A five-step experience design ideation lesson for corporate leaders

Abstract

Purpose

The author offers a five-step “ERY method’ that expands the thinking around the core idea of a business” basic function and ideally translates it into an experience that is new and unique in the world.

Design/methodology/approach

Illustrates how experience designers use creative ideation as an effective method to help understand how to elevate an offering transaction to memorable customer experience.

Findings

The challenge for business is to avoid commoditization by producing engaging experiences that differentiate their offerings of services and goods.

Originality/value

Experience design has become a key skill for executives now that the competitive advantage and the economic value experiences create has become a critical success factor for corporations in many markets. This approach to ideation of experience design is unique.

Citation

Dulle, K.M. (2021), "A five-step experience design ideation lesson for corporate leaders", Strategy & Leadership, Vol. 49 No. 4, pp. 37-43. https://doi.org/10.1108/SL-07-2021-0068