Article written by guest Daniel Campo, Writer & Contributor

Continuing the conversation...

The talks at FITC events are riveting, inspiring, and perspective-changing.

Innovative ideas! New skills! Fascinating research! 

And yet, the speakers can only fit in so much into their presentations, and panels can only stay on one topic for so long before moving on. So, let's keep the conversation going, delving deeper to gain a better understanding of what they were talking about, how the different spaces within the creative industry have evolved up to this point, what influenced all these changes, and more potential sources of inspiration and information you can explore to fuel your projects, business, and career.

 

... from Josh Goldblum's The Rules of Experience Design at FITC Toronto 2024

Imagine you have an exciting idea for a brand new product or innovative service. You can visualize it entirely in your head; you know how it should look and feel, and all the needs it will address. But how can you be certain that others will be just as excited about your idea as you are?

Experience Design (XD) involves curating every detail of your idea across various touch-points to engage and thrill your audience. Experience designers master the art of creating sensory experiences that bring their ideas to life.

 

Historical Evolution

XD has evolved significantly, shifting from traditional, static designs to dynamic, technology-enhanced spaces. Key milestones in this evolution include the advent of interactive media in the 1990s, the rise of digital interfaces in the 2000s, and today's immersive technological innovations. Each phase has equipped designers with new tools and techniques, expanding the possibilities of XD.

 

Technological Innovations

The intersection of technology and design has transformed how designers create memorable experiences. Innovations like artificial intelligence (AI), virtual reality (VR), and augmented reality (AR) have become integral components of the design process, opening up exciting new opportunities for user engagement.

 

Augmented Reality (AR)

AR allows designers to overlay digital elements onto the physical world, creating interactive experiences. For instance, museums use AR to provide information on historical artifacts and famous art. Other examples include using AR for a wide range of ecommerce platforms, employing virtual try-on mechanisms and opportunities to custom design products. 

Some truly memorable retail-based AR activations have been executed by huge brands like Warby Parker and Adidas, and even through incorporating digital furniture and displays, such as this smart mirror at a fashion event in Dubai or these out-of-home digital boards from European gin brand Malfy.

The famous IKEA Place augmented reality app, launched in 2017, has been a huge success, allowing people to design their space using furniture from the world-famous Swedish brand and driving a massive increase in sales. Even the cosmetics industry has leveraged the use of this technology to provide users a sense of how to use their products, such as this hair colour app from L’Oreal, or this virtual tester for foundation from Estée Lauder.

(Credit: Ikea YouTube channel)

Museums provide some of the greatest opportunities for engagement with patrons through AR. In the UK, London’s National Gallery, which houses masterpieces from some of the greatest artists of all time, launched its first AR app featuring a game designed for kids to help educate them about the world of fine art. 

And at the Musée d'Art Moderne de Paris, a unique AR experience was created to celebrate the restoration of one of the largest works of art in the world. La Fée Eléctricité (the Spirit of Electricity) by Raoul Dufy is the focus of this installation, creating opportunities for visitors to experience the original painting, which weighs an impressive 10 tons, in exciting new ways. Even the virtual band Gorillaz created an incredible immersive AR concert that was held in both Times Square and Piccadilly Circus.

(Credit: Gorillaz YouTube channel)

Virtual Reality (VR):

VR offers completely immersive experiences by transporting users to different environments. VR is commonly used in gaming platforms and at events showcasing distant locales, providing experiences that users would otherwise never have. They’re often used to great effect in live performances and in the gaming world, but can also have great educational applications, too.

Adoption of VR tech hit a peak throughout the COVID-19 pandemic in 2020. The resulting isolation and distancing had profound impacts on the ways we work, play, learn, and socialize, which proved to be an opportunity for using VR to help cope with these problems. Studies had shown that social VR helped reduce feelings of anxiety and loneliness, by offering alternative ways to socially interact through world-building or virtual event hosting. 

Creating VR experiences has also never been easier. You can create simple scenes or experiences without any prior experience in design software. Popularized by the real estate industry, people can take virtual tours of just about anywhere using VR. 

That includes places people haven’t been, or are seeking to visit for the first time. Museums and galleries have long used the power of virtual reality tours to share priceless treasures with the world. Some truly memorable highlights include the British Museum employed VR experiences to allow patrons to explore ancient objects from the Bronze Age and beyond. In 2021, the world famous Louvre Museum in Paris gave patrons a way to skip the crowds and experience the Mona Lisa in VR, right in their own homes.

More recently, famed musician and DJ Fatboy Slim notably created ‘Eat Sleep VR Repeat’ using VR in a jaw-dropping, immersive 45-minute concert. And VR of course has long existed at the cutting edge of gaming, with major successful titles in the Half Life and Star Wars universes. Incorporating live events has also seen some success, with Massive Interactive Life Events (MILEs) such as this one from Travis Scott performed entirely on Fortnite’s servers.

(Credit: Travis Scott YouTube channel)

The Role of Psychology and Inclusivity

Think about the last time you used an app, visited a website, or visited a digital event or exhibit that just felt right to you. Did it feel easy to navigate and visually exciting, or seem to anticipate your needs? These feelings lie at the root of user psychology. A user-first approach is central to XD, and is driven by this deeper understanding of user psychology and behaviours. By creating experiences that meet specific needs and desires through the consideration of cognitive processes like perception, memory, attention, and decision-making, designers can create experiences that resonate more deeply with users.

 

Psychological Principles:

• Fitts’s Law: This law states that the time needed to reach a target depends on its distance and size. Designers use this principle to strategically place and size interactive elements, making key features more accessible.
• Hick’s Law: According to Hick's Law, decision-making time increases with the number of available options. Designers can simplify interfaces by limiting choices to enhance user experience.

Inclusivity and accessibility are also essential components of effective experience design. By conducting extensive user research and involving diverse stakeholders, designers can identify potential barriers and create inclusive experiences. This approach ensures that designs resonate with people from different backgrounds and abilities, making them both enjoyable and meaningful.

 

The Future of Experience Design

Looking ahead, advancements in AI and machine learning will enable even more personalized and adaptive experiences. Additionally, the growing focus on sustainability and ethical design will drive innovations that enhance user engagement while promoting social and environmental responsibility.

By embracing new technologies and prioritizing inclusivity, designers can craft experiences that resonate deeply with diverse audiences and stand the test of time.

 

Conclusion

Experience design is pivotal in creating engaging and memorable experiences. As technology continues to evolve, so too will the methods and tools available to experience designers. By staying informed about advancements and maintaining a user-first approach, designers can ensure their creations are not only innovative but also inclusive and impactful.