With increasing consumer demands, and lack
of technological opportunities for product differentiation, it is natural for
marketers to try to distinguish themselves on the quality of experience they
offer. In the "experience economy" creating differentiated and
special experiences is necessary not just for services, but for every product.
How we evaluate experiences and remember them subsequently, is determined by
complex consumer needs and dynamics.
Experience design needs to be firmly rooted
in consumers needs and mindstates. Based on the 16 basic desires theory we have
identified 9 mindstates relevant to consumption and experience.
Once the basic direction of the experience
is finalized, we next need to see how we can translate it into actual
experience elements. Consumers use certain heuristics (which we have coalesced
into nudge forces) to evaluate experiences. We describe how to decide the nudge
forces to employ based on - the mindstates the experience intends to cater to,
the nudge profile of the category and the strengths of the brand.
Lastly, we need to identify all potential
frictions which could derail the experience, and develops a strategy to
In this seminar we will describe a
systematic approach based on a solid foundation of behavioral sciences and
design thinking to create powerful consumer experiences. The approach has two
core concepts: goals and mindstates, nudge framework for experience design
mindstates framework can understand consumer needs, and develop the core of the
the key behavioral science concepts to develop key elements of the experience
the strategy further into design elements using a multidisciplinary approach
and design thinking
Who Should Participate
Professionals in marketing, branding, consumer insights, product and service innovation, strategy and communications, digital transformation, etc.
Online (We will send access details upon registration)
Ashok Sethi，Boutique Leader, Behave!，Illuminera
Shanice Lam，Executive Director，Behave!，Illuminera