EXPERIENCE DESIGN 26 Dec 2017 - 12 Jan 18 (3 Weeks)
COURSE GUIDES: Amresh Panigrahi Balaji Rangarajan Vipul Vinzuda TEAM: Aman Verma Ankita Raj Jaydev Patwardhan Paran Phukan Sreeraj S
NOTHING EVER BECOMES REAL TILL IT IS EXPERIENCED. -JOHN KEATS
PREFACE
In a culturally complex world every “person” has a role to play and seamlessly we keep on changing our role when we are interacting with our physical world. We sometimes may play a role of a - person, audience, participant, other times as a costumer, consumer or a user. In every moment of interaction from individual to context, ideas to feeling there is an exchange of information which shapes our memories. “Indulgence with our Memories” through our “touch points” becomes a part of our experience. Envisioning that moment of indulgence which eventually shapes our memories is a very much cross disciplinary practice. There is a scope of envisioning an “experience design” through product, process, services, events or an atmosphere which gives a user experience and culturally relevant stimulus. The role of design will be limited to “create, motivate, enlighten, imagine, entertain” and forecast events which will influence the meaning and modify the human behavior which will make sense to an individual or a group. This course will develop an understanding of what is an experience and another human being’s experience coming from same ethnic group. To expose the students to different human senses, stimuli, their engagement with environment and meaning of influences as memories in a given environment To develop an understating and to articulate what inform/influence/manipulate the human experience. To understand the forces of influences in the physical world and its manipulation as desired in the emotion. To sensitize the students to pre engagement, during engagement and post engagement experiences in a given context (product, services, event, and environment).
ACKNOWLEDGMENT
We want to show our gratitude towards everyone who guided us and helped us through out this module of - “EXPERIENCE DESIGN� which was an intensive 3 weeks course of Designing an Experience of MOVING SPACE from 26-12-17 to 12-01-18. We want to thank everyone involved in this project. First and foremost, we want to thank all the course guides, Mr. Amresh Panigrahi, Mr. Bala and Mr. Vipul Vinzuda for their support and guidance throughout the project. Without their assistance and dedicated involvement in every step in the entire process, this course would have never been accomplished. I also want to thank our classmates and specially our group members who helped us through out the inputs and discussions in the module. I want to thank all the people who provided us with the facilities being required and conductive conditions for the module. Aman Verma Ankita Raj Jaydev Patwardhan Paran Phukan Sreeraj S
TAD LAD TAD LAD LAD
CONTENT
What is an Experience?
1
Human- Space- Object
5
Visit to Science City
13
Brand Selection and Study
27
Theme
43
Final Form Ideation
57
Final Proposal
73
Learnings
81
Conclusion
85
Logo Generation
87
WHAT IS EXPERIENCE ?
Physical experience occurs whenever an object or environment changes. In other words, physical experiences relate to observables. They need not involve modal properties nor mental experiences. Mental experience involves the aspect of intellect and consciousness experienced as combinations of thought, perception, memory, emotion, will[citation needed] and imagination, including all unconscious cognitive processes. Humans can rationalize falling in (and out) of love as “emotional experience�. Societies which lack institutional arranged marriages can call on emotional experience in individuals to influence mate-selection. The concept of emotional experience also appears in the notion of empathy.
EXPERIENCE
Classroom discussion and brain storming to decode the tangible and intangible aspects of experience. This will guide us to bifurcate the elements of experience which will help us to understand the reason of the experience.
Listing down the questions to understand and analyze any experience: • What is experience? • Elements of experience? • What is affecting the experience? • How it is affecting? • Why it is affecting? • What are the changes in the society?
• How changes are affecting the human lifestyle? • How the impact of lifestyle will change the experience? • How an individual experience? • What are the different senses involved in the experience? How they work? • What is the relation of human in experience? • What are the main relationship in an experience? • What are the intangible aspects of experience? • What are factors influencing experience?
