ACT II: WHO " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-32-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-32-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-32-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-32-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide33" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-32" alt="Hooked on a Feeling" class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-33-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-33-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-33-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-33-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide34" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-33" alt="Hooked on a Feeling" class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-34-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-34-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-34-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-34-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide35" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-34" alt="Hooked on a Feeling" class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-35-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-35-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-35-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-35-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide36" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-35" alt="Medium??? " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-36-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-36-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-36-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-36-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide37" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-36" alt="It’s 2012… " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-37-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-37-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-37-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-37-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide38" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-37" alt="“a publishing platform…” It’s 2012… " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-38-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-38-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-38-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-38-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide39" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-38" alt="you can write and publish online articles other people can comment on your articles you can share articles bookmark articles It’s 2012… “a publishing platform…” " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-39-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-39-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-39-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-39-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide40" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-39" alt="you can write and publish online articles other people can comment on your articles you can share articles bookmark articles It’s 2012… “a publishing platform…” ? " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-40-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-40-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-40-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-40-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide41" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-40" alt="you can write and publish online articles other people can comment on your articles you can share articles bookmark articles It’s 2012… “a publishing platform…” ! no customization options ! no custom domains ! royalty-free access to all content ? " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-41-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-41-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-41-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-41-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide42" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-41" alt="you can write and publish online articles other people can comment on your articles you can share articles bookmark articles ! no customization options ! no custom domains ! royalty-free access to all content “a publishing platform…” ? It’s 2012……a new place on the Internet where people share ideas and stories that are longer than 140 characters and not just for friends. It’s designed for little stories that make your day better and manifestos that change the world. It’s used by everyone from professional journalists to amateur cooks. It’s simple, beautiful, collaborative, and it helps you find the right audience for whatever you have to say.” “ " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-42-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-42-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-42-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-42-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide43" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-42" alt="Hooked on a Feeling" class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-43-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-43-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-43-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-43-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide44" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-43" alt="“Everything changed for me over the weekend when I took the time to write a blog post on Medium.” “As someone who writes a lot of stuff and has used a lot of different writing software, I'm telling you that I was blown away by the quality of the product as a writing tool.” “The entire process is a breeze. And once published, the article looks pretty good too in terms of typography and appearance.” “Intuitive enough to seem psychic.” “Because it is such a pleasure to work with, Medium has become something of a fetish object for writers.” “It does not take a user experience designer to publish a professional story.” “A joy to use!” “It’s so damn beautiful. Medium has removed all the cruft that gets between the reader and the message…” “Clean design, great concept, full of potential treasures to be read.” “The best writing tool on the web.” " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-44-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-44-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-44-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-44-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide45" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-44" alt="But here’s the thing: I feel as if the service looks so good that it invites only the best content that I—or anyone— can write before actually hitting publish. Let’s put it another way: If I’m going to write a post on Medium, I don’t want to let Medium down. (“It’s not you, it’s me.”) “Part of the reason I haven’t published to Medium is because I’m slightly intimidated. I know that is illogical and insane on the surface, but I feel intimidated and almost as if I have to rise to a higher standard on Medium.” —Christina Warren, senior tech analyst at Mashable " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-45-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-45-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-45-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-45-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide46" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-45" alt="But here’s the thing: I feel as if the service looks so good that it invites only the best content that I—or anyone— can write before actually hitting publish. Let’s put it another way: If I’m going to write a post on Medium, I don’t want to let Medium down. (“It’s not you, it’s me.”) “Part of the reason I haven’t published to Medium is because I’m slightly intimidated. I know that is illogical and insane on the surface, but I feel intimidated and almost as if I have to rise to a higher standard on Medium.” —Christina Warren, senior tech analyst at Mashable " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-46-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-46-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-46-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-46-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide47" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-46" alt="A different experience! " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-47-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-47-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-47-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-47-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide48" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-47" alt="• you can write and publish online articles • other people can comment on your articles • you can share articles • bookmark articles The obvious “what to build” features & functionality " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-48-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-48-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-48-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-48-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide49" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-48" alt="• Designed more like a magazine. • Designed a social system to create a built-in audience for new authors • Launched with published authors (which set really high bar for content) • Hired former Wired.com editor Evan Hansen as an editor for the site • Bought he long-form journalism startup Matter • Created what is arguably the best writing tool on the planet • Promoted contextual comments • Focused on typographic UI details that compete w/ centuries of print (vs other web platforms) • Focused A LOT on quality content • Offered pre-publishing feedback • you can write and publish online articles • other people can comment on your articles • you can share articles • bookmark articles The obvious “what to build” features & functionality The not so obvious “how to build” (& launch) experience details " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-49-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-49-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-49-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-49-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide50" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-49" alt="• Designed more like a magazine. • Designed a social system to create a built-in audience for new authors • Launched with published authors (which set really high bar for content) • Hired former Wired.com editor Evan Hansen as an editor for the site • Bought he long-form journalism startup Matter • Created what is arguably the best writing tool on the planet • Promoted contextual comments • Focused on typographic UI details that compete w/ centuries of print (vs other web platforms) • Focused A LOT on quality content • Offered pre-publishing feedback • you can write and publish online articles • other people can comment on your articles • you can share articles • bookmark articles The obvious “what to build” features & functionality The not so obvious “how to build” (& launch) experience details Product " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-50-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-50-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-50-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-50-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide51" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-50" alt="• Designed more like a magazine. • Designed a social system to create a built-in audience for new authors • Launched with published authors (which set really high bar for content) • Hired former Wired.com editor Evan Hansen as an editor for the site • Bought he long-form journalism startup Matter • Created what is arguably the best writing tool on the planet • Promoted contextual comments • Focused on typographic UI details that compete w/ centuries of print (vs other web platforms) • Focused A LOT on quality content • Offered pre-publishing feedback • you can write and publish online articles • other people can comment on your articles • you can share articles • bookmark articles The obvious “what to build” features & functionality The not so obvious “how to build” (& launch) experience details Experiences Product " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-51-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-51-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-51-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-51-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide52" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-51" alt="Hooked on a Feeling" class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-52-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-52-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-52-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-52-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide53" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-52" alt="Hooked on a Feeling" class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-53-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-53-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-53-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-53-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide54" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-53" alt="“Still