EXPERIENCE ARCHITECT
1. Describe the purpose and benefits of the persona type to an innovative organization.
The Experience Architect discovers the “value added” for most any company. Experience Architects are people who focus relentlessly on creating remarkable customer experiences. They set the stage for positive encounters with your organization through products, services, digital interactions, spaces, or events. Experience Architects engages all the human senses (incorporating tactile sensations, orchestrating the use of sound, searching for ways to incorporate smell or taste). Experience Architects utilizes little experiences and trigger points to engage their customers or employees. One essential role of the Experience Architect is to be the host who never forgets that giving something special to customers is both good business and good karma. Experience Architects view the world as a stage. They believe in the movable feast, in bringing services or products “nearer” to their customers. The Experience Architect have a talent for finding the experience in everything, even what might otherwise seem to be the most extreme products.
2. Provide 3 examples of where this type of persona has contributed to a corporate innovation project using examples from the Schilling textbook, our case studies, or a real life example. You may use one (but only one) example from the Kelley book.
Gourmet Cupcakes: A product that for generation use to be the same and not expensive. Bakeries discover that the consumer want to experience something new and exciting, a change of routine (cake).
Westin: Westin understood that the bed (Heavenly Bed) was more important for the overnighter than other amenities.
Vitamin Water: Coca Cola Company/Glaceau understood that the consumer did not just want to drink water, they wanted an experience. Coca Cola/Glaceau managed to sell a mood and sensibility wrapped in design, storytelling, and humor.
3. Discuss each of the 3 or 4 personas in your persona group
The Experience Architect discovers the “value added” for most any company. Experience Architects are people who focus relentlessly on creating remarkable customer experiences. They set the stage for positive encounters with your organization through products, services, digital interactions, spaces, or events. Experience Architects engages all the human senses (incorporating tactile sensations, orchestrating the use of sound, searching for ways to incorporate smell or taste). Experience Architects utilizes little experiences and trigger points to engage their customers or employees. One essential role of the Experience Architect is to be the host who never forgets that giving something special to customers is both good business and good karma. Experience Architects view the world as a stage. They believe in the movable feast, in bringing services or products “nearer” to their customers. The Experience Architect have a talent for finding the experience in everything, even what might otherwise seem to be the most extreme products.
2. Provide 3 examples of where this type of persona has contributed to a corporate innovation project using examples from the Schilling textbook, our case studies, or a real life example. You may use one (but only one) example from the Kelley book.
Gourmet Cupcakes: A product that for generation use to be the same and not expensive. Bakeries discover that the consumer want to experience something new and exciting, a change of routine (cake).
Westin: Westin understood that the bed (Heavenly Bed) was more important for the overnighter than other amenities.
Vitamin Water: Coca Cola Company/Glaceau understood that the consumer did not just want to drink water, they wanted an experience. Coca Cola/Glaceau managed to sell a mood and sensibility wrapped in design, storytelling, and humor.
3. Discuss each of the 3 or 4 personas in your persona group