A crucial aspect within the Phase 3 of the netamorphosis growth process, ‘experiential design’ defines an approach that shifts away from traditional media experiences moving towards new and more engaging opportunities for end-users to interact with things, products, brands, places.
As a digital agency, we would often refer to user experience design as XD. In the domain of marketing, XD may be associated with digital experiential marketing, a marketing strategy that directly engages, invites and encourages consumers to participate in the evolution of a brand, putting them at the center of the entire process and fostering collaboration. Experiential design also defines an approach within the realm of digital experiential marketing, applied to many types of outputs that often results into a blend of digi-physical types of spaces and ultimately of user experiences (i.e. Augmented or Virtual Reality).
EXPERIENTIAL DESIGN VS. INTERACTION DESIGN
Experiential design focuses on the overarching experience a user has with a product/service or tool also taking into account feel, look, functions.
Interaction design is a fundamental aspect within XD as it describes the activity of building interactive products that allow tool/product/system and people to connect, through the use of some type of interface.
At netamorphosis we would use UX design to fuel interactive and convergent storytelling opportunities, which would ultimately allow us to deliver omnichannel-types of customer experiences, while also ensuring high-levels of ROI to our clients.
In fact, as it relates to carving out the growth potential of a particular neta client, we often prioritize and position the digital or eCommerce channels as the central channel for both content creation + content dissemination and to build and foster a cohesive consumer journey. Ultimately, with longevity and reach in mind as well as with the understanding of how experiential design is an ever-evolving creature, this means to outline the intersection of the digital channel within the relation to its offline, other digital domain outlets (social media, blog, affiliates) and partner (wholesale, licensing and other distribution partners) touch points.
Regardless of sector or product sold, solid and quality-driven experiential design is the key through which we have been unlocking the true potential of our clients, by building together digital displays and experiences that actually interest, engage and ultimately nurture their end-users.
There is an old adage that we like to refer to when it comes to bridging a client towards an omnichannel approach and marketing modality: “a consumer that spends in more than 1 channel is likely to spend 4 – 5x as much with a particular brand, versus those customers that spend in just 1 channel.” This quote is from 2002 but it continues to prove true along all sizes of the 60+ brands and companies we’ve helped in the past 18+ years.