amazed by how much @SlackHQ reduced the number of unnecessary emails I could have on a normal workday. #slack” “Added my entire cohort at @bitmakerlabs to @SlackHQ. Great way to get tons of valuable feedback considered too informal for email.” “@SlackHQ is already the glue of our remote team. Can't believe we lived without it.” “The UI in @SlackHQ is SO well considered. Full of helpful surprises.” “I have to say, @SlackHQ + @appear_in is a game changer for easy video conferencing. By far the lowest friction solution I've seen.” “Just discovered @slackHQ, which lets us see all our updates from trello, sourcetree and drive in one stream! We're in love :D and it's free!” “Loving the @SlackHQ experience. Looks like it'll join #Evernote & #Wunderlist as another daily productivity app I can't live without” “@SlackHQ this may be the best piece of software I found in years #inlove” "With @SlackHQ, the world of business software is edging into consumer tech. And it's surprisingly good fun." “Started using @SlackHQ for the ﬁrst time in a while at work and it has been one of the happiest days I've had! Thanks!” " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-54-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-54-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-54-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-54-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide55" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-54" alt="Hooked on a Feeling" class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-55-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-55-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-55-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-55-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide56" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-55" alt="Hooked on a Feeling" class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-56-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-56-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-56-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-56-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide57" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-56" alt="Hooked on a Feeling" class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-57-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-57-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-57-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-57-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide58" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-57" alt="• You can create a room • add people • share ﬁles • chat as a group, or • direct message one another The obvious “what to build” features & functionality " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-58-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-58-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-58-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-58-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide59" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-58" alt="• You can create a room • add people • share ﬁles • chat as a group, or • direct message one another The obvious “what to build” features & functionality " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-59-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-59-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-59-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-59-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide60" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-59" alt="•Went after individuals and product teams (vs entire companies) •Focused on a differentiated brand •Hyper-focused on onboarding experience •WOM marketing •Laser focus on quality and responsiveness, taking longer than normal to iterate the preview version •Positioned themselves against email and mailing lists (not the “chat room” category) •TONS of integrations (more of a glue between existing services, than a competing service) •Super-frictionless tool, available for nearly every platform!! •Solid team • You can create a room • add people • share ﬁles • chat as a group, or • direct message one another The obvious “what to build” features & functionality The not so obvious “how to build” (& launch) experience details " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-60-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-60-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-60-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-60-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide61" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-60" alt="Hooked on a Feeling" class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-61-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-61-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-61-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-61-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide62" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-61" alt="WHAT’S REQUIRED EXPERIENCE? A GREAT ACT III: TO CRAFT " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-62-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-62-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-62-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-62-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide63" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-62" alt="TO CRAFT A GREAT EXPERIENCE… " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-63-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-63-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-63-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-63-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide64" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-63" alt="ALIGN AROUND THE EXPERIENCE1 TO CRAFT A GREAT EXPERIENCE… " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-64-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-64-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-64-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-64-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide65" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-64" alt="Meaningful Pleasurable Convenient Usable Reliable Functional (Useful) Focused on Experiences (People, Activities, Context) Focused on Tasks (Products, Features) © SUBJECTIVE / QUALITATIVE OBJECTIVE / QUANTIFIABLE Has personal signiﬁcance Memorable experience worth sharing Super easy to use, works like I think Can be used without diﬃculty Is available and accurate Works as programmed Prioritize Aesthetics (no, not Graphic Design) (visual, behaviors, sounds, psychology) Design for FLOW (boredom vs anxiety) Leverage Game Mechanics/Learning Theory (completeness) Have a Personality Create conversational and context aware interactions (“Adaptive Interfaces”; narrative IA structures) Elicit Desire (Limited availability, limited access, curious and seductive experiences)Simplify, organize, and clarify Display information visually Reduce features and complexity Use language for more natural Add features that support desired ine browsing) Have a believable story Co-create value with customers Connect people in community Are part of a bigger system Appeal to emotional, spiritual, and Create a tolerance for faults at Are tied to a person’s self-image, highly personal Creating Pleasurable Inte Getting fom Tasks to Expe presented by Stephen P. Anderson | N “It is not en products tha understand we also nee that bring j pleasure an beauty, to pe THIS IS THE“CHASM”THAT IS REALLY, REALLY HARD FOR ORGANIZATIONS TO CROSS " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-65-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-65-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-65-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-65-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide66" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-65" alt="Experience Focus Product Focus " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-66-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-66-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-66-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-66-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide67" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-66" alt="Experience Focus Product Focus " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-67-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-67-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-67-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-67-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide68" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-67" alt="Experience Focus Product Focus people, activities & context tasks & features " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-68-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-68-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-68-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-68-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide69" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-68" alt="Experience Focus Product Focus people, activities & context tasks & features outcomes and experiences output and functionality " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-69-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-69-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-69-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-69-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide70" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-69" alt="Experience Focus Product Focus people, activities & context tasks & features outcomes and experiences output and functionality perceptions, emotions, attention, memory… interfaces, interactions, usability, etc. " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-70-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-70-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-70-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-70-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide71" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-70" alt="“do” needs “be” needs " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-71-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-71-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-71-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-71-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide72" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-71" alt="“do” needs “be” needs Autonomy-Independence Competence-effectance Relatedness-belongingness Inﬂuence-popularity Pleasure-stimulation Security-control Physical Thriving-bodily Self-actualizing-meaning Self-esteem-self-respect Money-luxury " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-72-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-72-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-72-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-72-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide73" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-72" alt="https://medium.com/the-job-to-be-done/replacing-the-user-story-with-the-job-story-af7cdee10c27 " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-73-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-73-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-73-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-73-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide74" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-73" alt="https://medium.com/the-job-to-be-done/replacing-the-user-story-with-the-job-story-af7cdee10c27 " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-74-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-74-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-74-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-74-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide75" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-74" alt="A teenage girl with a bleak outlookneeds to feel more socially acceptedwhen eating healthy food, becausein her hood a social risk is moredangerous than a health risk " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-75-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-75-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-75-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-75-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide76" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-75" alt="When a product team is not aligned… " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-76-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-76-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-76-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-76-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide77" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-76" alt="Hooked on a Feeling" class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-77-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-77-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-77-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-77-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide78" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-77" alt="Hooked on a