Experience Design

Your brain lies to you a lot. It means well, but usually it aims to get answers in a hurry rather than a perfect answer that takes a while to figure out. And, it has good intentions. Because we now live in a complex world of abundance the brain needs to take shortcuts and make a lot of assumptions.

“For example, try to solve the following problem quickly: A bat and a ball together cost $1.10. The bat costs $1 more than the ball. How much does the ball cost? Most people say 10 cents, which is intuitive but wrong. (The bat costs $1.05, and the ball costs 5 cents.)” 1

Glancing at the faces above, most people (if consciously deciding) will select the image on the right as being happier than the image on the left despite the fact they are simply mirrored images. Why? Our brains have two distinct halves, the left brain and the right brain. They are joined together by a thick cable of nerves functioning like an Ethernet cable between two powerful processors. The left side of the brain is wired to the right side of the body and vice versa. This is also the case for our eyes which process a majority of the sensory data. 2
The right brain, which controls the left half of our body, is more intuitive. The left brain is more analytical. While both brains function together, they also process information differently. In the case of the faces drawing, the left half of each face is being viewed by the right brain which is specialized for face recognition.



As an experience design firm, Q7 Associates specialists apply the understanding about how the brain processes information in our conceptual development and design strategies. A common challenge for designers is understanding end-user‘s unmet and unarticulated needs. Because most people are unaware of their true needs, discovering them requires careful observations in their natural environment. The trained observer can often spot difficulties and solutions that even the person experiencing them does not consciously recognize. 3

Adopting neuroaesthetic and design psychology concepts in the art and design industry will provide enhanced outcomes in many industries by focusing on the needs of the people who interact with the end-design. Two of Q7 Associates main areas of focus is in healthcare and hospitality. Healthcare can benefit by incorporating neuroaesthetics in the practice of Evidenced-based art to enhance patient’s recovery while hospitality can combine design and service concepts to fulfill guests’ emotional needs.

While our left brains may have made us wealthy, we have reached an era where social outreach is replacing products and services that are reasonably priced and functional. Businesses must look for new ways to engage their end-users through aesthetic experiences and give them something to smile about.



Resources:
Left Brain Right Brain by Dan Eden 1
Welcome to Your Brain by Sandra Aamodt, Ph.D and Sam Wang, PhD. 2
Emotional Design by Donald A. Norman 3

Coprorate Character

Nearly half of my life was lived in a "corporate culture" environment. I grew up in a house where both parents were career driven so I'm not shocked over my journey through the cubical clutter. Clutching a bachelors degree in art education, my decision for employment was easy - door number one: a free car, free gas and a chunk of cash; or, door number two - bratty kids, no sick days, and a car payment. Eventually, my education in corporate culture would pay off. I can tell stories that would make you blush about the behavior I witnessed from grown professionals inside the walls of Corporate America.

I am compelled to evaluate a company's character because Q7 Associates is currently at a point in its maturity where we have implemented changes to our company structure to position us for growing opportunities. Making changes to any organization or company structure takes time and an effort to "change". My experience in working with organizations and companies that embark on a "change" in their structure is that they negate to evaluate the psychological changes when making such transitions. I recently learned about this process while serving as President on a Board of Directors that was conscientious about how their organization would adapt to major changes. It was a fairly easy process for the board to determine what types of situational changes needed addressed to achieve specific outcomes; however, it was more challenging to identify the psychological changes that would need to occur. It can be fairly easy for a company to implement new policies concerning their customer services; however, it can be more challenging identifying the nature or character that needs to be changed to properly meet their company objectives. In our case, we are evaluating our company's character. A great reference for those going through organizational change is: Managing Transitions, Making the Most of Change by William Bridges, PhD.

Take a look at your company from the outside and evaluate what type of character it should have as it represents you and the people in your company. In a world of Social Media Networking, your company character goes beyond your brand and everyone in your company is a representative of your business. Most companies focus their energy on quality customer service and this is a good idea, but more importantly...does your company have class, sophistication, education, etc.? The company I worked for had a strong customer service program and the customers, no matter how crazy, were always right. Meanwhile their representatives and employees behavior was completely classless and eventually, the company lost its mission and vision and ultimately the company failed despite the policies on quality customer care.

It's important to make a good first impression (which on an average, we judge people on a first impression within the first three seconds); however, it's equally important to make a lasting positive impression.



resources: Corporate Class Inc.

Brand U.O

Image Created by David Amrano

"In the future, everyone will be world-famous for 15 minutes." This expression was coined by Andy Warhol in 1968. I just finished a brief phone conversation with James Wilder, Portfolio Development Specialist for Q7 Associates discussing the likes of Warhol's personality. Coincidentally, I had just finished reviewing an article and video about Brand U.0 described by David Armano - I found the intersection of these two conversations purposeful to understanding branding strategies in an experience design concept.

In his video, David provides useful and aesthetically interesting organization charts that help map and label the process of optimal branding and experience design strategies in today's markets. He has designed his own "Experience Design Map" to explain the process and get feedback. Most of his brand strategy concepts focus on Social Media Networking which continues to increase. Between September 2008 and February 2009, the number of Facebook users between the ages of 35 and 44 increased by 51%, Facebook users among the ages of 45-54 grew by 47% and Facebook users ages 26-34 increased by 26%. Additionally, more than half of the 140 million users on Facebook are out of college. With so many options, it is no longer a matter of if you are engaged in social media networking, but what and how is the bigger question. Larger businesses are offsetting their marketing budgets to social media marketing strategies which gives them brand recognition beyond the logo. The brand is now engaging the end-users by allowing them the opportunity to interact and experience the brand's loyalty which is of course built on the experience of trust.

