Experience Design

What is experience design? Its the practice of designing products, processes, services, events or journeys that are focused on the users quality of experience with culturally relevant solutions. Design experience can be subcategories three ways:

  • Everyday – these are everyday experiences that we might not notice, for example eating breakfast, or locking the door before going out.
  • Recognised – these are experiences that are planned. We know that we are about to have an experience when we go to a concert or a festival, cinema etc.
  • Group Memory – these are experiences that are memorable as they are shared with a group of people. For example going on holiday with a group of friends or playing football in a team.

We were split into three groups and told to watch these three videos to better understand how the designer has “sold” there idea to the consumer, making it more appealing through means of gamification and visual communication.



The fender website showed a normal average office worker fulfilling his dream to be the next rock star. The video made the guitar seem bespoke and unique to the consumer. It also highlighted the amount of different customisable parts there are to design on the guitar. It shows a journey of how the consumer has come to his overall decisions, and how long it has taken him to get to the final outcome.

Hellolamppost – this idea is to stimulate the people of the area, which they might see as quite boring and a mundane place to live in. It relates to the idea of gamification, where people interact and play games to keep them interested.

Zombies Run! – I thought this was quite a good idea to get people up and active, and specifically people with a tendency to drift off into there own little world. It encapsulates the idea of playing a game, and mixes it with something that other people may find boring and dull. The video promotes the app, and builds tension from the outset with music moving from quiet to loud. The video is also shot from a first person perspective, making the viewer feel they are in control of what they are seeing, immersing themselves further into the concept.

There are three key factors when thinking about experience design:

Cognition – Knowledge/mental understanding

Sensory perception – sight, smell, touch, feel, hear etc

Emotion – what emotional attachment does the viewer have?

We were then told to choose one of the videos and see how these three factors tie in:

Cognition – Language, technology

Sensory Perception – Running, warmth, sweat, smell

Emotion – Fear, danger.



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