| Experience Design |
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Experience design is therefore driven by consideration of the 'moments' of engagement between people and brands, and the memories these moments create. Also known as experiential marketing, customer experience design, experiential design, brand experience. Today, successful companies are adopting a more holistic and customer-centric relationship model built upon dialogue and interaction between brands and consumers. In doing so, they are considering and designing the 'total' experience of their brands. Experience design is not driven by a single design discipline but instead requires a truly cross-discipline perspective that considers all aspects of the brand/business - from product, packaging and retail environment to the clothing and attitude of employees. According to the authors of Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences , Experience Design seeks to develop the experience of a product, service, or event along any or all of the following dimensions:
While it is not necessary (or even appropriate) for all experiences to be developed highly in each of these dimensions, the more in-depth, appropriately (in terms of customer needs and desires), and consistently a product or service is developed across these dimensions, the more successful an offering may be. EXTERNAL LINKS
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