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Experiences increase our potential for achieving happiness, added life-value and economic prosperity in ways that more stuff simply cannot. Brands that understand how to create and enhance experiences, or better yet, transformations, have an opportunity to truly become part of the fabric that is everyone's personal human narrative. http://www.chriswren.com/connect/downloads/files/create_experience_k5r1_720p.mp4
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Creating experiencehttp://micahhorner.com/wp-content/uploads/2013/03/the-human-experience.jpg
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OCTOBER 2013CHRIS WREN
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Action is more important
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Experience
practical contact with, and observation of facts or events
“he had already learned his lesson by painful experience”“he spoke from experience”
an event or occurrence that leaves an impression on someone
“for the younger players it has been a learning experience”
Experiences happen to us every time we interact with life
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Ex libris: In life:
Me
WebsiteFootball GameHolidayCell
Phone
Functional FunctionalFunctional + Emotional
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Experience
practical contact with, and observation of facts or events
“he had already learned his lesson by painful experience”“he spoke from experience”
an event or occurrence that leaves an impression on someone
“for the younger players it has been a learning experience”
Experiences happen to us every time we interact with life
4
Ex libris: In life:
Me
WebsiteFootball GameHolidayCell
Phone
Functional FunctionalFunctional + Emotional
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Selecting from multiple choices
http://columbiabusinesstimes.com/wp-content/uploads/2012/03/Social-Media-Icons-1.jpg5
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Considerationof futureconsequence
http://images5.alphacoders.com/336/336625.jpg6
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The value of perception
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Beauty in the eye of the beholder
Value as described by
decision makers
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All value is perceived value
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Pressures
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Instead of seeing emergency
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10http://www.dream-wallpaper.com/free-wallpaper/nature-wallpaper/mac-os-x-mountain-lion-dp4-apple-systems-wallpaper/2560x1600/free-wallpaper-10.jpg
See emergence
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my quality of life improves without
an increase in actual wealth
Here we grow
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increasing my income improves my quality of life
When you live in a material world
When you live in a post-material world
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WonderWonders
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Happiness =
13http://cdn.wallwuzz.com/uploads/sunflowers-wallpaper-wallpapers-wallwuzz-hd-wallpaper-19607.jpg
realityexpectation
UN Global World Happiness Report
#17 USA
Happy Money
Buy experiences
Experiences connect us to
others
Share
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http://www.hdwallpapers.in/walls/nebulae_sky-wide.jpg14
Memories are limitedonly by our imagination
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Experience realmsWhen 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.
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.
16*from The Experience Economy (Penn & Gillmore) Buy at Amazon
Imm
ersive
Active
Absorbing
Passive
Aesthe
tic EscapistEdu
catio
n
Entertainment
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Entertainment
Axis of participationExperience can engage people in many dimensions.
Passive participation: Customers do not directly impact or affect the eventActive participation: Customers personally affect the event that yields the experience
Imm
ersiveAbsorbing
Aesthe
tic EscapistEdu
catio
n
ActivePassive
17*from The Experience Economy (Penn & Gillmore) Buy at Amazon
Attendees at a ski race who influence the experience via aural and visual activity that adds to the experience of others
symphony goers, who experience the event purely as observers or listeners
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Entertainment
Relationship to the experienceHow are people connected or united to an experience.
Absorbing: Brings the experience into the mind from a distanceImmersive: Becoming physically (or digitally) a part of the experience
ActivePassive
Aesthe
tic EscapistEdu
catio
n
Imm
ersiveAbsorbing
18*from The Experience Economy (Penn & Gillmore) Buy at Amazon
the experience “goes into” customers as when watching television
Customers “go into” the experience as when playing a virtual game
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Four realmsThe axes of participation and connection present four realms of experience – the four primary colors of experience.As with color, experience realms often commingleThe sweet spot incorporates appropriate aspects of all realms and relational motivators
Imm
ersive
Active
Absorbing
Passive
Aesthe
tic EscapistEdu
catio
n
19*from The Experience Economy (Penn & Gillmore) Buy at Amazon
Entertainment
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EntertainmentThe most developed, common, and familiar form of experiencePeople 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
How can your customers’ time be more fun, enjoyable and memorable? Im
mersive
Active
Absorbing
Passive
Aesthe
tic EscapistEdu
catio
n
20*from The Experience Economy (Penn & Gillmore) Buy at Amazon
Entertainment
Passive absorption; watching a performance, listening to music, reading for pleasure
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Entertainment
Education“Student” absorbs the information/events unfolding before himStudents are active players as they engage their mind or body for learning/training
What do you want your customers to learn from the experience?
