uxsg2014 workshop (day 2) - designing spatial experiences workshop (philips design)

Designing spatial experiences

Abhimanyu Kulkarni Philips Design 2nd September, 2014

Spatial design

Communication design

UX design

Product design

Strategic design

About us

About us

Abhi Designer & screenwriter

Rahul Spatial & lighting designer

Jyotika Communication designer

What do

stories have to do with spaces

monomyth

a basic pattern found in many narratives from around the world

Follow your bliss

Sat-chit-anand

a helpful guide for the journey each of us walks through life

The hero’s journey  

THE ORDINARY WORLD

A CALL TO ADVENTURE

TRANSFORMATION BEGINS

CHALLENGES

TEMPTATIONS

TRANSFORMATION COMPLETES

REVELATION (ABYSS)

THE HERO RETURNS

Mentor

Helper

THE ORDINARY WORLD: Luke Skywalker years for a more exciting life

CALL TO ADVENTURE: Luke discovers the message hidden within his droid

TRANSFORMATION BEGINS: Going to Mos Eisley

Helpers & Mentors

CHALLENGES…

…& TEMPTATIONS

REVELATION: Attacked by the monster in the garbage compactor

TRANSFORMATION COMPLETE: death star destroyed

TRANSFORMATION: death star destroyed

The hero’s journey: Star Wars  

THE ORDINARY WORLD

A CALL TO ADVENTURE

TRANSFORMATION BEGINS

CHALLENGES

TEMPTATIONS

REVELATION (ABYSS)

TRANSFORMATION COMPLETES

THE HERO RETURNS

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The hero’s journey: Airport  

THE ORDINARY WORLD

A CALL TO ADVENTURE

TRANSFORMATION BEGINS

CHALLENGES

TEMPTATIONS

TRANSFORMATION COMPLETES

REVELATION

THE HERO RETURNS

Writer

• The writer uses cinema elements (camera, lighting,, sound, costume, time, dialogue, editing etc.) to breath life into the theme

Designer

• The designer uses spatial elements (architecture, lighting, colors, layout, signage etc.) to breath life into the theme

The theme is brought to life through various cinematic elements

Color  

Speed  

Symbols  

Similarly spaces are brought to life by…

Layout  

Color  

Light  

Writer

• Writers uses cinema elements (camera, lighting, location, sound, costume, time, dialogue, editing etc.) to breath life into theme

• Theme brings unity of emotion and meaning

Designer

• Designers uses spatial elements (architecture, lighting, finishes, colors, layout, signage etc.) to breath life into the theme

• Theme brings unity, emotion and meaning

theme unites emotion and meaning to create an experience Start wars is the story Luke Skywalker’s maturation and self-realisation

(experience creates memory)

Writer

• The writer uses cinema elements (camera, lighting, location, sound, costume, dialogue, editing etc.) to breath life into the theme

• Theme brings unity, emotion and meaning

• Personal vision; found through insight into the story material

Designer

• Designers uses spatial elements (architecture, lighting, finishes, colors, layout, signage etc.) to breath life into the theme

• Theme brings unity, emotion and meaning

• Personal vision; found through insight into the story material

Who is the space meant for…

Travelers Office workers Patients Children Home makers

Who are they?

Who are they?

Personas

And what they do (over space and time)

Experience flow

And what they do (over space and time)

Personas & experience flow

+ observations, quotes & notes

activities words patterns dreams frustrations observations ideas statistics trends

Play with the elements to piece together the experience

Clustering to identify key needs

EXAMPLE: airport gate

Stressful

Bored

Long wait

Keep checking departure

Find where to go Anticipation

Finish work

Check email

Entertain myself

Confusing

Everything looks the same

Wasting time

Take a nap

Keep getting up

Stay near gate

Zoning as per passenger needs

Relaxing, cheerful

ambience

Keep visual connect with airline (staff)

Orient and help navigate

Hierarchy of needs

Keep checking departure

Keep getting up

Stay near gate

Keep visual connect with airline (staff)

Find where to go

Confusing

Everything looks the same

Orient and help navigate

Stressful

Bored

Anticipation

Wasting time

Relaxing, cheerful ambience

Long wait

Finish work

Check email

Entertain myself

Take a nap

Zoning as per passenger needs

FUNCTIONAL NEEDS (Security)

ASPIRATIONAL NEEDS (Identity)

INSPIRATIONAL NEEDS (Wow!)

EMOTIONAL NEEDS

ASPIRATIONAL NEEDS (Identity)

INSPIRATIONAL NEEDS (Wow!)

+ =

Building on emotional needs helps to build an experience theme

Hierarchy of needs

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Experience theme for an Airport

Passage through India

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Examples of themes brought to life using spatial elements

Today

Dressing room is the most important space in a store, more than even the selling floor of the store

Paco Underhill

Design a changing room for a clothing store

Make groups

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Choose one of the following and make a 4x4 persona

1.  Young man getting married in a hurry and choosing a suit from a readymade clothes store

2.  Young marketing executive woman wants to impress her management team

3.  A student shopping for his first date

4.  Two women shopping for Christmas party wear

5.  Young woman shops for lingerie for her honeymoon

Name & photo

Behaviors

Description

Needs

Choose one of the following and make a 4x4 persona

Map out their hero’s journey Make observations, cluster them and evolve a theme Design a changing room based on your experience theme

Now

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Break 10 mins

Persona 20 mins

Experience flow 30 mins

Theme identification 10 mins

Design & prototype concept 45 mins

Presentation 7 mins/group

Plan your activities