Upload File

anita zatori, ph.d. –emily suiter: festival experience design: …€¦ · • experience design...

  • Home
  • Documents
  • Anita Zatori, Ph.D. –Emily Suiter: FESTIVAL EXPERIENCE DESIGN: …€¦ · • Experience design is a discipline that develops holistic experiences inclusive of all users across
1
Anita Zatori, Ph.D. – Emily Suiter: FESTIVAL EXPERIENCE DESIGN: THE CASE OF THE RADFORD HIGHLANDERS FESTIVAL ABOUT FESTIVAL • Takes place in Radford, Virginia for the past 23 years • A family friendly event that has something to offer for everyone. • Several Scottish clans attend the festival to celebrate their heritage • Provides authentic experiences: e.g. Highlander games • Other program elements include music and dance events, sheepherding, and authentic food and merchandise vendors. Q1: HOW TO PROVIDE AN ENGAGING FESTIVAL EXPERIENCE? • Various attendee segments look for different types of festival experiences. However, the core nature of engaging experiences is rather homogenous. • It is proposed that those experience offers capable to (A) attract, (B) entertain, (C) educate, (D) interact, and (E) activate are the ones truly engaging for all of the festival attendees (Figure 1). • The experience design at this point has to be translated into different program offers to address the heterogenous interest of the attendee segments. Q2: WHAT TYPE OF FESTIVAL EXPERIENCES ARE IN DEMAND? • The three visitor segments: students, locals, and tourists • The observations aimed to investigate the strengths and weaknesses of the festival both from organizational and experiential perspectives. The survey findings together with the observations were utilized in the experience design. METHODOLOGY • Theoretical conceptualization was applied to answer Q1. • Quantitative and qualitative data was collected via on-site to answer Q2. • Survey data (n=104) and observations (19 observers) served as market intelligence at developing successful visitor experiences for the upcoming year. • To answer Q3 brainstorming was conducted to generate creative ideas for the experience design of the 2019 festival. INTRODUCTION • Designing successful, engaging and memorable experiences has been a focal topic in our ‘experience age’. • Although, many of the small and medium size players of the event sector have been still just familiarizing with the concept. • The paper’s goal is to discuss the application of the experience design on a festival through a case study. • The organizers of the Radford Highlanders Festival reached out to the authors to help them enhance the festival experience. • The authors have cooperated with the organizers to apply the experience design approach in festival planning and organization. CONCEPTUAL FINDINGS: THREE-STEP EXPERIENCE DESIGN APPROACH • Q1: What value offers do we need to provide for an engaging, high-impact festival experience? What type of experiences would we like co-create with the attendees (to address the value offers)? • Q2: What type of event experiences do our attendee segments find attractive and exciting? • Q3: What programs can we offer to deliver the desired experiences? Attendee Segments • Students • Locals • Tourists Attendee Motivation • Have fun (36%) • Scot-Irish culture (32%) • Time with family & friends (29%) Most Popular Programs • Highland Games (38%) • Vendors (33%) • Food (30%) LITERATURE ON EXPERIENCE DESIGN • Even though few papers touch upon the aspect of event experience design (Ballantyne et al., 2014; Orefice, 2018), there is a lack of more in- depth discussions which would depict the successful application of the experience design technique in festival organization. • Experience design is a discipline that develops holistic experiences inclusive of all users across all aspects of service, product or event. It provides a way for organizations to design a valuable customer experience. • The aim of experience design is to design effortless customer journeys. In context of festivals, the attendee experience and the attendees experience journey are in the focus of the design process. CONCLUSION • The novelty of the paper is given by the detailed discussion of the practical application of experience design approach in case of a festival. • The authors conceptualize the experience design approach in context of festivals and propose a three-step process tool for festival experience design. • A limitation of the study is that it does not examine the customer journey from the beginning until the end, but it focuses on investigating the on-site experience and on designing the program and experience offers as a next step. Figure 1: Festival experiential value offer dimensions REFERENCES • Ballantyne, J., Ballantyne, R., & Packer, J. (2014). Designing and managing music festival experiences to enhance attendees’ psychological and social benefits. Musicae Scientiae, 65-83. https://doi.org/10.1177/1029864913511845 • Orefice, C. (2018). Designing for events – a new perspective on event design, International Journal of Event and Festival Management, Vol. 9 No. 1, pp. 20-33. https://doi.org/10.1108/IJEFM-09-2017-0051 Department of Recreation, Park and Tourism

