La Clappeye Creative Concepting

Experience design is not to be confused with user-experience design. The latter primarily deals with human/interface-interaction. Experience design is much, much broader than that. It deals with a human centred approach, not only to a service or product, but in relation to all the surrounding modalities and the context. For instance a customer journey is much more than the touchpoints between an individual and a service or company. A person interacts with his environment and is part of a larger group and construction, like an audience within a festival, a que outside the supermarket, partaking in a collective ritual. Every change in the surroundings, means elliciting different forms of behaviour and different ways of reacting to the environment. It directly influences how people perceive themselves, the world, others… and… your service or product. Rather than focussing on the individual experience of an individual alone- like so many companies do – I look at how the space is constructed wherein the individual resides and how perception, form and idendity is formed and influenced. Events, for example, do not only make up a certain amount of space- as in grounds -but are an entity onto itself, producing and elliciting behaviour and behavioural models and how they influence other “spaces”. An individual does not only participate in rituals out of his own free will. Out of rituals comes a shared emotional energy that influences behaviour within an eventspace or a location, an individual reacts to. They also can be seen as only a part of a chain of events, as in a series of rituals performed by an already existing group.