when Steve Jobs uses the power of series in his biannual show | Comments: 61

Fans of World of Warcraft know the date of the next release, fans of Harry Potter know when the next movie will be out, so does the fans of Twilight, fans of Muse know when their concert is and I feel that most marketo-geeks throughtout the world

Apple-keynote-big-day

Fans of World of Warcraft know the date of the next release, fans of Harry Potter know when the next movie will be out, so does the fans of Twilight, fans of Muse know when their concert is and I feel that most marketo-geeks throughtout the world know when the next Apple Keynotes will be out and even probably the time.

Setting a date, make an appointment with your audience has proven its efficiency in all sorts of media and services :

  • Every day at 20h, you get the news on national TV.
  • Every sunday, you have a big family movie on TF1.
  • Every monday, the release of your favorite magazine.
  • Every week, new content on Ted.com.
  • Every year, you would get a new Harry Potter book.
  • Every Friday, a new Dr House episode.
  • Every Friday, it's fish day among some religions.
  • Every Wednesday, you get a new cartoon from Kenazart.

Setting the date is particularly good to gain the loyalty of your audience. The expectancy of the new episode, release, will give them time to talk among each other and the witnesses of their talks will... hear about the product and probably check it out on its next issue.

The power of series comes from two rules of human natures:

1) Humans are habit oriented creatures, they are as a group not very keen on trying new things if they are not sure it's going to be enjoyable. They will, in majority, order the same thing in a restaurant, not willing to risk on not enjoying their dinner.

The series have this power. Ones you enjoyed caracters or a teamwork, having a new episode out is probably going to be as enjoyable as the first one.

2) What makes them more willing to try something new? If they hear 3 of the people talk about it and mention what they liked about it. Viral messages take a bit of time to run through communities as they occur during those unformal talks usually at dinner parties or while having coffee. Series and seasons are great for that as they give time for the viral messages to spread.

Well Steve Jobs and his witfull team are just exploting those rules of nature.

Twice a year, you get the big Apple show with the official release on Apple new products. The "secret" is a big thing at Apple, apart for the occasionnal leeks that nurture the community... speculating, talking, giving their point of view...sometimes even creating their own mockup of the next product. Their own version of ads.


Community created ad for the iSlate, on the day of the Apple Keynote
(On January 27th, it counted 34 000 odds views.)

Here a little Google Trends of the keywords "iPad, iSlate, Apple Keynotes". Google Trends of the regularity of the Apple Keynotes

The effect in the team of this biannual deadline

Whenever your team gets that kind of BIG deadlines, failing or not meeting the deadlines are just not an option. That can really drive your productivity forward.

Other companies would use the attention of big tradeshows to release their new product, which is already pretty good. Apple, just doesn't, they don't share the attention. :-)

Apple, like novels, is about making it a puzzle

To conclude, I would say that it seems to me that Apple, like big best-sellers, uses another aspect of human nature, the lingering power of unanswered questions. But that one deserved a whole post. Soon.


when a taxi makes you sing during the ride | Comments: 18

Karaoke taxi in Paris

Karaoke taxi, the only one in Paris.


when Noheto offers a very desirable give-away | Comments: 27

Back in 2005, when Smart cars started "wearing" advertisement, I worked for a company called Noheto. It was a content management software. I used to say that choosing a content management system is like choosing a mean of transportation.

Smart cars as goodies

Back in 2005, when Smart cars started "wearing" advertisement, I worked for a company called Noheto. It was a content management software. I used to say that choosing a content management system is like choosing a mean of transportation. You want to get it right, especially in the long term. So we used this metaphor and compared our product to a smart car.

You should have seen the desire in the eye of the people we talked to. They all wanted it. We would make it very explicit that we only had a few, which would only make it worse. :-)

We'd put inside a short description of the product, the card also contained contact info.

