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Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences

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Abstract

“We're now hip-deep, if not drowning, in the 'experience economy.' Here's the smartest book I've read so far that can actually help get your brand to higher ground, fast. And it's written by people who not only drew the map, but blazed these trails in the first place.”ヨBrian Collins, Executive Creative Director, Ogilvy & Mather Worldwide Brand Integration Group In a market economy characterized by commoditized products and global competition, how do companies gain deep and lasting loyalty from their customers? The key, this book argues, is in providing meaningful customer experiences. Writing in the tradition of Louis Cheskin, one of the founding fathers of market research, the authors of Making Meaning observe, define, and describe the meaningful customer experience. By consciously evoking certain deeply valued meanings through their products, services, and multidimensional customer experiences, they argue, companies can create more value and achieve lasting strategic advantages over their competitors. A few businesses are already discovering this approach, but until now no one has articulated it in such a persuasive and practical way. Making Meaning not only encourages businesses to adopt an innovation process that's centered on meaning, it also tells you how. The book outlines a plan of action and describes the attributes of a meaning-centric innovation team. With insightful real-world examples drawn from the Cheskin company's experience and from the authors' observations of the contemporary global market, this book outlines a plan of action and describes the attributes of a meaning-centric innovation team. Meaningful experiences-as distinct from trivial ones-reinforce or transform the customer's sense of purpose and significance. The authors' vision of a world of meaningful consumption is idealistic, but don't be fooled: this is a straightforward business book with an eye on the ROI. It shows how to bring R&D, design, and marketing together to createï¾ deeper and richer experiences for your customers.ï¾ Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences is an engaging and practical book for business leaders, explaining how their companies can create more meaningful products and services to better achieve their goals.

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... Mobile technology competes with offerings already available to consumers in one form or another, with mobile payments competing with cash, debit and credit cards as well as digital currencies [22]. The offering must therefore create value beyond the functional aspects of the experience [19]. User experience literature [30,31,35] focuses on utility and useability to satisfy human needs, while augmenting to offer hedonic qualities. ...
... The impact of risk as a means to decrease perceptions towards user experiences has previously been investigated in terms of privacy [92], security [97], cross-cultural variation [53] and from a generational perspective [5]. The need for a designed experience that suits the environment has been highlighted [19] with a decrease in the risk perception improving perceptions. Vitale et al. [92] have highlighted the need for a transparent interface that communicates privacy policies to decrease privacy concerns, ultimately increasing usability. ...
Article
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Incorporating fluency theory into a user experience design framework, this study utilises design considerations, drawing on complementary angles of the two theoretical domains, as a foundation with the ultimate goal of creating beneficial mobile payment experiences. An exploratory approach is deployed through semi-structured interviews to provide insights into experience design considerations utilising sensory elements and risk perception, a combination which has thus far received little attention. Research participants consist of senior managers that work for companies that create, facilitate, or accept mobile payment apps or processes. A conceptual framework is proposed with design as a starting point, including aesthetics and the need for a simplified experience, along with sensory elements that replicate familiar visual, audio, and haptic stimuli. These lead to a more usable experience that is perceived as easy to use through a frictionless experience. Usefulness is increased as exposure increases, and new app or process features can be added once prior features become familiar through repeated use. Key trade-offs include a simplified experience versus feature-rich experience, and frictionless experiences versus security risks, with key practical suggestions on how these can be approached.
... (Dewey, 1960) message, customer service, and so on -that conveys or evokes a consistent sense of its essence." (Diller, Shedroff, & Rhea, 2006) ...
... Consumers developed a thirst for "more" and "different", particularly if the product or service was a component of a branded "life style" scenario. (Diller, Shedroff, & Rhea, 2006) The design that delivers memorable customer experiences consistently creates more value and competitive advantage. With memorable experiences, not only do they add to the value of products or services but also help by increasing the price. ...
Article
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Due to higher productivity and innovations, design outcomes have become more and more similar in their technology, functionality, price and quality. The change towards a more human-centered design has gained popularity among many businesses. The concept is to create stronger emotional connections with customers which currently become dominant in consumer arenas. By evoking valued meanings through their products, services, and multidimensional customer experiences, companies are then able to create more value and achieve strategic advantages over their competitors. In any given case, the design is asked to influence, not just the look and feel of things, but also the quality of user experience that people have through the power of design in creating a tangible expression. As designers, we are now challenged to help companies explore and visualize directions for their future offering. This article aims to review the many definitions of experience, understanding the process of experiencing, and analyzing the role and optimizing development of experience design in marketing and business perspectives.
... Meaning should be then considered as the source of value. Both anthropologists and neuroscientists (Diller et al. 2005) agree that "meaning is the sense we make of reality. Assigning meaning to experience is how each of us creates the story of our life and its ultimate value and purpose". ...
... Assigning meaning to experience is how each of us creates the story of our life and its ultimate value and purpose". In the context of designed artefacts, researchers such as Diller et al. (2005) have highlighted a main difference between values and meanings claiming that "values involve preferences; they represent our choices between opposing modes of behavior, and they are shaped not only by ourselves, but also by those around us". Whereas "meaning provides a framework for assessing what we value, believe, condone, and desire". ...
Book
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Artificial intelligence is more-or-less covertly entering our lives and houses, embedded into products and services that are acquiring novel roles and agency on users. Products such as virtual assistants represent the first wave of materializa- tion of artificial intelligence in the domestic realm and beyond. They are new interlocutors in an emerging redefined relationship between humans and computers. They are agents, with miscommunicated or unclear proper- ties, performing actions to reach human-set goals. They embed capabilities that industrial products never had. They can learn users’ preferences and accordingly adapt their responses, but they are also powerful means to shape people’s behavior and build new practices and habits. Nevertheless, the way these products are used is not fully exploiting their potential, and frequently they entail poor user experiences, relegating their role to gadgets or toys. Furthermore, AI-infused products need vast amounts of personal data to work accurately, and the gathering and processing of this data are often obscure to end-users. As well, how, whether, and when it is preferable to implement AI in products and services is still an open debate. This condition raises critical ethical issues about their usage and may dramatically impact users’ trust and, ultimately, the quality of user experience. The design discipline and the Human-Computer Interaction (HCI) field are just beginning to explore the wicked relationship between Design and AI, looking for a definition of its borders, still blurred and ever-changing. The book approaches this issue from a human-centered standpoint, proposing designerly reflections on AI-infused products. It addresses one main guiding question: what are the design implications of embedding intelligence into everyday objects?
