Experience is a holistic journey. It is formed out of parts but it is so much more than the sum of its parts.
Each part creates a unique impression on an individual resulting in a unique and personal reaction made out of a series of emotions, behaviours and decisions – all of these then become something even bigger and unique in its nature – and this is what experience is.
It is elusive and not fully available for shaping or even prediction as it is so dependent on an individual’s life experience and therefore entirely subjective. The biggest yet the most important and uncontrollable factor is the person and their individuality.
We can create a simple experience yet for some it will be special and for others overwhelming.
We do say we need to be customer-centric or even human-centric but are we really realising the complexity and the importance of the human factor? Do we really stop for a moment to appreciate how simple yet complicated is the design of a human being and how it impacts on the design of things and spaces for human beings? I dare to say that most of the time we don’t consider it at all or at least don’t appreciate and respect it enough.
Our objectives are often small in number and limited to commercial gains without consideration and appreciation of how human experience actually creates these commercial gains and therefore should always form the primary and central objective of every business and creative decision.
If you as a business, a brand, a person would like to create a winning human experience, first consider the human that your customers are, that you are. Without the appreciation of the beauty of our human design, we can’t create meaningful or even just effective experiences.
Tech – the paradox of the prevalence of unconsciousness and illusion of calculated rationalism
Technology intensified in us the mathematical approach to understanding humans. We believe we can calculate every emotion, behaviour and decision. That there is an equation, an algorithm that can help to predict every human reaction, or better yet, make it happen.
At the same time we have started appreciating the beauty of the complexity of human mind with the power of the subconscious brain, the incredible plasticity of this organ or even with the discoveries of quantum biology showing us that organisms communicate with each other without the use of modern digital technologies.
If we look at these views as synchronously coexistent rather than in competition,
we can start to grasp the idea of human experience.
Digital technology made us forget for a moment those slightly indescribable and as of yet unexplainable parts of ourselves. These are the aspects often addressed by art, instinct and intuition rather than science.
So my personal view would be to get comfortable with not being able to understand and predict every aspect of human experience but rather combining the scientific and the artistic/intuitive understanding of the holistic nature of human design and therefore human life experience.