I was at a lunch the other day with an old friend discussing how a TV show or film property now-a-days has to incorporate a total 360 experience mind-set when it comes to the consumer experience. This convo reminded me of a great article I read a few years back in Communications Arts by Rita Sue Siegel called Trust in the Experience.
This article really opened up my mind to the power of design and experience when interfacing with potential brand advocates.
Highlights from the article:
The problem for the studios is not the proliferation of delivery platforms, it is their attitudes. The decision to focus on audiences and delivering experiences uniquely defined by platforms is an idea that has spread because of its intrinsic value.
The user experience with organizations, products, services and events, have stepped into the breach—created by years of “less than truthful, relevant and sincere” messages—to deliver authenticity. In some established companies, experience design is an entrepreneurial start-up, like design once was.
What really stood out to me – is that now a brand, media company, or small business could now not just offer the consumer a great product but you can also have a real authentic connection with your audience via a genuine experience.
In summation Rita conclucded:
In their book, Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences,9 the authors list experience design’s multiple dimensions.
“Experience design seeks to develop the experience of a product, service or event along any or all of the following dimensions:
• Duration (Initiation, Immersion, Conclusion and Continuation)
• Intensity (Reflex, Habit, Engagement)
• Breadth (Products, Services, Brands, Nomenclatures, Channels/Environment/Promotion and Price)
• Interaction (Passive, Active, Interactive)
• Triggers (All Human Senses, Concepts and Symbols)
• Significance (Meaning, Status, Emotion, Price and Function)
While it’s unnecessary (or even inappropriate) for all experiences to be highly developed across all dimensions, the more consistently a product or service is developed across them, the more responsive an offering is to a group’s or individual’s needs and desires. Enhancing the affordance of a product or service and its interface is key to commercial experience design.”
I have never looked at launching a new program, product, intellectual property or a retail/consumer experience the same ever since I read this piece – thanks Rita!