... Meaning should be then considered as the source of value. Both anthropologists and neuroscientists (Diller et al. 2005) agree that "meaning is the sense we make of reality. Assigning meaning to experience is how each of us creates the story of our life and its ultimate value and purpose". ...
... Assigning meaning to experience is how each of us creates the story of our life and its ultimate value and purpose". In the context of designed artefacts, researchers such as Diller et al. (2005) have highlighted a main difference between values and meanings claiming that "values involve preferences; they represent our choices between opposing modes of behavior, and they are shaped not only by ourselves, but also by those around us". Whereas "meaning provides a framework for assessing what we value, believe, condone, and desire". ...
Chapter
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The current panorama of AI-infused devices portrays a significant dominance of first-party smart speakers, which appear to be the first massive embodiment of AI in the domestic landscape. These devices are nothing more than discreet ornaments, looking at their simple physical appearance. Although, the simple appearance betrays a complexity determined by numerous features that make such products challenging to analyze from a UX point of view. The main evident characteristic is that they are not just “simple products” but ecosystems consisting of several interfaces and touchpoints. Most of them integrate multiple interfaces – namely physical, digital, conversational – sometimes overlapping. The second element of complexity resides in their technological core, based on learning algorithms. Therefore, the same device can provide different outputs at the same input over time, a condition that can affect the user experience. To increase the complexity of these devices, at least from a UX standpoint, there is the fact that their real potential is rarely exploited by most users, which mainly uses routine actions such as reading news, weather forecasting, and controlling simple home appliances. Accordingly, the chapter frames the wicked relationship between user experience and AI-infused products. Moving from the three identified elements of the complexity of AI-infused products, it advances reflection on how it could be possible to analyze these products from a UX standpoint.
... In this context, there is a linear and close relationship between consumer behavior and marketing. Marketing extends beyond the mere production and sale of goods and services; it also endeavors to create needs among potential consumers and effectively communicate with them throughout and beyond the consumer experience (Diller, Shedroff, & Rhea, 2005;Grönroos, 1990). Starting from the 1970s, marketing activities started to focus on consumers, rather than focusing on productions, which prioritized the goal of "sell as much as you produce." ...
... An experience, according to Schmitt (1999), is defined as "private occurrences (moments) that occur as a consequence of a stimulus that creates a response that moves the whole living organism." An interactive emotion may be created by a product, service, or event that alters physical and cognitive levels over time (Diller, Shedroff, & Rhea, 2008). This list includes sensory, symbolic, temporal, and meaningful sensations. ...
Article
In the events sector, research on the event experience is gaining more and more significance. Active, pleasure-seeking customers seek "fantasy, emotions, and fun" via consumption (Holbrook & Hirschman, 1982), which has helped to boost experience marketing by emphasising the need to amuse, thrill, and emotionally connect with consumers through their consuming experience (Schmitt, 1999). According to Prahalad and Ramaswamy (2004), authentic, individualised experiences produced via active interaction are more valuable than objects or services. As the number of events increases, event organisers are under increased pressure to provide distinctive experiences in order to maintain a competitive advantage (Geus, Richards, & Toepoel, 2013). This working paper intends to investigate the knowledge of event experience education management in Malaysia, particularly in post-COVID event planning where the event experience must be carried over to both physical and virtual platforms. The planning and curriculum design for adequate operationalization and assessment of event experiences education and skills will need to change, and determining how to implement this change will provide more accurate relevance and useful insights for event academics and the industry, as well as current and prospective students in Malaysia.
... El planteamiento del diseño de experiencias de acuerdo con Shedroff (2001) es que existen una serie de principios que se consideran indispensables para la construcción y reproducción de experiencias. Entre dichos principios o dimensiones se encuentran los que denomina como "desencadenantes sensoriales y cognitivos" término con el que se refiere a las imágenes, olores, sabores, sensaciones táctiles, conceptos y símbolos; que junto con otras dimensiones crean una enorme paleta de posibilidades para construir experiencias afectivas, significativas, y exitosas (Diller, Shedroff & Rhea, 2005). ...
Article
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El trabajo presenta una perspectiva desde la cual abordar el diseño: los sentidos humanos. La utilidad de abordar el diseño desde la sensorialidad del individuo es que conduce a humanizar en mayor medida a los elementos producto del diseño, a través de conocer otras necesidades, características e inclinaciones humanas derivadas directa e indirectamente de los procesos sensoriales, lo cual conduce a concebir un diseño que beneficie capacidades y habilidades a nivel cognitivo, intelectual, y que tenga una injerencia positiva en la dimensión emocional humana, lo cual es de gran relevancia para el desempeño y el bienestar general de las personas.
... In most cases an artefact's principle significance is in fact its ability to provide and communicate meaning. Research studies in disciplines as diverse as business history (Williams, 1982), sociology (Bourdieu 1984, du Gay 1997, anthropology (Belk 1985, McCracken 1986, consumer behaviour (Holbrook and Hirschman 1982, Batey 2008, Holt and Cameron, 2010, Douglas and Baron 2021, design-driven innovation (Verganti, 2009) and human-centred design (Diller et al., 2005, Krippendorff and Butter, 2007, Giacomin, 2014, Giacomin 2017) have all provided evidence that consumers select artefacts not only for their practical benefits, but also, perhaps mainly, for their meaning. ...
Article
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This study is a survey of the English language words which are used when speaking about meaning with specific focus on the categories of function, ritual and myth. Such words can be used in interviews, questionnaires, measurement metrics and other forms of ethnography and testing. Understanding why consumers perceive designed artefacts to be personally relevant is a commercial imperative. Previous research has suggested that three categories of meaning are commonly encountered, i.e. function, ritual and myth. They cover a spectrum from the purely instrumental to the purely symbolic. However, despite the logical and philosophical groundwork there has been little analysis of the actual words and phrases which are in everyday use by people when describing the meanings of designed artefacts. The objectives of the study described here were (1) to identify the words and phrases which are most frequently encountered in everyday language when discussing meaning, (2) to determine for each word or phrase its degree of belonging to the formal categories of function, ritual and myth, and (3) to thematically group the words and phrases into macro-components of meaning. Three different analysis were performed. The first was based on the contents of major online dictionaries and thesauri, the second was based on the results from queries of the online lexical database WordNet and the third was based on a corpus analysis approach involving neural network word embedding algorithms.
