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Developing exceptional experiences

Experiences occur when customers interact with one or more elements of the brand context and, as a result, extract sensations, emotions, or cognitions that will connect them to the brand in a personal, memorable way.

Specific aspects of the brand context, such as atmosphere or human elements, influence customer experience. However, customer experience is holistic. A company should orchestrate an integrated series of “clues” that will, collectively, determine how customers experience the brand.

Experience design (XD) is the practice of designing products, processes, services, events, omni-channel journeys, and environments with a focus placed on the quality of the user experience and culturally relevant solutions.

A meta discipline, experience design draws from many other disciplines including cognitive psychology and perceptual psychology, linguistics, cognitive science, architecture and environmental design, haptics, product design, strategic design, information design, information architecture, ethnography, marketing and brand strategy, strategic management and strategy consulting, interaction design, service design, storytelling, agile, lean startup, technical communication, and design thinking.

In its commercial context, experience design is driven by consideration of the moments of engagement, or touchpoints, between people and brands, and the ideas, emotions, and memories that these moments create.

The mission of Experience Design is to persuade, stimulate, inform, envision, entertain, and forecast events, influencing meaning and modifying human behaviour – all to develop the experience of a product, service, or event along any or all of the following dimensions:

  • Duration
  • Intensity
  • Breadth
  • Interaction
  • Triggers
  • Significance

RD identifies existing touch-points and create new ones, and then to score the arrangement of these touch-points so that they produce the desired outcome.