Experience design: come vincere più business, creare eventi coinvolgenti e… vivere una vita felice - Dario Cherubino

1. EXPERIENCE DESIGN
How to win more business
Create engaging experiences
And live an happy life
Dario Cherubino
Site Italy president 2014
Azimut – creating emotions creative director

3. CONTENT
is king

4. CONTEXT
is king

6. Fact
We are influenced by Availability

7. Fact
We are influenced by Availability

8. Increase the availability of
specific information
Instant tip

10. We learn in little “chunks”
We remember up to 4 chunks at a time
Fact

11. Instant tip
Successive Disclosure
Attention
Relevance
Confidence
Satisfaction

12. Instant tip
Chunks theory influences buying
If more than 4 options are available, the buyer will not buy
are available, most people will choose the middle one, both in value

14. We relate to stories
more than to data
Fact

15. Instant tip
Tell the story behind the fact
Underline scarcity and unicity
Always introduce speakers, artists and performers
Use live testimonials

16. We infer causality
(even if it doesn’t exist)
Fact
“Joey’s mother became furiously angry with him.
The next day, Joey’s body was covered with bruises”

18. Dopamine makes you search for
more information
Dopamine causes you to be dependent by emails, social
media, sms…
Dopamine is related to desire, not to pleasure:
it is responsible for the anticipation and expectation of
the pleasure, and stimulates you to act
Dopamine system is stronger than opiod system
Search is stronger than pleasure
Fact

19. Create expectation
Instant tip

20. Dopamine is stimulated by
unpredictability
Instant tip
140 characters are even more addictive

22. Our senses influence each other
and our final perception
In speech perception seeing the lips of the speaker affects what we
hear (‘Do We Hear with our Eyes?’, McGurk &McDonald, 1976);
In the cinema we locate the voices of actors as coming from the
screen although the sound does not comes from there
(‘Ventriloquism Effect’, Alais & Burr, 2004);
What we hear can affect what we see (‘Sound-induced Flash
illusion’, Shams et. Al, 2000);
Smells and colours affect how sweet a food tastes (‘Sweetness
Enhancement’, Stevenson, 2009);
Sounds can change how rough or smooth one’s hands feel
(‘Parchment Effect’, Jousmäki & Hari, 1998)
Fact

23. the Bouba/Kiki effect
or the Takete/Maluma effect
Fact

25. Colours influence our mood
Blue and Brown are relaxing
Red is exciting and creates urgency
Orange reflect enthusiasm
Yellow brings optimism
Green is connected to nature and piece
…
Fact

26. Colours influence our perception
Yellow causes fatigue on the eye
Orange is often considered aggressive
Black is elegant and “serious”
…
Fact

27. About colors
Instant tip
1) Avoid vibrating color combinations
2) Use high contrast color combinations if you are to use
a videoprojector
3) Choose a 2/3 colors palette and stick to it!

28. Colours in cultures
http://www.informationisbeautiful.net/visualizations/colou
rs-in-cultures/
Instant tip

29. Instant tip
If it’s purple someone’s gonna die

30. Instant tip
Preston Bailey’s color palette picker
http://www.prestonbailey.com/tools/color-story/

31. Adobe Color app
Instant tip

32. Instant tip
Think about lights AND shadows

34. We feel the beat!
Humans and songbirds are the only creatures that
automatically feel the beat of a song.
The human heart wants to synchronize to music, the
legs want to swing, metronomically, to a beat.
Our bodies are made to be moved by music and move
to it.
Fact

35. Volume
Instant tip
Normal conversation volume is 60-80 dB
We perceive as “twice as loud” a 10dB increase
Check the volume with free apps like:
Decibel Ultra
Decibel 10th
Decibel Meter

36. Volume
Instant tip
“Signal to noise” is a metric that takes into account the ambient
noise of a room, which includes any undesired sounds that can
be heard or measured (heating/ventilating/air conditioning,
elevators, projectors, weather…).
Absolute minimum signal to noise metric
in a conference room is 20 dB.
For best results, the conference room facility should be
designed for a signal to noise metric of at least 25 dB.

37. Instant tip
the perfect soundcheck
Alan Parsons Sound Check cd
Canford’s Quick Check cd
“Rikki don’t lose that number” - Steely Dan
“The Show must go on” - The Queen

38. Soundscape
Instant tip
Brian Eno’s Music for Airports

40. Taste is our
more intimate sense
Fact
Eating has always been a social experience.
Taste and smell have the ability to trigger nostalgic
and pleasant memories, inspire adventure, and
much more…

41. Instant tip
Enjoy tasty sculptures

42. Instant tip
Explore molecular mixology

44. People is fascinated
by “real” experiences
No matter if good or bad
Fact

45. Hans Brinker Budget Hotel

46. Hans Brinker Budget Hotel
twit:

47. Hans Brinker Budget Hotel

49. Making things together
bonds people
Singing, walking together, dancing, eating…
any simultaneous action actually works!
It activates the mirror neurons and strengthen the feeling
of being a cohesive group
Fact

50. Emotions are connected to the
movement of the muscles
If you feel happy, you smile
AND
if you smile, you feel happy
Fact

51. Instant tip
Zygote (led) balls

52. Instant tip
Social games

53. Instant tip
Spinning wheel

54. Instant tip
Teambuilding activity:
Lip Dub

55. Instant tip
Build
something
together

57. Memories are important
Do you prefer to enjoy a seven-days vacation, knowing
that you will forget everything,
or just a 3-days vacation, but retaining your memories of
the experience?
Fact

58. Give them an easy way to
collect memories
Instant tip
Hire a professional photographer
Hire a professional videomaker
Create an hashtag
Produce inspiring backdrops

59. Instant tip
Give them something
branded to shoot

60. Instant tip
Think about
alternative photo-booths

61. Instant tip
Give them an easy way to share
Wi Fi is COMPULSORY
Use SpeedTest.net to check your bandwidth

62. Instant tip
Download/Upload: This is how fast your network is downloading/uploading a file.
The upload and download speeds are measured in Mbps (Megabits per second): the
higher the Mbps, the better.
1000 Kb = 1 Megabit
8 Megabit = 1 Megabyte
Google's Hangout recommends at least 1 mbps for both uploads and downloads, though
you can squeak by with a bare minimum of 250 Kbps uploads and 512 Kbps downloads.
For a hangout with more than two people, Google suggests a download speed of at least 2
mbps and an upload speed of 1 Mbps, or you'll end up with frustratingly low-resolution (and
possibly choppy) video and stuttering audio.
Hulu, Netflix, Vudu recommend 1-2 Mbps for SD video streaming, 2-4 Mbps for HD 720p
video, 3-9 Mbps for HD 1080p videos.

63. Ping: measures the time it takes for a packet of data to travel from your computer to
another system and back. The lower the ping value, the better. Ping times that are high can
indicate a latency issue with your connection.
100 is good
50 is very good
30 is awesome
Human perception limit is 80ms
Instant tip

65. The Dunning Kruger effect
Unskilled individuals tend to suffer from illusory
superiority, rating their ability much higher than is
accurate, while highly skilled individuals tend to rate their
ability lower than is accurate
Fact

66. Instant tip
Be patient with your clients

67. Be true
Be consistent
Be unexpected
Be fun
Go one step further