... To overcome these challenges and effectively respond to digital sustainability changes, Chan et al. (2019) found that organizations must develop capabilities and mitigate core rigidities. They can develop innovative capabilities such as human-centered design and user research skills (Abrell et al., 2016;Diller et al., 2005;Gibbert et al., 2002;Von Hippel, 2006). Organizations mitigate core rigidities by developing organizational agility to adapt business models, strategies, and actions quickly (Ferrier, 2001;Lucas & Goh, 2009), transition into more agile modes of product delivery (Sood & Tellis, 2005;Teubner & Stockhinger, 2020;Tumbas et al., 2018), and develop modular and distributed cross-functional approaches (Pavlou & Sawy, 2010;Rai et al., 2012). ...
Article
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Digital technologies and their uptake in society have advanced more rapidly than any innovation in history. However, research into how the public sector uses digital innovation has been slow to develop. Government has an essential role to play in sustainability by setting and enforcing policies around subjects such as pollution and carbon taxes, making digital innovation in government critical for digital sustainability. Further, the public sector’s values and priorities differ from those of the private sector, which confounds simple comparisons in areas such as digital ways of working and efficiency drivers. This paper draws on the public management literature and uses an exploratory and interpretive field study of a leading digital government. The research identifies six barriers to digital innovation within the New South Wales government, a world-leader in digital integration. The barriers are: varying digital maturity, non-digital mindset, slow mobilization, service-based silos, premature solutioning, and failure to align investment in digital innovation with broader government priorities. The paper identifies initiatives enabling world-class digital innovation and driving effective change. These enablers are structural service integration, ecosystem engagement, technology modernization, customer-centric strategies and processes, and agility in management. This paper finds that digital capability gaps and core rigidities interact requiring a comprehensive approach to realize the significant benefits offered to citizens and the environment.
... Therefore, the typology could support designers in giving new meanings to future technology and ensuring that user needs are also met in new products and functionalities. We acknowledge that other existing basic human need frameworks might also be suitable for alternative contexts (for instance, the business-oriented framework by Diller et al., 2005). 14 In the context of autonomous driving experiences, the design-focused need typology provides designers with a holistic and nuanced vocabulary to identify challenges and opportunities in two main directions: (1) strengthen the primarily addressed needs in the current use scenario, such as security, comfort, and stimulation; (2) integrate possibly neglected, overlooked, or undermined needs in present use scenario, such as morality, purpose, and impact. ...
... According to Verhoef et al. (2009), the following factors influence consumer experience in retail: selection, price and promotions, social milieu, atmosphere and service interface. Diller et al. (2008) provided a more thorough conceptualisation. They created experiences based on how they meant to the individual. ...
Article
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This study examined the effect of customer experience management (CEM) on customer retention in restaurants in Anambra State, Nigeria. Specifically, the study sought to investigate the influence of affective customer experience, cognitive customer experience, physical customer experience and social-identity customer experience on customer retention in restaurants in Anambra State, Nigeria. The study adopted a survey research method. The study found that affective customer experience, cognitive customer experience, physical customer experience and social-identity customer experiences have a significant effect on customer retention in restaurants in Anambra State, Nigeria. Based on the foregoing, the study concluded that CEM had a significant effect on customer retention in restaurants in Anambra State, Nigeria. The study recommended, amongst others, that management of restaurants should deliberately focus on humanic clues in terms of providing a conducive environment, especially one that is always clean for its customers.
... Uzun yıllardır firmaların değeri hesaplanırken; firma karlılıkları, portföyleri, yatırım potansiyelleri, satış ve ciro hacimleri, finansal değerleri gibi rakamsal unsurlar kullanılmaktaydı. Yeni dönemde ise bunların yanında müşteri tatmini, müşteri sadakati, marka değeri gibi daha soyut değerler de firma değerinin doğal bir parçası olarak kabul edilmektedir(Diller et al., 2008).Genellikle sahada öğrenilen bilgi ve edinilen iş deneyimi şeklinde mağazadaki problemlerin çözümüne veya daha karmaşık problemler karşısında çok önemli hale gelir. Bu bilgi doğrudan müşterinin sorunları ile ilgilenen ve müşterinin sorunlarını anlayan daha interaktif satış personellerini ortaya çıkartır. ...
... For this purpose, businesses improve their relations with their customers, increase their customers' experience and create brand loyalty. For Diller et al. (2005), an experience can simply be defined as a feeling of change. Experience is any process that is recognized and involved in its realization. ...
Article
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In this study, it is aimed to examine the relationship between customer experience and re-visit intention, and purchase intention in e-commerce sites in the example of amazon.com.tr. The questionnaire form prepared to collect data within the scope of the research was shared on the internet. Descriptive statistical analysis and regression analysis were performed with the data obtained from 358 participants who answered the questionnaire. As a result of the analysis, it was found that customer experience has significant effects on purchase intention and re-visit intention, as well as purchase intention on re-visit intention.
... Customer experience management is the management process that is truly focused on the customer and process-oriented. According to [43], a complete experience can be gained customers through five major components that combine distance dimension between the products, services, brands, channels, and promotions. Similar disclosed by [44], which stated that the dimension of customer experience management including product / service, service interfaces, pricing and promotion, communication channels, and brand relationships. ...
... Reminiscing and finding meaning produce the potential to create technology-mediated meaningful experience (Baumer, 2015;Isaacs et al., 2013;Konrad et al., 2016;Odom et al., 2012;Odom et al., 2019) and memorable experience (Bruce Wan, 2019;Heath & Heath, 2017;J.-H. Kim et al., 2012;Tung & Ritchie, 2011;Wan et al., 2021) which are topics of interest in both HCI and tourism communities (de Freitas Coelho et al., 2018;Diller et al., 2005;Han et al., 2020;Lindeman & Beckhaus, 2009;Mekler & Hornbaek, 2016, 2019Pullman & Gross, 2004;Tussyadiah, 2014). ...
