Experiences increase our potential for achieving happiness, added life-value and economic prosperity in ways that more stuff simply cannot. Brands that understand how to create and enhance experiences, or better yet, transformations, have an opportunity to truly become part of the fabric that is everyone's personal human narrative. http://www.chriswren.com/connect/downloads/files/create_experience_k5r1_720p.mp4

1. OCTOBER 2013
CHRIS WREN
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RECORDED PRESENTATION
Creating experience
http://micahhorner.com/wp-content/uploads/2013/03/the-human-experience.jpg

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Action is more important
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RECORDED PRESENTATION
Experience
Ex libris:
In life:
practical contact with, and
observation of facts or events
Experiences happen to us every time we interact with life
“he had already learned his lesson by
painful experience”
“he spoke from experience”
Me
an event or occurrence that
leaves an impression on
someone
“for the younger players it has been a
learning experience”
Cell
Phone
Functional
Holiday
Football
Game
Functional + Emotional
Website
Functional
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4. WATCH THE FULL 25 MINUTE
RECORDED PRESENTATION
Experience
Ex libris:
In life:
practical contact with, and
observation of facts or events
Experiences happen to us every time we interact with life
“he had already learned his lesson by
painful experience”
“he spoke from experience”
Me
an event or occurrence that
leaves an impression on
someone
“for the younger players it has been a
learning experience”
Cell
Phone
Functional
Holiday
Football
Game
Functional + Emotional
Website
Functional
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5. WATCH THE FULL 25 MINUTE
RECORDED PRESENTATION
Selecting from
multiple choices
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Consideration
of future
consequence
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Beauty in the
eye of the
beholder
The value of perception
Value as
described by
decision
makers
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RECORDED PRESENTATION
All value is perceived value
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RECORDED PRESENTATION
Instead ofPressures
seeing emergency
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RECORDED PRESENTATION
See emergence
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Here we grow
When you live in a material
world
increasing my
income improves
my quality of life
my quality of life
improves without
an increase in
actual wealth
When you live in a postmaterial world
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12. WATCH THE FULL 25 MINUTE
RECORDED PRESENTATION
Wonders
Wonder

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RECORDED PRESENTATION
reality
Happiness = expectation
UN Global World
Happiness Report
#17
USA
Experiences
connect us to
others
Happy
Money
Buy
experiences
Share
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Memories are limited
only by our imagination
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16. tio
ca
t
en
Ed
u
m
in
Active
he
st
Ae
ist
p
ca
Es
tic
Passive
Immersive
*from The Experience Economy (Penn & Gillmore)
Buy at Amazon
rta
te
Goods and services happen outside of
the customer. The very nature of
experience is no two experiences are
alike, because no two people are alike.
This is mass customization to the core.
En
When a brand intentionally uses its
services as a stage and its goods as
props to engage individuals – the brand
creates experiences.
• Goods are tangible.
• Services are intangible.
• Experiences are memorable.
Absorbing
Experience
realms
n
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RECORDED PRESENTATION
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17. Absorbing
Axis of participation
En
ca
t
en
Passive
Active
he
st
Attendees at a ski race who influence the
experience via aural and visual activity that
adds to the experience of others
ist
Ae
Immersive
*from The Experience Economy (Penn & Gillmore)
Buy at Amazon
p
ca
Es
tic
Active participation: Customers
personally affect the event that yields
the experience
Ed
u
m
in
Passive participation: Customers do
not directly impact or affect the event
tio
symphony goers, who experience the event
purely as observers or listeners
rta
te
Experience can engage people in many
dimensions.
n
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RECORDED PRESENTATION
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18. t
en
Ed
u
m
in
ca
rta
te
En
Absorbing: Brings the experience into
the mind from a distance
Active
he
st
Ae
ist
Immersive
p
ca
Es
tic
Passive
Customers “go into” the experience as when
playing a virtual game
*from The Experience Economy (Penn & Gillmore)
Buy at Amazon
tio
the experience “goes into” customers as
when watching television
How are people connected or united to
an experience.
