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Designing Experiences for Personal Transformations

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Designing experiences is an uncontrolled, experimental, exploratory, and ethical process which can lead to personal transformations. This lecture presents the types of experiences which can transform someone's life, how this transformation may happen and key principles for design.

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Designing Experiences for Personal Transformations

  1. 1. Designing Experiences for Personal Transformations Frederick van Amstel @fredvanamstel DADIN - UTFPR
  2. 2. Experience Design is not just about entertainment.
  3. 3. Entertainment Educational Esthetic Escapist Experience realms (Pine & Gilmore, 2011) Absorb Immerse Passive Active
  4. 4. Esthetic and Escapist experience: Ocitocina Cultural (
  5. 5. Escapist: Risography production (Selva Press)
  6. 6. Entertainment and Escapist experiences are becoming products.
  7. 7. Products can be delivered as services, and services as experiences (Apple).
  8. 8. However, there is something even more valuable than experiences: transformations (Curto Café).
  10. 10. Transformations alter your perception of space (London Street Art Tour, 2014).
  11. 11. Transformations expand your perception of possibilities (Fuerza Bruta, 2016).
  12. 12. Transformations open up your mind (Museu do Futuro, Teresópolis).
  13. 13. Transformations change your self-confidence (WAAS, Curitiba).
  14. 14. Transformations change your social status. (PUCPR’s graduation ceremony).
  15. 15. Transformations change your body (Marcelino Champagnat, Curitiba).
  16. 16. Transformations let you be the best version of yourself (Holi Festival in Nova Gokula, 2017).
  17. 17. Key questions to ask you users: who are you now and who do you wish to become in the future?
  18. 18. People may not know who they are, but even in that case they might tell you they want to know more about themselves.
  19. 19. Transformations are designed to realize and expand users’ aspirations.
  20. 20. Aspirations are described in general terms as human values.
  21. 21. Since design embeds human values, it can be considered a moralizing practice (Verbeek, 2011).
  22. 22. Designers must make ethical choices, but they must also leave plenty of choices for users. Will Agency Morality Action What do I want to do? What should I do? What can I do?
  23. 23. Transformations are guided, not controlled experiences.
  24. 24. Those who tried to control human experiences failed and were considered anti-ethical or illegal (MKUltra Project, CIA).
  25. 25. Experiences should have multiple meanings and takeaways (Bar do Arante, Florianópolis).
  26. 26. Having diverse experiences in life allows for imagining and designing diverse experiences for other people.
  27. 27. Designing experiences is an uncontrolled, experimental, exploratory, and ethical process (Kaospilot, Denmark).
  29. 29. It introduces different people, things, spaces and activities.
  30. 30. It introduces a motive for change which is stronger than the motive for being the same person.
  31. 31. It adds meaning to life.
  32. 32. 
 Thank you! Frederick van Amstel @fredvanamstel DADIN - UTFPR