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.

1. Designing Experiences for
Personal Transformations
Frederick van Amstel @fredvanamstel
DADIN - UTFPR

2. Experience Design is not just
about entertainment.

3. Entertainment Educational
Esthetic Escapist
Experience realms (Pine & Gilmore, 2011)
Absorb
Immerse
Passive Active

4. Esthetic and Escapist experience: Ocitocina Cultural
(colletive.com)

5. Escapist: Risography production (Selva Press)

6. Entertainment and Escapist experiences are becoming products.

7. Products can be delivered as services, and services as
experiences (Apple).

8. However, there is something even more valuable than
experiences: transformations (Curto Café).

9. TRANSFORMATION
R$???
EXPERIENCESERVICEPRODUCT
(Pine & Gilmore, 2011)

10. Transformations alter your perception of space
(London Street Art Tour, 2014).

11. Transformations expand your perception of possibilities
(Fuerza Bruta, 2016).

12. Transformations open up your mind
(Museu do Futuro, Teresópolis).

13. Transformations change your self-confidence (WAAS, Curitiba).

14. Transformations change your social status.
(PUCPR’s graduation ceremony).

15. Transformations change your body
(Marcelino Champagnat, Curitiba).

16. Transformations let you be the best version of yourself
(Holi Festival in Nova Gokula, 2017).

17. Key questions to ask you users:
who are you now and who do you
wish to become in the future?

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. Transformations are designed to realize and expand users’
aspirations.

20. Aspirations are described in general terms as human values.

21. Since design embeds human values, it can be considered a
moralizing practice (Verbeek, 2011).

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. Transformations are guided,
not controlled experiences.

24. Those who tried to control human experiences failed and were
considered anti-ethical or illegal (MKUltra Project, CIA).

25. Experiences should have multiple meanings and takeaways
(Bar do Arante, Florianópolis).

26. Having diverse experiences in life allows for imagining and
designing diverse experiences for other people.

27. Designing experiences is an uncontrolled, experimental,
exploratory, and ethical process (Kaospilot, Denmark).

28. KEY
CHARACTERISTICS OF
TRANSFORMATIONS

29. It introduces different people, things, spaces and
activities.

30. It introduces a motive for change which is stronger than
the motive for being the same person.

31. It adds meaning to life.

32.
Thank you!
Frederick van Amstel @fredvanamstel
DADIN - UTFPR