Article
Considered to be an emerging topic in tourism research, traveling to familiar places benefits both the travelers and destinations. However, the current development of familiar tourism is severely affected by the epidemic. Recognizing the potential of virtual reality (VR), this research aims to explore VR’s relevance in the application of visiting familiar places and the empirical features of VR beyond on-site familiar tourism. We first reviewed the literature and developed an experience framework. Secondly, we conducted an exploratory activity in which participants (N = 16) used Google Earth VR to travel to their familiar places with two conditions (free exploration and task-oriented travel). In the activity, we employed think-aloud protocols, a scale, and semi-structured interviews. With our framework, we categorized findings into five dimensions and indicated the similarities and differences between familiar tourism in VR and that in actual places. Particularly, three empirical features (the sense of distance, multi-view space, and montage time) were recognized and formed VR’s opportunity to outperform on-site travel. We conclude by discussing the impacts of VR on familiar tourism and providing implications, including designing the timeline, sounds, tasks, and virtual guides. These suggestions inspire designers to acknowledge VR limitations and identify directions for future tourism applications. As a beginning of empirical investigation on VR familiar tourism, this study opens up a new field of discussion around VR tourism experience. We invite the Human-Computer Interaction (HCI) community to collectively probe into the VR experience and design of visiting familiar places. Efforts in this area will stretch beyond the current understandings of various forms of tourism and contribute to crafting rich travel experience by immersive technologies.
... Many companies strive to create a combination of products, services and environments based on holistic consideration of consumer experience (Machado et al., 2014;Diller et al., 2005). Global markets are becoming highly saturated and "turbulently dynamic" but some brands possess the ability to stand out and are often preferred by users over other brands (Gehani, 2016). ...
Article
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Purpose: The paper examines the opinions and attitudes of young adults as the target audience towards a high-tech brand on several specific levels. The goal of research is to investigate and explore the perception of both Apple product users and non-users related to the Apple brand, brand loyalty, purchase intention, recommendation intention, and other aspects. Methodology: The research instrument was created for the purpose of this research and was partially based on several prior studies with different standpoints. The online questionnaire consists of 22 items and was carried out in 2019. Parametric and nonparametric statistical tests were used for testing the difference between sample segments. Results: The results indicate that the Apple brand has a generally positive image among the respondents. The majority of the respondents use or have used at least one Apple product. Apple users are generally loyal to the brand and willing to recommend Apple products to their friends and family. Users primarily recall Apple as a top-of-mind (first-mention) high-quality smartphone brand. In contrast, non-consumers tend to recall different brand names when thinking about high-end smartphones but also suggest that a brand name is an important factor in the consumer decision-making process. Conclusion: Collected data and related analysis provide insight into (non)consumer perception of the Apple brand and Apple products in the Croatian market accentuating the main consumer attitudes and brand perception related to a high-tech brand.
... Physical facility is a fundamental component of hospitality products (Cetin & Walls, 2016) and can attract customers' attention through its meaning on an individual level (Diller et al., 2008). Cetin and Walls (2016, p. 407) stated that "ambiance, space/function/amenities, design, and signs/symbols/artifacts are the main themes under the physical environment." ...
Article
Hotel performance is one of the core concerns for managers and investors. However, a clear pathway from investment in branding to hotel performance is scarce. To fill this research gap, the study aims to explore the effects of brand identity, physical facility quality, and brand equity on hotel performance; and to examine the moderating effect of social capital in the brand–performance transformation model in both international and domestic brand hotel settings. Data were collected from 1,201 hotel managers in China, with 757 from international and 444 from domestic brand hotels. Theoretically, this study represents a first attempt to reveal the indirect roles that social capital plays in the hotel financial performance formation. The identified brand–performance pathway also provides implications for hotel practitioners regarding how to boost desirable hotel performance through both internal and external resources.
... Se ha demostrado que el marketing experiencial sirve al establecimiento de vínculos directos, mayormente emocionales, entre las organizaciones y sus stakeholders (Shaw & Ivens, 2002;Diller et al., 2006), que tienen una correlación positiva con su satisfacción y fidelización (Lee et al., 2010). En este sentido, y en un contexto caracterizado por una fuerte saturación mediática y la indiferencia de los individuos respecto de la comunicación tradicional de la marca, el marketing experiencial se revela como el mejor enfoque o paradigma para asegurar la supervivencia de la organización en el mercado (Arbaiza Rodríguez & Rodríguez Alayo,2016; Lenderman & Sanchez, 2008). ...
Article
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La presente investigación aborda el creciente protagonismo de los eventos en el ámbito del marketing y de la comunicación comercial. Bajo el paradigma del marketing expe-riencial y desde un enfoque plenamente centrado en el consumidor se analiza el grado de explotación del potencial experiencial y comunicativo de los eventos en el ámbito co-mercial. El objetivo principal descrito se aborda mediante un estudio exploratorio y des-criptivo de la integración de los eventos en una muestra de estrategias y campañas de comunicación comercial extraída de los casos premiados con el máximo galardón en los "Premios Eficacia en Comunicación Comercial" de la edición 2017. Los resultados revelan una integración incipiente de los eventos en el ámbito descrito. Pese a ello, el análisis realizado y la bibliografía consultada permiten corroborar el papel clave de los eventos como herramienta óptima para la generación de experiencias al servicio de los objetivos de marketing y comunicación. Palabras clave Comunicaciones integradas de marketing; Estrategia; Eventos; Eventos de comunicación de marketing; Marketing experiencial.
... Por su parte,Larrosa (2006) explica que la experiencia se debe a un acontecimiento exterior que incluye a una persona, es decir, una interacción entre un evento, actividad o suceso y el sujeto que lo disfruta produciendo un carácter de subjetividad; por tal motivo, aun cuando el acontecimiento pueda ser general e incluir a varias personas, cada una de ellas se apropia de su experiencia de un modo único y singular, que le deja huellas o marcas en los planos físico, emocional, intelectual o espiritual y, por lo tanto, lo forma y lo transforma como persona.Marketing de experienciasEn respuesta a un mundo interesado por el consumo de actividades placenteras, memorables y satisfactorias, Bernd Schmitt da origen, en la década de los ochenta, al enfoque del marketing experiencial(Moral y Fernández, 2012), el cual busca incorporar experiencias en cualquier proceso de compra o interacción entre marca-consumidor, en aras de incentivar el consumo y profundizar en dimensiones como significación, intensidad, duración, detonantes e interacción, las cuales otorguen significado a cada acontecimiento(Shedroff, 2004).Dicho enfoque considera la situación de consumo más que una categoría de producto en una situación específica, con un contexto sociocultural diverso; además, toma conciencia del valor de las emociones en las decisiones de compra de los consumidores y considera que las experiencias resultan de estímulos provocados por los sentidos y percibidos por el consumidor, aportando valores emocionales, cognitivos o sensoriales, sustituyendo a los de funcionalidad del producto. En consecuencia, el individuo no puede verse únicamente como un ser racional, sino también emocional, que desea recibir estímulos y experiencias cargadas de emotividad y creatividad(Schmitt, 1999).En este orden de ideas,Lenderman y Sánchez (2008) afirman que hoy en día existen consumidores mejor informados que exigen del marketing una transformación sustancial para que se encamine en ofrecer experiencias sensoriales y emocionales cargadas de significado, las cuales desean ser recordadas por los consumidores con memorabilidad. ...
