The Experience Qualities™ comprise the four key facets or qualities of Experiences: Conversational, Emotional, Useful and Usable. Each quality has it's own set of goals, techniques and outcomes to use in the Intentional Experience creation process.
The conversational quality deals with the reality of any user & customer experience: there is a need to communicate with the other party, whether it's face to face, on the phone, via web, mobile app or social media tool. The customer & user expects to interact with the organization on a two way basis. They don't want to be just a receiver of service, functionality & information but also provide input, feedback and maintain an ongoing relationship with your organization. The success of that conversational quality is a key aspect that impacts end-to-end customer & user experiences.
This quality is about connecting to the customer & user experience at a visceral level. The result of the experience can be one of real joy, pride and belonging. Strong examples can be found when a user becomes a passionate advocate of a product or service that goes beyond just listing the functionality. The success of this quality lies in connecting at an emotional level with a customer or user through product, brand and service experiences.
The third quality is where usually most product design time is spent: creating functionality and content that is useful for the customer & user. The better fit with (perceived) customer expectations, needs on the one hand and delivered functionality on the other, the higher likelihood of returning customers, users.
For a user experience, the proof is in the pudding: does it give me the things I really need and need most? Feedback from users is often brutally honest and a trigger for the next generation product with a better ration of real needs vs. provided experience (=value). The 'useful' experience quality is a foundational aspect of the overall experience.
The last quality brings ties the 'useful' and 'emotional' qualities together. If a customer or user experience is usable, it gives that person an effortless (both in time and mental effort) and enjoyable experience. Few stumbling blocks, errors and a user experience that keeps them in control over the technology and their surroundings. The user understands what's happening with the system, why this happens and what the next step is. The potential negative impact of this quality on the overall customer & user experience can be dramatic and is often only after product launch discovered.
Together, the four qualities provide an excellent instrument to assess, research and plan for next generation end-to-end product experience projects. They form the basis to create intentional and remarkable user experiences.
Please email Shaun Illingworth, Managing Director, at firstname.lastname@example.org or 1.866.585.1660 x0 for questions and more information about how we help optimize your user experience design, digital product design, physical product design.