Andy Warhol had it right - everyone is experiencing 15 minutes of fame. His work was built on understanding mass media and the concept of Brand U.0 seems to be focused less on participating in mass media marketing, but understanding it will help define areas of "niche" marketing. Warhol did this very well. He was not interested in appealing to the common person as an artist as much as he was reflecting on the system and seizing an opportunity to build a brand based on experiences much like a magician, a politician or a company that has a strong social media networking campaign. His focus was on a niche group - the elite. He created a space and a character that would allow people to question, think, explore and have human-centered experiences.

We now have books, research and charts that will guide us along down the red carpet telling us how to properly brand ourselves just like Oprah. The stage is open to everyone, but who will be buying a ticket?

Enhancing Health Care through Experience Design

Q7 Associates has been working for the past year with Lifecycle Companies, a start up venture designed to become the world leader in health and wellness practices serving as a catalyst for social change through community-based care and education. The company's philosophy embraces the experience design concepts practiced by the Q7 Associate specialists and we are excited about our synergistic partnership to raise the quality of life in communities around the world.

While the debate with proper health care plans parallel the downturn in health care developments created by the economic challenges associated with the recession, it is refreshing to be involved with an innovative project that defies the odds with a focus on improving the world we live in through innovative concepts.

New design initiatives are surfacing with quantitative data in health care developments which include acute attention to aesthetics, nature, and sustainability. Q7 Associates will be assisting the development of the Lifecycle project to integrate philosophies from the following fields:

Experience Design
Evidenced Based Design
Biophilic Sensory Experiences
Environmental Design | Therapeutic Environments
Patient-Focused Art and Design Initiatives
Neuroaesthetic Design Concepts

The Lifecycle campus will include a:
Birthing Center
Community Education Center
Elder Life Center
Garden and Botanical Center
Health and Wellness Center
Restaurant and Culinary Arts Academy
Retreat and Conference Center
Arts Center

The first facility is scheduled to launch in 2011 in Bloomington, Indiana with intentions of national development.

Social Media for Private Practices

Graphic by: Current Configuration

Social Media platform Involver has announced since May 2009, over 40,000 brands are using its technology to engage over 100 Million people on Facebook. It has quickly become the go to choice for leading brands and agencies looking for customizable applications for their social media sites. [Full article by StumbleUpon.com]

Cottonnele and Kleenex brands are both embracing "Personality of Products" and "Behavioral Design" in their campaign using social media networks. According to Donald A. Norman, 'a simplified way of thinking of product personality is that it reflects the many decisions about how a product looks, behaves, and is positioned throughout its marketing and advertisements'. Additionally, 'Good behavior design should be human-centered, focusing upon understanding and satisfying the needs of the people who actually use the product.' ...like toilet paper and facial tissue.

And, recently, two brands have found a way to engage consumers in their products and all kinds of people are voting and/or talking about their experiences with toilet paper and facial tissue. Kleenex started with their "Let it Out" campaign designing their site to allow consumers to post their own experiences/stories (what they tag as Experience the Release)that provided an open forum for people to post, read and "Give a Tissue". Stories range from a mother who gave up a child to a person with allergies. Most recently they have elevated the consumer connection to the brand by offering a customized box where you can upload an image and design your own Kleenex box at MyKleenexTissue.com Target, has offered an exclusive Kleenex box for a limited time designed by Hiroko Sanders.

More and more companies are focusing their designs and marketing campaigns around the understanding of neuroscience and adopting the concept of neuromarketing and our response to products in relationship to practice. Associating a positive or emotional memory with a photograph will encourage a positive response associated with the product at a subconscious level - think of the early developments of souvenirs where the purpose is to cause us to recall our memory to remember the moment.

An Art Experience | Conrad Hotel

Q7 Associates partnered with Editions Limited Gallery to host An Art Experience at the Conrad Indianapolis Hotel in conjunction with the First Friday Gallery Tour. The exhibit was open to the public in the newly renovated space named The Alcove, a private gallery-like space with street level entrance. The first opening exhibit featured artwork by Carol Summers and Jacob Dobson. A well attended event that fills a niche in the downtown area by way of location and venue as the Conrad is the first hotel downtown to feature a gallery opening with a consistent schedule to that supports the community arts. Details are still being worked out on when the next exhibition will open and which artist will be featured. A free event that is open to the public offers wine, beer and passed hors d'oeuvres. Proceeds from the sale of artwork, parking or cash bar benefit Art for Beds.

Pepsi Refresh Project

Wow! Pepsi decides to skip the Super Bowl Ads in favor of 20M Social Network Campaign. I was trying to recall any Pepsi commercials that really stood out to me over my 38 years of living with this household product...I can't really recall one specific commercial.

They are opening users up to express their ideas on ways to "refresh their community". Pepsi will invest up to 20M to the winner with the most votes for the best idea.

Everything is a game of experiences.