Designing Experiences in the Tangible World
It began with...
My love of art and artistic communities. I planned events in museums and artistic spaces for almost a decade because, while not an artist myself, I believe in the power of creativity and sharing it with others. Before I ever considered designing experiences in a digital realm, I was doing it in the physical world: forging fundraisers, coordinating conference logistics, etc. Here are some through-lines I’ve discovered in my work across the experience realm.
Guests look at art through color filters at the de Youngsters Art Party. Photo: Drew Altizer Photography.
It's about...designing relationships
Event planning is really about designing a space for relationships to develop, deepen, and transform. The relationships can be between people, brands, products, etc.
Jean-Christophe Babin (CEO Bulgari), Hillary Swank (actress), Dede Wilsey (former president of the Board of Trustees of FAMSF), and Nicola Bulgari at the opening reception for “The Art of Bulgari: La Dolce Vita and Beyond, 1950-1990,” at the de Young Museum in 2013. Photo by Steve Jennings/Getty Images.
No matter the type of experience, I always try to get to the heart of a few questions before moving forward:
Who do we want to get in the door?
Why would they come here, now?
What will they expect when they show up?
What will surprise or delight them?
What do we (the organizers) want guests to feel when they attend?
What do we want guests to take away from this experience?
As a digital designer, I ask the same questions. Who are the users? What do they expect when they enter the realm of this product? Only after getting answers to these questions can I envision how to craft an experience that meets or—fingers crossed—exceeds expectations.
...knowing tools
Lines Ballet. Photo: RJ Muna.
Whether the tool is lighting, animation, or a cocktail, know what your tools can accomplish, how to use them to maximum effect, and when to move on to using something different.
...planning touchpoints
What is the message? How do we get it out there? Designing an experience means crafting a message and considering the look and feel of that message across a spectrum of channels: web, email, in person, etc. You're sending someone on a journey; make sure you're planned a greeting for that person at every stop along the way!
...influencing emotion
de Youngsters Art Party, 2015. Photo: Drew Altizer Photography.
Whether an experience is digital or tangible, at the end of the day, the goal is the same: to be memorable. How does one achieve that? Experts agree that influencing emotion is key to building long-term business relationships.
So go ahead, invest in creating something delightful!