Upload: others

Post on 25-Aug-2020

1 views

Category:

Documents


0 download

Report

TRANSCRIPT

Page 1: Anita Zatori, Ph.D. –Emily Suiter: FESTIVAL EXPERIENCE DESIGN: …€¦ · • Experience design is a discipline that develops holistic experiences inclusive of all users across

AnitaZatori,Ph.D.– EmilySuiter:

FESTIVALEXPERIENCEDESIGN:THECASEOFTHERADFORDHIGHLANDERSFESTIVAL

ABOUTFESTIVAL• TakesplaceinRadford,Virginiaforthepast23years• Afamilyfriendlyeventthathassomethingtoofferforeveryone.• SeveralScottishclansattendthefestivaltocelebratetheirheritage• Providesauthenticexperiences:e.g.Highlandergames• Otherprogramelementsincludemusicanddanceevents,

sheepherding,andauthenticfoodandmerchandisevendors.

Q1:HOWTOPROVIDEANENGAGINGFESTIVALEXPERIENCE?• Variousattendeesegmentslookfordifferenttypesoffestivalexperiences.However,thecore

natureofengagingexperiencesisratherhomogenous.• Itisproposedthatthoseexperienceofferscapableto(A)attract,(B)entertain,(C)educate,(D)

interact,and(E)activatearetheonestrulyengagingforallofthefestivalattendees(Figure1).• Theexperiencedesignatthispointhastobetranslatedintodifferentprogramofferstoaddress

theheterogenousinterestoftheattendeesegments.

Q2:WHATTYPEOFFESTIVALEXPERIENCESAREINDEMAND?• Thethreevisitorsegments:students,locals,andtourists• Theobservationsaimedtoinvestigatethestrengthsandweaknessesofthe

festivalbothfromorganizationalandexperientialperspectives.Thesurveyfindingstogetherwiththeobservationswereutilizedintheexperiencedesign.

METHODOLOGY• TheoreticalconceptualizationwasappliedtoanswerQ1.• Quantitativeandqualitativedatawascollectedviaon-sitetoanswerQ2.• Surveydata(n=104)andobservations(19observers)servedasmarketintelligenceatdeveloping

successfulvisitorexperiencesfortheupcomingyear.• ToanswerQ3brainstormingwasconductedtogeneratecreativeideasfortheexperiencedesign

ofthe2019festival.

INTRODUCTION• Designingsuccessful,engagingand

memorableexperienceshasbeenafocaltopicinour‘experienceage’.

• Although,manyofthesmallandmediumsizeplayersoftheeventsectorhavebeenstilljustfamiliarizingwiththeconcept.

• Thepaper’sgoalistodiscusstheapplicationoftheexperiencedesignonafestivalthroughacasestudy.

• TheorganizersoftheRadfordHighlandersFestivalreachedouttotheauthorstohelpthemenhancethefestivalexperience.

• Theauthorshavecooperatedwiththeorganizerstoapplytheexperiencedesignapproachinfestivalplanningandorganization.

CONCEPTUALFINDINGS:THREE-STEPEXPERIENCEDESIGNAPPROACH

• Q1:Whatvalueoffersdoweneedtoprovideforanengaging,high-impactfestivalexperience?Whattypeofexperienceswouldwelikeco-createwiththeattendees(toaddressthevalueoffers)?

• Q2:Whattypeofeventexperiencesdoourattendeesegmentsfindattractiveandexciting?• Q3:Whatprogramscanweoffertodeliverthedesiredexperiences?

