In this chapter we reached another milestone in the experience design journey. Starting with research, designers collect raw materials from many sources, and continue with analysis and synthesis to build a deep understanding of the business, product, and customer space. Then, we switched to a creative phase in which abstract constructs are iterated on until they take concrete forms. Throughout this process, designers are often guided by a design philosophy that informs their approach.
As a concept is tested, revised, and transformed into detailed prototypes and design specifications, the experience itself--the essence of the entire effort--emerges as well. When you think about it, the experience that drives the products we are enticed to purchase and love using, is in a fairly raw state throughout the concept development phase. Yet, that is when major decisions are often made regarding the final experience. The emerging experience has been validated with a relatively small number...