Experiential Design
While the term ‘experience design’ is often associated with branded environments, pop-up shops and other short-term retail, it actually spans much more. Whether it’s the architecture of a stadium, the design of a restaurant or the way in which a brand experiences its own physical space, experiential design focuses on delivering a curated experience that evokes emotion and engages with its audience.
The best way to explain Experiential Design is by taking a look at an example. When designing a new MRI Scanner, the Chief Designer for GE Imaging Machines surveyed patients and observed children as they underwent their exams. He learned that while adults were able to stay calm and focused, the machine scared children. By applying this insight, he was able to redesign the scanner’s interior, transforming it into a more soothing experience for everyone involved.
Another example of an experience-driven project is the creation of an interactive educational experience for Chicagoland kids. Playful Learning Landscapes installed a series of engaging educational opportunities in public spaces, such as a fantasy ice cave. Each activity was shaped and guided by an understanding of the target demographic, the brand’s strategic messaging and the desired attributes for the space. The result was an engaging and interactive experience that was aligned with the company’s core business objectives.
Experiential Design 101
In more everyday environments, signage and wayfinding can also be considered a form of experiential design. A successful signage design will create an emotional connection with its users. This is accomplished by aligning elements of a space with a narrative and creating visuals that capture the audience’s attention.
Throughout a user’s journey in a building, each element of the design should support the brand’s strategic messaging, be clear and efficient to navigate and deliver information, and provide a sense of inclusion. At the same time, each element should also be sensitive to a person’s emotional state, which may change from moment to moment depending on their experience with the space.
For example, if a company hires an experiential design firm to design a facility, it should consider the types of people who will visit and make decisions there, their level of education and expertise, as well as their cultural values. Then it can plan to communicate with those individuals in the most appropriate manner, whether that’s through an easy-to-understand map or a series of illustrated, colorful signs.
When working with an experiential design firm, it’s important to establish the desired level of collaboration. Some clients may prefer to be very hands-on and direct, while others may want to let the firm take the lead. Regardless of how involved a client wants to be, open and honest communication with the firm can help ensure that the final product meets expectations and is aligned with the brand’s vision. This can ultimately help to achieve the most effective results.