Creating Experience
3 likes2,212 views
The document discusses the concept of experiences in the context of the experience economy, emphasizing that experiences are unique and valuable due to individual perceptions and interactions. It highlights various dimensions of customer engagement, from passive observation to active participation, and proposes that enhanced experiences can improve quality of life and happiness. Additionally, it touches on the importance of choice architecture in facilitating meaningful interactions and the role of businesses in creating memorable experiences for customers.
Creating Experience
- 1. OCTOBER 2013 CHRIS WREN WATCH THE FULL 25 MINUTE RECORDED PRESENTATION Creating experience http://micahhorner.com/wp-content/uploads/2013/03/the-human-experience.jpg
- 2. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION Action is more important 2
- 3. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION Experience Ex libris: In life: practical contact with, and observation of facts or events Experiences happen to us every time we interact with life “he had already learned his lesson by painful experience” “he spoke from experience” Me an event or occurrence that leaves an impression on someone “for the younger players it has been a learning experience” Cell Phone Functional Holiday Football Game Functional + Emotional Website Functional 3
- 4. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION Experience Ex libris: In life: practical contact with, and observation of facts or events Experiences happen to us every time we interact with life “he had already learned his lesson by painful experience” “he spoke from experience” Me an event or occurrence that leaves an impression on someone “for the younger players it has been a learning experience” Cell Phone Functional Holiday Football Game Functional + Emotional Website Functional 4
- 5. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION Selecting from multiple choices 5 http://columbiabusinesstimes.com/wp-content/uploads/2012/03/Social-Media-Icons-1.jpg
- 6. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION Consideration of future consequence http://images5.alphacoders.com/336/336625.jpg
- 7. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION Beauty in the eye of the beholder The value of perception Value as described by decision makers 7
- 8. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION All value is perceived value 8
- 9. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION Instead ofPressures seeing emergency 9
- 10. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION See emergence 10 http://www.dream-wallpaper.com/free-wallpaper/nature-wallpaper/mac-os-x-mountain-lion-dp4-apple-systems-wallpaper/2560x1600/free-wallpaper-10.jpg
- 11. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION Here we grow When you live in a material world increasing my income improves my quality of life my quality of life improves without an increase in actual wealth When you live in a postmaterial world 11
- 12. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION Wonders Wonder
- 13. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION reality Happiness = expectation UN Global World Happiness Report #17 USA Experiences connect us to others Happy Money Buy experiences Share 13 http://cdn.wallwuzz.com/uploads/sunflowers-wallpaper-wallpapers-wallwuzz-hd-wallpaper-19607.jpg
- 14. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION Memories are limited only by our imagination 14 http://www.hdwallpapers.in/walls/nebulae_sky-wide.jpg
- 15. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION 15
- 16. tio ca t en Ed u m in Active he st Ae ist p ca Es tic Passive Immersive *from The Experience Economy (Penn & Gillmore) Buy at Amazon rta te Goods and services happen outside of the customer. The very nature of experience is no two experiences are alike, because no two people are alike. This is mass customization to the core. En When a brand intentionally uses its services as a stage and its goods as props to engage individuals – the brand creates experiences. • Goods are tangible. • Services are intangible. • Experiences are memorable. Absorbing Experience realms n WATCH THE FULL 25 MINUTE RECORDED PRESENTATION 16
- 17. Absorbing Axis of participation En ca t en Passive Active he st Attendees at a ski race who influence the experience via aural and visual activity that adds to the experience of others ist Ae Immersive *from The Experience Economy (Penn & Gillmore) Buy at Amazon p ca Es tic Active participation: Customers personally affect the event that yields the experience Ed u m in Passive participation: Customers do not directly impact or affect the event tio symphony goers, who experience the event purely as observers or listeners rta te Experience can engage people in many dimensions. n WATCH THE FULL 25 MINUTE RECORDED PRESENTATION 17
- 18. t en Ed u m in ca rta te En Absorbing: Brings the experience into the mind from a distance Active he st Ae ist Immersive p ca Es tic Passive Customers “go into” the experience as when playing a virtual game *from The Experience Economy (Penn & Gillmore) Buy at Amazon tio the experience “goes into” customers as when watching television How are people connected or united to an experience. Immersive: Becoming physically (or digitally) a part of the experience Absorbing Relationship to the experience n WATCH THE FULL 25 MINUTE RECORDED PRESENTATION 18
- 19. ca t en Active he st Ae ist p ca Es tic Passive Immersive *from The Experience Economy (Penn & Gillmore) Buy at Amazon Ed u m in The sweet spot incorporates appropriate aspects of all realms and relational motivators rta te As with color, experience realms often commingle En The axes of participation and connection present four realms of experience – the four primary colors of experience. tio Absorbing Four realms n WATCH THE FULL 25 MINUTE RECORDED PRESENTATION 19
- 20. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION tio ca t en Passive Active he st Ae ist p ca Es tic Passive absorption; watching a performance, listening to music, reading for pleasure Immersive *from The Experience Economy (Penn & Gillmore) Buy at Amazon Ed u m in How can your customers’ time be more fun, enjoyable and memorable? rta te People will always need a form of entertainment, and entertainment reinvents itself all the time as people look for new a different ways to be entertained En The most developed, common, and familiar form of experience n Absorbing Entertainment 20
