Designing Experiences by J. Robert Rossman

Author:J. Robert Rossman
Language: eng
Format: epub
Tags: BUS041000, Business & Economics/Management, BUS063000, Business & Economics/Strategic Planning
Publisher: Columbia University Press
Published: 2019-07-22T16:00:00+00:00

Reactions

The next question to consider is, How do you want people to respond to each touchpoint? Reactions are the primary response an end user will have to a touchpoint. When identifying touchpoint reactions, remember that they should align with and contribute to the overall macroexperience results that are intended. The best experience designers are masters at orchestrating touchpoints to promote a cohesive, intentional macroexperience feel.

Mat is good friends with one such master experience designer, John Connors, the former vice president of event development for Bigsley Event House. Bigsley stages The Color Run™ (TCR), which consists of untimed 5K races in which participants have colored powder thrown on them. Bigsley leveraged this simple concept into the largest running series in the world with over five million racers in more than thirty-five countries participating since their founding in 2012. Needless to say, the company’s event development team knows how to design unique and engaging experiences.

To continually improve the TCR experience, John created what he calls The Color Run Event Model (see figure 6.2). This simple yet powerful framework, which draws inspiration from Disney’s mantra “everything speaks,” is built on four key questions:

1.What do customers want?

2.What do you as the experience designer want customers to say?

3.What is your experience actually saying?

4.What are customers actually saying?9

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