The Fuzzy Front End of Experience Design: Eliciting and Communicating Experience Goals

Jari Varsaluoma, Heli Väätäjä, Eija Kaasinen, Hannu Karvonen, Yichen Lu

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

9 Citations (Scopus)


When starting an experience design process, designers should first determine the experience to aim for. In the fuzzy front end of the experience design process, there are often several alternative sources for gaining insight and inspiration in defining this experience. In this paper, we describe our findings from two surveys about experience goal setting and approaches to communicate about these goals with stakeholders. The results from researchers working on 9 different experience design cases suggest that "empathic understanding of the users' world" is the most used source of insight and inspiration in defining experience goals. As an end result, we propose the model for Experience Goal Elicitation Process to clarify the fuzzy front end of experience design and instructions to support designers in defining and evaluating experience goals.
Original languageEnglish
Title of host publicationOzCHI '15, Proceedings of the Annual Meeting of the Australian Special Interest Group for Computer Human Interaction
Number of pages9
ISBN (Print)978-1-4503-3673-4
Publication statusPublished - 7 Dec 2015
MoE publication typeA4 Article in a conference publication
EventAustralian Conference on Human-Computer Interaction - Melbourne, Australia
Duration: 7 Dec 201510 Dec 2015
Conference number: 27


ConferenceAustralian Conference on Human-Computer Interaction
Abbreviated titleOzCHI


  • Experience goal
  • UX goal
  • experience design
  • fuzzy front end
  • survey study
  • Experience Goal Elicitation Process

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