English Summary: The experience cycle

Description method

The experience cycle is a new tool in the designer world and not yet known under designers. Brand experts en marketers are using this tool more frequently in their design process.

The method frames the relationship between de producer en the customer. It mainly focus on the customer’s point of view, because the customer makes is own experience around a product. The designer who creates the touchpoints around the product can only give clues to the customer to use the product and move to transaction.

In the experienc cycle tool there are a few steps that a designer had to follow. If they follow them right they can create a good experience. Also the relationship between the customer and the producer grows stronger. This is because of the interaction that the customer makes with the touchpoint and eventually with the product. They are creating an conversation.


The method is not only used by designer as I said earlier, but also used by marketing and sales people. The experience that they have is, when te customer communicate with the producer trough touchpoints how better the lasting value is for customers. It also creates more long-term value for produers. A win-win situation.

The tool can be used in every fase of the design process. Most likely designer use it at the begin stage when they are making the concept or deciding with touchpoints the product has to have. Also when the product is almost finished they can use the method by checking every requirement on the experience cycle. If they do that right and the check is complete they have created a good experience.

Points of interest

The experience cycle model describes the steps consumers go through in building a relationship with a product or service:

- Connecting (first impression) 
For example a designer can connect with his consumer’s through advertising.

- Becoming oriented (understanding what’s possible)
In this step the producer or the product gives the customer more information about the product.

- Interacting with the product (direct experience)
With this step it’s important to take a look at your touchpoints and wondering if there is a interaction with the product and the consumer.

- Extending perception or skill and use (mastery)
When the consumer had bought is product and is using it. They have to master the skills for using the product. At this point you can help them by giving tips or making video’s how to use the product in a right way.

- Telling others (teaching or spreading activation)
If the consumer’s are satisfied with the product. The most likely to tell others about it. You can stimulate this for example with social media or advertising.

The method gives also criteria for a good experience:

  • compelling (it captures the user’s imagination)
  • orienting (it helps users navigate the product and the world)
  • embedded (it becomes a part of users’ lives) generative (it unfolds,growing as users’ skills increase)
  • reverberating (it delights so much that users tell other people about it)


  1. Csikszentmihalyi, M., “Flow: The Psychology of Optimal Experience”,
    NewYork: Harper and Row, 1990. Accessed on 23 January 2016.
  2. Dewey, J., “Art as Experience”, NewYork: Perigee Books, 1980. Accessed on 23 Junuary 2016
  3. Dubberly, H., “The experience cycle”, Dubberly Design Office, 2008. accessed on 23 January 2016, retrieved from http://www.dubberly.com/wp-content/uploads/2008/05/ddo_interactions_experiencecycle.pdf
  4. Henkel, Carbone and Berry, “How to Lead the Customer Experience”, Marketing Management, January/February 2003, pp18–23. Accessed on 23 January 2016.
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