EXPERIENCE DESIGNJeffrey Tzu Kwan Valino Koh

http://villainus.biz/

Mirai: The Story of CUTE

February 2nd, 2012

LET’S TALK ABOUT...

• me :)

• What is Experience Design?

• Case Studies

JEFFREYTZU KWAN

VALINO KOHExperience Designer

& Curator

PRADA WOMEN SPRING SUMMER 2008Milan, Italy 2007

CCTV HEADQUARTERS

Beijing, China2008

FIGHT WITH FLOWERS

Singapore Design Festival 2009

TEDX ZÜRICH 2010

http://tedxzurich.com/previous/2010/2010/09/05/jef-koh-builds-animated-

interactive-liquids/

OMA: PROGRESSThe Barbican

London, UK 2011

UNCONVENTIONAL BACKGROUND

• BFA Monumental Kunst, NL

• MA Creative Practice for Narrative Environments, UK

• More then 5 year’s working experience in architecture, advertising, design research and media art

WHAT IS EXPERIENCE DESIGN?It all started with...

THE EXPERIENCE ECONOMY

A book written in 1999 by B. Joseph Pine II and James H. Gilmore

WHAT IS THE EXPERIENCE ECONOMY?

• The experience economy is the next economy following the agrarian economy, the industrial economy and the most recent service economy.

• Because of technology, increasing competition, and the increasing expectations of consumers, services today are starting to look like commodities.

HOW MUCH WOULD YOU PAY...For a Cup of Coffee?

WANNA GO FOR A COFFEE?Where would you rather sit?

SELLING YOUR IMAGINATION BACK TO YOUBrand Power and the Human Experience

WHAT IS EXPERIENCE DESIGN?

• Experience design is driven by consideration of the moments of engagement, or touchpoints, between people and brands, and the ideas, emotions, and memories that these moments create.

• Experience designers are often employed to identify existing touchpoints and create new ones, and then to score the arrangement of these touchpoints so that they produce the desired outcome.

OMA | PRADAWoman’s Spring - Summer 2008 Fashion Show | Milan, Italy

DESIGN PROBLEM:How to communicate the exclusivity of a brand identity?

THE INDIVIDUALIST’S LOUNGEAn Installation by Masterpiece Cleaners

DESIGN PROBLEM:How to encourage visitors to engage with one another?

LET’S RECAP!

• Experience design is driven by touchpoints between people and brands and the ideas, emotions and memories that these moments create.

• Experience designers attempt to identify existing touchpoints in order to create new ones, and then score the arrangement of these touchpoints so that they produce the desired outcome.

THANKS FOR YOUR TIME!www.villainous.biz | @smallcaps | jtkvkoh@gmail.com