Introduction:
Welcome back to our exciting journey through Experience Design. In the previous article, "Crafting Memorable Experiences: A Methodological Framework," I introduced you to the four essential phases that sculpt extraordinary experiences. Today, we're plunging into the very first phase - 'Understand.' Let's embark on this quest together.
1. UNDERSTAND: Unearthing the Essence
The 'Understand' phase is the foundation of it all. It's where the adventure begins, an exploration rooted in robust research that paves the way for unforgettable experiences. Let's uncover the key elements that shape this crucial phase.
The Brand:
Purpose: Think of it as the brand's 'why,' extending beyond profit. For instance, APPLE's purpose is to "tap into people's desire for empowerment and creativity through knowledge," while PATAGONIA is on a mission to "support grassroots activists working to find solutions to the environmental crisis."
Values: These are the moral pillars that uphold the brand's ethical code of conduct. Patagonia's unwavering commitment to environmental responsibility is a shining example.
Personality (Image Attributes): This is all about defining the unique traits that shape the brand's personality. NIKE, for instance, exudes empowerment and performance.
Promise: It's the brand's pledge to deliver certain benefits to its customers. When APPLE promises innovation and user-friendly technology, it follows through in the experience.
Idea/Essence: This is the brand's core, often encapsulated in a memorable phrase. Picture COCA COLA's "Open happiness" or BMW's "The Ultimate Driving Machine."
History: the brand’s history and the life experiences of its founder can serve as wellsprings of inspiration. The passion for reading and literature of CHANEL, the iconic fashion brand, inspired an experiential exhibition in Venice in 2016: "The Woman Who Reads." This exhibition showcased how her fashion was deeply rooted in culture, providing a glimpse into the brand's rich history.
The Context:
Blue Sky Trends: Here, we're keeping a keen eye on socio-cultural, technological, and economic trends that shape how people think and act. It's about staying ahead of the game by foreseeing emerging meanings.
Competition & Benchmarks: We're scrutinizing what competitors offer and delving into other inspiring experiences from various categories. This cross-pollination inspires us to craft unique and captivating experiences.
The Customers:
Customer Persona Emotional Map: Building this emotional map helps understand the emotional landscape of each customer persona. What are their needs, expectations, concerns (be careful of cultural differences and how they affect people’s concerns), and pain points?
Sought Meanings: Identifying the meanings that customers are yearning for, which guides the experience script and the emotions it strives to evoke. Recent research also reveals that people are in pursuit of specific meanings in their lives. From fostering friendships, building communities, or nurturing family bonds, the need for authentic human interaction is paramount. Brands like MEETUP have capitalized on this by creating platforms that bring like-minded individuals together. Pursuing one's passions is no longer just a pastime; it's a way of life. People are seeking experiences and products that empower them to explore their interests, whether it's through cooking, photography, or wildlife conservation. Companies like MASTERCLASS offer a diverse range of online classes, allowing people to learn from experts in various fields. In addition, the desire to create a positive impact on the world is a prevalent theme. From supporting ethical brands to engaging in volunteer work, individuals want their actions to contribute to a greater good. TOMS SHOES, known for its "One for One" initiative, where a pair of shoes is donated for every purchase, is an inspiring example of a brand that resonates with this quest.
The Opportunity:
This mosaic of brand, customer, and contextual insights creates a world of opportunity, ripe for crafting innovative and exceptional experiences. It's a compass that guides us on our Experience Design journey, uncovering the potential to create transformative, emotionally resonant journeys. Here's the pivotal question: "What is the unique opportunity to craft an innovative brand experience that stands out in the market and resonates with the brand's audiences?"
Conclusion:
The 'Understand' phase is our starting point, a phase where we peel back the layers of the brand, immerse ourselves in the audience's world, and anticipate trends. This phase ignites the journey of crafting memorable experiences, setting the stage for the subsequent 'Script,' 'Design,' and 'Stage' phases. Join me on this exciting voyage into the heart of Experience Design, where we breathe life into experiences that captivate and engage. Stay tuned, because the best is yet to come!
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