Introductory lecture on Experience Design at the Art House in Singapore.

1. Mirai: The Story of CUTE
EXPERIENCE DESIGN
Jeffrey Tzu Kwan Valino Koh
February 2nd, 2012
http://villainus.biz/

2. LET’S TALK ABOUT...
• me :)
• What is Experience Design?
• Case Studies

3. JEFFREY
TZU KWAN
VALINO KOH
Experience Designer
&
Curator

4. PRADA WOMEN SPRING SUMMER 2008
Milan, Italy 2007

5. CCTV
HEADQUARTERS
Beijing, China
2008

6. FIGHT WITH
FLOWERS
Singapore Design Festival
2009

7. TEDX ZÜRICH
2010
http://tedxzurich.com/previous/
2010/2010/09/05/jef-koh-builds-animated-
interactive-liquids/

8. OMA: PROGRESS
The Barbican
London, UK 2011

9. UNCONVENTIONAL
BACKGROUND
• BFA Monumental Kunst, NL
• MA Creative Practice for Narrative Environments, UK
• More then 5 year’s working experience in architecture,
advertising, design research and media art

10. WHAT IS EXPERIENCE
DESIGN?
It all started with...

11. THE
EXPERIENCE
ECONOMY
A book written in 1999
by B. Joseph Pine II and James H. Gilmore

12. WHAT IS THE EXPERIENCE ECONOMY?
• The experience economy is the
next economy following the
agrarian economy, the industrial
economy and the most recent
service economy.
• Because of technology,
increasing competition, and the
increasing expectations of
consumers, services today are
starting to look like
commodities.

13. HOW MUCH WOULD YOU PAY...
For a Cup of Coffee?

14. WANNA GO FOR A COFFEE?
Where would you rather sit?

15. SELLING YOUR IMAGINATION BACK TO YOU
Brand Power and the Human Experience

16. WHAT IS EXPERIENCE DESIGN?
• Experience design is driven by
consideration of the moments of
engagement, or touchpoints,
between people and brands, and
the ideas, emotions, and memories
that these moments create.
• Experience designers are often
employed to identify existing
touchpoints and create new ones,
and then to score the arrangement
of these touchpoints so that they
produce the desired outcome.

17. OMA | PRADA
Woman’s Spring - Summer 2008 Fashion Show | Milan, Italy

18. DESIGN PROBLEM:
How to communicate the exclusivity of a brand identity?

21. THE INDIVIDUALIST’S LOUNGE
An Installation by Masterpiece Cleaners

22. DESIGN PROBLEM:
How to encourage visitors to engage with one another?

27. LET’S RECAP!
• Experience design is driven by touchpoints between
people and brands and the ideas, emotions and memories that
these moments create.
• Experience designers attempt to identify existing touchpoints
in order to create new ones, and then score the arrangement
of these touchpoints so that they produce the desired
outcome.

28. THANKS FOR YOUR TIME!
www.villainous.biz | @smallcaps | jtkvkoh@gmail.com