Multiple Dimensions
Experience design is not driven by a single design discipline. Instead, it requires a cross-discipline perspective that considers multiple aspects of the brand/business/environment/experience from product, packaging and retail environment to the clothing and attitude of employees. Experience design seeks to develop the experience of a product, service, or event along any or all of the following dimensions:
- Duration (Initiation, Immersion, Conclusion, and Continuation)
- Intensity (Reflex, Habit, Engagement)
- Breadth (Products, Services, Brands, Nomenclatures, Channels/Environment/Promotion, and Price)
- Interaction (Passive < > Active < > Interactive)
- Triggers (All Human Senses, Concepts, and Symbols)
- Significance (Meaning, Status, Emotion, Price, and Function)
While it's unnecessary (or even inappropriate) for all experiences to be developed highly across all of these dimensions, the more in-depth and consistently a product or service is developed across them — the more responsive an offering is to a group's or individual's needs and desires (e.g., a customer) it's likely to be. Enhancing the affordance of a product or service, its interface with people, is key to commercial experience design.
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