70 133/2022/Brief/4

This week we will focus upon experience and designing for experience. You will get the chance to learn different facets of what it means to experience, design for experience and to create some more mood boards. Its a quick, tasty, experiential week and covers a lot of ground, and therefore does not go into depth on too many things.

* You will work all week in the same groups of four (see list) for the whole week.
* To pass the weekly module you have to deliver all tasks. If you miss one or more delivery then you fail the week.
* Name your files with group number and task name.

Upload your work during the week to this shared dropbox for presenting
https://www.dropbox.com/scl/fo/z8v4e57yqeo55woxwmtzl/h?dl=0&rlkey=iqbvga6r4t2x54sun22zig1h2

## Tuesday

Experience translation and sensory design
Tuesday is a busy day with a lot to do. In the morning at 09, we start with a lecture about experience and then you get a short task to carry out in your groups. In the afternoon we do some sensory experiences and get to sense a material.
Morning
A quick task. At 13.00 you present your results.
Afternoon
After that we will give a short lecture on sensual design, and you have a short task in your groups to sense a material. You will present at 15:30.
### Oppgave 1

Each group will be given an experience word. Your task is to make a short video (ca. 30 seconds) that expresses the word, without actually saying or showing the word. You can do this in any way - enact it or show it through a mix of image, enactment and sound. You have to be finished by 13.00 and upload your result to dropbox. The audience may then try to guess the word.

### Oppgave 2

Divide your groups into pairs. One of the pair has the task to sense the material whilst being super observant about all of the sensory aspects of it and your interactions with it. Focus upon how these aspects have been designed into the product. The other person of the two makes a video of this. When holding and opening the material, the person has to talk aloud about everything they experience through their 5 senses during the unpacking and tasting. The person videoing has the role to also prompt the other, by asking questions about the sensory aspects and how they make you feel.

Edit the video, if needed, and upload it to dropbox. You will present at 15:30.

Sensory experience
In groups of two: Sense the ‘material’ you are provided with. Let the sensation be in focus for a while. Focus on the details of everything. Talk aloud/think aloud as you evaluate, open and consume the ‘material’. Your partner is to record this on a smartphone. Sound must be OK in the recording! It’s important to find a silent place. Edit the recording down to 1-3 minutes, and then you can eat the rest of the ‘material’. Upload your videos and present at 14.30

Hver gruppe får en Toblerone. Man skal være oppmerksom og smake. Snakk høyt om vekten, hvordan den kjennes i hånden, duften. Mens den andre filmer. Den som filmer skal stille litt spørsmål. Hvordan lukter det? Hvordan høres det ut?

… After that we will give a short lecture on sensual design, and you have a short task in your groups to sense a material. Divide your groups into pairs. One of the pair has the task to sense the material whilst being super observant about all of the sensory aspects of it and your interactions with it. Focus upon how these aspects have been designed into the product. The other person of the two makes a video of this. When holding and opening the material, the person has to talk aloud about everything they experience through their 5 senses during the unpacking and tasting. The person videoing has the role to also prompt the other, by asking questions about the sensory aspects and how they make you feel.

## Wednesday

There is no lecture on Wednesday morning. You will instead spend the day making moodboard journeys. Presentations of mood boards to be at 14:00

### Oppgave 3

On Wednesday morning (or Tuesday evening) we want you to go to a store to buy something. You should buy anything you want and can choose any store you want.

We want you to create a set of moodboards of your user journey that includes a mood-board for each of the following:

* a mood board to show your expected experience before you went to the shop.
* a mood board journey to show the experience for each stage of the shopping experience (max 4 stages)
* a mood board to show the experience after the shopping experience, as you remember the whole.

It is best if you divide responsibility for making the moodboards. Remember to note the experience at each stage of your lived journey while you do it. Upload your mood boards to dropbox.

## Thursday

Sound design (moodboard and sound)
There is a lecture about sound at 09 and then a task to create a sound and moodboard for an electric car afterwards. You present your results at 14:30
### Oppgave 4

Your task is to create a start-up sound for an electric car.

The sound and experience of starting a petrol car is well known, and culturally iconic (particularly in the US). The combination of turning a key and hearing an engine start is a unique interactive experience, but most electric cars do not have such a symbolic start sound. What if they did? What sound could an iconic car have when you ‘start it up’, and what is the relevant experience for that particular car. We want you to design a sound that the owner will love, and want to tell others about.