... Por su parte,Larrosa (2006) explica que la experiencia se debe a un acontecimiento exterior que incluye a una persona, es decir, una interacción entre un evento, actividad o suceso y el sujeto que lo disfruta produciendo un carácter de subjetividad; por tal motivo, aun cuando el acontecimiento pueda ser general e incluir a varias personas, cada una de ellas se apropia de su experiencia de un modo único y singular, que le deja huellas o marcas en los planos físico, emocional, intelectual o espiritual y, por lo tanto, lo forma y lo transforma como persona.Marketing de experienciasEn respuesta a un mundo interesado por el consumo de actividades placenteras, memorables y satisfactorias, Bernd Schmitt da origen, en la década de los ochenta, al enfoque del marketing experiencial(Moral y Fernández, 2012), el cual busca incorporar experiencias en cualquier proceso de compra o interacción entre marca-consumidor, en aras de incentivar el consumo y profundizar en dimensiones como significación, intensidad, duración, detonantes e interacción, las cuales otorguen significado a cada acontecimiento(Shedroff, 2004).Dicho enfoque considera la situación de consumo más que una categoría de producto en una situación específica, con un contexto sociocultural diverso; además, toma conciencia del valor de las emociones en las decisiones de compra de los consumidores y considera que las experiencias resultan de estímulos provocados por los sentidos y percibidos por el consumidor, aportando valores emocionales, cognitivos o sensoriales, sustituyendo a los de funcionalidad del producto. En consecuencia, el individuo no puede verse únicamente como un ser racional, sino también emocional, que desea recibir estímulos y experiencias cargadas de emotividad y creatividad(Schmitt, 1999).En este orden de ideas,Lenderman y Sánchez (2008) afirman que hoy en día existen consumidores mejor informados que exigen del marketing una transformación sustancial para que se encamine en ofrecer experiencias sensoriales y emocionales cargadas de significado, las cuales desean ser recordadas por los consumidores con memorabilidad. ...
... Human-centered design is traditionally applied in practice such as communication, product, service and interaction design to design human experiences (e.g. Diller et al., 2005, Norman, 2011. This design practice incorporates activities such as ethnographic observations, framing and formulating of problem situations, visualizing alternative situations and rapid prototyping to design human experiences (e.g. ...
Conference Paper
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The purpose of this paper is to identify anticipated and unexplored approaches in the Organizational Design (OD) literature and to determine future alleys of the OD discipline such as more innovative approaches and approaches that cope with high complexity. In this paper a systematic literature review was conducted of 248 papers relevant to OD, which were listed in the Clarivate Web of Knowledge between 2000 and 2019. This paper identified unexplored approaches in organizational design, namely the “designing” of complex and dynamic organizational environments and researching novel organizational forms through a more forward- looking perspective. It outlines this Organizational Designing approach anticipated by several authors.
... They were objects of utility, action, appreciation, transition, childhood, ritual enhancement, personal identity and position or role. Adopting a similar point of view to categorise a large number of commercial projects, Diller, Shedroff and Rhea (2008) suggested fifteen categories of meaning: accomplishment, beauty, creation, community, duty, enlightenment, freedom, harmony, justice, oneness, redemption, security, truth, validation and wonder. Krippendorff and Butter (2007) suggested four theories of meaning in relation to the artefacts of design: a theory of meaning for artefacts in use, a theory of meaning for artefacts in language, a theory of meaning for artefacts in their life cycle and a theory of meaning for ecologies of artefacts. ...
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Previous research has suggested three primary categories of meaning which designers should consider during their design processes, i.e. function, ritual and myth, which cover a spectrum from the purely instrumental to the purely symbolic. The research hypothesis of the current study was that the previously identified three primary categories of meaning would be commonly encountered in practice, and that statistically significant differences would occur between designers and consumers. A semi-structured questionnaire was deployedwith ten designers and with ten consumers using a set of twenty photographs of designed artefacts. The results suggested that all three categories of meaning could occur individually or could be co-present to some degree. The results further suggested that statistically significant differences occurred between the group of designers and the group of consumers in the indicated category of meaning and in the adjectives used to describe the artefacts. The findings suggest that some meaning divergences may be occurring between designers and consumers, and would appear to highlight the need for carefully executed ethnographic and user testing activities.
... Human-centered design is traditionally applied in practice such as communication, product, service and interaction design to design human experiences (e.g. Diller et al., 2005, Norman, 2011. This design practice incorporates activities such as ethnographic observations, framing and formulating of problem situations, visualizing alternative situations and rapid prototyping to design human experiences (e.g. ...
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In recent years design has had a renaissance in business and management research and practice. Several authors have discussed if management is a design practice and how far design ought to go to design behaviors. This article discusses, evaluates and explores organizational design as a human-centered design practice. Relevant theoretical concepts of organizational theory, design approaches and practices are discussed to evaluate gaps in management practices and potential opportunities for design practice. The study collected and analyzed data from two organizations. The researched revealed several propositions, which provide insights of the usefulness, appropriateness and value of a human-centered design practice to organizational design.
... From a survey of over 100 000 individuals each year of the study, researchers at the Cheskin Added Value marketing research firm (Diller, Shedroff, & Rhea, 2008) synthesized a list of 15 meanings that people believe figure significantly in their lives. The list, the authors suggest, is not exhaustive but appears to be representative of the most common meaningful experiences. ...
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Meaning‐making as a conceptual change process is addressed in this entry. A central purpose of human lives is to exercise the capacity to make useful meanings from encounters with texts, spoken discourse, events in the world, and multiple modes of communication. The increasing use of multimedia for communication makes possible a much richer meaning‐making experience for many. Meaning‐making as a transformational process involves identifying discrepant globally held meanings that are inclusive of culture, identity, and the values adopted by an individual, as well as the events and experiences the meaning‐maker encounters. Several products or meanings made are potential outcomes.