Feeling" class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-78-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-78-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-78-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-78-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide79" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-78" alt="“MIND-MELDING” " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-79-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-79-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-79-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-79-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide80" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-79" alt="“MIND-MELDING” What it is… How it feels… What values should constrain decisions… What it’s like / not like The experience of using it… " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-80-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-80-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-80-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-80-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide81" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-80" alt="Vision Statement. Design Tenets Prototype. Anything needed to mind-meld across the entire team! Future Press Release Concept Models (and so on) " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-81-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-81-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-81-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-81-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide82" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-81" alt="ALIGN AROUND THE EXPERIENCE 2 OBSESS OVER THE DETAILS 1 TO CRAFT A GREAT EXPERIENCE… " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-82-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-82-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-82-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-82-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide83" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-82" alt="With animations, you speed up, slow down, change they style… " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-83-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-83-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-83-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-83-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide84" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-83" alt="“…until it feels right” With animations, you speed up, slow down, change they style… " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-84-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-84-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-84-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-84-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide85" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-84" alt="With board games, you endlessly playtest… With animations, you speed up, slow down, change they style… " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-85-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-85-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-85-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-85-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide86" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-85" alt="With board games, you endlessly playtest… With animations, you speed up, slow down, change they style… “…until it feels right” " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-86-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-86-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-86-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-86-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide87" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-86" alt="With board games, you endlessly playtest… With animations, you speed up, slow down, change they style… With presentations you rehearse and adjust things… " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-87-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-87-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-87-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-87-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide88" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-87" alt="With board games, you endlessly playtest… With animations, you speed up, slow down, change they style… With presentations you rehearse and adjust things… “…until it feels right” " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-88-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-88-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-88-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-88-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide89" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-88" alt="With board games, you endlessly playtest… With animations, you speed up, slow down, change they style… With presentations you rehearse and adjust things… With ﬁlm editing, you cut, recut, change the sequence… " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-89-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-89-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-89-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-89-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide90" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-89" alt="With board games, you endlessly playtest… With animations, you speed up, slow down, change they style… With presentations you rehearse and adjust things… With ﬁlm editing, you cut, recut, change the sequence… “…until it feels right” " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-90-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-90-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-90-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-90-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide91" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-90" alt="http://www.westword.com/restaurants/meet-the-man-behind-the-music-at-more-than-1-400-chipotles-5121272 It's hard to put my finger on exactly what song makes it and what song doesn’t… We're trying to find emerging stars. Emerging artists have this certain feel to their music.” — C H R I S T O P H E R G O L U B “ " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-91-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-91-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-91-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-91-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide92" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-91" alt="“…until it feels right” …REQUIRES AN INTIMACY WITH THE MATERIAL(S) OF YOUR CRAFT. TO ITERATE… " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-92-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-92-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-92-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-92-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide93" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-92" alt="http://www.westword.com/restaurants/meet-the-man-behind-the-music-at-more-than-1-400-chipotles-5121272 It is very difficult to approach Slack with beginner’s mind. But we have to, all of us, and we have to do it every day, over and over and polish every rough edge off until this product is as smooth as lacquered mahogany. Each of you knows “really good”. Each of you is able to see when things are not done well. Certainly we all complain enough about other people’s software, and we all know how important first impressions are in our own judgements. That is exactly how others will evaluate us. Look at it hard, and find the things that do not work. Be harsh, in the interest of being excellent. — S T E W A R T B U T T E R F I E L D “ " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-93-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-93-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-93-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-93-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide94" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-93" alt="ALIGN AROUND THE EXPERIENCE 2 OBSESS OVER THE DETAILS FOCUS ON THE WHOLE 1 3 TO CRAFT A GREAT EXPERIENCE… " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-94-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-94-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-94-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-94-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide95" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-94" alt="Hooked on a Feeling" class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-95-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-95-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-95-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-95-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide96" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-95" alt="Hooked on a Feeling" class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-96-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-96-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-96-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-96-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide97" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-96" alt="“The Whole is Other than the Sum of the Parts” " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-97-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-97-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-97-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-97-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide98" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-97" alt="“An Experience is Other than the Sum of the Parts” " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-98-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-98-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-98-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-98-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide99" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-98" alt="Hooked on a Feeling" class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-99-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-99-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-99-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-99-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide100" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-99" alt="Hooked on a Feeling" class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-100-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-100-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-100-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-100-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide101" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-100" alt="Hooked on a Feeling" class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-101-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-101-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-101-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-101-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide102" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-101" alt="!= The pieces are the same… …but the ﬁnal experience here is just WRONG! " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-102-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-102-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-102-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-102-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide103" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-102" alt="Product " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-103-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-103-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-103-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-103-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide104" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-103" alt="Experiences Product " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-104-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-104-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-104-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-104-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide105" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-104" alt="Production. Direction. Balance. Orchestration. Choreography. " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-105-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-105-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-105-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-105-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide106" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-105" alt="[Avengers] was very difficult to make it flow and cohere in terms of all the changing perspectives and characters, all these movie stars, all these beats to hit. It's a ridiculously complex puzzle. But once you’ve got the puzzle, and you’re just filling in the voices and coming up with the moments, that’s what’s fun” — J O S S W H E D O N “ " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-106-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-106-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-106-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-106-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide107" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-106" alt="Hooked on a