HUMAN-SpaceObject
Understanding and identifying the relationship between human, space and object to find out the influencing factors in the relationship. Task was to make or find the interaction among these three elements and note down in the form of a relationship chart or hierarchy map. Transition of experience between: Human ----- Space Human ----- Object Human ----- Human
RELATIONSHIP MAPPING
Group task to identify and plot Human- Object relation in an experience. Understanding of relationship between Human and Object when they interact to provide any experience, their role in the experience and how they affect each other or get affected by the space.
Human - Object relationship chart explaining the attributes of both which is responsible for experience
HUMAN-Object Relation
On Top: Classroom presentation about the object-human relationship in an experience. Discussion and feedback session for better clarity. On Left: Relationship map between space -human -obejct and how they are affecting each other. This diagram shows the relation of elements of experience. Factors that will affect human experience:
• Time duration of the experience • First time experience or regular • Sub conscious memory related to space or object or experience itself • Mental stage at that point • Personal interaction with the space and object • Environment and surrounding • Intangible memories and feelings
HUMAN-Human Relation
HUMAN-SPACE Relation
Visit to
SCIENCE CITY
Visit to the selected space (science city) and convey the entire wholesome experience. In the visit note down the triggers, impacts and feeling associated with each sub spaces.
The Visit
JOURNEY MAP Understanding the triggers present in the space, analyzing the feelings generated by those triggers, what were our reactions to the that triggers and impact of the experience. One hand experience of every individual needs to be recorded without getting influenced by any other elements. The data need to be recored are given below: When we started thinking | Discussion | Pre-expectation | Journey to the place | Enter | The visit | Exit | Discussion among group | Back journey | Sharing experience with others | After though
Creating journey map by placing triggers at each stages if the journey and finding out the feeling and reactions associated with those triggers. In the above journey we are trying to depict how the entire experience of science city traveled with us and gave us a wholesome experience and impact.
TRIGGERS
Bifurcating the triggers from the journey map to get the wholesome experience of the space.
Feelings and experiences
Grouping the feelings and experience associated with the triggers.
IDEATION FOR REPRESENTATION
EXPERIENCE TRAIL
From the given graphical representation we have tried to represent the wholesome experience of science city in a metaphorical way. It this the rhythm and flow is representing the positive and negative experience through gradual up and down. Below on the surface, all the main terrain and buildings of the space is represented through vector. Our visit to science city was very remarkable and insightful for us. The set up and contents of the entire place was found to be intriguing enough to evoke curiosity and it was well planned which allowed us to fully engage and explore freely for a memorable experience.
BRAND SELECTION & STUDY
Take on non-automotive brand and one non automotive brand and study the intersection of both products and experience that brands are providing. Study values of both the brand, their philosophy.
Listing down activities
Before selecting the brands we listed down the places, situations and activities where experience is needed.
Selected activities
The above list are the activities which are selected and on this basis the brands can be selected so that it will give us idea to list down the named of the brands.
Automotive brands
non automotive brands
Brand selection
From taking the link from the experience of science city we focused of exploring part of it and tried to articulate what explore meant to us.
Possible combination of the brands which we find interesting.
