You are on page 1of 31

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
@2007 IDEA 2.0/The New Experience 15
@2007 IDEA 2.0/The New Experience 16
SOUND

@2007 IDEA 2.0/The New Experience 17
@2007 IDEA 2.0/The New Experience 18
TOUCH

@2007 IDEA 2.0/The New Experience 19
@2007 IDEA 2.0/The New Experience 20
TASTE

@2007 IDEA 2.0/The New Experience 21
@2007 IDEA 2.0/The New Experience 22
©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