1.
The Journey
into the Teenager’s Soul
The Experience Economy

2.
Lujza Kotryová, Court of Moravia

3.
How much do you pay for a coffee?

4.
How much do you pay for a coffee?

5.
How much do you pay for a coffee?
Commodity Product Service Experience

6.
Maslow’s hierarchy of needs

7.
The age of the experience economy
Joseph Pine
1999 (1) – 2011 (3)
The Experience Economy

8.
Product Service Experience
Mass production Mass customization Personalization
User Client Guest / Player

9.
Service Experience
What does it do? How does it do?
Which needs does it fill?
Static, one-way
How does it fill the need?
Dynamic, two-way
deliver stage

10.
How to design an experience?
Theatre Game

11.
How to design an experience?
Theatre Game
Engage all senses
Roles
Education
Aesthetics
Fun
Participation

12.
How to design an experience?
Cue
Cue
Cue
Cue
Cue
Cue
Cue
Cue
Cue
Impression
Memorabilia

13.
How to design an experience?
Cue
Cue
Cue
Cue
Cue
Cue
Cue
Cue
Impression
Memorabilia

14.
How to design an experience?
Cue
Cue
Cue
Cue
Cue
Cue
Cue
Cue
Impression
Memorabilia

15.
Emphatic design

16.
Human centered design
NEEDS
Experience

17.
Human centered design
HCD
HEAR CREATE DELIVER

18.
Human centered design
HCD
Feasibility Viability
Needs

19.
Intent
Why you organize en event?
What do you expect to happen?

20.
Motivation
Why would the students sign for the event?
What do they expect?

21.
Fears
What are the students afraid of?

22.
Needs
What are the needs of the students?
What they perceive as their drawback?
What do they want to change / to be changed?

23.
VIDEO: Baštrng – Margita a Besná
https://www.youtube.com/watch?v=VDqSUu-JU6s
En example of a classical literature presentation adapted
for teenagers

24.
-ing
What will the students do?
How would they do that?

25.
Mastery
What is the goal for the students?
How can they improve?
How will they know that they had improved?

26.
Roles
What role does the teacher play?
What roles do the students play?
“I am doing this in order to ...“

27.
Authonomy
What will the students decide?
How can they influence their own experience?

28.
VIDEO: Osterskov Efterskole
https://www.youtube.com/watch?v=OrltkfHwZ70&t=293s
An example of a Danish school teaching by experience:

29.
Ambient
What mood do you want to create?
How you involve all the senses?

30.
Surprise
What will be a surprise?
What will be new?

31.
Personalization
How you can personalize student’s experience?

32.
Sacrifice
What will students sacrifice?
What can cause a disappointment?

33.
Satisfaction
What will cause a satisfaction?

34.
VIDEO: Punchdrunk – The Lost Lending Library
https://www.youtube.com/watch?v=Tmehxk37fgs
An example of the way how to bring the children to create a story:

35.
Lujza Kotryová
lujza.kotryova@courtofmoravia.com
www.courtofmoravia.com