What interactions will promote their exploration of knowledge or skills? Im
mersive
Active
Absorbing
Passive
Aesthe
tic Escapist
21*from The Experience Economy (Penn & Gillmore) Buy at Amazon
Educa
tion
Information is still absorbed, but actively engages the mind
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Entertainment
EscapistUsually artificial in nature (everything from Disneyland to digital)Customers both departing from and are going to
What will encourage customers to become active participants in the experience?
What might cause customers “to go” from one state of reality to another? Im
mersive
Active
Absorbing
Passive
Aesthe
tic
Educa
tion
22*from The Experience Economy (Penn & Gillmore) Buy at Amazon
Escapist
Generally artificial activities; your digital life, visiting a theme park
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Entertainment
AestheticImmersed in an event with little effect, leaving the environment untouchedThis experience allows customers to “just be”.
How can an environment be improved to be more inviting?
Imm
ersive
Active
Absorbing
PassiveEscapist
Educa
tion
23*from The Experience Economy (Penn & Gillmore) Buy at Amazon
Aesthe
tic
The environment is not effected, the person is. Natural park, garden, themed shopping malls, restaurants like rainforest café.
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Imm
ersive
Active
Absorbing
Aesthe
tic EscapistEdu
catio
n
EduscapistEducation + Escapist
Changing context
EscaestheticEscapist + Aesthetic
Altering state
EntersthaeticEntertainment + Aesthetic
Having presence
EscatainmentEscapist + Entertainment
Creating catharsis
EdutainmentEducation + Entertainment
Holding attention
EdustheticEducation + AestheticFostering appreciation
24*from The Experience Economy (Penn & Gillmore) Buy at Amazon
Passive
Entertainment
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All business is a stage
http://4.bp.blogspot.com/_Esyd2D2dfcs/TQnJwJG74iI/AAAAAAAAAXA/yrllkuMp5Nw/s1600/IMG_1885.JPG
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Opportunity is everywhere
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FunctionAn aircraft connects people between two destinationsCommodity
FeelingUsing 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
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Is convenience more important than joy?This is how to have a point of view and stand for somethinghttp://www.apple.com/designed-by-apple/
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The big question is whether you are going to be able
to say a hearty yes to your adventure
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JOSEPH CAMPBELL, THE HERO’S JOURNEY
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It starts with a choice
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Decisions are made when 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
When you choose, you create
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An understanding
of human motivation requires a consideration of innate psychological needs
for competence, autonomy, and
relatedness.
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EDWARD DECI, RICHARD RYAN THE WHY AND WHAT OF GOAL PURSUITS
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Verbs are faster than nouns
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feeling thinking doing
motive frame behavior
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Human properties
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biology
movement
ergonomic perception
behavior
motive
Properties of the body Properties of the mind
me
you
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How might a game designer think?
When you choose experience
*in the experience economy, sellers are “producers”, buyers are “stars” and the demand factor is driven by “sensation”.
You can be the hero in your own story
*the choose your own adventure series of books for 10-15 year olds offered choices which created several possible outcomes
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Choice architecture basics
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DefaultsA default guides people down a simple path that does not overwhelm with multiple choices
FeedbackFeedback loops kindle motivated, repeated interactions within a system
ChoicesPeople in general prefer to interact in systems which are well-designed
ErrorsSystems should be designed to be forgiving, but you’ll never be bulletproof
MappingsExperience mapping lays it out so smart choices can be placed where behaviors actually take place.
OffersAlways keep motivated people moving forward
Always look from the outside in
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The super-jackpot of experience
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Transformations
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For further reading
The Experience Economyhttp://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.
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“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
United Nations World Happiness Report http://unsdsn.org/files/2013/09/WorldHappinessReport2013_online.pdf
Happy Money: The Science of Smarter Spendinghttp://www.amazon.com/Happy-Money-Science-Smarter-Spending/dp/1451665067
The White Album: Essayshttp://www.amazon.com/The-White-Album-Essays-Classics/dp/0374532079
High income improves evaluation of life but not emotional well-beinghttp://www.pnas.org/content/early/2010/08/27/1011492107.abstract
Evil by Design: Interaction design to lead us into temptationhttp://books.google.com/books?id=46Wl1G9yJUoC
The Paradox of Choicehttp://www.amazon.com/Paradox-Choice-Why-More-Less/dp/0060005696
The Art of Choosinghttp//www.amazon.com/Art-Choosing-Decisions-Everyday-ebook/dp/B0035II95W/
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Chris WrenLos Angeles, California
See opportunityIf everything is a channel, the world becomes your medium.
Understand behaviorChanging behavior means understanding where behavior actually takes place.
Design smart choicesChoice is personal, contextual and unpredictable. We’re human after all.
www.chriswren.com
chriswrenla@icloud.com
www.linkedin.com/in/chriswrenla
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