Experience Goals
An experience goal describes the intended momentary emotion or the emotional relationship/bond that the customer feels during the Watson Center visit.
Experience goals serve as a general orientation for the experience creation in the Watson Center and help to keep the focus on important issues during the experience and provide inspiration for the design.
The following eight experience goals were co-created with the Watson Center team, who developed the experience goals in the first exercise of the Participatory Design Workshop. After the workshop, we clustered and combined the many experience goals that emerged, so that they could finally be reduced to eight.
TRUST
Description
Why?
Trust is considered a basic need for partnerships - any kind of them. For many in the job, trust means security, belonging, fellowship, helpfulness, and mutual appreciation. Trust is the basis for efficient teamwork, whereas mistrust means critical observation of behavior, control, and costs resources.
IMMERSION
Description
Why?
Immersion is about a deep mental involvement with the experience. The goal is for the customer to forget the outside world as soon as they enter the Watson Center. The customer is captivated by the experience, i.e. forgetting one’s surroundings and carried away by something that is experienced as overwhelming.
MOTIVATION
Description
Why?
Motivation as an experience goal means to nurture the feeling of getting plenty of enjoyment and pleasure rather than feeling bored and understimulated by the experience. Motivation means excitement by stimulating senses. The customers should feel energized to work and co-create and their fingers should be itching to get started.
EMPOWERED
Description
Why?
Empowerment can mean that the customer enjoys a high-spirited state of being energized or vitalized. It also means generating courage to experience mental or moral strength to persevere and withstand danger or difficulties. In the Watson Center context, it means the feeling of IBM is able to give me added value and sets me apart from my competitors. Customers see the added value and unexpected input.
RELIEF
Description
Why?
Relief generally means to enjoy a calm state of being free from mental or physical tension or concern. It includes the state of relaxation, where one enjoys the recent removal of stress or discomfort. The customer who comes to the Watson Center with problems should feel relief by seeing business opportunities for themselves and assurance that they are supported in their business challenges.
CONFIDENCE
Description
Why?
Confidence means to experience mental or moral strength to cope with the current situation. The customer should feel confident about having found the right problem to tackle and the right partner to co-create a solution with. Additionally, they should feel confident about the technical feasibility.
INSPIRATION
Description
Why?
Experiencing inspiration implies a sudden and overwhelming feeling of a creative impulse. Inspiration does not arise through "pressure" or on "command", but by becoming aware of what is important for you personally. By recognizing the deeper meaning.
VALUED
Description
Why?
Valuing them means first and foremost perceiving them as human beings with their personality traits. It also means delivering an experience to the customer that is adapted to their individual needs. They should even feel special and not as one of many customers. Show them respect by regarding someone as worthy, good, or valuable and admiration by estimating someone for their worth or achievement.
Experience
Strategy Map
After the definition of the Experience Goals, a strategy and concrete steps were developed on how each team of the Watson Center can contribute to the achievement of these goals. We combined these steps into a common action plan for the Watson Center team.
Workshop
Instructions
Our team developed a 6-hour-long Participatory Experience Design Workshop with 20 participants from the 5 different departments of the Watson Center. In this workshop, we empowered the Watson Center employees to have meaningful conversations, create a common language, set goals, and ultimately, take collective ownership of the experience creation.
Participatory
Experience
Design
Workshop