Feeling" class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-107-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-107-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-107-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-107-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide108" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-107" alt="Hooked on a Feeling" class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-108-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-108-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-108-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-108-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide109" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-108" alt="Surprise and delight are the high-fructose corn syrup of the experience economy” “ " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-109-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-109-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-109-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-109-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide110" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-109" alt="ALIGN AROUND THE EXPERIENCE 2 OBSESS OVER THE DETAILS FOCUS ON THE WHOLE FOCUS ON AWESOME USERS 1 3 4 TO CRAFT A GREAT EXPERIENCE… " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-110-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-110-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-110-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-110-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide111" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-110" alt="We tend to focus on… " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-111-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-111-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-111-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-111-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide112" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-111" alt="We tend to focus on… ➡ making awesome products ➡ making an awesome service ➡ making an awesome company " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-112-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-112-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-112-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-112-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide113" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-112" alt="We tend to focus on… ➡ making awesome products ➡ making an awesome service ➡ making an awesome company …but what if we focused on making awesome users? " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-113-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-113-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-113-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-113-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide114" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-113" alt="We tend to focus on… ➡ making awesome products ➡ making an awesome service ➡ making an awesome company …but what if we focused on making awesome users? " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-114-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-114-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-114-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-114-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide115" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-114" alt="Example of User Awesome: I ﬁnd the clean organization of Ulysses gets out of my way, and when I’m writing—it’s as smooth as silk. In a subtle way, I feel inspired by Ulysses and consequentially, I end up spending more time with my butt in the chair, actually writing because I’m enjoying myself.” —Micah Moss, Screenwriter and Novelist “ " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-115-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-115-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-115-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-115-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide116" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-115" alt="2 OBSESS OVER THE DETAILS ALIGN AROUND THE EXPERIENCE1 FOCUS ON THE WHOLE3 FOCUS ON AWESOME USERS4 TO CRAFT A GREAT EXPERIENCE… " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-116-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-116-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-116-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-116-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide117" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-116" alt="2 OBSESS OVER THE DETAILS ALIGN AROUND THE EXPERIENCE1 FOCUS ON THE WHOLE3 FOCUS ON AWESOME USERS4 TO CRAFT A GREAT EXPERIENCE… Look for needs (the why & when) Align the entire team around the desired outcome Let the desired experience to drive all product (+ business) decisions Look for opportunities to create transformative experiences …not just the parts Keep iterating, until it feels just right …not just a few playful moments " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-117-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-117-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-117-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-117-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide118" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-117" alt="And if we succeed… " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-118-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-118-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-118-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-118-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide119" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-118" alt="Hooked on a Feeling" class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-119-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-119-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-119-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-119-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide120" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-119" alt="I’m convinced that it is feelings, and feelings alone, that account for the success of the Virgin brand and all its myriad forms.” — S I R R I C H A R D B R A N S O N “ " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-120-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-120-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-120-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-120-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide121" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-120" alt="People will forget what you said, people will forget what you did, but they’ll never forget how you made them feel.” — M A Y A A N G E L O U “ " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-121-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-121-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-121-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-121-320.jpg" sizes="100vw"/></div></div></div><div><div id="slide122" class="VerticalSlide_root__jU_9r slide-item" style="aspect-ratio:1280 / 1024" data-cy="slide-container"><div class="VerticalSlideImage_root__64KSA"><img id="slide-image-121" alt="Thankyou! getmentalnotes.com Design for Understanding StephenP.Anderson @stephenanderson www.poetpainter.com | www.slideshare.net/stephenpa " class="vertical-slide-image VerticalSlideImage_image__VtE4p" data-testid="vertical-slide-image" loading="lazy" srcSet="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-122-320.jpg 320w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-122-638.jpg 638w, https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/75/Hooked-on-a-Feeling-122-2048.jpg 2048w" src="https://image.slidesharecdn.com/hookedonafeeling-isa15-151120104409-lva1-app6891/85/Hooked-on-a-Feeling-122-320.jpg" sizes="100vw"/></div></div></div></div></div></div><div class="RelatedContent_root__29Np1"><div class="RelatedContent_wrapper__riU7l"><h2 class="Heading_heading__3MAvZ Heading_h2__f9yvs RelatedContent_title__QUhpL">More Related Content</h2><div></div><div></div><div id="between-recs-ad-1-container" class="freestar-ad-container FreestarAdContainer_root__qPPC_" style="--fallback-aspect-ratio:undefined / undefined"><div><div class="" id="between-recs-ad-1"></div></div></div><div></div><div id="between-recs-ad-2-container" class="freestar-ad-container FreestarAdContainer_root__qPPC_" style="--fallback-aspect-ratio:undefined / undefined"><div><div class="" id="between-recs-ad-2"></div></div></div><div></div></div></div><div class="Transcript_root__Vrf6Q"><h2 class="Transcript_title__YgAka"><span class="Icon_root__AjZyv" style="--size:24px"><span class="Icon_icon__4zzsG" style="mask-image:url(https://public.slidesharecdn.com/_next/static/media/file.5db1ba24.svg);background-color:currentColor"></span><span class="sr-only"></span></span>Hooked on a Feeling</h2><div><ul class="Transcript_list__faItj"><div><li>1. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#1">Stephen P. Anderson @stephenanderson </a> #ISA15 t Awesome artwork by CappO </li></div><div><li>2. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#2">We make things </a> that are: usable attractive responsive reliable user tested aligned with business goals delivered on time etc. </li></div><div><li>3. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#3">We make things </a> that are: usable attractive responsive reliable user tested aligned with business goals delivered on time etc. And yet... I feel like there’s something missing. </li></div><div><li>4. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#4">We make things </a> that are: usable attractive responsive reliable user tested aligned with business goals delivered on time etc. And yet... I feel like there’s something missing. Something intangible… </li></div><div><li>5. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#5">We make things </a> that are: usable attractive responsive reliable user tested aligned with business goals delivered on time etc. And yet... I feel like there’s something missing. Something intangible… </li></div><div><li>6. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#6">WHAT MIGHT BE MISSING? ACT </a> I: </li></div><div><li>7. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#7">EXHIBIT #1: Movie </a> Animations </li></div><div></div><div><li>9. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#9">If an animator </a> does their job right, animations not only move the story along but visually display a character’s personality. These Big Hero 6 test animations of the characters performing what is superﬁcially the same action show just how much depth Disney’s animators brought to each of them. Commentary from The Mary Sue: “ </li></div><div><li>10. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#10">depth If an animator </a> does their job right, animations not only move the story along but visually display a character’s personality. These Big Hero 6 test animations of the characters performing what is superﬁcially the same action show just how much depth Disney’s animators brought to each of them. “ </li></div><div><li>11. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#11">?What kind of </a> depth do we bring to our experiences? </li></div><div><li>12. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#12">EXHIBIT #2: Board </a> Game Design </li></div><div><li>13. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#13">http://www.leagueofgamemakers.com/the-themes-they-are-a-changing/ </a></li></div><div><li>14. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#14">The key was </a> to go down a level deeper. At work, we were doing a branding exercise for a product, and we listed oﬀ the adjectives we wanted to describe the product. I realized that a similar exercise would work here… I mulled over all the feedback on the mechanics: what type of experience were they creating on their own? What adjectives did players use to talk about the mechanics? Players described the game as simple and elegant. It was calming and relaxing to play. They were surprised and delighted by the richness of the decisions. They said it ﬂowed smoothly, that they could play it over and over again.” — R A N D Y H O Y T , G A M E D E S I G N E R / P U B L I S H E R http://www.leagueofgamemakers.com/the-themes-they-are-a-changing/ “ </li></div><div><li>15. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#15">The key was </a> to go down a level deeper. At work, we were doing a branding exercise for a product, and we listed oﬀ the adjectives we wanted to describe the product. I realized that a similar exercise would work here… I mulled over all the feedback on the mechanics: what type of experience were they creating on their own? What adjectives did players use to talk about the mechanics? Players described the game as simple and elegant. It was calming and relaxing to play. They were surprised and delighted by the richness of the decisions. They said it ﬂowed smoothly, that they could play it over and over again.” — R A N D Y H O Y T , G A M E D E S I G N E R / P U B L I S H E R “ </li></div><div><li>16. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#16">This image captured </a> perfectly the feeling that the playing the game produced, and I knew a theme and narrative woven around this could work to produce a great experience. http://www.leagueofgamemakers.com/the-themes-they-are-a-changing/ </li></div><div></div><div><li>18. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#18">http://www.leagueofgamemakers.com/the-themes-they-are-a-changing/ </a></li></div><div></div><div></div><div><li>21. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#21">?How often do </a> we really let design principles drive every product decision? </li></div><div><li>22. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#22">?How often do </a> we really let design principles drive every product decision? adding features pushing back on customer requests prioritizing the backlog how we design a familiar feature eliminating features </li></div><div><li>23. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#23">EXHIBIT #3: “The </a> Carousel” </li></div><div></div><div><li>25. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#25">“…a time machine. </a> It goes backwards, forwards. Takes us to a place where we ache to go again.” </li></div><div><li>26. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#26">?How often do </a> we focus on the soul of a thing? </li></div><div><li>27. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#27">Don’t take these </a> similarities too literally. Big Hero 6 Character Studies “Let’s focus on better UI animations” “In what nuanced ways do we evoke aesthetic reactions?” </li></div><div><li>28. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#28">Don’t take these </a> similarities too literally. Big Hero 6 Character Studies Board Game Design “Let’s focus on better UI animations” “Let’s create a narrative, entertainment-like, emotional experience!” “In what nuanced ways do we evoke aesthetic reactions?” “Is there a cohesive set of emotions that anchor all of our product decisions?” </li></div><div><li>29. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#29">Don’t take these </a> similarities too literally. Big Hero 6 Character Studies Board Game Design “The Carousel” Clip “Let’s focus on better UI animations” “Let’s create a narrative, entertainment-like, emotional experience!” “Let’s ﬁgure out how to sell our stuff, like Don Draper!” “In what nuanced ways do we evoke aesthetic reactions?” “Is there a cohesive set of emotions that anchor all of our product decisions?” “Focus on the experience, not the features” </li></div><div><li>30. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#30">deeper depth experience soul theme narrative nuance richness emotion detail craftsmanship </a></li></div><div><li>31. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#31">deeper depth experience soul theme narrative nuance richness emotion detail How do we </a> craft an experience? craftsmanship </li></div><div><li>32. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#32">IS CRAFTING EXPERIENCE? THINGS THAT </a> MAKE US A GREAT WHAT ARE SOME GOOD EXAMPLES OF WELL-CRAFTED EXPERIENCES… L? ACT II: WHO </li></div><div></div><div></div><div></div><div><li>36. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#36">Medium??? </a></li></div><div><li>37. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#37">It’s 2012… </a></li></div><div><li>38. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#38">“a publishing platform…” It’s </a> 2012… </li></div><div><li>39. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#39">you can write </a> and publish online articles other people can comment on your articles you can share articles bookmark articles It’s 2012… “a publishing platform…” </li></div><div><li>40. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#40">you can write </a> and publish online articles other people can comment on your articles you can share articles bookmark articles It’s 2012… “a publishing platform…” ? </li></div><div><li>41. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#41">you can write </a> and publish online articles other people can comment on your articles you can share articles bookmark articles It’s 2012… “a publishing platform…” ! no customization options ! no custom domains ! royalty-free access to all content ? </li></div><div><li>42. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#42">you can write </a> and publish online articles other people can comment on your articles you can share articles bookmark articles ! no customization options ! no custom domains ! royalty-free access to all content “a publishing platform…” ? It’s 2012……a new place on the Internet where people share ideas and stories that are longer than 140 characters and not just for friends. It’s designed for little stories that make your day better and manifestos that change the world. It’s used by everyone from professional journalists to amateur cooks. It’s simple, beautiful, collaborative, and it helps you find the right audience for whatever you have to say.” “ </li></div><div></div><div><li>44. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#44">“Everything changed for </a> me over the weekend when I took the time to write a blog post on Medium.” “As someone who writes a lot of stuff and has used a lot of different writing software, I'm telling you that I was blown away by the quality of the product as a writing tool.” “The entire process is a breeze. And once published, the article looks pretty good too in terms of typography and appearance.” “Intuitive enough to seem psychic.” “Because it is such a pleasure to work with, Medium has become something of a fetish object for writers.” “It does not take a user experience designer to publish a professional story.” “A joy to use!” “It’s so damn beautiful. Medium has removed all the cruft that gets between the reader and the message…” “Clean design, great concept, full of potential treasures to be read.” “The best writing tool on the web.” </li></div><div><li>45. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#45">But here’s the </a> thing: I feel as if the service looks so good that it invites only the best content that I—or anyone— can write before actually hitting publish. Let’s put it another way: If I’m going to write a post on Medium, I don’t want to let Medium down. (“It’s not you, it’s me.”) “Part of the reason I haven’t published to Medium is because I’m slightly intimidated. I know that is illogical and insane on the surface, but I feel intimidated and almost as if I have to rise to a higher standard on Medium.” —Christina Warren, senior tech analyst at Mashable </li></div><div><li>46. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#46">But here’s the </a> thing: I feel as if the service looks so good that it invites only the best content that I—or anyone— can write before actually hitting publish. Let’s put it another way: If I’m going to write a post on Medium, I don’t want to let Medium down. (“It’s not you, it’s me.”) “Part of the reason I haven’t published to Medium is because I’m slightly intimidated. I know that is illogical and insane on the surface, but I feel intimidated and almost as if I have to rise to a higher standard on Medium.” —Christina Warren, senior tech analyst at Mashable </li></div><div><li>47. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#47">A different experience! </a> </li></div><div><li>48. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#48">• you can </a> write and publish online articles • other people can comment on your articles • you can share articles • bookmark articles The obvious “what to build” features & functionality </li></div><div><li>49. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#49">• Designed more </a> like a magazine. • Designed a social system to create a built-in audience for new authors • Launched with published authors (which set really high bar for content) • Hired former Wired.com editor Evan Hansen as an editor for the site • Bought he long-form journalism startup Matter • Created what is arguably the best writing tool on the planet • Promoted contextual comments • Focused on typographic UI details that compete w/ centuries of print (vs other web platforms) • Focused A LOT on quality content • Offered pre-publishing feedback • you can write and publish online articles • other people can comment on your articles • you can share articles • bookmark articles The obvious “what to build” features & functionality The not so obvious “how to build” (& launch) experience details </li></div><div><li>50. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#50">• Designed more </a> like a magazine. • Designed a social system to create a built-in audience for new authors • Launched with published authors (which set really high bar for content) • Hired former Wired.com editor Evan Hansen as an editor for the site • Bought he long-form journalism startup Matter • Created what is arguably the best writing tool on the planet • Promoted contextual comments • Focused on typographic UI details that compete w/ centuries of print (vs other web platforms) • Focused A LOT on quality content • Offered pre-publishing feedback • you can write and publish online articles • other people can comment on your articles • you can share articles • bookmark articles The obvious “what to build” features & functionality The not so obvious “how to build” (& launch) experience details Product </li></div><div><li>51. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#51">• Designed more </a> like a magazine. • Designed a social system to create a built-in audience for new authors • Launched with published authors (which set really high bar for content) • Hired former Wired.com editor Evan Hansen as an editor for the site • Bought he long-form journalism startup Matter • Created what is arguably the best writing tool on the planet • Promoted contextual comments • Focused on typographic UI details that compete w/ centuries of print (vs other web platforms) • Focused A LOT on quality content • Offered pre-publishing feedback • you can write and publish online articles • other people can comment on your articles • you can share articles • bookmark articles The obvious “what to build” features & functionality The not so obvious “how to build” (& launch) experience details Experiences Product </li></div><div></div><div></div><div><li>54. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#54">“Still amazed by </a> how much @SlackHQ reduced the number of unnecessary emails I could have on a normal workday. #slack” “Added my entire cohort at @bitmakerlabs to @SlackHQ. Great way to get tons of valuable feedback considered too informal for email.” “@SlackHQ is already the glue of our remote team. Can't believe we lived without it.” “The UI in @SlackHQ is SO well considered. Full of helpful surprises.” “I have to say, @SlackHQ + @appear_in is a game changer for easy video conferencing. By far the lowest friction solution I've seen.” “Just discovered @slackHQ, which lets us see all our updates from trello, sourcetree and drive in one stream! We're in love :D and it's free!” “Loving the @SlackHQ experience. Looks like it'll join #Evernote & #Wunderlist as another daily productivity app I can't live without” “@SlackHQ this may be the best piece of software I found in years #inlove” "With @SlackHQ, the world of business software is edging into consumer tech. And it's surprisingly good fun." “Started using @SlackHQ for the ﬁrst time in a while at work and it has been one of the happiest days I've had! Thanks!” </li></div><div></div><div></div><div></div><div><li>58. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#58">• You can </a> create a room • add people • share ﬁles • chat as a group, or • direct message one another The obvious “what to build” features & functionality </li></div><div><li>59. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#59">• You can </a> create a room • add people • share ﬁles • chat as a group, or • direct message one another The obvious “what to build” features & functionality </li></div><div><li>60. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#60">•Went after individuals </a> and product teams (vs entire companies) •Focused on a differentiated brand •Hyper-focused on onboarding experience •WOM marketing •Laser focus on quality and responsiveness, taking longer than normal to iterate the preview version •Positioned themselves against email and mailing lists (not the “chat room” category) •TONS of integrations (more of a glue between existing services, than a competing service) •Super-frictionless tool, available for nearly every platform!! •Solid team • You can create a room • add people • share ﬁles • chat as a group, or • direct message one another The obvious “what to build” features & functionality The not so obvious “how to build” (& launch) experience details </li></div><div></div><div><li>62. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#62">WHAT’S REQUIRED EXPERIENCE? A GREAT ACT </a> III: TO CRAFT </li></div><div><li>63. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#63">TO CRAFT A </a> GREAT EXPERIENCE… </li></div><div><li>64. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#64">ALIGN AROUND THE </a> EXPERIENCE1 TO CRAFT A GREAT EXPERIENCE… </li></div><div><li>65. