WEEK 1- Experience design
Lecture 1 - Introduction
→ Imageneering: a way to distinguish your concepts and those of others by adding experience
→ Experience design: to create value from the experience perspective, by developing concepts and
products in which people feel highly involved
→ Pine & Gilmore graph --» value creation: a matter of evolution --» the progression of economic value
- Goods are tangible things that are
created form raw materials
- Services are intangible activities -
-» services are added to activities
- Experiences are activities that
people will remember (activities
that affect someone personally)
- Guide transformations--» there
will be a transformative
experience your life will never be
the same
→ From product to experience
concept
o How does drinking coffee become an experience?
▪ Coffee place (ex.: Venice at Caffé Florian on San Marco in Venice--» oldest cafe place--» 15
euro cafe--» but the experience matters not the money)
▪ Starbucks --» you get an expensive cup with a misspelled name
→ How do you differentiate yourself from others?
o Differences are small (ex.: different prices)
o Consumers are demanding
o Its hard to engage customers in a product/service
→ Development of economic value creation
, Economy Supply of goods Consumer sensitivity
Peasant economy Commodities Availability (ex.: are there potatoes
or not)
Industrial economy Products Price
Service economy Services Quality
Experience economy Experiences Authenticity
Transformation economy Sustainable changes (changes Happiness, well being, life
that will last) satisfaction
→ Authentic experience? Sustainable change?
→ Founding fathers of experience economy---» Pine& Gilmore
o An experience happens when consumers are involved in such a way that it leaves a memorable
impression. The experience is memorable and personal, touching the customer on an emotional,
physical, intellectual, and even spiritual level.
→ Three levels of experience by Van Gool en Wujngaarden
o Basic experience --» the consumer’s reaction is neutral, he is not affected (touched) by the staged
experience
o Memorable experience --» causes a lasting memory, can be recalled later, while experiencing the
corresponding emotions
o Transforming experience --» causes a lasting change in the consumer’s life: ’he/she comes out
differently than he/she came in’
→ Features of a memorable experience
o Increased focus and concentration
o Changing perception of time
o Contact with the environment: doing and undergoing
, Lecture 2- Explanation of assignment of micro adventure, Experience design
instruments
→ Micro adventure --» going on a real adventure might be time consuming and expensive SO micro
adventure is small adventure, close to home and less time consumer --» British adventurer, Alastair
Humphries, came up with this concept
o An experience
o Out of comfort zone
o Existing and challenging, but no real risk (at least in tourism)
o Activity where discovery is core
o New or different
o Stimulation of the senses
o Memorable or even transformative
→ Adventure --» an experience that takes you out of your comfort zone (that you haven’t done before),
and the outcome is uncertain
o Hard adv. --» the risk is higher, adrenaline rish
o Soft adv. --» memorable experiemce in for ex.: a city, forest etc.
→ What are values?
o What we consider to be important in life
o Not tangible
o Cannot segmentate it
o What we consider to be desirable or good
o A state or way of behaviour to be pursued
→ Value fit --» for ex.: gay pride couldn’t take place in a conservative city like Staphort (has an
orthodox community in the Netherlands)
→ Instruments to stage experiences
o Animation --» goal: intensify the experience
▪ Personell animation (staff anim.) --» ex.: hiring staff, characters like in Disney
▪ Material animation --» people make use of the provided material so for ex.: put swings
somewhere or put volleyball equipment on the beach
▪ Media animation --» make use of all sort of media to support the experience, for ex.: use of
an app, billboard
▪ Environmental animation --» by making design plan by using signs that will guide people in
a certain direction, for ex.: using one big table instead of six small table
Lecture 1 - Introduction
→ Imageneering: a way to distinguish your concepts and those of others by adding experience
→ Experience design: to create value from the experience perspective, by developing concepts and
products in which people feel highly involved
→ Pine & Gilmore graph --» value creation: a matter of evolution --» the progression of economic value
- Goods are tangible things that are
created form raw materials
- Services are intangible activities -
-» services are added to activities
- Experiences are activities that
people will remember (activities
that affect someone personally)
- Guide transformations--» there
will be a transformative
experience your life will never be
the same
→ From product to experience
concept
o How does drinking coffee become an experience?
▪ Coffee place (ex.: Venice at Caffé Florian on San Marco in Venice--» oldest cafe place--» 15
euro cafe--» but the experience matters not the money)
▪ Starbucks --» you get an expensive cup with a misspelled name
→ How do you differentiate yourself from others?
o Differences are small (ex.: different prices)
o Consumers are demanding
o Its hard to engage customers in a product/service
→ Development of economic value creation
, Economy Supply of goods Consumer sensitivity
Peasant economy Commodities Availability (ex.: are there potatoes
or not)
Industrial economy Products Price
Service economy Services Quality
Experience economy Experiences Authenticity
Transformation economy Sustainable changes (changes Happiness, well being, life
that will last) satisfaction
→ Authentic experience? Sustainable change?
→ Founding fathers of experience economy---» Pine& Gilmore
o An experience happens when consumers are involved in such a way that it leaves a memorable
impression. The experience is memorable and personal, touching the customer on an emotional,
physical, intellectual, and even spiritual level.
→ Three levels of experience by Van Gool en Wujngaarden
o Basic experience --» the consumer’s reaction is neutral, he is not affected (touched) by the staged
experience
o Memorable experience --» causes a lasting memory, can be recalled later, while experiencing the
corresponding emotions
o Transforming experience --» causes a lasting change in the consumer’s life: ’he/she comes out
differently than he/she came in’
→ Features of a memorable experience
o Increased focus and concentration
o Changing perception of time
o Contact with the environment: doing and undergoing
, Lecture 2- Explanation of assignment of micro adventure, Experience design
instruments
→ Micro adventure --» going on a real adventure might be time consuming and expensive SO micro
adventure is small adventure, close to home and less time consumer --» British adventurer, Alastair
Humphries, came up with this concept
o An experience
o Out of comfort zone
o Existing and challenging, but no real risk (at least in tourism)
o Activity where discovery is core
o New or different
o Stimulation of the senses
o Memorable or even transformative
→ Adventure --» an experience that takes you out of your comfort zone (that you haven’t done before),
and the outcome is uncertain
o Hard adv. --» the risk is higher, adrenaline rish
o Soft adv. --» memorable experiemce in for ex.: a city, forest etc.
→ What are values?
o What we consider to be important in life
o Not tangible
o Cannot segmentate it
o What we consider to be desirable or good
o A state or way of behaviour to be pursued
→ Value fit --» for ex.: gay pride couldn’t take place in a conservative city like Staphort (has an
orthodox community in the Netherlands)
→ Instruments to stage experiences
o Animation --» goal: intensify the experience
▪ Personell animation (staff anim.) --» ex.: hiring staff, characters like in Disney
▪ Material animation --» people make use of the provided material so for ex.: put swings
somewhere or put volleyball equipment on the beach
▪ Media animation --» make use of all sort of media to support the experience, for ex.: use of
an app, billboard
▪ Environmental animation --» by making design plan by using signs that will guide people in
a certain direction, for ex.: using one big table instead of six small table
