Experiential Design is part of today’s world of communications. Retailers strive to achieve engaging experiences by adding digital media in new, uncommon but rewarding ways for their audiences.
Modern architecture designs spaces that gratify not only the eye but also the experience. Again, digital media fits in more sustainable spaces, with information, Internet of Things; adding interactivity and data to create a state of mind that will please workers in office buildings, commuters travelling through stations, people entering and leaving their living places.
Event organizers and planners want to add value to both visitors and exhibitors, by radically changing the way stands and points of information work.
At Digital Media Technologies, our job is to innovate together with our clients. This is why our process is so interconnected with the way our clients think and imagine the future of Experiential Design.
It all starts with requirements from a client’s perspective. These requirements are the result of a desire to implement something that will improve certain processes. These processes might be related to marketing needs, such as brand awareness. They can also be related to a better user experience. User experience connects to all areas of the brand itself, including sales and marketing.
Ask yourself what you can achieve
Digital Media Technologies approaches the requirements phase as a way to identify with the client's desire. Desire and inspiration are two vital elements of our process. They offer us the opportunity to set the tone, address the first technological obstacles, and relate to the final goals every company has.
Whether the need is technological, as complex installations, or engagement-driven, like building audience recognition systems, DMT works on the initial requirements to expand the reach of any potential solution. We help our clients to picture what they can achieve when applying the right experiential design.
Let’s take one of our past projects at Digital Media Technologies. We worked on an interactive configurator for Volvo. When the project started, this is what it was: a configurator.
However, due to the multiple possibilities of interactivity, it became a way to consolidate marketing messaging and brand experience across multiple channels, in multiple territories and languages.
At the end of the project, Volvo owned a solution implemented in different countries that allowed dealerships and branches to offer users consolidated marketing messages along with localized content.
Experiential design is about value
At Digital Media Technologies, we have a coherent workflow that begins by diving deep into our clients’ challenges. This brings us to analyzing potential solutions and relating them to the proper technologies that should be applied to fulfil the initial desire.
However, what makes our process really unique is that, once we design a system or solution, we don’t immediately take it to proof of concept. We rather add a value analysis to check that, at the end of the project, the expected results will answer all the initial questions.
Of course, none of these steps would go too far without constant client review. This is what creates the actual bond that gives birth to a true partnership. With the review, we offer system designs that already align quite well with the needs.
Analyzing the value of a solution could mean different things, both to us and our clients. DMT stresses this point to ensure we don’t leave anything behind, and, at the same time, we don’t overdo it with something that, of course, might be “pretty” but not efficient to the initial purpose.
Once the value has been established and agreed upon, we work on the proof of concept. This is where things start to get real. This is when each piece of interactivity, data connection and content flow is tested to see how user friendly it actually is.
User-friendliness combines two different aspects, tightly interrelated to each other. On the first hand, you have to check that user will get what is expected. In simple words, if your configurator needs to offer different options to “dress” the product, then this is what should be easily done and quite intuitive. I want my car to be blue, I need to push this button to make it blue. If the user wastes time in the process, something needs to be improved.
But there is also the unexpected. This is the part in which you make the application more attractive to the user. Do we want to accompany the colouring of the car with an elegant animation? Does this animation make sense? Will it add to the experience? Even more complicated. What if the actions should also bridge to extra information? You might want to offer some technical descriptions, a video in which you see the product in action. Again, how this information will affect the experience and what is the value attached to it?
Building success together
We work together with the client on the proof of concept to review all the items included in the system to create the recommendations for the final solution. This is what we will implement, in total sync with our client.
Our whole philosophy of work lies entirely on this tight relationship with our clients since the moment they express a desire for something innovative that will help them better convey messages to users. The value analysis is crucial because, at the end, when everything has been implemented, Digital Media Technologies also offers a review on the KPI’s we established as a team and as partners with our clients. Thus, we can identify and quantify the real ROI of our solution, based on our initial goals.