... Experiential P2P services in tourism as an emotional-based product Experiential services, by their very nature, are less dependent on tangible aspects than any other P2P services in tourism. In addition, relationship and trust managementmake progress with small fulfilments and more promises, a step that can continue almost indefinitelyemerge as key factors to deliver an experience in a memorable way (Diller, Shedroff, & Rhea, 2005). This is very much related to the capacity to establish emotional links. ...
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... El libro que ha escrito explora los principios que considera más importantes para la construcción y reproducción de experiencias. Dichos principios o dimensiones son las siguientes: Time/Duration, Interactivity, Intensity, Breadth/Consistency, Sensorial and Cognitive Triggers, and Significance/Meaning. Todas estas dimensiones juntas considera que crean una enorme paleta de posibilidades para crear experiencias afectivas, significativas, y exitosas (Diller, Shedroff, Rhea, 2005). ...
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Traer a las reflexiones sobre el diseño y sus prácticas, conceptos como el de binomio, permite identificar los elementos que intersectan con el diseño, afectándolo y afectándose por él. Presentamos aquí el contexto como binomio del diseño y viceversa, para discutir la manera en que se condicionan uno con el otro y que, a través de los capítulos que conforman este libro, se vuelva visible aquello que en ocasiones no lo es, al mismo tiempo que también se invite a reflexionar sobre los aspectos que se dan por hecho en cuanto al diseño y sobre los que conviene proyectar el reflector para observar con detenimiento. El contexto condiciona al texto, pero en este caso, el diseño, como texto, también transforma a aquél. En este libro se discuten perspectivas que permiten observar las relaciones entre el contexto y el diseño en distintos campos en los que este binomio se vuelve visible, como puede ser la relación que se establece entre ambos vistos como conceptos, las implicaciones que dicha relación tiene en el ámbito educativo, así como también aquellas que se establecen como prácticas particulares, tanto en la disciplina del diseño como en otras. El lector tiene en sus manos una diversidad de temas que propician la reflexión sobre este binomio para que pueda enriquecer una perspectiva propia y, al mismo tiempo, cuenta con la opinión de los autores que participan en el libro, quienes provienen de distintas disciplinas como el diseño gráfico, el diseño industrial, el diseño de interiores, la arquitectura, las artes y la sociología. Esto permite que el mismo libro sea en sí el contexto en donde distintas perspectivas intersectan para reflexionar sobre la interdependencia de ambos conceptos.
... Bajo este marco, la industria turística de hoy se ve a sí misma como un sistema productor de experiencias en el cual, tanto valores como significados pueden ser objeto de diseño y evocados a través de un conjunto de servicios y experiencias vinculados al turismo (Diller, Shedroff, y Rhea, 2005). Como consecuencia de ello, los investigadores en el ámbito académico del turismo han intentado introducir el término de diseño de experiencias en turismo (Tussyadiah, 2013), en el que participan también como cocreadores o co-productores de valor, los turistas (Sfandla y Bjork, 2012;Campos, Mendes, Oom Patricia, y Scott, 2018;) e incluso los escenarios mismos(Hernández Espinosa y Monterrubio, 2016; Korstanje y Tzanelli, 2017) el paisaje (Allen Cordero, 2016). ...
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Este artículo tiene el objetivo de argumentar teóricamente la posibilidad de examinar la construcción social de la experiencia turística enfatizando en el rol fundamental que juega la sociedad anfitriona, que aparece poco o nada en las concepciones más ampliamente difundidas. Para ello, se presenta en dos partes, en la primera de ellas se plantea reflexiones teórico-metodológicas con la intención de aproximarse al significado que tiene la experiencia turística para las sociedades anfitrionas, en las cuales descansa la responsabilidad de su diseño, planificación y puesta en escena. En la segunda parte se presenta el caso de las experiencias diseñadas para el turismo en la isla de Cozumel, México, escenario turístico del Caribe en el que se encuentran representados los textos tipificados, estandarizados, reducidos a estereotipos y los contextos colonialistas, segregacionistas, progresistas e idealizados que caracterizan los imaginarios desde los que se construyen las experiencias turísticas en el ámbito latinoamericano. Los datos ilustrativos presentados, aunados a la discusión, permiten afirmar que la experiencia para ser considerada turística no tendría que centrarse únicamente en la experiencia del consumo turístico sino en la experiencia de coproducción-consumo turístico, con lo que se podría, además, examinar en mayor profundidad su construcción social y desprender de ello recomendaciones para la acción y la toma de decisiones en los colectivos locales de los destinos turísticos.
... In accordance with contemporary writings on digital service design and innovation (e.g. Diller et al., 2005;Hassenzahl and Tractinsky, 2006), rather than exclusively seeking to satisfy users' information needs, the PW concept suggested by the advertising agency sought to induce engagement through a meaningful user experience. In this respect, our findings show that the project team was attracted to the co-creative aspects of the PW concept, which resonated well with the team's perception of the Church of Sweden as a platform for co-creation. ...
Article
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Chapter
The winery is a relatively new industry and has certain research value. We have used theories of experiential marketing and experiential value in past studies of the tourism industry. However, in the literature in the past, wineries characteristic integration, cultural communication, and ways to achieve economic benefits of experience activities have been less explored. This study examines the successful winery cases and summarizes the models behind those successful experience activities. This study used a case study approach to analyze the secondary data collected through wineries characteristics, experience activities, and visitor participation at four wineries: Changyu Winery, Samuel Adams Winery, Macallan Winery, and Miguel Winery to present relevant results. The results of the study show that the wineries usually use the production methods of wine, the use of historical buildings, and the scenery of the wineries as components in their experiential activities. The wineries also need to deploy the resources required according to their circumstances, and on this basis, the design, operation, and other marketing of winery events are achieved through event planners’ planning, marketing, and promotion. Besides the regular wine-making activities, the winery offers entertainment and educational activities such as wine-tasting courses to meet the needs of visitors and make the winery experience model more effective in terms of entertainment and education, thus attracting more visitors to the wineries.KeywordsWineries FeaturesExperience ActivitiesVisitor Participation
Chapter
The research is based on the hypothesis that integrating site-specific and global data into the design process requires a methodological design approach, which connects local to global systems and extends the application of available predefined algorithmic scripts and singular solutions. These tools allow the designer to apprehend and simulate possible future scenarios with unparalleled precision and speed. Computational design thinking will help us master increasingly complex design challenges as well as build a profound theoretical knowledge base to meaningfully integrate current and future technologies. After re-evaluating the principles of the computational pioneers, computationally driven methods for pressing urban challenges through data-informed design speculations are discussed. Cutting-edge design speculations aim to open up new immersive design simulation and participatory processes in environmental design and urban development and give sustainable answers to societal and environmental challenges, ultimately shaping our future world.
