Innovation –

The New Experience

1 Propose Experience Concept – The Story
Line

2 Identify Experience Providers

3 Deliver Desired Experience

@2007 IDEA 2.0/The New Experience 1

Propose Experience
Concept –
The Story Line

Example: Fairy Tale – Restaurant

Barbie doll – Dressing up

@2007 IDEA 2.0/The New Experience 2

©2006 Experience Design Centre (XDC), Singapore Polytechnic. All rights reserved.
@2007 IDEA 2.0/The New Experience 3
©2007 Centre for Experience Design (CXD), Singapore Polytechnic. All rights reserved.
@2007 IDEA 2.0/The New Experience 4
Identify Experience
Providers
(Touch points)

@2007 IDEA 2.0/The New Experience 5

4 Possible Experience
Providers
• Space
• Objects
• People
• Media
@2007 IDEA 2.0/The New Experience 6
 Space
The environmental conditions such as:
• Layout
• Ambience
• Open/Close concept

@2007 IDEA 2.0/The New Experience 7

 Objects
Features of the product such as:
• Colour
• Shape
• Texture
• Packaging
@2007 IDEA 2.0/The New Experience 8
 People
Service quality of employees such as:
• Attitude
• Gesture
• Service/Product knowledge

@2007 IDEA 2.0/The New Experience 9

 Media
Advertising Strategies such as:
• Magazine
• Website
• Product poster and brochure
• Advertisement
@2007 IDEA 2.0/The New Experience 10
5 SENSES

@2007 IDEA 2.0/The New Experience 11

SIGHT

@2007 IDEA 2.0/The New Experience 12

@2007 IDEA 2.0/The New Experience 13
SMELL

@2007 IDEA 2.0/The New Experience 14

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SOUND

@2007 IDEA 2.0/The New Experience 17

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TOUCH

@2007 IDEA 2.0/The New Experience 19

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TASTE

@2007 IDEA 2.0/The New Experience 21

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©2006 Experience Design Centre (XDC), Singapore Polytechnic. All rights reserved.
Identify the desired experience when
you shop in

IKEA

@2007 IDEA 2.0/The New Experience 23

 The desired experience when you
shop in IKEA
• Beauty – pIeasure to eyes &/or senses
Creation – something new & original
Harmony – visual experience of harmony
Security – freedom from worries
Wonder – Wow! factor

@2007 IDEA 2.0/The New Experience 24

©2006 Experience Design Centre (XDC), Singapore Polytechnic. All rights reserved.
 
 


ethnography




 
map touchpoints
  

 



identify desired experiences 

propose experience concept
 



identify experience providers


 + + + =
deliver desired experiences
@2007 IDEA 2.0/The New Experience 25
Deliver Desired
Experience
Example: Shanghai Tang

@2007 IDEA 2.0/The New Experience 26

 Example
Shanghai Tang

@2007 IDEA 2.0/The New Experience 27

@2007 IDEA 2.0/The New Experience 28
 Desired Experience
• Old Shanghai Experience of
1930’
• Integrated Shopping & Dining

• Revival of “Integrated Resort”

Environment
• Fortune Telling Services
• Retro & Nostalgic

@2007 IDEA 2.0/The New Experience 29

 Touch Points
• Smell
– Mysterious
– Enchanting

• Sound
– Retro “Shanghai Beach”

• Colours
– Vibrant and Eastern
• Customer Services
– Style of retro Shanghai
@2007 IDEA 2.0/The New Experience 30
 Personalised Shopper
• RFID
• WIFI
• Personal Identifications
• Personal mode
identification
• “Personalised” Customer
Relation Management
• Product Information
Streaming
Your isometric sketch

@2007 IDEA 2.0/The New Experience 31