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EMOTIONAL ENGINEERING

Influencing people’s judgment, choice
or behaviour in a predictable way

"Technology is at its most seductive when what it offers meets our vulnerabilities. A Facebook "like" may pale in significance to a real life hug but it is still a form of validation… the power to wound, or in this case manipulate consumers’ emotional state, is real" - Nicola Kemp

Large gaming companies, social media agencies and many others are playing a game with human emotions to serve their own ends.

However, emotional engineering is a powerful tool to unleash our greatest creative and human potential as well. Through carefully designing and curating the right physical and cognitive frames and interventions we can stimulate specific thoughts and emotions that can propel us towards our best selves. For positive uses of emotional engineering, see the nudge network below.

WHO IS DOING THIS?
NUDGE


EXPERIENCE DRIVEN 
STRATEGY

When innovation isn’t enough

Experience driven strategy (XDS) is a new playbook, that begins with understanding the strategic role of experience and how to put the customer/user in the center of the organisational strategy.
Pushing past traditional brand strategy, XDS cuts through complexity by identifying and responsively sharpening what experiences deliver customers most value and create meaning in their lives to focus the organisation on consistently delivering this value. This means rethinking enterprise logic by always evaluating value from the customer's perspective. Through bringing design to the table earlier, experience driven strategy simultaneously evaluates objectives and options (ends and the means).

Perestroika is a rapidly growing education in Brazil, where every class that they provide comes with a strategic experience learning curve.

WHO IS DOING THIS?
PERESTROIKA  -  EXPERIENCE DRIVEN STRATEGY
 

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A RESPONSIVE EXPERIENCE

Bridging analog
and digital worlds

The rapid rise and adoption of the internet of things, and wearable devices is breaking down the barriers that used to confine the so-called “user experience” to the limited space of a two dimensional screen. Nowadays we can inhabit rooms that know exactly what temperature we are comfortable in, drive cars that can speak to us, and play with toys that can be used in both the digital and the analog world without any distinction.

The potential here is for designers to build experiences that can transcend the platforms and create, products, services and spaces that can be tailored to every user in order to unify the digital and analog worlds in one unique experience: Life itself.

WHO IS DOING THIS?
SIMONE REBAUDENGO