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Chapter
Many researchers and scholars have focused on designs of products, services and social systems that increase comfort, happiness and satisfaction. Profound experiences are those that produce feelings of extreme intensity. Emotions such as joy, cognition, pride and connection are commonly elicited in various social service interactions. In community service, profound experiences are increasingly evident, as users pursue harmonious relationships and value integration in service interactions. In this study we aim to explore and illustrate why profound experiences are so important in community service interactions, and to analyse the impact and attributes of community service design. We identify four elements of profound experience in community service, and suggest that they improve social relationships, enhance user participation and reflect personal values, which can have a positive impact on social experience.KeywordsExperience designProfound experienceCommunity serviceSocial value
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انسان دارای ادراکات و تجربیات متمایزی در فضاهای گوناگون به‌واسطه حرکت و فعالیت است، اما در اغلب گفتمان‌های معماری، حرکت انسان در فضا و ادراکاتش از محیط پیرامون به لحاظ بصری، فیزیکی و ذهنی کمتر موردتوجه قرار گرفته است. حال هدف اصلی پژوهش حاضر، تبیین درک تجربه فضایی در مسجد گوهرشاد عناصر مادی و حرکت در فضای این مسجد است تا بدین طریق بتوان کیفیت فضایی رخ‌داده در این مسجد را در مساجد معاصر بازنمایی کرد. در این راستا، فرضیه مطرح در نیل به این هدف این است که میان تجربه فضایی و ادراکات حسی رابطه‌ای مستقیم برقرار است و عناصر مادی مسجد گوهرشاد موجب شکل‌گیری این رابطه می‌شوند. بنابراین پژوهش حاضر با استفاده از طرح پژوهش کیفی با رویکرد فلسفی، استدلال استقرائی و رویه کتابخانه‌ای و بازدیدهای میدانی به این نتیجه رسید که تجربه فضایی در این مسجد ضرورتاً چندحسی است و کالبد این مسجد به‌نحوی ساخته و پرداخته شده که حواس پنج‌گانه مخاطبان را درگیر خودش می‌نماید. همچنین تجربه فضایی از فضای معماری داخلی و خارجی مسجد گوهرشاد اصولاً یک حادثه حسی مشمول حرکت است. از این‌رو، گذر از محیط‌های این مسجد، تجربه‌های گوناگونی را به زائر القاء می‌نماید.
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This research aims to know the influence of customer experience, sales promotion, customer satisfaction and re-purchase interest on Starbucks Coffee.The research was conducted in Pontianak City, using a sample size of 100 people.The sampling technique used is Non Probability Sampling by sampling method is Purposive Sampling.Data obtained by conducting online questionnaire and data analysis method with SEM-PLS using software WarpPLS 6.0 data analysis techniques used in the form of validity test, reliability test, model goodness test, T test and Sobel test.The results of this research show that the customer experience and sales promotion have positive and significant effect on customer satisfaction with a coefficient of determination value of 61%.Customer experience, sales promotions and customer satisfaction have a positive and significant effect on the interest of repurchase with a coefficient of determination of 54.2%.Customer satisfaction is capable of positively and significantly the impact of customer experience on repurchase interest with a P-value value of 0.002. Customer satisfaction does not efficiently and positively and significantly influence the sales promotion to a repurchase interest with a P-value of 0.127.Starbucks Coffee is expected to provide and improve the better service to its customers so as to create customer experience that is expected by the customer and provide a sales promotion that is in accordance with the expectations of consumers so as to have an impact on the interest in buying consumers at Starbucks Coffee in Pontianak.
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Chapter
With the explosive growth of data volume, more and more data are processed into various kinds of valuable products, which is the trend of the development of the times and the broad demand of the society. The work aims to analyze the different expressions of data and explore the research paradigm of data artifacts. When data becomes the object of design, there are also ethical problems. Creating meaningful data artifacts is the goal of making these data valuable, which is an important thing. Based on the cases of various products driven by data and those artifacts made by data, a classification study is conducted through induction and summary, three expressions of data are illustrated: natural state, specific application, and general pattern. The classification concerns mainly on the meaning rather than the depth or difficulty of data processing, also having nothing to do with these management dimensions of data, such as volume, variety, and velocity.
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Traditional scientific research on visualization has gradually changed from emphasizing order and stability to disorder and changes of new science. The visual expression of lifestyle helps designers to understand people’s real life and create more ideal design works to meet people’s life demands. This essay discusses how to understand life behavior and rhythm by integrating philosophy, sociology and other interdisciplinary knowledge. It focuses on how to visually present people’s life behavior and rhythm through visual graphics, so as to understand the living habits and characteristics of a person and a group of people.
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The purpose of the study is to explore how the digital brand story assignment creates a transformative learning experience for students. This study involves assessing the levels of learning according to Mezirow’s transformational learning theory through the development of digital brand stories. The authors have tested the Digital Brand Storytelling (DBS) video reflection assignment across two universities providing students the opportunity to meaningfully reflect on their brand relationships as part of their own personality. Study results showed that the DBS gives students an increased understanding of how brands influence their personal purchasing habits and increased awareness of the brands they purchase. Results of the study demonstrated that this assignment allows faculty to assess learning in courses where the DBS is applied toward the transformative pedagogical approach. The DBS requires reflection and articulation of personal brand attitudes, perceptions, and consumption behaviors. Guidance for course implementation is provided for educators to modify and implement in their courses.
Preprint
For this project, I designed an application based on smartphone named ‘UniRead’. This application is aimed to urge university students to finish the reading lists and track the progress. The idea came from the situation I found that many students cannot finish the reading lists, even the key reading, before lectures or seminars. Additionally, there is a gap in the applications focused on the student's reading lists, whether there are some time management applications or reading applications can not be associated with the reading lists and help to track the progress. This app can be logged in through a university email account and automatically import the reading lists provided by the library website, track a user's reading progress and remind one to read. It employs multiple theories and methods, including the Elaboration Likelihood Model, social influence, the nudge theory, user experience and gamification.