Immersive: Becoming physically (or
digitally) a part of the experience
Absorbing
Relationship to
the experience
n
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RECORDED PRESENTATION
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19. ca
t
en
Active
he
st
Ae
ist
p
ca
Es
tic
Passive
Immersive
*from The Experience Economy (Penn & Gillmore)
Buy at Amazon
Ed
u
m
in
The sweet spot incorporates
appropriate aspects of all realms and
relational motivators
rta
te
As with color, experience realms often
commingle
En
The axes of participation and
connection present four realms of
experience – the four primary colors of
experience.
tio
Absorbing
Four realms
n
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RECORDED PRESENTATION
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20. WATCH THE FULL 25 MINUTE
RECORDED PRESENTATION
tio
ca
t
en
Passive
Active
he
st
Ae
ist
p
ca
Es
tic
Passive absorption; watching a performance,
listening to music, reading for pleasure
Immersive
*from The Experience Economy (Penn & Gillmore)
Buy at Amazon
Ed
u
m
in
How can your customers’ time be
more fun, enjoyable and memorable?
rta
te
People will always need a form of
entertainment, and entertainment
reinvents itself all the time as people
look for new a different ways to be
entertained
En
The most developed, common, and
familiar form of experience
n
Absorbing
Entertainment
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21. Passive
Active
Information is still absorbed, but actively
engages the mind
he
st
Ae
ist
Immersive
*from The Experience Economy (Penn & Gillmore)
Buy at Amazon
p
ca
Es
tic
What do you want your customers to
learn from the experience?
What interactions will promote their
exploration of knowledge or skills?
Ed
u
t
en
m
in
ca
rta
te
Students are active players as they
engage their mind or body for learning/
training
En
“Student” absorbs the information/
events unfolding before him
tio
Absorbing
Education
n
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RECORDED PRESENTATION
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22. t
en
Ed
u
m
in
ca
rta
te
Customers both departing from and are
going to
En
Usually artificial in nature (everything
from Disneyland to digital)
tio
Absorbing
Escapist
n
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RECORDED PRESENTATION
tic
Active
st
Ae
ist
Immersive
p
ca
Es
What might cause customers “to go”
from one state of reality to another?
Passive
he
What will encourage customers to
become active participants in the
experience?
Generally artificial activities; your digital life,
visiting a theme park
*from The Experience Economy (Penn & Gillmore)
Buy at Amazon
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RECORDED PRESENTATION
tio
t
en
Ed
u
m
in
ca
rta
te
This experience allows customers to
“just be”.
En
Immersed in an event with little effect,
leaving the environment untouched
n
Absorbing
Aesthetic
Passive
he
st
Ae
ist
Immersive
*from The Experience Economy (Penn & Gillmore)
Buy at Amazon
Active
p
ca
Es
tic
How can an environment be improved
to be more inviting?
The environment is not effected, the person
is. Natural park, garden, themed shopping
malls, restaurants like rainforest café.
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24. t
en
Active
tic
he
st
Ae
ist
p
ca
Es
*from The Experience Economy (Penn & Gillmore)
Buy at Amazon
Immersive
Escatainment
Escapist + Entertainment
Creating catharsis
Ed
u
m
in
Passive
Escaesthetic
Escapist + Aesthetic
Altering state
Entersthaetic
Entertainment + Aesthetic
Having presence
ca
rta
te
Eduscapist
Education + Escapist
Changing context
En
Edusthetic
Education + Aesthetic
Fostering appreciation
tio
Absorbing
Edutainment
Education + Entertainment
Holding attention
n
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RECORDED PRESENTATION
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All business
is a stage
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Opportunity is everywhere
Function
An aircraft connects people between two destinations
Commodity
Feeling
Using the aircraft as a stage, create a unique, rich experience
that identifies with the human need for aesthetic,
entertainment, (and possibly escapist) experiences so flight
time is not totally wasted time.