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#65">Meaningful Pleasurable Convenient Usable Reliable Functional (Useful) Focused on Experiences (People, </a> Activities, Context) Focused on Tasks (Products, Features) © SUBJECTIVE / QUALITATIVE OBJECTIVE / QUANTIFIABLE Has personal signiﬁcance Memorable experience worth sharing Super easy to use, works like I think Can be used without diﬃculty Is available and accurate Works as programmed Prioritize Aesthetics (no, not Graphic Design) (visual, behaviors, sounds, psychology) Design for FLOW (boredom vs anxiety) Leverage Game Mechanics/Learning Theory (completeness) Have a Personality Create conversational and context aware interactions (“Adaptive Interfaces”; narrative IA structures) Elicit Desire (Limited availability, limited access, curious and seductive experiences)Simplify, organize, and clarify Display information visually Reduce features and complexity Use language for more natural Add features that support desired ine browsing) Have a believable story Co-create value with customers Connect people in community Are part of a bigger system Appeal to emotional, spiritual, and Create a tolerance for faults at Are tied to a person’s self-image, highly personal Creating Pleasurable Inte Getting fom Tasks to Expe presented by Stephen P. Anderson | N “It is not en products tha understand we also nee that bring j pleasure an beauty, to pe THIS IS THE“CHASM”THAT IS REALLY, REALLY HARD FOR ORGANIZATIONS TO CROSS </li></div><div><li>66. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#66">Experience Focus Product Focus </a> </li></div><div><li>67. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#67">Experience Focus Product Focus </a> </li></div><div><li>68. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#68">Experience Focus Product Focus people, </a> activities & context tasks & features </li></div><div><li>69. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#69">Experience Focus Product Focus people, </a> activities & context tasks & features outcomes and experiences output and functionality </li></div><div><li>70. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#70">Experience Focus Product Focus people, </a> activities & context tasks & features outcomes and experiences output and functionality perceptions, emotions, attention, memory… interfaces, interactions, usability, etc. </li></div><div><li>71. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#71">“do” needs “be” needs </a> </li></div><div><li>72. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#72">“do” needs “be” needs Autonomy-Independence Competence-effectance Relatedness-belongingness Inﬂuence-popularity Pleasure-stimulation Security-control Physical </a> Thriving-bodily Self-actualizing-meaning Self-esteem-self-respect Money-luxury </li></div><div><li>73. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#73">https://medium.com/the-job-to-be-done/replacing-the-user-story-with-the-job-story-af7cdee10c27 </a></li></div><div><li>74. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#74">https://medium.com/the-job-to-be-done/replacing-the-user-story-with-the-job-story-af7cdee10c27 </a></li></div><div><li>75. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#75">A teenage girl </a> with a bleak outlookneeds to feel more socially acceptedwhen eating healthy food, becausein her hood a social risk is moredangerous than a health risk </li></div><div><li>76. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#76">When a product </a> team is not aligned… </li></div><div></div><div></div><div><li>79. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#79">“MIND-MELDING” </a></li></div><div><li>80. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#80">“MIND-MELDING” What it is… How </a> it feels… What values should constrain decisions… What it’s like / not like The experience of using it… </li></div><div><li>81. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#81">Vision Statement. Design Tenets Prototype. Anything </a> needed to mind-meld across the entire team! Future Press Release Concept Models (and so on) </li></div><div><li>82. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#82">ALIGN AROUND THE </a> EXPERIENCE 2 OBSESS OVER THE DETAILS 1 TO CRAFT A GREAT EXPERIENCE… </li></div><div><li>83. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#83">With animations, you </a> speed up, slow down, change they style… </li></div><div><li>84. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#84">“…until it feels </a> right” With animations, you speed up, slow down, change they style… </li></div><div><li>85. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#85">With board games, </a> you endlessly playtest… With animations, you speed up, slow down, change they style… </li></div><div><li>86. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#86">With board games, </a> you endlessly playtest… With animations, you speed up, slow down, change they style… “…until it feels right” </li></div><div><li>87. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#87">With board games, </a> you endlessly playtest… With animations, you speed up, slow down, change they style… With presentations you rehearse and adjust things… </li></div><div><li>88. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#88">With board games, </a> you endlessly playtest… With animations, you speed up, slow down, change they style… With presentations you rehearse and adjust things… “…until it feels right” </li></div><div><li>89. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#89">With board games, </a> you endlessly playtest… With animations, you speed up, slow down, change they style… With presentations you rehearse and adjust things… With ﬁlm editing, you cut, recut, change the sequence… </li></div><div><li>90. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#90">With board games, </a> you endlessly playtest… With animations, you speed up, slow down, change they style… With presentations you rehearse and adjust things… With ﬁlm editing, you cut, recut, change the sequence… “…until it feels right” </li></div><div><li>91. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#91">http://www.westword.com/restaurants/meet-the-man-behind-the-music-at-more-than-1-400-chipotles-5121272 It's hard to </a> put my finger on exactly what song makes it and what song doesn’t… We're trying to find emerging stars. Emerging artists have this certain feel to their music.” — C H R I S T O P H E R G O L U B “ </li></div><div><li>92. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#92">“…until it feels </a> right” …REQUIRES AN INTIMACY WITH THE MATERIAL(S) OF YOUR CRAFT. TO ITERATE… </li></div><div><li>93. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#93">http://www.westword.com/restaurants/meet-the-man-behind-the-music-at-more-than-1-400-chipotles-5121272 It is very </a> difficult to approach Slack with beginner’s mind. But we have to, all of us, and we have to do it every day, over and over and polish every rough edge off until this product is as smooth as lacquered mahogany. Each of you knows “really good”. Each of you is able to see when things are not done well. Certainly we all complain enough about other people’s software, and we all know how important first impressions are in our own judgements. That is exactly how others will evaluate us. Look at it hard, and find the things that do not work. Be harsh, in the interest of being excellent. — S T E W A R T B U T T E R F I E L D “ </li></div><div><li>94. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#94">ALIGN AROUND THE </a> EXPERIENCE 2 OBSESS OVER THE DETAILS FOCUS ON THE WHOLE 1 3 TO CRAFT A GREAT EXPERIENCE… </li></div><div></div><div></div><div><li>97. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#97">“The Whole is </a> Other than the Sum of the Parts” </li></div><div><li>98. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#98">“An Experience is </a> Other than the Sum of the Parts” </li></div><div></div><div></div><div></div><div><li>102. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#102">!= The pieces are </a> the same… …but the ﬁnal experience here is just WRONG! </li></div><div><li>103. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#103">Product </a></li></div><div><li>104. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#104">Experiences Product </a></li></div><div><li>105. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#105">Production. Direction. Balance. </a> Orchestration. Choreography. </li></div><div><li>106. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#106">[Avengers] was very </a> difficult to make it flow and cohere in terms of all the changing perspectives and characters, all these movie stars, all these beats to hit. It's a ridiculously complex puzzle. But once you’ve got the puzzle, and you’re just filling in the voices and coming up with the moments, that’s what’s fun” — J O S S W H E D O N “ </li></div><div></div><div></div><div><li>109. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#109">Surprise and delight </a> are the high-fructose corn syrup of the experience economy” “ </li></div><div><li>110. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#110">ALIGN AROUND THE </a> EXPERIENCE 2 OBSESS OVER THE DETAILS FOCUS ON THE WHOLE FOCUS ON AWESOME USERS 1 3 4 TO CRAFT A GREAT EXPERIENCE… </li></div><div><li>111. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#111">We tend to </a> focus on… </li></div><div><li>112. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#112">We tend to </a> focus on… ➡ making awesome products ➡ making an awesome service ➡ making an awesome company </li></div><div><li>113. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#113">We tend to </a> focus on… ➡ making awesome products ➡ making an awesome service ➡ making an awesome company …but what if we focused on making awesome users? </li></div><div><li>114. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#114">We tend to </a> focus on… ➡ making awesome products ➡ making an awesome service ➡ making an awesome company …but what if we focused on making awesome users? </li></div><div><li>115. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#115">Example of User </a> Awesome: I ﬁnd the clean organization of Ulysses gets out of my way, and when I’m writing—it’s as smooth as silk. In a subtle way, I feel inspired by Ulysses and consequentially, I end up spending more time with my butt in the chair, actually writing because I’m enjoying myself.” —Micah Moss, Screenwriter and Novelist “ </li></div><div><li>116. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#116">2 OBSESS OVER </a> THE DETAILS ALIGN AROUND THE EXPERIENCE1 FOCUS ON THE WHOLE3 FOCUS ON AWESOME USERS4 TO CRAFT A GREAT EXPERIENCE… </li></div><div><li>117. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#117">2 OBSESS OVER </a> THE DETAILS ALIGN AROUND THE EXPERIENCE1 FOCUS ON THE WHOLE3 FOCUS ON AWESOME USERS4 TO CRAFT A GREAT EXPERIENCE… Look for needs (the why & when) Align the entire team around the desired outcome Let the desired experience to drive all product (+ business) decisions Look for opportunities to create transformative experiences …not just the parts Keep iterating, until it feels just right …not just a few playful moments </li></div><div><li>118. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#118">And if we </a> succeed… </li></div><div></div><div><li>120. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#120">I’m convinced that </a> it is feelings, and feelings alone, that account for the success of the Virgin brand and all its myriad forms.” — S I R R I C H A R D B R A N S O N “ </li></div><div><li>121. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#121">People will forget </a> what you said, people will forget what you did, but they’ll never forget how you made them feel.” — M A Y A A N G E L O U “ </li></div><div><li>122. <a class="Transcript_link__MLbGS" href="https://www.slideshare.net/slideshow/hooked-on-a-feeling-55331050/55331050#122">Thankyou! getmentalnotes.com Design for Understanding StephenP.Anderson @stephenanderson www.poetpainter.com </a> | www.slideshare.net/stephenpa </li></div></ul></div></div><div class="actions-menu-container ActionsMenu_root__4k507" data-cy="actions-menu-mobile"><button type="button" class="Button_root__i1yp0 Button_secondary__hHiHI Button_text__ZT_3O Button_small__sqsEx Button_icon__1C4qi save-button" data-testid="button" aria-label="Save Hooked on a Feeling for later" data-saved="false" data-cy="loggedout-save-slideshow-button" aria-haspopup="dialog" aria-controls=":Ricf6:" popovertarget=":Ricf6:" style="anchor-name:--popover-Ricf6"><span class="Icon_root__AjZyv SaveLoggedOut_icon__ny9X2" style="--size:24px"><span class="Icon_icon__4zzsG" style="mask-image:url(https://public.slidesharecdn.com/_next/static/media/save.ef1812e2.svg);background-color:currentColor"></span><span 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10:44:09 UTC","description":"For all of the hype around “user experience” it often feels like we struggle with what it means to actually craft an experience. 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What happens if we focus less on influencing desired behaviors and focus more on designing ‘sandboxes’: open-ended, generative systems? And how might we go about designing these spaces? It’s still “psychology applied to design”, but in a much more challenging and rewarding way!\r\n\r\nIn this talk, I’ll share the journey I’ve been on, from trying to shape and influence a user’s path, to creating these sandbox environments. You’ll learn why systems such as Twitter, Pinterest, and Minecraft are so maddeningly addictive, and what principles we can use to create similar experiences. We’ll look at education and the work of Maria Montessori, who wrote extensively about how to create learning environments that encourage exploration and discovery. 