Even the competitors would come and ask us to have one at the end of the day. One of my client said, I give your goodie to my son, he took it so fast from my hands, it was amazing. I saw it for years among his toys afterwards.


when Flickr greats their users in a different language every time they log on | Comments: 45

Originally Flickr was a chat room where you could share your pictures. Stories go that a real human being would great users personally whenever they'd log on. Flickr maintained the gene of unusual greeting by greeting their users in a different

Flickr multilingual greeting

Originally Flickr was a chat room where you could share your pictures. Stories go that a real human being would great users personally whenever they'd log on.

Flickr maintained the gene of unusual greeting by greeting their users in a different language every time they log. Refresh the page and you will witness it.

Nothing much, it's just Flickr. It's them.


When Southwest airlines allow their steward(ess)es to express their creative skills | Comments: 30

When I got on an Southwest airlines, the stewardess sang a beautiful song that did'nt have anything to do with the business, and that was also nice. You'll find on YouTube several videos posted by what seems to be users showing their flight

When I got on an Southwest airlines, the stewardess sang a beautiful song that did'nt have anything to do with the business, and that was also nice.

You'll find on YouTube several videos posted by what seems to be users showing their flight experience. Most videos get about 150 00O views each.

Travelling with Southwest airlines is source of all sort of tiny delights. I let you discover them.


when the Hotel Bloom transforms every name tag into a surprise | Comments: 64

At the hotel Bloom in Brussels: Smile and Angel will great at the reception desk. Superman will be in charge of security. Myself will serve you a drink at the bar. Additional cost: 0 euro Client experience: 10. Meeting any employee makes it a

Mockups of the name tags at the Hotel Bloom in Brussels

At the hotel Bloom in Brussels:

  • Smile and Angel will great at the reception desk.
  • Superman will be in charge of security.
  • Myself will serve you a drink at the bar.

Additional cost: 0 euro Client experience: 10.

Meeting any employee makes it a potential experience. I should have waited for the cleaning lady to read hers. Oh... next time.

The Hotel Bloom is filled with other delights... I won't reveal them all here, so enjoy.


Popular products | Comments: 115

  • Brainstorms and seminars "what's my company personality? How can we express it?"
  • "LeCatalog" for events and christmas cards.
  • Designing experiences for your clients.

After 10 years as a user experience specialist, designing websites. (see my book about it), I wanted to expand my craft to the "real" world.

In my career, I have consulted for most of the top 5 ecommerce sites in France, as well as France Television Interactive, Barclays Bank, Benchmark group... I also have been, throughout the last 4 years, an engaged teacher at the IIM, Celsa, university of Limoges and Poitiers.

With Kenazart, experience designers, I bring together my network of beloved designers, writers, product specialists, to create for your users, audience and patrons a unique experience. Our solutions can be tangible or digital, our focus is the result whatever the mean is. It's true that 10 years of digital experience do come very handy every now and again.

Kenazart, experience designers, SàRL, is based in Paris, France. We travel, pretty easily, to meet our next mission location.

illus-LeCatalog-600.jpg

LeCatalog for events and christmas cards.

Should you organize an event and wanted your users to experience rare pieces of technologies and concepts: LeCatalog is your answer. Call us to consult it. LeCatalog is also a unique document that holds towns of ideas, swiftly adaptable, for your christmas and new year cards, for entertaining your prospects at Tradeshows and conferences.


Inspirational speech: enlightening stories with a hint of interaction

illus-produits-600.jpg Big fans of people, emotions and the way human beings function in a group, we can come and talk to you about "what we've learnt so far". We have little experiments, we like to have the audience take. Some using funny tasting sweets or stuff hidden under their seats. We use them to demonstration the effect of fear, adoption curves, viral phenomenons, positive strokes and creativity...




LeWorkshop of fresh air: 50% talk, 50% interaction

Let us introduce to your collegues and students, this new era of experience oriented products and communication. Rich of dozens of examples and results that brands had on their business once they'd added experience design to their sturdy products. We will then in a playful way envision what your company personality is. How you can express it.

The talk can also contain a few propositions on what your brand could do.


LaTotale: Get us to create a unique experience for your audience.

LaTotale by Kenazart, Experience Designers. You're a big fan, of what our network of experience designers is capable of doing. You want us to come sparkle your brand?

