WWF
The Background: I believe that a person’s experience of a brand is built through a series of touchpoints that excite their senses, touch their hearts and stimulate their minds. To design these experiences, we often start by understanding how we want the consumer to feel, and then develop a suitable platform to deliver memorable experiences. But what if there was a way to measure their ‘experiential reaction’? Seeking the answer to this question set me off on a trail of deep rabbit holes, literature reviews, and academic discussions. The result was a beacon of shining light in the form of four simple dimensions: • Sensory • Behavioural • Intellectual • Social To the untrained eye, these may seem curious, but to the trained eye these hold the potent power to create holistic experiences, to reveal insights that drive innovation, yet most importantly, to measure ‘experiential reactions’. The Ask: The Living Planet Centre, home to WWF-UK, invited my agency along to hold a workshop using the four dimensions as creative springboards to revolutionise their membership package. The Day: The day revolved around a dynamic co-creation workshop structured to evaluate WWF’s current membership package, and build on areas of highlighted opportunity. It was fantastic to see members of WWF getting excited about how easy our methodology allowed the creation of ideas. As a trickle of ideas turned into a torrent, we worked in teams to refine each vision before ending the workshop with 4 inspirational presentations.