The Power of Purpose-Driven Product Experience Design

Avalon Nuovo (
  1. Autonomy — people are trusted and encouraged to take ownership of their own work and skill development.
  2. Mastery — people see no limits to their potential and are given the tools that they need to continue to improve their skills.
  3. Purpose — people are encouraged to use their skills to achieve a “greater” purpose — for instance, getting involved in a “good cause” that they’re passionate about. The Why.
  • Presence. Is the organization’s purpose clear, compelling, and noticeable to customers and employees? Do they understand it enough to describe it, beyond what the company makes or sells?
  • Strength. Is the organization’s purpose inspiring? Does it reflect a real need in society? Is it a rallying cry? Could it be as relevant tomorrow as it is today? Does it suggest that the organization is resilient in the face of an unknown future?
  • Alignment. Does the purpose reflect the company’s roots, history, and DNA? Do leaders believe in it? Does it motivate them to take certain actions? Do leaders feel that being part of the company is being part of a movement?
  • Integration. Are the company’s decisions in harmony with its purpose? Does the company live its purpose with passion? Would leaders turn down a profitable opportunity or disengage from a business activity if it wasn’t tied to the purpose?
  • Advocacy. Does purpose elicit greater loyalty from employees and customers? Are people more engaged with the company because of it? Would employees and customers recommend the company to others because of its purpose?

Purpose-Driven Experience Design

Equal parts proven process and design philosophy, Purpose-Driven Design is ETR’s proprietary framework for solving design challenges.



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