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E communication experience economy
 

E communication experience economy

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    E communication experience economy E communication experience economy Presentation Transcript

    • EXPERIENCE DESIGN The value of the experience The DNA of the event (Have 2004 via Lyck 2008) The Experience Compass (Lund 2005) Creating a flow in the experience (Csikszentmihalyi 1975) Workshops
    • EXPERIENCE DESIGNThe value of the experience High value of experience*The flow 1/1 Mood compass High(Csikszentmihalyi 1975) Anxiety Arousal FLOW• Csikszentmihalyi’s model depicts the different mental stages in the areas between skills and challenges.• Match the experience design with your CHALLENGES target group’s skills and expectations of particular challenges. Worry Control• Create affordances to maximize flow and the value of the experience.* Not an original part of this model Low Apathy Boredom Relaxation Low SKILLS High
    • EXPERIENCE DESIGNThe value of the experienceThe experience compass 1/8(Lund 2005)• In a narrow sense there are two kinds of experiences:• The experience as the core business idea: for example a movie company, a game producer, the theme park, the zoo etc.• The experience as a by-product of a product or a service: for example the customer’s experience of the supermarket’s ethics.• There can be hybrids between these two types: to dine in a restaurant can be an experience in itself if it’s a part of special event. It becomes a dining experience.• Segmentation is important
    • EXPERIENCE DESIGNThe value of the experienceThe experience compass 2/8(Lund 2005)• These elements can be depicted as the one axis of the experience compass (examples): The concept of Theater TV Mobile phones The concept of experience experience as the as the by-product, as core business Movies Restaurant Retail generator of extra value
    • EXPERIENCE DESIGNThe value of the experienceThe experience compass 3/8 The types of experiences(Lund 2005)• The other axis of the compass depicts whether the experience has a high or a low value: High value of experience Live broadcast of a concert The concept of Theater TV Mobile phones The concept of experience experience as the as the by-product, as core business Movies Restaurant Retail generator of extra value Reruns of M*A*S*H Low value of experience
    • EXPERIENCE DESIGNThe value of the experienceThe experience compass 4/8The types of experiences(Lund 2005)• Examples: VALUE AXIS Times change High value of experience 1990s: Texting (SMS) The concept of Mobile phones The concept of experience experience as the as the by-product, as PRODUCER core business generator of extra value AXIS Today: Texting (SMS) Low value of experience
    • EXPERIENCE DESIGNThe value of the experienceThe experience compass 4/8 The types of experiences(Lund 2005)• Examples: Value change VALUE AXIS High value of experience A = First time you see a play A The concept of The concept of experience experience as the as the by-product, as PRODUCER core business generator of extra value AXIS The third time you see the play Low value of experience
    • EXPERIENCE DESIGNThe value of the experienceThe experience compass 4/8 The types of experiences(Lund 2005)• Examples: Product change VALUE AXIS (the telephone) High value of experience Now you download apps, tjeck mails, play games etc. on Once you could only make a the mobile phone call from a stationary phone A The concept of The concept of experience experience as the as the by-product, as PRODUCER core business generator of extra value AXIS Low value of experience
    • EXPERIENCE DESIGNThe value of the experienceThe experience compass 4/8 The types of experiences(Lund 2005)• Examples: The new mix VALUE AXIS High value of experience Laundromat book cafe The concept of The concept of experience experience as the as the by-product, as PRODUCER core business generator of extra value AXIS Cafe Vintage books Laundromat Low value of experience
    • EXPERIENCE DESIGNThe value of the experienceThe experience compass 4/8 The types of experiences(Lund 2005)• Examples: One journey, VALUE AXIS many experiences High value of experience Goal: Disneyland The pool by the Hotel The concept of The concept of experience experience as the as the by-product, as PRODUCER core business generator of extra value AXIS Waiting in the airport Low value of experience
    • EXPERIENCE DESIGNThe value of the experienceThe experience compassIT and experiences(Lund 2005)• 1. Example: A museum uses High value of experience interactive IT solutions in a exhibition (touch screens, bluetooth, Twitter etc.) 1 2 The primary product The primary product• 2. Example: Robots, computergames, of the company: of the company: EXPERIENCE new technology etc. IT is used to EXPERIENCE & IT The product itself enhance/support Great share of is an experience IT technology IT technology Little share of• 3. Example: Ipad, an experience new interactive apps etc. 4 3• 4. Example: A retail store launches The primary product The primary product a website or a microsite, a charity of the company: of the company: event is launched by using Neither experience IT nor IT Experiences are laserlights and big screens etc. IT experiences are used to sell the used for promotion product Low value of experience
    • EXPERIENCE DESIGNThe value of the experienceThe DNA of the event1/4 Designing the event(Have 2004 via Lyck 2008)• The event also creates affordances for an experience.• Have (2004) lists the DNA of an event: • Unique: New, trendy, annual event, one time only etc. • Unpredictable: Surprising, exiting etc. • Predictable: Some elements of predictability affords security, like traditions. • Storytelling: Structure, roles, conflict etc. • Historic: A certain context, a cultural framework? • Media friendly: Can it be used for PR and other marketing strategies? • Creates an identity: What can the event offer as affordances of identity? • Involves an audience: Engaging with a respect for the flexibility the audience demands • Star quality: Are there celebrities present or does the event itself have a star quality?
    • EXPERIENCE DESIGNThe value of the experienceThe DNA of the event2/4 Designing the event(Have 2004 via Lyck 2008) Unique• Have (2004) places these elements in a scale: 5 Historic • 1: The element is not present 4 Creates an 3 • 3: The element is present identity to some extent 2 • 5: The element is highly present 1 Unpredictable Media friendly 0 Predictable Storytelling Involves the audience Star quality
    • EXPERIENCE DESIGNThe value of the experienceThe DNA of the event3/4 Designing the event—how-to-example(Have 2004 via Lyck 2008) Unique• Have (2004) places these elements in a scale: 5 Historic • 1: The element is not present 4 Creates an 3 • 3: The element is present identity to some extent 2 • 5: The element is highly present 1 Unpredictable Media friendly 0 Predictable Storytelling Involves the audience Star quality
    • EXPERIENCE DESIGNThe value of the experienceThe DNA of the event4/4 Designing the event—exercise(Have 2004 via Lyck 2008) Unique 5• Mapping the scale together Historic with examples: 4 Oscar show Creates an 3 identity Event for animal rights 2 Fashion show 1 Unpredictable Launching a new app Media friendly 0• Other examples? Predictable Storytelling Involves the audience Star quality
    • EXPERIENCE DESIGNBibliographyMihaly Csikszentmihalyi (1975):Beyond Boredom and Anxiety:Experiencing Flow in Work and Play.Published by Jossey-Bass.Jacob Lund (2005):Følelsesfabrikken. Oplevelsesøkonomi på dansk.Published by Børsens Forlag.Christian Have (2004):Via Lise Lyck (2008):Service- og oplevelsesøkonomi i teori og praksis.Published by Academica.Illustrations and power point design by David Engelby