16 June 2007

A theatrical approach to experience design

Be the first to share

ebook
By Adam Lawrence, experience director at Work.Play.Experience:

Everyone is talking about the experience economy, customer experience management, and experience design these days. The big idea is, in a world where all products are pretty good and all services are fairly decent, any one of them could do the job well enough. So offerings become interchangeable – or commoditised – and can only compete on price.

To avoid this trap, people are thinking less and less about the product or the service, and more about the complete customer experience – the way our customer perceives his contact with us, and the emotions that the experience invokes. Good experience design can really make your offering stand out from the pack, and command a better price. And with great experience design, you can even turn customers into fans who will keep coming back – and tell their friends.

The importance of good experience design is clear – but how do we ‘do’ it? Luckily for us, there is an industry that is already expert in using perceptions to create emotion (and to make fans). We need only look to the world of show business. From prehistoric storytellers up to Hollywood blockbuster directors, showbiz folk have been engaging our senses to move our hearts for thousands of years. And over the centuries they’ve discovered many tools that can be applied on stage, on screen – or easily adapted to shoe-shops, dental surgeries, websites, hotels…. In short, wherever an experience is designed.

Download ’12 showbusiness tools to your business’

(via Usability News)

Be the first to share
19 January 2017
Anthropologist Sally Applin on the automation of qualitative methods
Anthropology and its methodologies cannot easily be automated. However, both design and engineering based organizations are attempting it. Anthropologist Sally A. Applin argues that this is based in part on historic legacy systems, a misunderstanding …
19 January 2017
Don Norman on what Apple, Google and Tesla get wrong
Don Norman is a technological optimist. The author of The Design of Everyday Things and head of UC San Diego's Design Lab believes that artificial intelligence might only take the worst parts of our jobs, …
8 January 2017
The complexity of plastic bags
As societies face increasingly complex problems, design is emerging as the tool to solve some of Asia's biggest issues. Through field trips with designers skilled in human-centered design, the team behind Ethnographers' Field Guide to …
23 December 2016
ING DIRECT’s sponsored content in The Guardian on the value of CX and human-centred design
ING DIRECT Australia has published yesterday and at the end of November no less than 10 articles in a paid section of The Guardian on the value of customer experience and human-centred design, entitled "Being …
19 December 2016
Australia’s Digital Ethnography Research Centre on experiencing the digital in everyday life
The Digital Ethnography Research Centre (DERC), part of RMIT University, focuses on understanding a contemporary world where digital and mobile technologies are increasingly inextricable from the environments and relationships in which everyday life plays out. …
14 December 2016
Experience design and Big Data at BBVA bank
Over the last 6 months, Fabien Girardin has been working in a rather unique position at BBVA Data & Analytics, a center of excellence in financial data analysis. My job is to make the design …
19 November 2016
A conversation with Dan Ariely about what shapes our motivations
A professor of psychology and behavioral economics at Duke University, Dan Ariely relentlessly examines our assumptions about ourselves—and finds they’re often totally misconstrued. We think, for example, that money is our main motivator in the …
15 November 2016
[Book] Sensemaking
Sensemaking: The Power of the Humanities in the Age of the Algorithm by Christian Madsbjerg Hachette Books March 2017, 256 pages Inspired by his work with companies like Ford and Coca-Cola, Madsbjerg's Sensemaking is a provocative stand against the …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

12 January 2017
Experientia’s CITYOPT project awarded prestigious French award for its sustainable development design

Following the 2016 Smart Innovation Award at “FIMBACTE Trophées du Cadre de vie”, the CITYOPT project has once again been recognized, this time in the prestigious French design competition: “Observeur du Design 2017”, in the Service Design category. In June 2016, CITYOPT won the first stage of the Observeur du Design. Now the project has […]

1 December 2016
More on upcoming conference on design & sustainable innovation for smart cities

Last month Putting People First announced the upcoming conference on design & sustainable innovation for smart cities in Nice France. Meanwhile we are pleased to announce the full event agenda (see below). This event will feature professionals from leading research institutes and industry gathering to present key initiatives which combine Energy Efficiency and Service Design […]

29 October 2016
Upcoming conference on design & sustainable innovation for smart cities

Invitation to the International Conference on Design & Sustainable Innovation for SmartCities Nice (France) 8 December 2016 On the 8th December 2016, the CITYOPT project will host an international conference on Design and sustainable innovation for SmartCities, at the Centre Universitaire Méditerranéen, France. An open invitation to attend is offered to people and organisations who […]

28 October 2016
Experientia’s President, Michele Visciòla, panel judge for MacArthur Foundation’s “100&Change” competition

The 100&Change is an international competition and a landmark opportunity for thinkers and designers to tackle critical challenges affecting the world. Michele Visciòla will be one of the panel of expert judges who will select which project is worthy of the $100 million grant. 100&Change is the MacArthur Foundation competition – launched this year for […]

5 September 2016
Great engine, but the fuel seems poor. Discussing insight development in corporate marketing

The September issue of the Harvard Business Review (HBR) contains a lengthy essay, entitled Building an Insights Engine, on how Unilever has created the organizational capabilities to “transform data into insights about consumers’ motivations and to turn those insights into strategy.” The article was written by Frank van den Driest and Keith Weed of a […]

29 August 2016
Experientia discussing ethnography and patient-centricity at EPIC 2016

This week Experientia joins our colleagues and peers in Minneapolis at EPIC 2016, the premier international gathering on ethnography and design in industry. The theme for the conference this year is Pathmaking, emphasizing the power of ethnography to create transformative innovation, growth and strategic success for companies, industries and communities. On the second day of […]

See all articles