Experience (and services and systems), not products (What I would tell interaction design students, #1 in a series)

I had originally planned to speak in SVA’s Interaction Design lecture series today, but had to cancel because I’m needed in the SF Bay Area. So, I thought I might blog the things I would have said

This is a subject I’ve talked about at length before, perhaps most notably in the essay, “Experience IS the Product… and the only thing users care about”, the slidecast “Experience is the Product”, and it was a main theme in Adaptive Path’s book Subject to Change. So I won’t go into in detail again, but it’s worth acknowledging that most people still approach product development very much from a features-and-functionality standpoint, and most design work gets so focused on the specific outcome that the designers lose sight of the ecosystem in which their work must fit.

In this increasingly complex world, product design is really systems design. A number of elements must be marshaled and coordinated. But it doesn’t make sense to design a system for the sake of it.

So, a system to what end?

I would argue, a system to support great experiences for people. And from figuring out how to support the delivery of great experiences, then design the interactions, identify the touchpoints, and build the systems that support that.