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You'll leave with a deep understanding of everything UX is about and an awareness of common practices that don't account for this knowledge.","tags":["user experience","ux","awareness"],"url":"https://www.slideshare.net/slideshow/whats-your-perception-strategy-why-its-not-all-about-content/12140573","userLogin":"stephenpa","userName":"Stephen Anderson","viewCount":183890},{"algorithmId":"","displayTitle":"The Stories We Construct","isSavedByCurrentUser":false,"pageCount":104,"score":0,"slideshowId":"7522955","sourceName":"MORE_FROM_USER","strippedTitle":"the-stories-we-construct","thumbnail":"https://cdn.slidesharecdn.com/ss_thumbnails/storiesweconstruct-iasummit-110405093333-phpapp02-thumbnail.jpg?width=600\u0026height=600\u0026fit=bounds","description":"How are stories constructed? // The things we buy, the decisions we make, how we spend our time— stories govern all these actions. But how are these stories constructed? 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The results should be taken as input rather than defining the final structure, and conversations during sorting provide more valuable insights than numerical groupings alone.","tags":["userexperience","process","webdesign"],"url":"https://www.slideshare.net/stephenpa/sorting-things-out-an-introduction-to-card-sorting","userLogin":"stephenpa","userName":"Stephen Anderson","viewCount":24398},{"algorithmId":"","displayTitle":"Rock Bands, Guitar Heroes And Management Theory","isSavedByCurrentUser":false,"pageCount":182,"score":0,"slideshowId":"853402","sourceName":"MORE_FROM_USER","strippedTitle":"rock-bands-guitar-heroes-and-management-theory-presentation","thumbnail":"https://cdn.slidesharecdn.com/ss_thumbnails/rock-bands-guitar-heroes-and-management-theory-stephen-p-anderson-1229524729989984-1-thumbnail.jpg?width=600\u0026height=600\u0026fit=bounds","description":"What do rock bands have to do with management? Groups and organizations, just like musicians, don’t all work and behave in the same way. In this presentation, I to the music industry to describe four organizational archetypes—each with a different set of values and way of working. 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Maybe it’s a better process that’s a bit unorthodox. Or maybe it’s a new product idea you need to push through your organization. The question is: How does that idea become reality? Between procedure, politics, and other pushbacks, implementing visionary ideas — however promising — requires a lot more than a good prototype or story.\r\n\r\nTo understand how unorthodox ideas can make it through an organization, we’ll look outside the design industry to filmmaking. Specifically, we’ll look at what it took to make the one of the most influential — and disruptive — films of all time: the original Star Wars movie. If we look behind the scenes, what did it take to get George Lucas’s space fantasy from script to screen? From assembling the right team to navigating the Hollywood corporate studio environment to tapping into powerful universal patterns, speaker Stephen P. Anderson will share six lessons that we as UX Managers — and leaders — can all learn from Lucas’ adventure.","tags":["mx","adaptivepath","casestudy"],"url":"https://www.slideshare.net/slideshow/leading-the-rebellion-turning-visionary-ideas-into-realityleading-the-rebellion-turning-visionary-ideas-into-reality/396075","userLogin":"stephenpa","userName":"Stephen Anderson","viewCount":3585},{"algorithmId":"","displayTitle":"Inspiration from The Edge: New Patterns for Interface Design","isSavedByCurrentUser":false,"pageCount":147,"score":0,"slideshowId":"354113","sourceName":"MORE_FROM_USER","strippedTitle":"inspiration-from-the-edge-new-patterns-for-interface-design","thumbnail":"https://cdn.slidesharecdn.com/ss_thumbnails/edge-ui-stephen-p-anderson-1208258042419567-8-thumbnail.jpg?width=600\u0026height=600\u0026fit=bounds","description":"(My presentation from the IA Summit 2008)\n\nWant a fresh perspective on UI design? Look around. 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Anderson\n@stephenanderson #ISA15\nt\nAwesome\nartwork by\nCappO\n ","We make things that are:\nusable\nattractive\nresponsive\nreliable\nuser tested\naligned with business goals\ndelivered on time\netc.\n ","We make things that are:\nusable\nattractive\nresponsive\nreliable\nuser tested\naligned with business goals\ndelivered on time\netc.\nAnd yet...\nI feel like there’s something missing.\n ","We make things that are:\nusable\nattractive\nresponsive\nreliable\nuser tested\naligned with business goals\ndelivered on time\netc.\nAnd yet...\nI feel like there’s something missing.\nSomething intangible…\n ","We make things that are:\nusable\nattractive\nresponsive\nreliable\nuser tested\naligned with business goals\ndelivered on time\netc.\nAnd yet...\nI feel like there’s something missing.\nSomething intangible…\n ","WHAT MIGHT BE\nMISSING?\nACT I:\n ","EXHIBIT #1: Movie Animations\n ","","If an animator does their job right,\nanimations not only move the story along\nbut visually display a character’s\npersonality. These Big Hero 6 test\nanimations of the characters performing\nwhat is superﬁcially the same action show\njust how much depth Disney’s animators\nbrought to each of them.\nCommentary from The Mary Sue:\n“\n ","depth\nIf an animator does their job right,\nanimations not only move the story along\nbut visually display a character’s\npersonality. These Big Hero 6 test\nanimations of the characters performing\nwhat is superﬁcially the same action show\njust how much depth Disney’s animators\nbrought to each of them.\n“\n ","?What kind of depth do we bring to our experiences?\n ","EXHIBIT #2: Board Game Design\n ","http://www.leagueofgamemakers.com/the-themes-they-are-a-changing/\n ","The key was to go down a level deeper. At work, we were\ndoing a branding exercise for a product, and we listed oﬀ the\nadjectives we wanted to describe the product. I realized that a\nsimilar exercise would work here…\nI mulled over all the feedback on the mechanics: what type of\nexperience were they creating on their own? What adjectives\ndid players use to talk about the mechanics? Players described\nthe game as simple and elegant. It was calming and relaxing to\nplay. They were surprised and delighted by the richness of the\ndecisions. They said it ﬂowed smoothly, that they could play it\nover and over again.”\n— R A N D Y H O Y T , G A M E D E S I G N E R / P U B L I S H E R\nhttp://www.leagueofgamemakers.com/the-themes-they-are-a-changing/\n“\n ","The key was to go down a level deeper. At work, we were\ndoing a branding exercise for a product, and we listed oﬀ the\nadjectives we wanted to describe the product. I realized that a\nsimilar exercise would work here…\nI mulled over all the feedback on the mechanics: what type of\nexperience were they creating on their own? What adjectives\ndid players use to talk about the mechanics? Players described\nthe game as simple and elegant. It was calming and relaxing to\nplay. They were surprised and delighted by the richness of the\ndecisions. They said it ﬂowed smoothly, that they could play it\nover and over again.”\n— R A N D Y H O Y T , G A M E D E S I G N E R / P U B L I S H E R\n“\n ","This image captured perfectly the feeling that the playing\nthe game produced, and I knew a theme and narrative\nwoven around this could work to produce a great experience.\nhttp://www.leagueofgamemakers.com/the-themes-they-are-a-changing/\n ","","http://www.leagueofgamemakers.com/the-themes-they-are-a-changing/\n ","","","?How often do we really let design principles\ndrive every product decision?\n ","?How often do we really let design principles\ndrive every product decision?\nadding features\npushing back on customer requests\nprioritizing the backlog\nhow we design a familiar feature\neliminating features\n ","EXHIBIT #3: “The Carousel”\n ","","“…a time machine. It goes backwards, forwards.\nTakes us to a place where we ache to go again.”\n ","?How often do we focus on the soul of a thing?\n ","Don’t take these similarities too literally.\nBig Hero 6\nCharacter Studies\n“Let’s focus on better\nUI animations”\n“In what nuanced\nways do we evoke\naesthetic reactions?”\n ","Don’t take these similarities too literally.\nBig Hero 6\nCharacter Studies\nBoard Game\nDesign\n“Let’s focus on better\nUI animations”\n“Let’s create a narrative,\nentertainment-like,\nemotional experience!”\n“In what nuanced\nways do we evoke\naesthetic reactions?”\n“Is there a cohesive\nset of emotions that\nanchor all of our\nproduct decisions?”\n ","Don’t take these similarities too literally.\nBig Hero 6\nCharacter Studies\nBoard Game\nDesign\n“The Carousel”\nClip\n“Let’s focus on better\nUI animations”\n“Let’s create a narrative,\nentertainment-like,\nemotional experience!”\n“Let’s ﬁgure out how\nto sell our stuff, like\nDon Draper!”\n“In what nuanced\nways do we evoke\naesthetic reactions?”\n“Is there a cohesive\nset of emotions that\nanchor all of our\nproduct decisions?”\n“Focus on the\nexperience, not the\nfeatures”\n ","deeper\ndepth\nexperience\nsoul\ntheme\nnarrative\nnuance\nrichness\nemotion\ndetail\ncraftsmanship\n ","deeper\ndepth\nexperience\nsoul\ntheme\nnarrative\nnuance\nrichness\nemotion\ndetail\nHow do we craft an experience?\ncraftsmanship\n ","IS CRAFTING\nEXPERIENCE?\nTHINGS THAT MAKE US\nA GREAT\nWHAT ARE SOME GOOD EXAMPLES OF WELL-CRAFTED EXPERIENCES…\nL?\nACT II:\nWHO\n ","","","","Medium???\n ","It’s 2012…\n ","“a publishing platform…”\nIt’s 2012…\n ","you can write and publish online articles\nother people can comment on your articles\nyou can share articles\nbookmark articles\nIt’s 2012…\n“a publishing platform…”\n ","you can write and publish online articles\nother people can comment on your articles\nyou can share articles\nbookmark articles\nIt’s 2012…\n“a publishing platform…”\n?\n ","you can write and publish online articles\nother people can comment on your articles\nyou can share articles\nbookmark articles\nIt’s 2012…\n“a publishing platform…”\n! no customization options\n! no custom domains\n! royalty-free access to all content\n?\n ","you can write and publish online articles\nother people can comment on your articles\nyou can share articles\nbookmark articles\n! no customization options\n! no custom domains\n! royalty-free access to all content\n“a publishing platform…”\n?\nIt’s 2012……a new place on the Internet where people share ideas\nand stories that are longer than 140 characters and not\njust for friends. It’s designed for little stories that make\nyour day better and manifestos that change the world.\nIt’s used by everyone from professional journalists to\namateur cooks. It’s simple, beautiful, collaborative,\nand it helps you find the right audience for whatever\nyou have to say.”\n“\n ","","“Everything changed for me over the weekend when I took the time\nto write a blog post on Medium.”\n“As someone who writes a lot of stuff and has used a lot of different\nwriting software, I'm telling you that I was blown away by the quality\nof the product as a writing tool.”\n“The entire process is a breeze. And once published, the article looks\npretty good too in terms of typography and appearance.”\n“Intuitive enough to seem psychic.”\n“Because it is such a pleasure to work with, Medium has become\nsomething of a fetish object for writers.”\n“It does not take a user experience designer\nto publish a professional story.”\n“A joy to use!”\n“It’s so damn beautiful. Medium has removed all the cruft that gets\nbetween the reader and the message…”\n“Clean design, great concept, full of potential treasures to be read.”\n“The best writing tool on the web.”\n ","But here’s the thing: I feel as if the service looks so good\nthat it invites only the best content that I—or anyone—\ncan write before actually hitting publish.\nLet’s put it another way: If I’m going to write a\npost on Medium, I don’t want to let Medium\ndown. (“It’s not you, it’s me.”)\n“Part of the reason I haven’t published to Medium is because\nI’m slightly intimidated. I know that is illogical and insane\non the surface, but I feel intimidated and almost as if I have\nto rise to a higher standard on Medium.”\n—Christina Warren, senior tech analyst at Mashable\n ","But here’s the thing: I feel as if the service looks so good\nthat it invites only the best content that I—or anyone—\ncan write before actually hitting publish.\nLet’s put it another way: If I’m going to write a\npost on Medium, I don’t want to let Medium\ndown. (“It’s not you, it’s me.”)\n“Part of the reason I haven’t published to Medium is because\nI’m slightly intimidated. I know that is illogical and insane\non the surface, but I feel intimidated and almost as if I have\nto rise to a higher standard on Medium.”\n—Christina Warren, senior tech analyst at Mashable\n ","A different experience!\n ","• you can write and publish online articles\n• other people can comment on your articles\n• you can share articles\n• bookmark articles\nThe obvious “what to build”\nfeatures \u0026 functionality\n ","• Designed more like a magazine.\n• Designed a social system to create a\nbuilt-in audience for new authors\n• Launched with published authors\n(which set really high bar for content)\n• Hired former Wired.com editor Evan\nHansen as an editor for the site\n• Bought he long-form journalism\nstartup Matter\n• Created what is arguably the best\nwriting tool on the planet\n• Promoted contextual comments\n• Focused on typographic UI details\nthat compete w/ centuries of print (vs\nother web platforms)\n• Focused A LOT on quality content\n• Offered pre-publishing feedback\n• you can write and publish online articles\n• other people can comment on your articles\n• you can share articles\n• bookmark articles\nThe obvious “what to build”\nfeatures \u0026 functionality\nThe not so obvious “how to build” (\u0026 launch)\nexperience details\n ","• Designed more like a magazine.