Consider, for example, going to the cinema. This creates an experience we return to because we enjoy the cinematic experience on the big screen. After the film, the experience remains as created by the filmmaker through their work. It can range from fantastic to extremely poor. If the film is bad, we will try to forget it and advise friends to “avoid it.” However, if the film deeply touches and inspires us, we will remember it forever. Such cinematic experiences are recounted, discussed, and quoted, and they create a desire to relive them—perhaps not in the exact same way, but we return to the film where we always find a new spark of inspiration.

What exactly is experience design?

At its core, experience design can be defined as a set of methodologies, strategies, and practices based on people’s needs, emotions, contexts, and ideas to create appropriate human-centered experiences.

“Tell me and I’ll forget. Show me and I’ll remember. Involve me and I’ll understand.” This famous proverb, which originates from ancient China, best defines the essence of experience design—designing experiences. Today, many might refer to it as user experience design in software development, but UX design is just a part of a much broader field that does not exclusively pertain to managing the interface of a software program. Since the discipline is still evolving, it can be categorized under different definitions depending on whether it involves product, service, or event design. The methodology does not have a clear-cut path but is a blend of various processes used in practice depending on the challenges faced.

Experience design is an approach aimed at initiating events, defining the design and characteristics of a product or service, redefining processes, creating environments or business strategies, and thus should be considered an integral component of all business and marketing activities. Many, like Uber or Airbnb, have disrupted markets and created strong businesses because they focused on creating new user experiences and transforming existing business models.

Experience design represents a powerful marketing tool, and understanding why our consumers/clients think the way they do and how they make decisions can help us create effective campaigns. Numerous principles from psychology are used to maximize the impact of experience design.

Dr. Robert B. Cialdini, in his book Influence: The Psychology of Persuasion, explains the psychology of persuasion by presenting six universal principles of influence and how to ethically apply these principles in business and everyday situations. Principles such as social proof, often associated with the so-called wisdom of crowds, suggest that people, if unsure of what direction to take, are likely to do what others are already doing. They feel compelled to do what the majority is doing, whether using a popular product or attending an interesting event. In marketing terms, by leveraging the common fear of missing out on what others are doing and creating experiences people naturally want to share, we can develop winning strategies. There are also principles of reciprocity, or the feeling of mutual giving, and the principle of scarcity, which assumes that the less of something there is, the more we want it. In marketing, the first principle involves offering something free or allowing consumers to try your product in hopes they may become future customers, while the second involves making products more attractive when they are limited—limited editions, and events more appealing if they are exclusive—invitation-only.

The proximity effect represents the idea in psychology that we tend to like people we frequently encounter and interact with. In marketing terms, there is a higher likelihood that someone will connect with a brand they interact with more frequently. Consumers expect to interact with their preferred brands in unique and captivating ways; the more often such experiences are provided, the stronger the connection with the brand.

Many would say that data is crucial for experience design. Data is essential to understanding our consumers, their behaviors, and preferences. With the help of data, we gain insights that are credible and critical for the experience creation process using tools such as brand personas and experience maps. A brand persona represents a fictional character encompassing all characteristics of your target audience, while an experience map determines: consumer/user motivations; touchpoints, thoughts, and feelings that the consumer/user has when interacting with our brand; and areas for improving the experience. This is followed by development and then testing of concepts or prototypes, which is a prerequisite for implementing solutions.

However, it is entirely valid, and practical, for experience design to be based on the knowledge, experience, creativity, and intuition of those managing the process. For example, Apple during Steve Jobs’ era followed similar principles in developing new products. After all, how can we provide our stakeholders with experiences beyond their expectations if we rely solely on what they already know in some way?

Brands today must not only implement business and marketing strategies but also experience design because, whether they apply this practice in their activities or not, their consumers/clients will inevitably have some form of experience with what they offer. Traditionally, brands rely on promises to build trust with their consumers; today, that promise cannot be relevant unless it is validated by an adequate brand experience.

How Experience Design Works in Practice

From designing a wine glass, creating the user experience of an e-shop, to producing a spectacular event, everything is based on experience design.

The enhanced design of premium wine glasses is based on the needs of those who enjoy the delicate product of grapes and noble yeasts on a deeper level. For the average wine consumer, the type and design of the glass might not make a difference in the experience, but for connoisseurs or professionals, the finest differences positively affect the perception of the wine’s aroma and taste. For example, Riedel, by analyzing consumer experiences related to characteristics such as weight, material, resistance, and most importantly, how the shape of the glass releases the organoleptic properties of the wine, created the top-notch Performance collection. They developed a technology that creates an optical impact on the body of the glass—discreet longitudinal grooves on the inner side of the glass—which actually increases the surface area, positively affecting the recognition of subtle nuances and the overall wine experience. This unique optical effect, in addition to its functional benefit, is visually attractive, making the Riedel Performance collection’s design unique.

