EXPERIENCE DESIGNHow to win more businessCreate engaging experiencesAnd live an happy life

Dario CherubinoSite Italy president 2014Azimut – creating emotions creative director

CONTENTis king

CONTEXTis king

We are influenced by Availability

Fact

We are influenced by Availability

Fact

Increase the availability of specific information

Instant tip

We learn in little “chunks”

We remember up to 4 chunks at a time

Fact

Successive Disclosure

Instant tip

AttentionRelevanceConfidenceSatisfaction

Chunks theory influences buying

Instant tip

If more than 4 options are available, the buyer will not buy

If 3 options are available, most people will choose the middle one, both in value and position

We relate to stories more than to data

Fact

Tell the story behind the fact

Instant tip

Underline scarcity and unicity

Always introduce speakers, artists and performers

Use live testimonials

We infer causality(even if it doesn’t exist)

“Joey’s mother became furiously angry with him.The next day, Joey’s body was covered with

bruises”

Fact

Dopamine makes you search for more information

Dopamine causes you to be dependent by emails, social media, sms…

Dopamine is related to desire, not to pleasure:it is responsible for the anticipation and

expectation of the pleasure, and stimulates you to act

Dopamine system is stronger than opiod systemSearch is stronger than pleasure

Fact

Create expectation

Instant tip

Dopamine is stimulated by unpredictability

Instant tip

140 characters are even more addictive

Our senses influence each other

and our final perceptionIn speech perception seeing the lips of the speaker affects what we hear (‘Do We Hear with our Eyes?’, McGurk

&McDonald, 1976);

In the cinema we locate the voices of actors as coming from the screen although the sound does not comes from

there (‘Ventriloquism Effect’, Alais & Burr, 2004);

What we hear can affect what we see (‘Sound-induced Flash illusion’, Shams et. Al, 2000); 

Smells and colours affect how sweet a food tastes (‘Sweetness Enhancement’, Stevenson, 2009);

Sounds can change how rough or smooth one’s hands feel (‘Parchment Effect’, Jousmäki & Hari, 1998)

Fact

the Bouba/Kiki effector the Takete/Maluma effect

Fact

Colours influence our mood

Blue and Brown are relaxingRed is exciting and creates urgency

Orange reflect enthusiasmYellow brings optimism

Green is connected to nature and piece…

Fact

Colours influence our perception

Yellow causes fatigue on the eyeOrange is often considered aggressive

Black is elegant and “serious”…

Fact

About colors

1) Avoid vibrating color combinations 2) Use high contrast color combinations if you are

to use a videoprojector3) Choose a 2/3 colors palette and stick to it!

Instant tip

Colours in cultures

http://www.informationisbeautiful.net/visualizations/colours-in-cultures/

Instant tip

If it’s purple someone’s gonna die

Instant tip

Preston Bailey’s color palette picker

Instant tip

http://www.prestonbailey.com/tools/color-story/

Adobe Color app

Instant tip

Think about lights AND shadows

Instant tip

We feel the beat!

Humans and songbirds are the only creatures that automatically feel the beat of a song.

The human heart wants to synchronize to music,

the legs want to swing, metronomically, to a beat.  

Our bodies are made to be moved by music and move to it.

Fact

Volume

Instant tip

Normal conversation volume is 60-80 dB

We perceive as “twice as loud” a 10dB increase

Check the volume with free apps like:Decibel UltraDecibel 10thDecibel Meter

Volume

Instant tip

“Signal to noise” is a metric that takes into account the ambient noise of a room, which includes any undesired

sounds that can be heard or measured (heating/ventilating/air conditioning, elevators,

projectors, weather…).  

Absolute minimum signal to noise metric in a conference room is 20 dB.  

For best results, the conference room facility should be designed for a signal to noise metric of at least 25 dB.

the perfect soundcheck

Instant tip

Alan Parsons Sound Check cdCanford’s Quick Check cd

“Rikki don’t lose that number” - Steely Dan“The Show must go on” - The Queen

Soundscape

Instant tip

Brian Eno’s Music for Airports

Taste is our more intimate sense

Fact

Eating has always been a social experience.

Taste and smell have the ability to trigger nostalgic and pleasant memories, inspire

adventure, and much more…

Enjoy tasty sculptures

Instant tip

Explore molecular mixology

Instant tip

People is fascinated by “real” experiences

No matter if good or bad

Fact

Hans Brinker Budget Hotel

Hans Brinker Budget Hotel

twit:

Hans Brinker Budget Hotel

Making things together bonds people

Singing, walking together, dancing, eating…any simultaneous action actually works!

It activates the mirror neurons and strengthen the feeling of being a cohesive group

Fact

Emotions are connected to the movement of the muscles

If you feel happy, you smileAND

if you smile, you feel happy

Fact

Instant tip

Zygote (led) balls

Instant tip

Social games

Instant tip

Spinning wheel

Instant tip

Teambuilding activity:Lip Dub

Instant tip

Build something

together

Memories are important

Do you prefer to enjoy a seven-days vacation, knowing that you will forget everything,

or just a 3-days vacation, but retaining your memories of the experience?

Fact

Give them an easy way to collect memories

Instant tip

Hire a professional photographer

Hire a professional videomaker

Create an hashtag

Produce inspiring backdrops

Instant tip

Give them something branded to shoot

Instant tip

Think about alternative photo-booths

Give them an easy way to share

Instant tip

Wi Fi is COMPULSORY

Use SpeedTest.net to check your bandwidth

Download/Upload: This is how fast your network is downloading/uploading a file. The upload and download speeds are measured in Mbps (Megabits per second): the higher the Mbps, the better.

1000 Kb = 1 Megabit 8 Megabit = 1

Megabyte

Google's Hangout recommends at least 1 mbps for both uploads and downloads, though you can squeak by with a bare minimum of 250 Kbps uploads and 512 Kbps downloads. For a hangout with more than two people, Google suggests a download speed of at least 2 mbps and an upload speed of 1 Mbps, or you'll end up with frustratingly low-resolution (and possibly choppy) video and stuttering audio.Hulu, Netflix, Vudu recommend 1-2 Mbps for SD video streaming, 2-4 Mbps for HD 720p video, 3-9 Mbps for HD 1080p videos.

Instant tip

100 is good

50 is very good30 is awesome

Ping: measures the time it takes for a packet of data to travel from your computer to another system and back. The lower the ping value, the better. Ping times that are high can indicate a latency issue with your connection.

Human perception limit is 80ms

Instant tip

The Dunning Kruger effect

Unskilled individuals tend to suffer from illusory superiority, rating their ability much higher than is accurate, while highly skilled individuals tend

to rate their ability lower than is accurate

Fact

Be patient with your clients

Instant tip

Be trueBe consistent

Be unexpectedBe fun

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