Designing for Experience Chris Voss Leonieke Zomerdijk 3rd Annual Product and Service Innovation Con

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Designing for ExperienceChris Voss Leonieke
Zomerdijk3rd Annual Product and Service
Innovation Conference 11 Feb 2006
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The Brands
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The Books

• Pine and Gilmore (1998) The Experience Economy
• Schmitt (1999) Experiential Marketing
• Wolf (1999) The Entertainment Economy
• Davenport and Beck (2001) The Attention Economy
• Gobé (2001) Emotional Branding
• Jensen (2001) The Dream Society
• Shedroff (2001) Experience Design 1
• Shaw and Ivens (2002) Building Great Customer
  Experiences
• Carbone (2004) Clued In
• Prahalad and Ramaswamy (2004) The Future of
  Competition
• Diller, Shedroff and Rhea (2005) Making Meaning

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Services vs Experiences
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The Study

• Given the characteristics of an experience
• How does creating experiences change the way we
  design service delivery systems?
• Designing for Experience
• Content issues design areas, design principles
• Process issues design phases, tools and
  techniques, people

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Research Design

• Developing propositions based on a review of
  experiential and non-experiential literature
• Interviews with design agencies that specialise
  in the customer experience
• Case studies of successful experiential service
  providers
• Today preliminary results from design agencies

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Conceptual Model
stimulus
stimulus
stimulus
RESPONSES
BEHAVIOUR
TOTAL EXPE- RIENCE
stimulus
stimulus
MODERATORS
stimulus
stimulus
stimulus
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Theoretical Background

• Servicescape (Bitner 1992)
• Social servicescape (Tombs McColl-Kennedy 2003)
• Retail atmospherics (Kotler 1973, Hoffman
  Turley 2002)
• Drama metaphor (Grove Fisk 1992 Stuart Tax
  2004)
• Mechanics and humanics clues (Carbone Haeckel
  1994)
• Linking emotions to design (Pullman Gross 2004)
• How customers experience experience (Chase Dasu
  2001)

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Experiential Design Areas

• Physical setting (stage)
• Employees (actors)
• Other customers (audience)
• Process (script)
• Back office support (back stage)

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Propositions Design Content
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Propositions Design Process

• A different language, e.g. metaphors, is required
• One of the steps in the process is defining the
  theme for the experience, which guides the
  subsequent, more detailed design decisions
• Designing for experience is a cross-functional
  exercise

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Data Collection

• 8 specialised experience design agencies
• Relatively unstructured interviews (1.5 hour)
• With founder or Strategic Planning Director or
  similar
• Recorded, transcribed and coded
• First introduction to organisation, their view
  on experience and role of design therein,
  organisations design approach
• Follow-up elaborate design approach, e.g. talk
  through actual project or illustrate with examples

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Participants
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Similarities between Agencies

• Great, amazing or memorable experience
• Close connection between brand and experience
• Establishing emotional connection with customer,
  evoking right emotions
• Including pre- and post purchase, i.e. customer
  journey
• Aligning all touchpoints with theme or core
  values
• Importance of consumer research

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Customer Journey and Touchpoints
Prophets Touchpoint Wheel Beyond Philosophy
Moment Mapping Imagination Customer journey
MindFolio Customer Experience Journey
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Similarities in Design Processes

• Phases in design process
• Obtaining insights through consumer research
• Making sense of insights, developing vision or
  concept
• Designing experience determining implications
• Implementation

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Differences between Agencies
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The Role of Consumer Research
Consumer research lies at the basis of experience
design

• Type A find out what your customers want
• e.g. from brand, from experience, choice modelling

Type B find out how your customers
work Empathic research. Understanding them on
an emotional level In order to find key switch
that says for me
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Validating Content Propositions
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Validating Process Propositions
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In Summary
Much support for emotional connection,
touchpoints, central theme, cross-functional
projects
Less support for sensory design, role of other
customers, peak design, organisational
design, language, surprise, renewal
Added customer journey, empathic research
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Whats Next

• Finalise analysis of data from agencies
• Conduct case studies of experience providers
• Compare theory with design experts with
  actual practice
• Write academic and managerial papers

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Discussion and Questions

• Your thoughts on designing for experience
• Other streams of literature?
• Other interpretations of data?
• Suggestions for successful experiential service
  providers?