Creating Experience

Creating experiencehttp://micahhorner.com/wp-content/uploads/2013/03/the-human-experience.jpg

WATCH THE FULL 25 MINUTE RECORDED PRESENTATION

OCTOBER 2013CHRIS WREN

http://chriswren.com/connect/downloads/files/create_experience_k5r1_720p.mp4







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Action is more important









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









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


http://bit.ly/1aC1u74







Selecting from multiple choices

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Considerationof futureconsequence

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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









Pressures

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Instead of seeing emergency


























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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









WonderWonders









Happiness =

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realityexpectation

UN Global World Happiness Report

#17 USA

Happy Money

Buy experiences

Experiences connect us to

others

Share


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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


http://www.amazon.com/The-Experience-Economy-Theater-Business/dp/0875848192









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


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











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


the experience “goes into” customers as when watching television

Customers “go into” the experience as when playing a virtual game











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


Entertainment











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


Entertainment

Passive absorption; watching a performance, listening to music, reading for pleasure











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


Educa

tion

Information is still absorbed, but actively engages the mind











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


Escapist

Generally artificial activities; your digital life, visiting a theme park











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


Aesthe

tic

The environment is not effected, the person is. Natural park, garden, themed shopping malls, restaurants like rainforest café.











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


Passive

Entertainment











All business is a stage

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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









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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http://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









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









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









Verbs are faster than nouns

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feeling thinking doing

motive frame behavior









Human properties

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biology

movement

ergonomic perception

behavior

motive

Properties of the body Properties of the mind

me

you









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









The super-jackpot of experience

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Transformations









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/


http://www.amazon.com/dp/1422161978/ref=rdr_ext_tmb




http://unsdsn.org/files/2013/09/WorldHappinessReport2013_online.pdf






http://www.pnas.org/content/early/2010/08/27/1011492107.abstract

http://www.pnas.org/content/early/2010/08/27/1011492107.abstract

http://books.google.com/books?id=46Wl1G9yJUoC

http://books.google.com/books?id=46Wl1G9yJUoC

http://www.amazon.com/Art-Choosing-Decisions-Everyday-ebook/dp/B0035II95W/











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

[email protected]

www.linkedin.com/in/chriswrenla

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http://www.chriswren.com









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