11. Consumer Experience

Context: Analysze how companies are increasingly providing experiences rather than just products or services.

A. How to design a powerful experience?

From commodities to experiences

• Agricultural economy
• Industrial economy
• Service economy
• Experience economy (More than just a product or service)

1. Rituals

• Pre-consumption
• Core consumption
• Post-consumption

People pay a lot of attention to what they remember about an experience.

• Experiencing self
• Remembering self

Peak-end theory: People usually remember the peak and end of an experience.

• Applies to movies

Framework To Be Remembered

Functional products -> Stage -> Theme -> Actions -> Experiences

1. Stage - The experience as staged performance

   • Costumes
   • Design of the stage (lightin; spatial layout)
   • Music
   • Other props

2. Theme - The theme of the experience is the story being told by the experience.

   • Example: Hermes – emphasizes that its handbags are made by hand.
     • Demostrations in store
     • Production of a documentary “the hands of Hermes”

3. Actions - The actions of the experience are the activities that the customer performs.

   • Example: Starbucks
     • Barista makes the coffee
     • The customer is the artist