Selected brands
The intent of rediscovering and procuring a new perspective that is reflected by the manifestations of Zaha Hadid aligns with the significance of an exploration. While, Riva has been redefining itself by keeping its rich legacy of unmatchable craftsmanship and quality to make experience of a journey par excellence. This drives us to intersect the ideology of the two brands to create an experience. Theme: “RE-EMERGE THROUGH IMMERSE� Explore | Experiment | Engage New perspective Unwinding Rediscovering Yourself
RIVA LEGACY
ZAHA HADID
RIVA + ZAHA HADID
AREA FOR MOVING SPACE
HYDROSPHERE • Our origin • Unmatched Solitude • Untamed • Water bodies as one of the supreme force of nature • 3/4th of the planet is covered with water • Vast expanse • Far away from hustle bustle of life • Abundance of vivid flora and fauna • Opportunities to explore more BEING NEAR THE OCEAN CAN MAKE YOU CALMER AND MORE CREATIVE: Since ancient times, humans have assigned healing and transformational properties to water. Our affinity for water is even reflected in the near-universal attraction to the color blue. We’re naturally drawn to aquatic hues -- the color blue is overwhelming chosen as the favorite color of people around the world, and marketing research has found that people tend to associate it with qualities like calm, openness, depth and wisdom. http://www.huffingtonpost.in/entry/mental-benefitswater_n_5791024
“Traveling with others you will find great friendship, diversions and fun but traveling alone you might find YOURSELF�
Related TRENDS After the research of the upcoming trends, we have listed down some of the trend which is justifying our travel and explore theme. Following are some trend references: 1. Is isolation the next big thing in luxury travel? “When everyday noise such as online presence and social media updates can be too in-your-face these days, our needs and appreciation also change to find balance.” So, Isolation is the next big thing in travel. http://news.wtm.com/is-isolation-the-next-big-thingin-luxury-travel/ 2. High-end personalisation is also thriving due to demand for ‘experiential luxury’, the shift from ‘having to being’ http://www.portal.euromonitor.com/portal/analysis/ tab 3. We have now entered the “Experience Age.” https://techcrunch.com/2016/05/09/the-informationage-is-over-welcome-tothe-experience-age/ 4. “Adventure travel will cater to new experiences” https://www.intrepidtravel.com/travel-trends-2018/
THEME
In the age of experience we aspire for the opportunities which encourage us to fully explore and experiment in life without any bounds. Our immersion in newfangled interactions enable us to procure new insights about ourselves and that of the surroundings. So, its the experiences in our journeys that propel us into new dimensions and help us in acquiring a new take on life.
Re discovering yourself
New Perspective
Unwinding
phantasmagoria
Persona: 35-45 yr
What experience would offer
• Freedom (not being guided by any strict schedule) • Autonomy (the power to steer the flow of activities that will customize the journey in a unique way) • Amazement (the chance to blend or immerse oneself with the uncorrupted acts or events of nature) • Shift in Mindset •Soulful •Enrichment (knowledge about oneself and surroundings)
CONCEPT
The Aquadylla concept has been made to undertake journeys that transcend the general description of any other conventional voyages and take the traveller beyond what they have ever dreamt off. The craft comprises of two major modules- The Habitat, where all the daily activities shall be carried out by the traveller while on his journey. This module also includes an entrance to the lower pod which is submerged under the water for most of the times. This underwater module is called the Microcosm pod. The entrance to the microcosm pod is through a slide like structure that lowers the traveller into the chamber. The floor of the pod is made of an advanced non-newtonian fluid that changes shape according to the entities that come in contact with it. This opens up doors to a virtually new experience every time the traveller enters the pod. The surface of this pod is transparent and this immerses the traveller into the experience completely. Another awe inspiring concept introduced in the Aquadylla concept is the transitioning microcosm. The moving pod carries along the aquatic fauna found in the voyage for a small duration of time and creates a temporary environment that is similar to the aquarium as we know it. The gradually undulating floor (Adv. Non-Newtonian Matter) adds a different dimension to the experience which is ancillary in initiating a trail of new feelings and thoughts for the traveller. The floor also provides a unique experience wherein the traveller descends gradually in the depths of the blue while still being connected with the Habitat. The ambience created is surreal enough to heighten the senses of the voyager to propel him into a new dimension of thoughts.
FORM INTER-MEDIAL
AMALGAMATED
TRANSITION
FLUID IN HARMONY
FORM GENERATION
FINAL FORM IDEATION
For final form ideation the inspiration is taken from fluidity around us.
INSPIRATION IMAGES
Ideation
EXPERIENCE TRAIL (underwater microcosm pod)
Final sketches
LIGHT AND Ambience Iridescent
Soft Glow
Chemiluminescent Soothing
Surreal
Wall Sconces
Textures, Surfaces and Materials Undulated
Breath-able
Padded
Light
Translucent
Hybridize Hydathode
SURFACE EXPLORATIONS
3D Rendering
3D render of the craft which we have proposed with our concept. Given are the different view of the craft.