\n• Designed a social system to create a\nbuilt-in audience for new authors\n• Launched with published authors\n(which set really high bar for content)\n• Hired former Wired.com editor Evan\nHansen as an editor for the site\n• Bought he long-form journalism\nstartup Matter\n• Created what is arguably the best\nwriting tool on the planet\n• Promoted contextual comments\n• Focused on typographic UI details\nthat compete w/ centuries of print (vs\nother web platforms)\n• Focused A LOT on quality content\n• Offered pre-publishing feedback\n• you can write and publish online articles\n• other people can comment on your articles\n• you can share articles\n• bookmark articles\nThe obvious “what to build”\nfeatures \u0026 functionality\nThe not so obvious “how to build” (\u0026 launch)\nexperience details\nProduct\n ","• Designed more like a magazine.\n• Designed a social system to create a\nbuilt-in audience for new authors\n• Launched with published authors\n(which set really high bar for content)\n• Hired former Wired.com editor Evan\nHansen as an editor for the site\n• Bought he long-form journalism\nstartup Matter\n• Created what is arguably the best\nwriting tool on the planet\n• Promoted contextual comments\n• Focused on typographic UI details\nthat compete w/ centuries of print (vs\nother web platforms)\n• Focused A LOT on quality content\n• Offered pre-publishing feedback\n• you can write and publish online articles\n• other people can comment on your articles\n• you can share articles\n• bookmark articles\nThe obvious “what to build”\nfeatures \u0026 functionality\nThe not so obvious “how to build” (\u0026 launch)\nexperience details\nExperiences\nProduct\n ","","","“Still amazed by how much @SlackHQ reduced the number of\nunnecessary emails I could have on a normal workday. #slack”\n“Added my entire cohort at @bitmakerlabs to @SlackHQ. Great way to\nget tons of valuable feedback considered too informal for email.”\n“@SlackHQ is already the glue of our remote team. Can't believe we lived without it.”\n“The UI in @SlackHQ is SO well considered. Full of helpful surprises.”\n“I have to say, @SlackHQ + @appear_in is a game changer for easy\nvideo conferencing. By far the lowest friction solution I've seen.”\n“Just discovered @slackHQ, which lets us see all our updates from trello,\nsourcetree and drive in one stream! We're in love :D and it's free!”\n“Loving the @SlackHQ experience. Looks like it'll join #Evernote \u0026\n#Wunderlist as another daily productivity app I can't live without”\n“@SlackHQ this may be the best piece of software I found in years #inlove”\n\"With @SlackHQ, the world of business software is edging into\nconsumer tech. And it's surprisingly good fun.\"\n“Started using @SlackHQ for the ﬁrst time in a while at work and it has\nbeen one of the happiest days I've had! Thanks!”\n ","","","","• You can create a room\n• add people\n• share ﬁles\n• chat as a group, or\n• direct message one another\nThe obvious “what to build”\nfeatures \u0026 functionality\n ","• You can create a room\n• add people\n• share ﬁles\n• chat as a group, or\n• direct message one another\nThe obvious “what to build”\nfeatures \u0026 functionality\n ","•Went after individuals and product teams\n(vs entire companies)\n•Focused on a differentiated brand\n•Hyper-focused on onboarding experience\n•WOM marketing\n•Laser focus on quality and responsiveness,\ntaking longer than normal to iterate the\npreview version\n•Positioned themselves against email and\nmailing lists (not the “chat room” category)\n•TONS of integrations (more of a glue\nbetween existing services, than a\ncompeting service)\n•Super-frictionless tool, available for\nnearly every platform!!\n•Solid team\n• You can create a room\n• add people\n• share ﬁles\n• chat as a group, or\n• direct message one another\nThe obvious “what to build”\nfeatures \u0026 functionality\nThe not so obvious “how to build” (\u0026 launch)\nexperience details\n ","","WHAT’S REQUIRED\nEXPERIENCE?\nA GREAT\nACT III:\nTO CRAFT\n ","TO CRAFT A GREAT EXPERIENCE…\n ","ALIGN AROUND THE EXPERIENCE1\nTO CRAFT A GREAT EXPERIENCE…\n ","Meaningful\nPleasurable\nConvenient\nUsable\nReliable\nFunctional (Useful)\nFocused on\nExperiences\n(People, Activities, Context)\nFocused on\nTasks\n(Products, Features)\n©\nSUBJECTIVE / QUALITATIVE\nOBJECTIVE / QUANTIFIABLE\nHas personal signiﬁcance\nMemorable experience worth sharing\nSuper easy to use, works like I think\nCan be used without diﬃculty\nIs available and accurate\nWorks as programmed\nPrioritize Aesthetics (no, not Graphic Design)\n(visual, behaviors, sounds, psychology)\nDesign for FLOW (boredom vs anxiety)\nLeverage Game Mechanics/Learning Theory\n(completeness)\nHave a Personality\nCreate conversational and context aware\ninteractions\n(“Adaptive Interfaces”; narrative IA structures)\nElicit Desire\n(Limited availability, limited access, curious and\nseductive experiences)Simplify, organize, and clarify\nDisplay information visually\nReduce features and complexity\nUse language for more natural\nAdd features that support desired\nine browsing)\nHave a believable story\nCo-create value with customers\nConnect people in community\nAre part of a bigger system\nAppeal to emotional, spiritual, and\nCreate a tolerance for faults at\nAre tied to a person’s self-image,\nhighly personal\nCreating Pleasurable Inte\nGetting fom Tasks to Expe\npresented by Stephen P. Anderson | N\n“It is not en\nproducts tha\nunderstand\nwe also nee\nthat bring j\npleasure an\nbeauty, to pe\nTHIS IS THE“CHASM”THAT IS REALLY, REALLY\nHARD FOR ORGANIZATIONS TO CROSS\n ","Experience Focus\nProduct Focus\n ","Experience Focus\nProduct Focus\n ","Experience Focus\nProduct Focus\npeople, activities\n\u0026 context\ntasks \u0026 features\n ","Experience Focus\nProduct Focus\npeople, activities\n\u0026 context\ntasks \u0026 features\noutcomes and\nexperiences\noutput and\nfunctionality\n ","Experience Focus\nProduct Focus\npeople, activities\n\u0026 context\ntasks \u0026 features\noutcomes and\nexperiences\noutput and\nfunctionality\nperceptions, emotions,\nattention, memory…\ninterfaces,\ninteractions, usability,\netc.\n ","“do” needs\n“be” needs\n ","“do” needs\n“be” needs\nAutonomy-Independence\nCompetence-effectance\nRelatedness-belongingness\nInﬂuence-popularity\nPleasure-stimulation\nSecurity-control\nPhysical Thriving-bodily\nSelf-actualizing-meaning\nSelf-esteem-self-respect\nMoney-luxury\n ","https://medium.com/the-job-to-be-done/replacing-the-user-story-with-the-job-story-af7cdee10c27\n ","https://medium.com/the-job-to-be-done/replacing-the-user-story-with-the-job-story-af7cdee10c27\n ","A teenage girl with a bleak outlookneeds to feel more socially acceptedwhen eating healthy food, becausein her hood a social risk is moredangerous than a health risk\n ","When a product team is not aligned…\n ","","","“MIND-MELDING”\n ","“MIND-MELDING”\nWhat it is…\nHow it feels…\nWhat values should constrain decisions…\nWhat it’s like / not like\nThe experience of using it…\n ","Vision Statement.\nDesign Tenets\nPrototype.\nAnything needed to mind-meld\nacross the entire team!\nFuture Press Release\nConcept Models\n(and so on)\n ","ALIGN AROUND THE EXPERIENCE\n2 OBSESS OVER THE DETAILS\n1\nTO CRAFT A GREAT EXPERIENCE…\n ","With animations, you speed up, slow\ndown, change they style…\n ","“…until it feels right”\nWith animations, you speed up, slow\ndown, change they style…\n ","With board games, you endlessly playtest…\nWith animations, you speed up, slow\ndown, change they style…\n ","With board games, you endlessly playtest…\nWith animations, you speed up, slow\ndown, change they style…\n“…until it feels right”\n ","With board games, you endlessly playtest…\nWith animations, you speed up, slow\ndown, change they style…\nWith presentations you rehearse and adjust things…\n ","With board games, you endlessly playtest…\nWith animations, you speed up, slow\ndown, change they style…\nWith presentations you rehearse and adjust things…\n“…until it feels right”\n ","With board games, you endlessly playtest…\nWith animations, you speed up, slow\ndown, change they style…\nWith presentations you rehearse and adjust things…\nWith ﬁlm editing, you cut, recut, change the sequence…\n ","With board games, you endlessly playtest…\nWith animations, you speed up, slow\ndown, change they style…\nWith presentations you rehearse and adjust things…\nWith ﬁlm editing, you cut, recut, change the sequence…\n“…until it feels right”\n ","http://www.westword.com/restaurants/meet-the-man-behind-the-music-at-more-than-1-400-chipotles-5121272\nIt's hard to put my finger\non exactly what song makes\nit and what song doesn’t…\nWe're trying to find\nemerging stars. Emerging\nartists have this certain feel\nto their music.”\n— C H R I S T O P H E R G O L U B\n“\n ","“…until it feels right”\n…REQUIRES AN INTIMACY WITH\nTHE MATERIAL(S) OF YOUR CRAFT.\nTO ITERATE…\n ","http://www.westword.com/restaurants/meet-the-man-behind-the-music-at-more-than-1-400-chipotles-5121272\nIt is very difficult to approach Slack with beginner’s\nmind. But we have to, all of us, and we have to do it\nevery day, over and over and polish every rough edge\noff until this product is as smooth as lacquered\nmahogany.\nEach of you knows “really good”. Each of you is able\nto see when things are not done well. Certainly we all\ncomplain enough about other people’s software, and\nwe all know how important first impressions are in\nour own judgements. That is exactly how others will\nevaluate us.\nLook at it hard, and find the things that do not work.\nBe harsh, in the interest of being excellent.\n— S T E W A R T B U T T E R F I E L D\n“\n ","ALIGN AROUND THE EXPERIENCE\n2 OBSESS OVER THE DETAILS\nFOCUS ON THE WHOLE\n1\n3\nTO CRAFT A GREAT EXPERIENCE…\n ","","","“The Whole is Other than the Sum of the Parts”\n ","“An Experience is Other than the Sum of the Parts”\n ","","","","!=\nThe pieces are the same…\n…but the ﬁnal experience here is just WRONG!\n ","Product\n ","Experiences Product\n ","Production. Direction. Balance. Orchestration. Choreography.\n ","[Avengers] was very difficult to make it flow and\ncohere in terms of all the changing perspectives and\ncharacters, all these movie stars, all these beats to hit.\nIt's a ridiculously complex puzzle. But once you’ve got\nthe puzzle, and you’re just filling in the voices and\ncoming up with the moments, that’s what’s fun”\n— J O S S W H E D O N\n“\n ","","","Surprise and delight are the high-fructose\ncorn syrup of the experience economy”\n“\n ","ALIGN AROUND THE EXPERIENCE\n2 OBSESS OVER THE DETAILS\nFOCUS ON THE WHOLE\nFOCUS ON AWESOME USERS\n1\n3\n4\nTO CRAFT A GREAT EXPERIENCE…\n ","We tend to focus on…\n ","We tend to focus on…\n➡ making awesome products\n➡ making an awesome service\n➡ making an awesome company\n ","We tend to focus on…\n➡ making awesome products\n➡ making an awesome service\n➡ making an awesome company\n…but what if we focused on\nmaking awesome users?\n ","We tend to focus on…\n➡ making awesome products\n➡ making an awesome service\n➡ making an awesome company\n…but what if we focused on\nmaking awesome users?\n ","Example of User Awesome:\nI ﬁnd the clean organization of Ulysses gets out of\nmy way, and when I’m writing—it’s as smooth as\nsilk. In a subtle way, I feel inspired by Ulysses and\nconsequentially, I end up spending more time with\nmy butt in the chair, actually writing because I’m\nenjoying myself.”\n—Micah Moss, Screenwriter and Novelist\n“\n ","2 OBSESS OVER THE DETAILS\nALIGN AROUND THE EXPERIENCE1\nFOCUS ON THE WHOLE3\nFOCUS ON AWESOME USERS4\nTO CRAFT A GREAT EXPERIENCE…\n ","2 OBSESS OVER THE DETAILS\nALIGN AROUND THE EXPERIENCE1\nFOCUS ON THE WHOLE3\nFOCUS ON AWESOME USERS4\nTO CRAFT A GREAT EXPERIENCE…\nLook for needs (the why \u0026 when)\nAlign the entire team around the desired outcome\nLet the desired experience to drive all product (+ business) decisions\nLook for opportunities to create transformative experiences\n…not just the parts\nKeep iterating, until it feels just right\n…not just a few playful moments\n ","And if we succeed…\n ","","I’m convinced that it is feelings, and feelings alone,\nthat account for the success of the Virgin brand and\nall its myriad forms.”\n— S I R R I C H A R D B R A N S O N\n“\n ","People will forget what you said,\npeople will forget what you did,\nbut they’ll never forget how you made them feel.”\n— M A Y A A N G E L O U\n“\n ","Thankyou!\ngetmentalnotes.com\nDesign for Understanding\nStephenP.Anderson\n@stephenanderson\nwww.poetpainter.com | www.slideshare.net/stephenpa\n "],"twitterShareUrl":"https://twitter.com/intent/tweet?via=SlideShare\u0026text=Hooked+on+a+Feeling+by+%40stephenanderson+%23affect+%23animation+https%3A%2F%2Fwww.slideshare.net%2Fslideshow%2Fhooked-on-a-feeling-55331050%2F55331050","type":"presentation","viewStats":{"views":22489,"viewsFromEmbeds":15423,"topEmbeds":[]},"slideDimensions":{"height":1024,"width":1280},"topReadSlides":[],"user":{"id":"2026","isFollowing":false,"login":"stephenpa","name":"Stephen Anderson","occupation":"Product Strategy \u0026 Design Consultant","organization":"any cafe with good WiFi!","photo":"https://cdn.slidesharecdn.com/profile-photo-stephenpa-48x48.jpg?cb=1688006733","photoExists":true,"shortName":"Stephen Anderson"},"views":37912},"_nextI18Next":{"initialI18nStore":{"en":{"common":{"ad":{"fallbackText":"Ad for Scribd subscription","label":"Ad","close":"Close Ad","dismiss_in":"Dismiss in","ad_info_title":"Why are you seeing this?","ad_info_description":"We use ads to keep content free and accessible for everyone. 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