Designing Authentic Experiences
Creating Personal, Participatory, and Engaging Interactions
by Nicole Leaper
Humans exist in an environment flooded with products and information. How do we find what we need and want amid the chaos? Businesses and designers must look beyond a single product or piece of information and consider a holistic view of their consumers (or brand participants) and the way these participants experience products and content over time. Both human relationships and brand experiences are complex and emotionally driven. Humans are fundamentally social creatures who are seeking brands they can identify and interact with on a personal level. Design research, including ethnography, can help businesses and designers understand brand participants. Businesses can use design research insights coupled with business needs and technological understanding to create experiences that engage and delight their participants.