Having an imaginative concept is one thing, making it work is a complete other story. Welcome in the design phase!
It might sound crazy, but designers who want to create better experiences have to be a bit schizophrenic; on one hand they should do something in order to get a change in motion and on the other hand leave it to others to pick up on the initiative.
We can see the Concept, with the one liner, as the blueprint for a well-functioning practice. When all elements support its intention and facilitate each other, the ‘engine’ works. But we don’t have the engine yet. A Concept is still theory, a well-defined idea, but it’s not real yet. In order to make it real we have to design and develop it. This phase can be perceived as the ninety-nine percent perspiration after the one percent inspiration. It focuses mainly on the HOW and WHAT.
In this phase you are going to deliver tangible products and / or services to bring your concept to life. Luckily you have a box full of tools at your disposal. Like the powerful instrument of storytelling. Or the model of Falk & Dierking. Of course there are also more traditional tools like theming and animation. And after we have designed the product on paper, we want to create a prototype so we can collect feedback from the targetgroup and use that to improve our design.
Let’s get to work…….
Okay, you have put a lot of creativity and effort in the making of a concept and products. But will it work? Of course bringing it into practice is the ultimate test. But that costs time and money. Wouldn’t it be handy if there was a way to test it beforehand. Well, we have news for you! We developed the ACTIVE model. Look at this clip and get ACTIVE
Here you can find the Dutch version of The Active model
Designing concepts and products is one thing. Describing it in a clear and understandable way is something different. Yet this is often what needs to be done to convince a commissioner. Here is a good insight of the do’s and don’ts concerning such a professional product. This comes also handy when delivering a ‘HBO-worthy’ thesis.
Maybe you know a scrum from rugby. But did you know that it is also a handy tool in the design-phase? Originating from the ICT-industry it also proves itself as a dynamic work form for imagineers.
Experience instruments are important tools in the ‘kit’ of an imagineer. You’ll find a good explanation in the book ‘Imagineering’.
..... En hier is de Nederlandse versie:
Pine & Gilmore and Falk & Dierking provide us with important models regarding the Design Phase. Want to know more about the Experience Realms and the Interactive Experience Model? Watch this clip!
.... En hier kun je Nederlandse versie bekijken:
The Design Phase is a very intriguing one. In this clip you’ll find a complete overview of the experience instruments and how you can use them:
…. En hier vind je de Nederlandstalige clip:
Who said that concepts have to be unique, once-in-a-lifetime and brand new? Often a ‘new’ concept is based on existing elements. A good way of composing a concept is the Molecule Principle. Here you find a lecture note which explains how that is done.
You probably understand the term ‘product-design’. But are you also familiar with ‘process design’? You should be, because as an imagineer you do that all the time: designing processes to help changing mindsets in organizations. Here is a first introduction to process design (language: Dutch).
Experience instruments and buildingblocks are important tools in the ‘kit’ of an imagineer. You’ll find a good explanation in the book ‘Imagineering’. Want to have a quick peek? Read this lecture! (language: Dutch)
There also a knowledgeclip on this subject under the tab 'clips'.
And here is an explanation in English on experience instruments and building blocks, including a lot of interesting stuff on storytelling and co-creation.
Storytelling is a very important and useful instrument for an imagineer. In this lecture you get an interesting look behind the scenes of the Efteling, a theme park that uses a lot of storytelling (language: Dutch).
It’s not ‘pure’ imagineering, but nevertheless an interesting field for an imagineer. We are talking about gamification. See this lectures as an interesting ‘outing’ about the backgrounds of this emerging area.
Earlier you already found some interesting stuff about storytelling. Here are some more of the newest insights.
And there is also a Dutch version
A Brand Passport (Dutch: merkpaspoort) is a great way to show your organization in an imaginative way to the outside world (and also to your own staff and stakeholders). In this presentation a number of former students show how you can do that (language: Dutch).
Put the customer in the right mood, make him feel good and he's likely to spend money. In Brand Lands Christian Mikunda takes us on a trip from the Peggy Guggenheim Museum in Venice to Caesar's Palace in Las Vegas, from Swarovski's Crystal Worlds in Austria to the Guinness Store House in Dublin, shows us why they are true 'experience worlds' - and how they are created.
Designing Disney sets into history and puts into context the extraordinary contributions of the late John Hench, who, at the age of 94, still came into his office at Imagineering each day. His principles of theme park design, character design, and use of color made him a legendary figure, not only for Disney fans but also for students and aficionados of imagineering, architecture and design.
If you’re looking for information on co-creation you should check out http://www.emeraldinsight.com/ . Emerald Insight is a publisher on scientific journals with lots of articles on co-creation and other actual topics. It has a good search function, so you will be able to find your way. If not, the people form the NHTV-library will be happy to assist you. Note: this website is only accessible through the network of NHTV.
C. K. Prahalad and Venkat Ramaswamy are authorities in the field of value- and co-creation. In this article they sketch the changes in the market and the growing role of co-creation as a good way of creating values.
Co-creation is not a new phenomenon. Already in 1979, Toffler spoke about the 'prosumer', the active consumer who wants to play a role in the (production) process. Toffler wrote about the term in his book 'The Third Wave' in which he made a prediction that the roles of producers and consumers were boud to meet more and more. In this article you’ll find an interesting historic perspective besides an ample description of co-creation (language: Dutch).
An experience can change people. But how can you organize and ‘stage’ this experience? Well, the imagineer has a lot of instruments at his or her disposal. Co-creation in the form of ‘playing’ is one of them. It proofs to be an intriguing point of view.
Frankwatching.com is a nice site about all kinds of creative developments in business. This article on co-creation is especially interesting because it describes the different phases in a co-creative process. (language: Dutch)
At AfL we think design thinking has the future. An interesting view on it, you will find in this extensive article
A great book on experience design: Worlds of Wonder by Stan Boshouwers (Tinker Imagineers)
Do you want to read more?
Here is a website with a lot of tools and canvasses to fill in for every phase of the ABC model:
Nobody likes to wait in a queue. Or…..? A nice view of an aspect of the physical context.
Are you on the verge of the design phase? Maybe you need some assistance in starting up. If that’s the case please have a look at this short intro of design (language: Dutch).
The ‘birthplace’ of The Beatles – The Cavern in Liverpool – is a nice example of storytelling. Read this article and understand why thousands of music lovers visit this place yearly (language: Dutch).
Storytelling is a very important and useful instrument for an imagineer. In this article a number of ways are described of bringing storytelling into use (language: Dutch).