The AXD framework is comprised of five stages, flanked by the setup stage and event date.
Each of the framework stages includes a set of tools.
Understand
To design a great experience, we must first get to know an audience. This we do by spending time with them and getting to know who they are. Through the process of conducting interviews and observations, we can begin to discover their true needs and desires. We try to turn over every stone and uncover new insights.
By doing this, and by speaking to other stakeholders involved in the audience experience, we build a holistic picture of the entire audience experience that enables us to uncover opportunities in which we can enact changes that better serve the audience. Having a clear picture of who your audience is limits risktaking when producing new events and experiences.
Identify
Based on what we have learned about the audience and the stakeholders involved in the experience we can now frame the design challenge. It is now time to turn insights and problem statements into opportunities for design.
Success at this stage is a precoursour of successful innovation. Asking great questions leads to great answers.
Ideate
Ideation is all about generating lots of ideas that improve or create a new experience. During Ideation, you want to make sure that you do not restrict any ideas that come forth. No judgments!
The sky is the limit. There will come a time later on in the design process where you will have the opportunity to bring these wild ideas back down to earth.
Prototype
Prototyping is all about moving ideas into action. By using an Audience Journey Map and the Audience Experience Blueprint as our prototyping tool, we can now draw a clear picture of what this experience will look like.
By drawing up the entire experience we can now continue to evolve it and make changes that can be tested and improved upon.
Test
Testing allows you to get a better picture of the risks involved in the experience. By getting feedback on your prototype from stakeholders and by acting out some of the moments in your experience you can revise and adjust your design for the event to better fit your audience needs.
Audience Experience Design is sponsored in part by Knight Foundation.