CREATING CUSTOMER EXPERIENCES

Everything we create is an experience

SOURCE: The Design of Meaningful Experiences, Nathan Shedroff, 2008 STATUS / IDENTITY VALUE FUNCTION EMOTION Experiences are shaped by………

Successful experiences use these factors to create Meaning

Creating meaningful experiences is about providing satisfaction and creating connection

“ IT’S NOT WHAT YOU SAY THAT REALLY MATTERS, BUT HOW YOU MAKE PEOPLE FEEL” FARIS YAKOB

HOW SUCCESSFUL EXPERIENCES ARE BUILT EXPERIENCE BREADTH NEEDS INTERACTION ACTION TRIGGERS DURATION BASED ON: The Design of Meaningful Experiences, Nathan Shedroff, 2008

HOW SUCCESSFUL EXPERIENCES ARE BUILT EXPERIENCE BREADTH NEEDS INTERACTION ACTION TRIGGERS DURATION Set experience goals BUSINESS COMMUNICATION END USER

HOW SUCCESSFUL EXPERIENCES ARE BUILT EXPERIENCE BREADTH NEEDS INTERACTION ACTION TRIGGERS DURATION Use consistency & integration to build trust PRODUCTS SERVICES BRANDS CHANNELS ENVIRONMENTS

HOW SUCCESSFUL EXPERIENCES ARE BUILT EXPERIENCE BREADTH NEEDS INTERACTION ACTION TRIGGERS DURATION Leverage established behavior to build engagement HABITS INTENSITY REACTIONS

HOW SUCCESSFUL EXPERIENCES ARE BUILT EXPERIENCE BREADTH NEEDS INTERACTION ACTION TRIGGERS DURATION Define the path of discovery CONCLUSION CONTINUATION IMMERSION INITIATION

HOW SUCCESSFUL EXPERIENCES ARE BUILT EXPERIENCE BREADTH NEEDS INTERACTION ACTION TRIGGERS DURATION Use memory & affiliation to create meaning SYMBOLS CONCEPTS SENSORY

HOW SUCCESSFUL EXPERIENCES ARE BUILT EXPERIENCE BREADTH NEEDS INTERACTION ACTION TRIGGERS DURATION Define the level (s) of involvement INTERACTIVE ACTIVE PASSIVE DISTRIBUTED

But, you also want to make it intriguing, challenging & fun

YOU WANT TO MAKE PEOPLE HAPPY

Why? Because not many people like instructions… they can be a little dull But everybody likes to play

THE OPPORTUNITY IS TO LEVERAGE THE AFFINITY TO PLAY BY INVITING PEOPLE TO PUT TOGETHER THE PUZZLE PIECES OF THE EXPERIENCE………..UNCOVER THE INSTRUCTIONS & THROUGH DISCOVERY, LEARN.

GAME THEORY Games are a better version of reality, giving us what we want more of in our daily lives STRONGER SENSE OF COMMUNITY GREATER EMPOWERMENT ENDLESS OPPORTUNITY EMOTIONAL FREEDOM BASED ON: Creating Alternative Realities, Jane McGonigal, 2006

http://www.youtube.com/watch?v=JEsHUel04dY GAMES ENABLE US TO BECOME THE MASTER OF OUR OWN UNIVERSES, WE ALL HAVE THE POTENTIAL TO BECOME HE-MAN

IN THE “GAME OF LIFE”, MEANINGFUL ENJOYMENT BECOMES THE ULTIMATE GOAL OF USER EXPERIENCE

BUILDING MEANINGFUL ENJOYMENT: THE PRINCIPLES OF GAME THEORY MEANINGFUL ENJOYMENT COLLECTIVE INTELLIGENCE COGNITION (THINKING) CO-OPERATION (SHARING) CO-ORDINATION (BEHAVING) COMMUNITY INDIVIDUAL ENLISTMENT

So, how can we take principles of Game Theory to develop successful customer experiences?

CASE STUDY: NINE INCH NAILS http://www.42entertainment.com/yearzero/ A MASS EXPERIENCE THAT BEGAN SO SUBTLY WITH CLUES EMBEDDED IN THE GRAPHICS OF A T’SHIRT THAT NO-ONE NOTICED FOR 2 DAYS

CASE STUDY: NINE INCH NAILS

CASE STUDY: NINE INCH NAILS Embedded story elements, clues & codes provided path to movement Music of NIN become voice of Resistance movement (3.5M ppl) Websites (29) Music of NIN Murals / Signage Concerts Phone numbers Merchandise Distributed online experiences Conversation Ppl not only took ownership of experiences they became an integral part of it ART IS RESISTANCE MOVEMENT The release of NIN’s new album; Year Zero Distributed online experiences Music of NIN Secret events Conversation Protests Support merchandise

CASE STUDY: NINE INCH NAILS What can we learn? ENSURE THAT THE PRODUCT REMAINS AT THE CORE OF THE EXPERIENCE DEVELOP AN EXPERIENCE TO PROVIDE CONTEXT FOR NEW PRODUCTS DESIGN FOR INTERACTIONS AT DIFFERENT LEVELS PROVIDE EXPECTED & UNEXPECTED EXPERIENCES USE EXISTING PRODUCT BEHAVIOR AS INVITATION INTO EXPERIENCE