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

Using a product or service provide uses ritualization of the experience builds involvement.
  • 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