Form Mock-Up
The final form of the entire moving space is scaled down and visualized in a small mock up made from thermacole to get a better understanding of the form.
Process
Process
Final proposal
After all the ideation, sketches, conceptualization we have come up with the final proposal of the concept for moving space which will provide the a unique experience to the user.
As stated by marine biologist Wallace J. Nicholas, we all tend to have a BLUE MIND, which means our minds have an innate instinct to react positively in the presence of oceans & seas. It sets a calmness and a connection, increases innovation & insight and even heal what’s broken within us. In this context the role of floating spaces is also indispensable in exploring and delving deep in the experiences which help to rejuvenate the voyager. Aquadylla represents the platform which ushers the solo voyager to the portals of new perspectives along with the unbounded experience of the boundless ocean. We have portmanteau AQUA and IDYLL to form AQUADYLLA.
Under Water view
View from underwater with logo placement and color
Side view (above sea level)
Front view of the moving space
Side view
Inside view of the space with undulated surface
Learnings
During the three weeks of collaborative course with TAD students whatever learnings and insights we had, those points are listed down.
• Understanding the mutual dependency of the three main elements that comprises experience and the degree of influence on each other in context of the situation. • Understanding has driven us to become conscious about the 3 elements (human, space and object) while analyzing an experience. • A single trigger can have different feelings and reaction (different individual, group, same person - time situation and state of mind) • Experience can also be a trigger for another experience (dampen it, enhance it or counter act it), same for the triggers, feelings and reactions • The composition of experience is subjective but it can be choreographed to appropriate level for the desired outcome. • Experience at any place or time is not linear • We found out the key characteristics (triggers) that defines the identity of science city and the experience. • We also had the chance to observe, understand and analyze the thoughts and intentions of the individuals who choreographed the emotional experience trail.
COURSE LEARNINGS • The field visit (which can be a mode of survey in future) is way to find out whether secondary research aligns with the primary research. It helps to draw out inferences.
• Selection and prioritizing for creating a smooth transition for the desired experience by putting the triggers on specific parts. • Deriving the forms on the basis of experiences.
• The representation of a wholesome experience and its composition (trigger, feeling & reaction) can differ on the basis of group and individual perspective.
• Importance of experience through tactile, motions, feel, sound, light and the provided environment.
• Impacts in our field study are cumulative experiences from all the different stages of the entire journey.
• Learned to utilize the given surrounding (natural environment: Sea) to enhance the experience.
• Observing and analyzing the sensorial triggers and inter relation or triggers among them self to give wholesome experience.
• To plan and apply the findings of human behavior and psychology on deciding different triggers and creating the desired scenario.
• Learned to work with and open ended brief and then channelizing the data and give a direction to concepts.
• Selection and conceptualizing materials and technologies that would help to facilitate the desired outcome in the future.
• Learned to extracts values, philosophy and design language of the brands. • Learned to amalgamate the relevant attributes of two brands to achieve the desire outcome. • Application of trend study for moving ahead on the concept of providing experience. • Ideating set up and scenario along with the triggers for the relevant experience.
• Peer group learning (Adobe premier pro, Fusion 360, Window movie maker) • Gained knowledge about different modes of transportation which are in use and future concepts. • Identifying the opportunities for translating the concept for future applications with the development of science and technology.
Conclusion
In conclusion, the project provided us a keen insight into the possibility of moving space in future. The collaborative workshop gave us a wide perspective of thoughts and ideas to keep in mind while designing any experience. This workshop gave us a good platform to learn and exchange the knowledge from each other while working in group (multi disciplinary). The module provided a fresh perspective of viewing any experience and how it is enhancing the motions and reactions or the user.
Logo Ideation
Before finalizing the logo we have ideated it with sketches and graphics.