May 7th, 2009 by Dave Perks

We are now who we’ve always been at heart

About this post:

Dave Perks talks about our philosophy on Experience Design and how it has evolved from our experience.

Filed under Experience Design

For 13 years, as New City Media, we called ourselves web designers. But our clients will tell you that we've done more than just build pretty websites. We take them on a journey to discover what it is that their audiences believe and feel about them.

For many, this is an eye-opening process powerful enough to break through a chorus of "it's always been done this way." And the results aren't just measured in more leads, faster sales cycles, and higher brand recognition. Often we hear from people on the inside that we've made their jobs easier, too.

To us, it's the only way to work. If you're going to create something, whether it's a website, an in-store design or a brand campaign, you're wasting money if don't find out what the intended audiences are looking for.

We call it experience design, and to reflect this change in position, we've shortened our name to NewCity. Apparently, we're on to something because here's a wikipedia entry on the matter. I don't know who wrote this, but it's like they were in our heads when they did.

What is experience design?

It's bigger than the web. It's bigger than advertising. It touches every aspect of our lives in positive and negative ways. Experience design is a trade off, a conversation, and a transaction even if no money changes hands.

Done right, it leaves people with a sense of satisfaction and the natural urge to tell others about the great experience they just had. Done poorly, it leaves people with only one choice – to never go back there again. Somehow, when it's done wrong (or not at all), it seems to inspire more chatter than when it's done right. Which is all the more reason for it to be done right. There aren't many second chances these days.

What's important to know about experience design?

You can't be all things to all people. In fact, it's detrimental to even try. We have a saying here: choose who to lose. In order for fans of your brand to have value, they have to have something to gush about. Something they can hold as a carrot in front of their friends, family & anyone else who will listen.

Every company has a carrot to offer. If you don't think you do, you just haven't found it yet. Maybe it's something you're not doing that your potential fans are waiting for you (or one of your competitors) to offer. First one there wins. We can help you uncover the opportunity first.

Some customers will never get what you're doing and that's okay. There are no concrete numbers on the true value of a loyal customer, but I think we can all agree that 50 loyal brand evangelists are more valuable to a business than 500 fair-weather fans.

So how does it work?

We begin new business relationships by getting to know our clients through the eyes of their customers (however you want to define that term). Next we evaluate what we discover alongside the client so they learn as we do. We use a number of methods to gather the information, from interviews to KJ Sessions..

If we asked the right questions along the way, we come out with a clear picture of not only the current experience the client offers, but also the desired experience their customers are looking for. Sometimes these are the same, but more often than not, there's room for improvement. Which is exactly what we help do next.

At that point, it's time to turn the discoveries into strategies. Still working side-by-side with the client, we develop strategic solutions to address shortcomings in their business processes, communications, online presence and purchasing experience.

As these solutions are put into action, excitement grows within the community of customers. We build on this wave by crafting branded communications that give loyal fans entertaining ways of sharing their excitement with friends and family. Additionally, we translate the experience into any other means of advertising and promotion that make strategic sense.

This process starts with what's important – the customer experience. When our clients and their customers are telling the same story about what it's like to do business together, great things can happen. These memorable experiences come together to build lasting brands. That's our belief, anyway.