This document discusses the shift from passive consumption to active participation in experiences. It notes that as basic needs are met, people seek meaningful experiences. Industries now focus on designing experiences that engage emotions through senses rather than just functional products and services. Examples are given of companies like Disney, Whole Foods, and Four Seasons that invest in experiences. The key is empowering employees to create unscripted experiences as design thinkers within an experience culture. Well-designed experiences require active participation and consistency to repeatedly deliver desired experiences.

1. Chapter 5
Returning to the Surface,
or The design of
experiences
Andrew
Bimo
Indah
Rahadi
Reza

2. • Innovation  “a good idea executed well”
– Most cases:
• never gained traction
• Never reach the market
• Ended up in stockrooms
–  Poor execution
• People demand more than reliable
performance  “Heightened expectation”

3. • “Psychodynamic of Affluence”
• ‘A Whole New Mind’ book by Daniel Pink
– “once basic needs are met, people tend to look
for meaningful and emotionally satisfying
experiences”
No awadays, services have gone far beyond
the support of basic needs
From entertainment, banking, health care, etc
To Video games / Hollywood movies, Gourmet
restaurants, ecotourism, destination shopping, etc.

4. Imply active participation, not
passive consumption
“Experience are deeper and more
meaningful”

5. The Walt Disney
Company
Disney Land
• Food is terrible
• Queuing lines are too long
Most visitor remember it as one of the
great experiences of family life

6. Experience Economy
• Benefit from how people experience the
world, from the primarily functional to the
primarily emotional
• Invest in the delivery of experiences

7. Passive Consumption  Active Participation
• Before (Industrial Revolution Period)
– Standardized products & services
• Lower prices
• higher quality
• Improved living standards
• Passive costumer
After (Now)
Using empathy and understanding of people
To design experiences  create opportunities
for active engagement and participation
Design  engaging emotion through
image, color, sound, etc

8. The Behavior
Change or NOT Change
“Build on behavior that are familiar to
them”
Banking Industry: Bank of America
“Keep the Change” Program
1st year
Attracted 2,5Mio customer
(700,000 new checking accounts)
(1 Million new saving accounts)

9. Food Industry
• Disappeared local stores
– Replaced by Sterile Supermarkets
• The drive to lower prices
– Packaging
– Chemical preservatives
– Refrigeration
– Storage
– Long-Distance transpot

10. Food Industry:
Whole Food Market, Texas
Cooking Experience:
Allowing costumer to cook

11. Medical Industry: See-Plan-Act-Refine-
Communicate (SPARC)
Mayo Clinic Laboratory
(Experimental clinic – consultation
design studio)
WHAT WE DO | Design Thinking
REFUELING BUSINESS STRATEGY
A NEW WAY TO SEE PATIENTS – JACK AND JILL ROOMS
Jack and Jill conversation room Jack and Jill exam room

12. Building an experience culture by
making everyone a design thinker
Hospitality Industry:
Four Seasons Hotel’s Investment
Give employees opportunities of hotel experience
By staying at any Four Seasons property
worldwide

13. Building an experience culture by
making everyone a design thinker
“Experience & learn about the first-person
appreciation of the meaning of hospitality”
• May do wonderful job of creating a grate
stage for the experience
• May create some useful scripts to help keep it
moving along
“Four Seasons’s training program includes
IMPROVISATION rather than drilling the
staff with canned scripts”
“A real experience culture is a culture of
spontaneity”

14. Building an experience culture by
making everyone a design thinker
• Essential element of transformation:
– “Empowering employees to seize
opportunities when and where they see
the and giving them the tools to create
unscripted experiences”
– “Encourage them to become design
thinker themselves”

15. • One-off experience
– Works with the grain and bears the mark of the
craftsman
• Repeated experiences
– All elements must be precision-engineered to
deliver desired experience consistently and
reliably

16. Idea Execution
“Design and execution must work together”

17. • Provides framework for working out the details of a human
interaction
– Reveals general plan & specific detail
– Reveals final objective & the practical means of implementation
• Describes the emotive elements
– Captures how people travel through an experience of time

18. Guidelines for the best and most
successful EXPERIENCE brands
– Requires active consumer participation
– Costumer experience is delivered by
employees operating within an experience
culture themselves
– Experiences should be designed and
engineered with the same attention to
detail