AttendeeSegments

•Students•Locals•Tourists

AttendeeMotivation

•Havefun(36%)•Scot-Irishculture

(32%)•Timewithfamily&

friends(29%)

MostPopularPrograms

•HighlandGames(38%)

•Vendors(33%)•Food(30%)

LITERATUREONEXPERIENCEDESIGN• Eventhoughfewpaperstouchupontheaspectofeventexperience

design(Ballantyneetal.,2014;Orefice,2018),thereisalackofmorein-depthdiscussionswhichwoulddepictthesuccessfulapplicationoftheexperiencedesigntechniqueinfestivalorganization.

• Experiencedesignisadisciplinethatdevelopsholisticexperiencesinclusiveofallusersacrossallaspectsofservice,productorevent.Itprovidesawayfororganizationstodesignavaluablecustomerexperience.

• Theaimofexperiencedesignistodesigneffortlesscustomerjourneys.Incontextoffestivals,theattendeeexperienceandtheattendeesexperiencejourneyareinthefocusofthedesignprocess.

CONCLUSION• Thenoveltyofthepaperisgivenbythedetailed

discussionofthepracticalapplicationofexperiencedesignapproachincaseofafestival.

• Theauthorsconceptualizetheexperiencedesignapproachincontextoffestivalsandproposeathree-stepprocesstoolforfestivalexperiencedesign.

• Alimitationofthestudyisthatitdoesnotexaminethecustomerjourneyfromthebeginninguntiltheend,butitfocusesoninvestigatingtheon-siteexperienceandondesigningtheprogramandexperienceoffersasanextstep.

Figure1:Festivalexperiential

valueoffer dimensionsREFERENCES

• Ballantyne,J.,Ballantyne,R.,&Packer,J.(2014).Designingandmanagingmusicfestivalexperiencestoenhanceattendees’psychologicalandsocialbenefits.Musicae Scientiae,65-83.https://doi.org/10.1177/1029864913511845

• Orefice,C.(2018).Designingforevents– anewperspectiveoneventdesign,InternationalJournalofEventandFestivalManagement,Vol.9No.1,pp.20-33.https://doi.org/10.1108/IJEFM-09-2017-0051

DepartmentofRecreation,ParkandTourism

Lean Experience Design

Kirill Design Experience

User Experience Design, Service Design, Design Thinking

Agile User Experience Design · Agile User Experience Design Agile Executive Forum August 5, 2013 Julia Cichowski User Experience Design, Fidelity Investments

DeepSight: experience design and user experience services

Design Thinking Experience

HOSPITALITY EXPERIENCE & DESIGN

experience design experience economy affordance theory

Service Design in Experience Design

design experience other work experience - elinalawrie.comelinalawrie.com/.../02/ElinaLawrie_DesignResume.pdf · design experience Stantec Consulting - Int. Airport Division 07.2010

Experience Design 101

Design Chef User Experience Design

Experience-CenteredDesign - Aalto · Experience-centered design, experience-based design, experience design, designing for experience, user experience design. All of these terms have

Experience design - cpb-eu-west-2-juc1ugur1qwqqqo4 ... · Berridge, Graham Experience design Berridge, Graham, (2007) "Experience design" from Berridge, Graham, Events design and

Social Experience Design

Experience Design & Creation

experience design intro

Brand Experience Design

1 Performance Assessment An NSF Perspective MJ Suiter Budget, Finance and Awards NSF

CONTEXT-SPECIFIC EXPERIENCE SAMPLING FOR EXPERIENCE DESIGN …

Pull | Experience Design

Reactors & Services experience in design and construction · experience in design and construction. ... AREVA’s Reactors & Services experience in design and construction ... Building

On Experience Design

Banking experience design

Experience Driven Design

Experience Design & Gamification

Experience centered design

Visual Design & User Experience - ContaminAction University...Visual Design & User Experience Il ContaminAction Master in Visual Design & User Experience Design non è un Master universitario

Experience Design

Experience Design Booklet

User experience design