In the online world, an e-shop is a digital product where special attention is given to functionalities, simplicity, design, and elements of gamification, all with the goal of keeping the user on the site, engaging them, and converting them into a regular customer.

Fresh ideas for digital solutions emerge daily, and their development has been accelerated by the Covid-19 crisis, which has restricted many brands from presenting their products or services in traditional ways and building relationships with consumers. This has allowed new forms such as interactive videos to come to the forefront. A good video is inherently attractive, and when combined with elements of interaction and gamification, it becomes a highly engaging online tool that provides a new form of digital experience and helps brands keep pace with changes.

Events inherently rely on what is known as the total experience, as they provide the opportunity to activate all the senses and “immerse” into the idea behind the concept, or the story that is the leitmotif of the event—“from storytelling to storyliving.” In this case, experience design is a holistic process that involves not just the concept and program of an event but also connecting experiences from all touchpoints.

In December 2018, BMW introduced a new version of the X3 model in Serbia in a rather unconventional way for the auto industry. Besides launching the new model, the event aimed to showcase the brand’s strength and high standards of operation. To achieve this, they needed to provide an extraordinary experience for all interested parties, including clients, media, partners, and employees. As an agency that successfully collaborates with BMW in various fields, we were engaged for this project. When creating the concept, we used the creative tool “motif out of context,” which aims to define a bold idea that initially has little connection to the brand or product characteristics and then link it to the subject and goals of the project.

When it comes to experience design in event creation, we start with the discovery phase, which involves gaining insights into the brand, product/service, and defined goals and target audiences, and then conducting additional research if necessary. In concept development, we go through inspiration and idea development phases, paying attention to five key elements essential for the experience:

Ambiance

Content

Interaction

WOW effect

Emotion

Through this process, we concluded that for the defined target group, it is necessary to create an extraordinary story in which all guests will be active participants – crafting an immersive experience. Keeping in mind the idea defined by the global campaign slogan for the BMW X3, “On the Mission,” we were inspired by the very current theme of exploration and achievements in Mars colonization. Although a Mars mission is quite out of context for introducing a new car model, we were confident that such a theme would definitely intrigue the guests. The connection was, of course, present as the new model, the X3, is ready to drive on the most demanding terrains, even those resembling the surface of Mars. Thus, the project was given the symbolic name – eXpedition to Mars. Our challenge then was to develop this idea down to the finest details in the fields of creativity, scripting, communication… so that each individual segment of the event would evoke emotion. We then reached the implementation phase, which involved planning, production, and execution of the campaign and event.

In such projects, a specific tactic in experience design comes to the fore, where the core idea behind the event is communicated not only on the day of the event but through all touchpoints before, during, and after the event, making the message stronger, longer-lasting, and placing each individual at the heart of the communication. It is crucial here that every touchpoint – whether real or digital – remains consistent with the brand, ensuring that communication and visual identity are integrated so that the brand is recognizable at all times and, of course, provides the best possible experience.

The campaign started with sending invitations and teasers on social media, with the idea of inviting guests to join BMW on the first expedition to the Red Planet. In the initial communication, the promotion of the new model was intentionally left out. VIP guests received a printed invitation along with test tubes filled with red sand, explained as samples of Mars soil brought by a previous expedition.

The event itself was a unique experience for all attendees – an imaginary cosmic journey to the southern hemisphere of the Red Planet and back. Guests began the story in an exploratory setting surrounded by a vast panorama of Mars, while the presentation of the new BMW model, further enhanced by special audio-visual effects, marked the climax of the thrilling narrative. The experience was enriched with VR drives, memorabilia, molecular cocktails, and a very rich program. The experience BMW provided was unique for all interested parties and allowed for the creation of new leads and a sales funnel, bringing a large number of interested and potential customers together in one place. The entire campaign was further strengthened by digital and OOH campaigns, and each lead’s path to purchase was carefully monitored through CRM, allowing for a clear assessment of direct sales results and calculation of the return on investment in the campaign.

The success of the “eXpedition to Mars” can be seen not only through media presence but also through the long-term word-of-mouth effect. It created a strong impact in the automotive industry and influenced a shift in perception regarding how experiences are created at events.*

*When it comes to brands, more than 80% of people trust recommendations from friends or family over what those brands advertise. – Jack Morton Experience Brand Index-2018, based on Global Trust in Advertising research, Nielsen, September 2015.

