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Reagan is a passenger on a flight from Boston → Charlotte → Chattanooga.The layover on Reagan is scheduled for 35 minutes, but the Boston flight took off 10 minutes late and is expected to arrive 5 minutes late.It'll take Reagan 15 minutes to get from Charlotte Gate B15 to Gate E36.Even if the flight was on time, Reagan wouldn't have time to grab a meal.Reagan has to head into a meeting right after they land in Chattanooga, so there won't be time to eat there.In flight, Reagan connects to the in-flight wifi and brings up the food ordering functionality in the airline app.Reagan doesn't eat meat, so needs to find vegetarian options.Reagan finds a delicious sounding BBQ Tofu sandwich from one of the vendors at the airport.Reagan puts in his payment information (already stored with in the airline app)Reagan relaxes for the rest of the flight.Upon landing, Reagan gets a notification right away saying that the sandwich will be waiting at gate E36.Reagan hustles to the gate, getting there just after boarding has started.As Reagan is boarding, a gate agent hands over the meal.Reagan enjoys the meal on the flight to Chattanooga.
Experience Visions
Experience visions are a flag on the horizon in the sand, everybody can see it, and because everybody can see it they can take baby steps towards it.
It’s a thing in the future that is far enough out that you’re not gonna get it today or tomorrow, it will change the world, but at the same time it is close enough that we can actually see that if we work hard enough we can get there.
There is little description of the product itself, what they describe is the experience of the product, for example: being able to make the most out of the knowledge in the world without making a big thing of it.
Experience vision is specific and has a time frame related to it.
Since it’s in the sand it can be moved and adjusted if the market, the world changes.
It is focused directly on the user.
The vision needs to be aspirational enough to capture the imaginations of everyone across the organization.
An experience vision is very different from a corporate vision. A corporate vision is necessarily vague.
The corporation doesn't want to commit to a specific solution. Factors may change that require the specific solution to change. Once the corporation achieves the vision, they don't have any further to go. Corporate visions are just a direction, but not a specific destination. An experience vision is a specific destination.
It focuses on the outcome of achieving the corporate vision. We can convert the corporate vision to a UX Outcome.
It is an ideal way to show people what design is without having to pitch for design.
If we can get everybody in the organization to buy in on this experience vision is, we can say “this is what happens when we do our job well, when we put users at the center”. It inverts the equation: all the parts of UX are now critical business functions and not just nice to haves to make the product a little bit nicer and easier to use.
How to draft a potential experience vision story.
Draft bullet points for a potential experience vision story.
Start with a UX outcome: If you do a great job on your [product/service/feature], how will it improve someone's life?
Identify the improvements and the person or people whose lives will be improved.
In bullet point form, tell their story.
Example bullets for an airline food-ordering capability at quick layovers:
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