  • We will start by listening, LesListeners will have to experience your product. We usually sit quietly in the corner or ask to do a little work with you. We might ask you for some numbers of recurring situations. This phase is about understanding the way you work, who you are, what are your constrains, what are the point of frictions, what is exceptionnal about you, identify opportunities. This phase can last from 1 to 15 days.
  • We will ask you if your are more dreaming of @big changes, @medium changes or @small changes.
  • We brainstorm, along with other experience designers. Play a little ping pong with your team or yourself to improve the solutions.
  • We present you a list of experiences that could be added to your environment. They are usually sketched out so you can visualise it.
  • You choose the ones you want, or take them all.
  • We design, produce, realize, make them exist. Some big companies usually have their team integrate the solutions, they just needed the plan, the concept. And we're happy about that.
  • We tweak them as they get tested in real environment.
  • We come back after a little to check if everything is ok. We like to make a little movie at that point.

Solutions can be pretty much anything as you might have noticed in our example section. The diversity of our team of free-lancers and technical experts makes us good at pretty much anything. We will always make sure that the experiences have their "online" portability...so it can be shared with others.

Convinced? You want LaTotale? Call us up and say "I want LaTotale". We will understand.


5.5 questions about experience design | Comments: 85

  • What is Experience Design?
  • How do you get all your ideas ?
  • How your background in Internet Marketing and new technology helps?

1) What do you mean by Design of experiences?

It's about putting together a strategy to have your audience feel emotions.

2) Why bother with having them feel emotions?

Well, because it's what make them LOOOVE or hate your brand, service, product. And because, it is what they will talk about to their friends and colleagues.

3) How your background in Internet Marketing and new technology helps?

That makes us good with technical stuff if we feel like it.

And also, after 10 years of observing how people behaved on the internet, seeing what worked and what would get people to talk about you et make links to your website. Patricia decided to create Kenazart Experience designers, because your product can be as good and sturdy as it gets, it has to be a little different, there has to be something visual to share. Otherwise, the product is pretty much ignored.

So, with our designing, we will make sure you get some online portability so you will get those links created to you regularly without having to do anything else.

4) How do you get your ideas?

In our popular products' page, we explain the process we go though, but it's mainly about research in figuring out human emotions equations. Patricia likes to write formulas about them. To get the concrete ideas out, you would have to give us your constrains and your goal. We love challenging questions like "how can we innovate in Education while using less real estate?". Those get the juice flowing.

We've noticed that concrete ideas come from inspiration, concepts we've seen somewhere else, so we make sure to keep a wide range of inspirational points (video games, movies, books, science, blogs, scientific publications, journeys abroad...).

We also like our solutions to be "green oriented" so we watch what green geeks do. To keep us on that edge.

5) Is experience design, a known profession?

Well, some people would say that we are a mix of scenography, experiential marketing, user experience, product designer. We like to call it experience design because it's only about :

  • designing: making a plan to create
  • experience: things or situations for your audience to live. In the sense, that we want them to feel emotions.

5,5) How much do you like your job?

Love it, watching those happy, surprised, puzzled faces. It is such a treat.

Spending time with our clients figuring out the best of them, feels great.

So what are your questions about Experience Design? We'll be happy to make it 6.5 questions for you.


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Our publications

Intellectual tourist city guides to San Francisco, Geneva, Paris....

We publish every 3 new moon, a publication (?). Next one: Intellectual tourist city guide to Geneva, fev 13, 2010. How exciting!


and then: LeBrandLoveMeter, let's measure the love of the crowds for brands.

Events & Speaking engagements

Kenazart Experience Designers

adds a little sugar to sturdy products.

Our mission

Have your users make that face

Utilisateur web

Our services :

  • Consulting, audit
  • Brainstorms, training
  • Recommandations and implementations of solutions.

All sorts of ways to contact us :

17 bd Pereire 75017 Paris - France. Directions to get to us
patricia@experiencedesigners.net
Tel : +33 (0)1 47 63 29 52
Fax : +33 (1) 73 76 91 60

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