Current Read: Orchestrating Experiences
Defining good: While different channels and media have their specific best practices, experience principles provide a common set of criteria that can be applied across an entire end-to-end experience.
Decision-making filter: Throughout the process of determining what to do strategically and how to do it tactically, experience principles ensure that customers’ needs and desires are represented in the decision-making process.
Boundary constraints: Because these constraints represent the alignment of brand aspiration and customer desire, experience principles can filter out ideas or solutions that don’t reinforce this alignment.
Efficiency: Used consistently, experience principles reduce ambiguity and the resultant churn when determining what concepts should move forward and how to design them well.
Creativity inspiration: Experience principles are very effective in sparking new ideas with greater confidence that will map back to customer needs. (See Chapter 8, “Generating and Evaluating Ideas.”)
Quality control: Through the execution lifecycle, experience principles can be used to critique touchpoint designs (i.e., the parts) to ensure that they align to the greater experience (i.e., the whole).