The “eXpedition to Mars” example is a brand experience fundamentally based on the art of spectacle and heavily relies on elements of entertainment to engage the target group and strengthen their connection with the brand. Always an exciting theme, but commercial expeditions to Mars are still within the realm of science fiction. Many brands do not venture into such imaginative and edgy campaigns, preferring to create more realistic experiences based on their values and characteristics. So how do you allow the audience to experience something they have never experienced before, not just on the level of imagination but as a real-life experience? We often thought about what would be the most incredible location for organizing an event. The answer came in Porto Montenegro, where we organized an unusual art event.

Experience Design as a Key to Building Brand Loyalty

Brands that back up their promises with concrete actions create greater loyalty and willingness to recommend from consumers and clients.

Porto Montenegro is a unique luxury destination and a world-class marina. All activities they conduct are in full alignment with the brand promise of “A Life Less Ordinary.” Brands like Porto Montenegro have a sophisticated clientele that carefully plans their time and whose loyalty needs to be constantly nurtured. When the needs of such clientele are at the center of the brand’s activities and they are provided with experiences that are extraordinary by their standards, you gain brand ambassadors, which is invaluable in any business.

One of the pillars of their experience design strategy relies on culture and art. They wanted to show commitment to supporting bold and inspiring artists while providing their clients with something brave and unique. By merging art and experience design, they set up an art exhibition in the Bay of Tivat, but this time, under the sea.

A challenging and exciting project that provided a completely new perspective on the concept of art space. The collection of contemporary art sculptures titled “Time,” by world-renowned Montenegrin artist Luka Radojević, depicting human needs, fears, expectations, and hopes – highlighting the developmental path of human civilization from antiquity to the present – perfectly fit into the perfect tranquility and silence that is also a place of adventure and excitement.

Visitors were given a unique opportunity to immerse themselves in the surreal world of underwater art, discovering a new dimension of artistic presentation and adventure through an epic journey, touching sculptures, and experiencing artistic expression in the incredible environment of the exhibition on the seabed. A memorable experience, intended for all art lovers, sea enthusiasts, divers, and adventurers, whether beginners or experts, created a lasting impact and confirmed that Porto Montenegro truly lives up to its brand promise.

Employer Branding and Employee Experience

When was the last time you felt eager to go to work? If you’ve ever had that feeling? If the answer is positive, consider what motivated you and what feelings you had about the company you work for and the job itself. These may be key factors to consider when it comes to employee experience.

Employer branding is based on the assumption that human capital adds value to the organization. The more recognizable the employer brand, the higher the brand value. An organization that creates a strong employer brand is well-positioned to attract the best candidates. On the other hand, employee experience involves what people encounter, observe, or feel within the organization – the employee journey. In other words, what it’s really like to work for the organization, rather than the image portrayed of it.

Jacob Morgan, author and futurist, says that the key to creating a positive employee experience is: “to make people want to show up to work and genuinely feel excited and engaged about it.”

When creating employee experience, it is important to focus on defining what employees want their work experience to be and ensuring that it becomes their everyday reality. Understanding the perspective of the company and the individual within it is also a key factor in employee satisfaction. In this context, alignment between expectations based on the organization’s portrayal and the actual employee experience is crucial. This requires carefully planned communication and tone during the recruitment and onboarding process, setting realistic expectations about what it means to work for the organization.

Everyone wants employees who genuinely believe in and are committed to the organization, employees who are proud to be part of it.

Why Invest in Experience Design?

Investing in experience design can enhance your business. Consumers are eager for more direct and deeper interactions with brands, trusting and sharing the values promoted by the brand or simply wanting to be part of its world. A human-centric approach is at the core of experience design and allows businesses to focus on shaping how the customer feels, rather than on product features, range of offerings, or technology. Therefore, it is important to note that, for example, the aforementioned Riedel does not invest in such development to create a product with better performance and design, but to create a better overall wine enjoyment experience.

The same applies to employees, partners, media, and other stakeholders. If the brand fulfills its promise, or lives up to the image it promotes through communication, they become its followers, and the brand gains the status of an experience brand.

Overall, Experience Design is a complex process that is still evolving, but it is already clear that organizations recognize it as one of the most valuable and that long-term investments in experience design are worthwhile. The best and shortest definition of quality is that it is the difference between the expected and the experienced. Experience design is not meant to prevent us from falling short of expectations but to help us exceed them.