Experience as a material

This chapter explores the concept of experience as a material in service design. The author notes that experience is an elusive material for designers, as it is subjective and occurs much later from when the designing occurs. The author also highlights the importance of experience in value creation, branding, and customer satisfaction. The chapter also explores recent research on neuro cognition and how our expectations influence our experience. The author concludes that as a material, the designer is working with forming the expected experience, the lived experience, and the remembered experience. The author also notes that the designer works by forming a description of the experience and forming multiple other materials to make that experience occur. Additionally, The chapter also includes an illustration that shows how a designer represents the experience by using mood boards and graphic experiential evidencing.