Human value
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27. WATCH THE FULL 25 MINUTE
RECORDED PRESENTATION
Is convenience more
important than joy?
This is how to have a point of view and stand for
something
http://www.apple.com/designed-by-apple/
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28. WATCH THE FULL 25 MINUTE
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The big question
is whether you are
going to be able
to say a hearty yes
to your adventure
JOSEPH CAMPBELL, THE HERO’S JOURNEY
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29. WATCH THE FULL 25 MINUTE
RECORDED PRESENTATION
It starts with a choice
When you choose, you Decisions are made when
create
you interact with a system
Interactions within a system
can be measured
We design to the graph
We write to the graph
We keep it insanely simple
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30. WATCH THE FULL 25 MINUTE
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An
understanding
of human motivation
requires a consideration of
innate psychological needs
for competence,
autonomy, and
relatedness.
EDWARD DECI, RICHARD RYAN
THE WHY AND WHAT OF GOAL PURSUITS
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31. WATCH THE FULL 25 MINUTE
RECORDED PRESENTATION
Verbs are faster than nouns
feeling
motive
thinking
frame
doing
behavior
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RECORDED PRESENTATION
Human properties
biology
movement
ergonomic
Properties of the body
motive
me
behavior
you
perception
Properties of the mind
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33. WATCH THE FULL 25 MINUTE
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How might a game designer think?
When you choose experience
*the choose your own adventure series of books for 10-15 year
olds offered choices which created several possible outcomes
You can be the hero in your own story
*in the experience economy, sellers are “producers”, buyers are “stars” and the demand factor is
driven by “sensation”.
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34. WATCH THE FULL 25 MINUTE
RECORDED PRESENTATION
Choice architecture basics
Defaults
A default guides people down a simple
path that does not overwhelm with multiple
choices
Errors
Systems should be designed to be
forgiving, but you’ll never be bulletproof
Feedback
Feedback loops kindle motivated, repeated
interactions within a system
Mappings
Experience mapping lays it out so smart
choices can be placed where behaviors
actually take place.
Choices
People in general prefer to interact in
systems which are well-designed
Offers
Always keep motivated people moving
forward
Always look from the outside in
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RECORDED PRESENTATION
Transformations
The super-jackpot of experience
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For further reading
The Experience Economy
http://www.amazon.com/dp/1422161978/ref=rdr_ext_tmb
B. Joseph Pine II and James H. Gilmore are cofounders
of Strategic Horizons LLP, an Ohio-based, thinking studio
dedicated to helping enterprises conceive and design
new ways of adding value to their economic offerings.
United Nations World Happiness Report
http://unsdsn.org/files/2013/09/WorldHappinessReport2013_online.pdf
Happy Money: The Science of Smarter Spending
http://www.amazon.com/Happy-Money-Science-Smarter-Spending/dp/1451665067
The White Album: Essays
http://www.amazon.com/The-White-Album-Essays-Classics/dp/0374532079
High income improves evaluation of life but not emotional well-being
“One of the best business books of the
twentieth century, now renewed for the
challenges of the twenty-first. Pine and
Gilmore provide businesses everywhere
with a road map for reenergizing their
customer experiences.”
Tom Kelley, General Manager, IDEO
http://www.pnas.org/content/early/2010/08/27/1011492107.abstract
Evil by Design: Interaction design to lead us into temptation
http://books.google.com/books?id=46Wl1G9yJUoC
The Paradox of Choice
http://www.amazon.com/Paradox-Choice-Why-More-Less/dp/0060005696
The Art of Choosing
http//www.amazon.com/Art-Choosing-Decisions-Everyday-ebook/dp/B0035II95W/
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37. Chris Wren
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RECORDED PRESENTATION
Los Angeles, California
See opportunity
If everything is a channel, the world becomes your
medium.
Understand behavior
Changing behavior means understanding where
behavior actually takes place.
Design smart choices
Choice is personal, contextual and unpredictable.
We’re human after all.
www.chriswren.com
chriswrenla@icloud.com
www.linkedin.com/in/chriswrenla
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