- 21. Passive Active Information is still absorbed, but actively engages the mind he st Ae ist Immersive *from The Experience Economy (Penn & Gillmore) Buy at Amazon p ca Es tic What do you want your customers to learn from the experience? What interactions will promote their exploration of knowledge or skills? Ed u t en m in ca rta te Students are active players as they engage their mind or body for learning/ training En “Student” absorbs the information/ events unfolding before him tio Absorbing Education n WATCH THE FULL 25 MINUTE RECORDED PRESENTATION 21
- 22. t en Ed u m in ca rta te Customers both departing from and are going to En Usually artificial in nature (everything from Disneyland to digital) tio Absorbing Escapist n WATCH THE FULL 25 MINUTE RECORDED PRESENTATION tic Active st Ae ist Immersive p ca Es What might cause customers “to go” from one state of reality to another? Passive he What will encourage customers to become active participants in the experience? Generally artificial activities; your digital life, visiting a theme park *from The Experience Economy (Penn & Gillmore) Buy at Amazon 22
- 23. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION tio t en Ed u m in ca rta te This experience allows customers to “just be”. En Immersed in an event with little effect, leaving the environment untouched n Absorbing Aesthetic Passive he st Ae ist Immersive *from The Experience Economy (Penn & Gillmore) Buy at Amazon Active p ca Es tic How can an environment be improved to be more inviting? The environment is not effected, the person is. Natural park, garden, themed shopping malls, restaurants like rainforest café. 23
- 24. t en Active tic he st Ae ist p ca Es *from The Experience Economy (Penn & Gillmore) Buy at Amazon Immersive Escatainment Escapist + Entertainment Creating catharsis Ed u m in Passive Escaesthetic Escapist + Aesthetic Altering state Entersthaetic Entertainment + Aesthetic Having presence ca rta te Eduscapist Education + Escapist Changing context En Edusthetic Education + Aesthetic Fostering appreciation tio Absorbing Edutainment Education + Entertainment Holding attention n WATCH THE FULL 25 MINUTE RECORDED PRESENTATION 24
- 25. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION All business is a stage 25 http://4.bp.blogspot.com/_Esyd2D2dfcs/TQnJwJG74iI/AAAAAAAAAXA/yrllkuMp5Nw/s1600/IMG_1885.JPG
- 26. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION Opportunity is everywhere Function An aircraft connects people between two destinations Commodity Feeling Using the aircraft as a stage, create a unique, rich experience that identifies with the human need for aesthetic, entertainment, (and possibly escapist) experiences so flight time is not totally wasted time. Human value 26
- 27. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION Is convenience more important than joy? This is how to have a point of view and stand for something http://www.apple.com/designed-by-apple/ 27
- 28. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION The big question is whether you are going to be able to say a hearty yes to your adventure JOSEPH CAMPBELL, THE HERO’S JOURNEY 28
- 29. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION It starts with a choice When you choose, you Decisions are made when create you interact with a system Interactions within a system can be measured We design to the graph We write to the graph We keep it insanely simple 29
- 30. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION An understanding of human motivation requires a consideration of innate psychological needs for competence, autonomy, and relatedness. EDWARD DECI, RICHARD RYAN THE WHY AND WHAT OF GOAL PURSUITS 30
- 31. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION Verbs are faster than nouns feeling motive thinking frame doing behavior 31
- 32. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION Human properties biology movement ergonomic Properties of the body motive me behavior you perception Properties of the mind 32
- 33. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION How might a game designer think? When you choose experience *the choose your own adventure series of books for 10-15 year olds offered choices which created several possible outcomes You can be the hero in your own story *in the experience economy, sellers are “producers”, buyers are “stars” and the demand factor is driven by “sensation”. 33
- 34. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION Choice architecture basics Defaults A default guides people down a simple path that does not overwhelm with multiple choices Errors Systems should be designed to be forgiving, but you’ll never be bulletproof Feedback Feedback loops kindle motivated, repeated interactions within a system Mappings Experience mapping lays it out so smart choices can be placed where behaviors actually take place. Choices People in general prefer to interact in systems which are well-designed Offers Always keep motivated people moving forward Always look from the outside in 34
- 35. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION Transformations The super-jackpot of experience 35
- 36. WATCH THE FULL 25 MINUTE RECORDED PRESENTATION For further reading The Experience Economy http://www.amazon.com/dp/1422161978/ref=rdr_ext_tmb B. Joseph Pine II and James H. Gilmore are cofounders of Strategic Horizons LLP, an Ohio-based, thinking studio dedicated to helping enterprises conceive and design new ways of adding value to their economic offerings. United Nations World Happiness Report http://unsdsn.org/files/2013/09/WorldHappinessReport2013_online.pdf Happy Money: The Science of Smarter Spending http://www.amazon.com/Happy-Money-Science-Smarter-Spending/dp/1451665067 The White Album: Essays http://www.amazon.com/The-White-Album-Essays-Classics/dp/0374532079 High income improves evaluation of life but not emotional well-being “One of the best business books of the twentieth century, now renewed for the challenges of the twenty-first. Pine and Gilmore provide businesses everywhere with a road map for reenergizing their customer experiences.” Tom Kelley, General Manager, IDEO http://www.pnas.org/content/early/2010/08/27/1011492107.abstract Evil by Design: Interaction design to lead us into temptation http://books.google.com/books?id=46Wl1G9yJUoC The Paradox of Choice http://www.amazon.com/Paradox-Choice-Why-More-Less/dp/0060005696 The Art of Choosing http//www.amazon.com/Art-Choosing-Decisions-Everyday-ebook/dp/B0035II95W/ 36
- 37. Chris Wren WATCH THE FULL 25 MINUTE RECORDED PRESENTATION Los Angeles, California See opportunity If everything is a channel, the world becomes your medium. Understand behavior Changing behavior means understanding where behavior actually takes place. Design smart choices Choice is personal, contextual and unpredictable. We’re human after all. www.chriswren.com chriswrenla@icloud.com www.linkedin.com/in/chriswrenla 37