Part 4
Zoom In, Zoom Out
5 Ways to Create Revolutionary Experiences
Read Part 3 of this series here.
Once we understand that we are designing a piece of an ecosystem, we are able to design for context. Once we understand the ecosystem itself, we are able to design the entire system.
Experiences we design live as part of a larger ecosystem. To fully understand an experience, we must first take a look at the bigger picture. It is neccessary to zoom out to view the ecosystem surrounding the experience and then zoom back in to see the tiniest details working together as part of the holistic experience. Do this, then repeat.
Disney’s Magic Bands are a perfect example of a designed Holistic Experience. The designers of the Magic Band experience used research to design a solution to the biggest theme park problems: long lines, loose cash, and lost children (among many others). Those who purchase Magic Bands, along with their Disney Theme Park passes, receive priority placement in lines, travel lighter by going cashless and earn personalized surprises. Magic Bands wearers have the option to book popular restaurants ahead of time and have their food waiting for them when they arrive. The Magic Bands can even be used to open hotel doors. To top off the experience, the entire park journey is documented effortlessly by cameras throughout the park. Each of these moments are made of tiny interactions called micro-interactions. Every single one has a purpose — to solve a problem or help complete a task.
All of these micro-interactions form an ecosystem or a space around the experience. These larger interactions are sometimes called macro-interactions. If we zoom out to consider the whole Magic Band experience, we can see all of the pieces working together to create the true magic. When the design team at Frog designed this new experience, they took into account what people did before, during and after the Disney park experience. The designers adopted an understanding of the context of the Disney-goers, and were thus able to create a meaningful experience that connected with park attendees on a micro and macro level.
While the Magic Band wearer dives fully into the experience, the actual product — the wearable band — becomes invisible. Not literally of course — the Magic Bands are available in a variety of colors and none are invisible. However, the technology itself becomes invisible by allowing the wearer to go about their journey, naturally. The Magic Band is not the focus of the experience, however it enhances the experience greatly.
The best new technology is invisible. -USA Today
Evaluating the entire brand experience allows teams to understand the context of the product or service they are designing. As Experience Designers it is our job to understand the person’s journey. When did they begin a relationship with the brand? How did they find out about the brand, product, or service? What touchpoints are involved before, during, and after the experience we are designing? What happens afterwards?
We are often asked to design, develop, and create closed experiences; that is, experiences that are cut-off from the ecosystem. Without an understanding of any prior context, information about the customers or users, or the purpose of the experience. It is essential to ask the questions that need to be answered and step out of the marble design towers and descend into the user trenches. We must expose the ecosystem, fill the gaps, and connect the touchpoints.
The website, video, ad and campaign are all part of a larger connected eco-system.
We are given super powers when we understand the entire brand experience. This is what elevates us to trusted creative partners for our clients. Businesses often operate in silos. Different managers own different products and services, and they don’t communicate.
UX professional may have more insight into a brand’s holistic experience because they design multiple touchpoints (website, video, campaigns) and ask the right questions. There is no rest until the entire eco-system is connected and running smoothly.
Experience Maps are wonderful tools to help us visualize the Holistic Experience. X-maps visualize the holistic eco-system of interconnected touchpoints, along with the user’s journey and emotional state.
If you are unfamiliar with Experience Maps, think of it as another form of storytelling. The user journey, part of the Experience Map, is very similar and sometimes identical to the classic Dramatic structure of storytelling. It tells the story of the person’s emotional experience with a product, service, or ecosystem. There is always a beginning, a middle, and an end — though that journey may exist in a minute, an hour, a day, or a lifetime.
Experience Maps among other UX tools help our teammates and clients see the bigger picture, without forgetting about the small details. They are a great artifact to create at the beginning of a project and continuously refer to throughout the product development lifecycle.
We should use our creative and strategic skills to influence entire business strategies and make them more meaningful.
This is the Part 4 of the series ‘5 Ways to Create Revolutionary Experiences’.
Check back next week on Struck’s Greater Than collection for the conclusion, or to read Parts 1–3.
