Experience Design*: Driven by consideration of the moments of engagement, or touchpoint between people and brands, and the ideas, emotions and memories that these moments create. Experience designers look to identify existing touchpoints in everyday life and create new ones, and then to score the arrangement of these touchpoints so that they produce the desired outcome.
This discipline works across all areas of Marketing and Communications, however became most well known within the digital landscape thanks to User Experience designers. The principles are the same though.
Wonder how this has shown-up in your life – consider the following questions:
- Do you have a song that you listen to and immediately think of a moment, a person or an experience in your life?
- Are there certain colours you gravitate toward and away from because of an experience?
- Do you have a reaction to a specific name?
- Are there images that attract your eye more than others?
- What made you smile last? Outside of family or pets!
There are many ways to introduce more experience design into work from introducing research based creative approaches, iterative design models, increasing emotional intelligence in work and helping teams think with design frameworks.
The outcomes of incorporating experience design into work:
- Increased user engagement
- Improved user retention
- More relevant content
- Better consumer relationships
- Stronger brand value and relevance
- Grow brand evangelist
If this sounds like something you want to try, please reach out.
*Wikipedia
Jenna Pelkey 