We want you to design a suitable iconic start (interaction and) sound for the electric version of one of these cars:

1. Fiat 500 electric
2. Mini electric
3. Citroen Ami electric (its small and cute)
4. Tesla cybertruck
5. The Citroen DS (the original one from the 1960’s, if it were electric)

First, develop an experiential moodboard that describes (the interaction) and what the start up sound should express and feel like. Then make or find the sound that fits. Producing a sound is not something you are experts in, but we want you to try. You are allowed to sing/whistle/hum/describe the sound in class if you cannot produce it digitally.

Upload your presentations to dropbox
Presentations of mood boards and sounds to be at 14
30
## Friday

Ritual design
Rituals are experiences in the collective. We usually carry out rituals together with others, but can do them alone using some shared social codes. We start with a lecture about Rituals at 09.00 and then you have a task to design a ritual.
Afternoon
Presentations of mood boards and sounds to be at 14:00
### Oppgave 5

Friends and neighbours ticket
*Buying a Lottery ticket as a friendly neighbour ritual*
Design an aspect of the Narvesen service offering as a collective ritual
Together with Norsk Tipping, Narvesen is introducing a friends and neighbours ritual for buying a collective lottery ticket. It is focused on ‘communities’ brought together by the simple fact they live in the same neighbourhood. They hope the ritual will help bind closer together those who live on the same street, block or neighbourhood that have found friendship or would like to encourage friendship between these groups. It is a service where groups can buy a collective ticket. Your task is to design the ritual gathering and purchase.
Approach
Step 1
You must design what the gathering activity should be.
1. Where it will take place? This will be mainly at Narvesen but it could spill over into other spaces
2. When it should happen? You must decide this.
3. What is the the cultural material?
4. Why it should happen? This is the narrative/myth. Considering
5. Who is involved? Friends and/or neighbours

Step 2
Design the actual ritual. The ritual will celebrate and reinforce the narrative/myth. Remember to design it in three stages:
1. Separation: What gets the ritual started? What activity does the group do together to show they are entering into a ritual ‘space’. What are the props, artifacts and/or symbols they must use?
2. Transition/Highpoint: What is the *highpoint* of the ritual? What can the group do together at this point? What are the props, artefacts and/or symbols they must use?
3. Reincorporation: What does the group do together after the highpoint to celebrate? What are the props, artefacts and/or symbols they must use?

Tips

* Think of symbols, artefacts and actions that can celebrate their sense of community and bonding?
* Think of symbols, artefacts and actions that can connect the activity to Narvesen and Norsk Tipping?
* Are there other places outside of Narvesen that some of this activity could take place?

Deliver

Presentation of your process and concept. How you do this is up to you, however you must include a visualisation of a ritual service journey. Upload your presentations to dropbox. **Presentations at 14:00**
## Ukeplan

 Tirsdag
 Onsdag
 Torsdag
 Fredag

## Feedback

Don’t just show what you did, but also show how it felt. Be aware of, and communicate your feelings.
The difference between what you did, what you saw and how it made you feel still needs work. The emotion needs to come out, and not just the touch-point or the journey. A good way to do this is to think of the associations you get from the touch-point, then think how that makes you feel. Its not easy, but you can get there with practice.
Your sensory observations were good, but can get better
Observation is a muscle that you need to train, so keep doing the sensory awareness work. What do you see, hear, smell, taste and touch? Then ask yourself, what could you see, hear, smell, taste and touch by doing some redesigning?
You amazed me with you sound designs
[Redacted.] Several groups experimented with recording and manipulating sound from around the school (school piano for example), which impressed us a lot. All of you were good at creating the sounds, and you all realised that even what seems like a simple feedback sound tells a brand story, has a cultural meaning and also has to be enjoyable. I hope we can arrange a sound recording and editing course for you, either later this semester or during a later semester.
[Ear bugs are a sign of a great piece of sound design.]
The rich experiential-journey
It took us two attempts to get there, but I think we are on the way to redefining the traditional service design journey map. (...) We will be using the rich experiential-journey again later in the course.
Remember to include all of these bits on the journey:
* a customer journey with phases before/during/after. Include stages, touch-points and the emotional curve. Touch-points can be shown as pictograms or photos of the actual touchpoint, and remember to have the zero line (neutral experience) on the emotional curve, so we can see where it changes for the better or worse.
* an association/mood board for each stage, that shows the associations you received/had. This can be images and also words.
* a description of the experience you had when you experienced the stage (in other words, what did the touch-points and associations make you feel)
* for each step of your journey, describe (in words, images or combination), your sensual input/output for all senses - vision, sound, taste, touch, smell.

Don’t go for the easy answers
It can be tempting to jump onto some easy solutions. Don’t do it. You will regret it. Like everything else, you need to present something you are proud of and can defend.
[Redacted text]