ABSTRACT

This chapter presents a comprehensive yet hands-on approach to designing experiences, which is based on the seven generic steps presented and discussed in the previous chapter of this book. This description highlights the particular characteristics of a design process specifically dedicated to designing experiences. The presented approach incorporates personas as the starting point for this process and as the common thread running through all steps to be completed. The logic of this approach, the reference points for applying it, and the methods, tools and techniques that could be incorporated in the resulting design process, are illustrated through two case studies: (1) designing a dining in the dark restaurant, and (2) designing a two-day gaming convention. The first highlights how to apply the presented design approach to designing experiences for multiple personas who go through the same touch points in their customer journeys, whereas the second shows how to apply it for designing more complex experiences that incorporate a collection of touch points that allows individual customers to shape their own individual customer journeys.