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We conducted an experiment to test theoretical propositions relating coherence, personalization, and provocation to in-situ engagement, deep experience, delight, and perceived value of time spent. Four hundred adults from a national panel viewed one of eight versions of a video centered on a character in Victor Hugo’s classic novel Les Misérables, and then completed measures of engagement, deep experience, delight, perceived value of time spent, preexisting familiarity with the story, and the subjective experience of provocation. Each video represented a unique combination of presence or absence of the three hypothesized determinants: coherence, personalization, and provocation. Coherence, personalization, and preexisting familiarity with the story had significant effects on engagement. Provocation action increased engagement via its effect on the subjective experience of provocation. Engagement was a significant predictor of deep experience, and deep experience was a significant predictor of both delight and perceived value of time spent in the activity.
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At our research centre we have employed a hermeneutic phenomenological approach within a broad spectrum of projects to help us to better understand everyday human experience for the people for whom we wish to design. We have experimented with and explored creative ways to 'enter into' the lives of individuals and groups within diverse industry sectors. Finding new ways to capture lived experiences; understanding hidden 'meaning structures' within them and communicating these insights experientially are the goals driving this work. In this paper we share some examples of how we achieved these goals by infusing design thinking with hermeneutic phenomenology across four stages of our projects - Exploring; Sharing; Understanding and Showing How. These stages are kept rigorous by constantly referring back to philosophical first principles to inspire new techniques and 'ways into' the life-worlds of real people. We hope that designers and engineers will find these examples helpful in their attempts to find new perspectives on old problems and to challenge old perspectives on new problems.
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At an engineering research centre in Denmark covering a broad spectrum of engineering specialties, we have employed a hermeneutic phenomenological approach to a wide range of educational and industry projects to help us to better understand everyday human experience for the people for whom we intend to design. Through this work, we have experimented with and explored creative ways to 'enter into' the lives of various individuals and groups within the health, pharmaceuticals, education, manufacturing and local government sectors. Some of our ideas have been a little unorthodox; applying ready-to-hand technologies in very different ways, but we have discovered that they work and can provide powerful insights into the everyday 'natural' worlds of ordinary people. Finding new ways to capture lived experiences (as best we can), understanding 'hidden meaning structures' contained within them at the most primordial level, and communicating these insights experientially are the goals that have driven this work. In this paper we will share some examples of how we have infused design thinking with hermeneutic phenomenology across the four stages of each project (Exploring, Sharing, Understanding and Showing How). We have developed this approach by constantly referring back to philosophical first principles to inspire new techniques and 'ways into' the life-worlds of real people that we are striving to help. We hope that designers and engineers will find these examples helpful in their attempts to find new perspectives on old problems and to challenge old perspectives on new problems. Introduction Within this paper are presented some of the more creative ways that a human science inspired methodology (from phenomenology), has been incorporated into the research and teaching practices within an engineering faculty in Denmark presenting a broad spectrum of specialties including robotics, electrical, mechanical and biological engineering. The work described in this paper was conducted mostly within a 'Master of Science' program, over five years as part of classroom activities as well as within external industry collaborations on specific commercial and government projects. The central goal in presenting this material is to show how we have conscientiously applied phenomenological thinking within projects aimed at understanding everyday human experience for design and engineering purposes. A central theme within our work and within this paper are the ways in which we have experimented with various techniques and methods to more deeply understand the 'meaning' contained in others experiences. We have combined these methods and techniques into a research framework what we call the four pillars of experience-based designing. In furthering our search for meaning in everyday experiences, we have become quite creative with our approach to embodiment exercises; we have developed some new twists on hermeneutic analysis; and have explored new technologies that enable us to 'find a way into' the life practices of other people. In summary, what follows are some of the ways we have 'captured' lived experiences (as best we can); how we have made sense of or understood the hidden i 'meaning structures' contained within experiences at a primordial level (Anolli, 2005); and how we have designed ways to communicate our insights in experiential 'performances'.
Chapter
This study explored experiential service design in creative tourism from the perspective of tourists. Service design methods, collated observations, and a questionnaire were employed to form multiple case studies regarding three sites of creative tourism destinations in Taiwan. The findings are as follows: (1) tourists learn not only through participating in activities but also through related creative people, stylish works/featured products, and aesthetic atmosphere; (2) service facilities, such as descriptions of exhibits, and displays equipment, are important peripheral experiences that may affect tourists’ learning in the core experience; (3) the storytelling experiences include not only the norms, shared values, etc., but also the activation of local culture and contributions to local development are demonstrated as important elements; and (4) the study combines gain/pain points of empathy mapping and customer journey mapping with creative tourism experiences that provides in-depth insights into the tourists’ experiences. Therefore, regarding the service design principles, the pain and gain points can be transformed into key elements of the tourism experiences through an experiential service design for creative tourism.
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The work aims to analyze the different stages of data commercialization and explore the research paradigm of making meaning through the experience process. Based on the cases of data-driven products, a classification study was conducted through induction and summary, and the characteristics of four stages of data commercialization was illustrated. In the era of big data, data is not just about extra output or subsidiary force or core competency, but raw materials in the process of commercialization, which is an inevitable trend. The goal of data commercialization is to make meaning by the way of experience design. At different stages of data commercialization, the methods of experience design have to adjust as consumers’ demands for meaning are various. With the development of internet technology, the correlation and connection between people’s daily life and data will be strengthened unconsciously, and the appeal to meaningful experience of data products will become more common. When data is treated as a kind of raw material in the fourth stage of data, the mode of experience design is: data infrastructure as theater, data-driven services or products as the stage, data as props, and engaging data consumers as actors in a way that creates some memorable and meaningful events.
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Resumen El contexto en el que se encuentra un producto impacta directamente en la experiencia del usuario. Pues bien, este artículo presenta ocho estructuras que conforman el contexto de un producto: espacial, sistémica, social, cultural, situacional, temporal, económica y política. La deconstrucción del contexto en estructuras es una estrategia que busca promover su consideración e inclusión en el proceso de diseño. Para lograrlo, se describe cada estructura y se asocia con un servicio para clarificar su impacto en la experiencia del usuario. Las ocho estructuras son un punto de partida para que los especialistas en diseño puedan reflexionar y tomar decisiones basadas en el contexto. Palabras clave: experiencia de usuario, contexto, ambiente, objeto, diseño para la experiencia Abstract The context of a product directly affects the user experience. This article presents eight contextual structures for products: spatial, systemic, social, cultural, situational, temporal, economic and political. The deconstruction of contextual structures is a strategy to enhance their understanding and inclusion in the design process. Each structure is described and associated with a service in order to clarify its impact on the user experience. These eight structures can serve as a starting point for design specialists to reflect on the role of context and thus make informed decisions.
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