experiences are a unique tangible offering experience design – simply stated approach to creating successful experiences for ppl in any medium, american girl example in chicago, 3 different paths structure community and customer structure improve websites easy of use, when customers can focus on own goals rather than how to navigate your site website design – strategy – scope – structure – skeleton – surface 37 signals – getting real – free ebook simplify community path – focus on community rather than struction memorable experience in relation to online and community real conversations taking place – im, commenting, twitter, youtube myspace etc, goal to allow your customers to connect with you and others, connecting with others – online connections lead to face to face connections later invitations participation sense of familiarity telling our stories community focus experience – twitter good example customer path commonalities ? Pre vs post shows ppl dont want to interact with the website they want to interact with other ppl its about extending experience into digital space in a way that wasn’t possible before customer journey mapping mapping out each touch point then trying to improve those touch points experience improving the ordinary – wd40 improves

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