Dario Cherubino

Azimut – creating emotions

Experience DesignHow to win more business,

create engaging experiencesand live an happy life

Dario CherubinoSite Italy president 2014Azimut - creating emotions creative director

CONTENTis king

…But we are given the CONTENT by our client!

We just provide the CONTEXT:

the setting,

the timing,

the mood

CONTEXTis king

How can we influence the context of events?

How can we influence learning, networking, motivation?

Recent studies in

neuroscience, psychology, storytelling, gamification,

design, behavioural economics (and more),

can actually help us!

We are influenced by Availability

Fact

i.e: the more easily you can recall an information,

the more likely it seems

We are influenced by Availability

Fact

Increase the availability of

specific information

Instant tip

We learn in little “chunks”

We remember up to 4 chunks at a time

Fact

Successive Disclosure

Instant tip

Attention

Relevance

Confidence

Satisfaction

Search for more information on this topic on the web or in your local library!

Chunks theory influences buying

Instant tip

If more than 4 options are available, the buyer will not buy

If 3 options are available,

most people will choose the middle one,

both in value and position

We relate to stories

more than to data

Fact

How much a lunar rock costs?

Tell the story behind the fact

Instant tip

Underline scarcity and unicity

Always introduce speakers, artists and performers

Use live testimonials

We infer causality

(even if it doesn’t exist)

“Joey’s mother became furiously angry with him.

The next day, Joey’s body was covered with bruises”

Fact

Dopamine makes you search for

more informationDopamine causes you to be dependent by emails, social

media, sms…

Dopamine is related to desire, not to pleasure:

it is responsible for the anticipation and expectation of

the pleasure, and stimulates you to act

Dopamine system is stronger than opiod system

Search is stronger than pleasure

Fact

Create expectation

Instant tip

Dopamine is stimulated by

unpredictability

Instant tip

140 characters are even more addictive

Our senses influence each other

and our final perceptionIn speech perception seeing the lips of the speaker affects what we

hear (‘Do We Hear with our Eyes?’, McGurk &McDonald, 1976);

In the cinema we locate the voices of actors as coming from the

screen although the sound does not comes from there

(‘Ventriloquism Effect’, Alais & Burr, 2004);

What we hear can affect what we see (‘Sound-induced Flash

illusion’, Shams et. Al, 2000);

Smells and colours affect how sweet a food tastes (‘Sweetness

Enhancement’, Stevenson, 2009);

Sounds can change how rough or smooth one’s hands feel

(‘Parchment Effect’, Jousmäki & Hari, 1998)

Fact

the Bouba/Kiki effector the Takete/Maluma effect

Fact

Colours influence our mood

Blue and Brown are relaxing

Red is exciting and creates urgency

Orange reflect enthusiasm

Yellow brings optimism

Green is connected to nature and piece

…

Fact

Colours influence our perception

Yellow causes fatigue on the eye

Orange is often considered aggressive

Black is elegant and “serious”

…

Fact

About colors1) Avoid vibrating color combinations

2) Use high contrast color combinations if you are to use

a videoprojector

3) Choose a 2/3 colors palette and stick to it!

Instant tip

Colours in cultures

http://www.informationisbeautiful.net/visualizations/colou

rs-in-cultures/

Instant tip

If it’s purple someone’s gonna die

Instant tip

Preston Bailey’s color palette picker

Instant tip

http://www.prestonbailey.com/tools/color-story/

Adobe Color app

Instant tip

Think about lights AND shadows

Instant tip

We feel the beat!

Humans and songbirds are the only creatures that

automatically feel the beat of a song.

The human heart wants to synchronize to music, the

legs want to swing, metronomically, to a beat.

Our bodies are made to be moved by music and move

to it.

Fact

Volume

Instant tip

Normal conversation volume is 60-80 dB

We perceive as “twice as loud” a 10dB increase

Check the volume with free apps like:

Decibel Ultra

Decibel 10th

Decibel Meter

Volume

Instant tip

“Signal to noise” is a metric that takes into account the ambient

noise of a room, which includes any undesired sounds that can

be heard or measured (heating/ventilating/air conditioning,

elevators, projectors, weather…).

Absolute minimum signal to noise metric

in a conference room is 20 dB.

For best results, the conference room facility should be

designed for a signal to noise metric of at least 25 dB.

the perfect soundcheck

Instant tip

Alan Parsons Sound Check cd

Canford’s Quick Check cd

“Rikki don’t lose that number” - Steely Dan

“The Show must go on” - The Queen

Soundscape

Instant tip

Brian Eno’s Music for Airports

Taste is our

more intimate sense

Fact

Eating has always been a social experience.

Taste and smell have the ability to trigger nostalgic and

pleasant memories, inspire adventure, and much more…

Enjoy tasty sculptures

Instant tip

Explore molecular mixology

Instant tip

People is fascinated

by “real” experiences

No matter if good or bad

Fact

Hans Brinker Budget Hotel

“worst hotel in the world”

Hans Brinker Budget Hotel

twit:

Hans Brinker Budget Hotel

Making things together

bonds people

Singing, walking together, dancing, eating…

any simultaneous action actually works!

It activates the mirror neurons and strengthen the feeling

of being a cohesive group

Fact

Emotions are connected to the

movement of the muscles

If you feel happy, you smile

AND

if you smile, you feel happy

Fact

Instant tip

Zygote (led) balls

Instant tip

Social games

Instant tip

Spinning wheel

Instant tip

Teambuilding activity:

Lip Dub

Instant tip

Teambuilding activity:

Urban Golf

Instant tip

Build

something

together

Memories are important

Do you prefer to enjoy a seven-days vacation, knowing

that you will forget everything,

or just a 3-days vacation, but retaining your memories of

the experience?

Fact

Give them an easy way to

collect memories

Instant tip

Hire a professional photographer

Hire a professional videomaker

Create an hashtag

Produce inspiring backdrops

Instant tip

Give them something

branded to shoot

Instant tip

Think about

alternative photo-booths

Give them an easy way to share

Instant tip

Wi Fi is COMPULSORY

Use SpeedTest.net to check your bandwidth

Download/Upload: This is how fast your network is downloading/uploading a file.

The upload and download speeds are measured in Mbps (Megabits per second): the

higher the Mbps, the better.

1000 Kb = 1 Megabit

8 Megabit = 1 Megabyte

Google's Hangout recommends at least 1 mbps for both uploads and downloads, though

you can squeak by with a bare minimum of 250 Kbps uploads and 512 Kbps downloads.

For a hangout with more than two people, Google suggests a download speed of at least 2

mbps and an upload speed of 1 Mbps, or you'll end up with frustratingly low-resolution (and

possibly choppy) video and stuttering audio.

Hulu, Netflix, Vudu recommend 1-2 Mbps for SD video streaming, 2-4 Mbps for HD 720p

video, 3-9 Mbps for HD 1080p videos.

Instant tip

100 is good

50 is very good

30 is awesome

Ping: measures the time it takes for a packet of data to travel from your computer to

another system and back. The lower the ping value, the better. Ping times that are high can

indicate a latency issue with your connection.

Human perception limit is 80ms

Instant tip

The Dunning Kruger effect

Unskilled individuals tend to suffer from illusory

superiority, rating their ability much higher than is

accurate, while highly skilled individuals tend to rate their

ability lower than is accurate

Fact

Be patient with your clients

Instant tip

Be true

Be consistent

Be unexpected

Be fun

Go one step further

“Experience design:

how to win more business,

Create engaging experiences

And live an happy life”

is a project made by Dario Cherubino for