We - as designers - are engaging our customers with brands by using traditional marketing, communication or UX-UI design tools. This way of working could lead to some limitations and even generate bad awareness, poor word-of-mouth and low Return On Investissement. To avoid it, the Experience Economy relies on the vision that "work is theater" (and not a metaphor!) for each step of a service or product design. It helps us to act with our clients, partners, employees, colleagues… by using methodologies based on theater, dedicated to emotional intelligence. We are one step further to deliver experiences adapted to humans, with respect, ethics and... efficiency! By experiencing this economical paradigm on stage, we will distribute the roles and possibly become real spokesponsors of the method. "Show must go on"... for a better world all together.

1. Reenchanting our world
with the Experience Economy
beyond goods and services
3 NOV, TALKS AND UX INTERACTION
Conference Room 2

2. Reenchanting our world with the Experience Economy
Bertrand Cochet
@bcochet
Experience Strategist and Consulting Director
Lyon, FRANCE

3. Reenchanting our world with the Experience Economy
WORK IS THEATER
दृश्य में आपका स्वागत है
Welcome
on stage
1.
Performing
the act
together
2.
The final act:
a new vision
for customers
(and design teams)
3.
Welcome on stage

4. Reenchanting our world with the Experience Economy
www.expedia.co.in
What is the common characteristic
between these brands?
Let’s tell me...

5. Joe Pine
Co-author of the Experience Economy book
Reenchanting our world with the Experience Economy
www.experienceeconomy.picardietourisme.com
This man!
The Experience Economy
Commodity
Product
Service
Experience
Natural
Standardized
Customized
Personal
Fungible
Tangible
Intangible
Memorable
Transformation
EXTRACT
MAKE
DELIVER
STAGE
GUIDE

6. Reenchanting our world with the Experience Economy
Just a principle based on how we act!
© Mersal 2017
Theater is not a metaphor
Ready to set the stage?
Let’s be picky...

7. Reenchanting our world with the Experience Economy
Drama
The stage
Arrangements of incidents
Script
Theater
Performance
At work
Arrangements of details
Strategy
Process
Work
Offering
Audience

8. MYSTICA
A cross-divisions
guests database
www.flickr.com/photos/edublogger
Shared activities
and customization
WORKSHOP
A well-known
and expected
journey
RITUALS
Reenchanting our world with the Experience Economy
Satisfaction Engagement
Earnings

9. Reenchanting our world with the Experience Economy
Welcome
on stage
1.
Performing
the act
together
2.
Performing
the act together
WORK IS THEATER
एक साथ कार्य प्रदर्शन
The final act:
a new vision
for customers
(and design teams)
3.

10. Reenchanting our world with the Experience Economy
In order to take stage in the Workplace
© GeWy Images
Big roles to fill
CasXng
Dramaturgs
Strategic consultants
Scripwriters
Processes and offering staff
Directors
Audience
Technicians
Set designers, prop managers,
costume managers,…
Stage crews
All involved actors/employees/clients…

11. Reenchanting our world with the Experience Economy
E. Goffman, in The presentation of Self in Everyday Life
© GeWy Images
‘‘All human activity is acted,
whether rehearsed or not’’
à ‘‘ as if ’’
à cut 95 percent
à intention
à making an entrance
à roles and
characterization
à subtext: body language,
props, costumes…
Act well at work

12. Reenchanting our world with the Experience Economy
Welcome
on stage
1.
Performing
the act
together
2.
The final act:
a new vision
for customers
(and design teams)
3.
A new visionfor customers (and design teams)
THE FINAL ACT
एक नई दृष्

13. Reenchanting our world with the Experience Economy
Habituation, bias, mass-market adoption,… reduce satisfaction and quality of perceptions
#3. Careful with commoditization of experiences
3 final take-aways
Equation: (what he wants) – (what he settles for)
#2. Remove all audience’s sacrifices
Forget marketing! Think global with Touchpoints, Context, Ecosystem…
#1. Theme your Experience
If you wish to dive deeper into it, you can refer to the ‘’Experience Economy’’ Book

14. Reenchanting our world with the Experience Economy
As for Shakespeare...
Think of ‘’ordinary innovation’’ instead of unwished pseudo- or real disruption!
Please, don’t be more digital than your audience

15. Now, [your] show must go on!
Reenchanting our world with the Experience Economy
Are you ready to embrace the Experience Economy?
Work is Theater... and you are part of it!

16. Any question?
@bcochet
bcochet@wax-interactive.com
Thanks a lot!

17. Reenchanting our world with the Experience Economy
Savannah08 Vancouver09 Savannah10 Boulder11 Dublin12 Toronto13 Amsterdam14 San Francisco15 Helsinki16 New York17 Lyon18
Design Confluences: dissolving boundaries, building connections
3 - 8 February 2018
Lyon, FRANCE
interaction18.ixda.org