Designing People-centered Experiences / Fall 2015

Assignment Overview

You gotta eat

Due: Friday, 16 October, 5:00pm
Submit via Canvas
HER-V 400 | Fall 2015
Instructor: Aaron Ganci and Helen Sanematsu


Eating lunch in Eskenazi Hall is a hassle. Reasonably priced, delicious, or healthy options are Limited. Finding food is a usually a sub-par experience, often being too time consuming, expensive, or requiring you to plan well in advance. In this project, you will design a new lunch experience for Herron and will take your design past the strategic plan to design artifacts or interface elements. This project will be broken down into two phases: 1.) Experience planning and 2.)Value addition. You will work in groups on this project (10 groups total). There will be group and individual deliverables.

Phase 1: Experience planning

At the beginning of this phase, you will be divided into 10 groups. There will be 2 groups assigned to each of the 5 ‘modes’ of lunch at Herron:

  1. From home
  2. Within Herron
  3. Within walking distance (on campus)
  4. Within walking distance (off campus)
  5. Ordering in (delivery)

Together, both groups assigned to a mode (e.g. the two groups assigned to “within Herron” mode) will identify the existing and potential journeys that are possible within that mode. For example, The ‘walking distance - on campus’ group would identify the journey of walking to the law school, walking to the campus center, etc. Once an inclusive list is defined, each individual group will select one journey and articulate it further. Then, you will begin to design touchpoint artifacts that are integral to the experience. However, you are going to go one step further by adding “value” into these artifacts.

Phase 2: Value Addition

A “value add” is the “Creation of a competitive advantage by bundling, combining, or packaging features and benefits that result in greater customer acceptance.” Often, organizations will add value to a common experience to differentiate it from competitors. An easy example is Amazon’s Smile which enables users to donate money to their favorite charity every time they make a purchase. In this project, you will practice this concept by adding value to your lunch experience journey. This will happen primarily in the design of various touchpoint interfaces. To put it another way, you will be designing experiences that enable people to eat lunch and…save the whales…or fight for marriage equality…or raise awareness about performance enhancing drugs in high school athletics.

To help you identify a value, we’ve defined 10 categories of value. Each category can only be used by one group:

  1. Public Health and Safety
    Example: earthquake preparedness
  2. Global warming
    Example: Air quality in Indianapolis
  3. Social justice
    Example: Racial biases in law enforcement
  4. Gender Equality
    Example: Equal pay for equal work, Gender roles
  5. LGBTQ issues
    Example: Civil rights for LGBTQ in Indiana
  6. Animal welfare
    Example: Trophy hunting (Cecil the lion)
  7. Cultural understanding/empathy
    Example: Similarities and differences between West and Mid-East cultures
  8. Sports culture
    Example: Performance enhancing drug abuse; anger management issues amongst players
  9. Biodiversity
    Example: Dying coral reefs and their impact
  10. Civic engagement
    Example: Voting in local elections


  1. Select Lunch mode.
  2. Form mode group (2 groups who are both working on a mode)
  3. Build list of existing and potential journeys.
  4. Break into smaller groups and select one journey.

Deliverable and Grading criteria

Deliverables: One group document that narrates your designed experience and artifacts (including articulation map), Each group member will design one artifact or interface that is part of the experience journey.

  • Provide a clear descriptions of the stakeholders, interaction, interfaces, and artifacts involved in the experience.
  • Tell a clear story about the totality of the experience, so that a person detached from the experience can understand.
  • Quality of description of how the experience aligns with your persona's motivations.
  • Quality of visual design (use of elements & principles of design; legibility, etc).
  • Unique application of value into experiential artifacts
  • Desirability (usefulness, usability, enjoyability) of the interfaces
  • Quality of description of how the interface meets the goals (end, experience, life) of the user.

Learning Objectives

At the end of this project, you will be able to:

  • Identify potential and existing user journeys in a specific context.
  • Convey a value concept in designed artifacts.
  • Describe the importance of an integrated solution when working in experience design.
  • Construct a overarching narrative about an experience and it’s stakeholders.


Category % of total
Project 1: Convey and Articulate 30%
Project 2: You gotta eat. 70%

*Categories and percentage breakdown subject to change.

Late work

Every assignment in this course will be due at the beginning of the class of its defined due date. Work that is not handed in via the method requested by the instructor (OnCourse, email, etc) by the predetermined time will be considered late. The consequences of late submission fall on sliding scale, increasing in severity over time. If late work is handed in within the following parameters, the grade will be reduced in the following ways:

Due date/time – same day, end of class -10%
Same day, end of class – same day, end of day (11:59pm) -15%
Next day (midnight – 11:59pm) -20%
Any subsequent day -50%
Grading scale
A+ 100-98
A 97-93
A- 92-90
B+ 89-87
B 86-83
B- 82-80
C+ 79-77
C 76-73
C- 72-70
D+ 69-67
D 66-63
D- 62-60
F 59-0