Advanced Imagineering
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Advanced Imagineering

Designing Innovation as Collective Creation

Edited by Diane Nijs

Articulating and illustrating how experience design can unlock experience innovation, this book offers a fresh perspective on effectuating corporate, public, social and whole system innovation by design. The book makes several contributions to the fields of innovation and design thinking by taking complexity science as its scientific point of reference. As such this is a highly provocative book for scholars, practitioners and students in the field of change and innovation.
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Chapter 8: D-eveloping: how to deal with the challenge of making it real and involving others

Geoff Marée

Abstract

This chapter concerns the practical aspects of creating experiences that matter. It describes the basics of the creative process focusing on skills and requirements. Essential qualities are presented, such as awareness, a curious attitude, and perseverance. The difference between divergence and convergence is also considered, and the Innovation Engine is explained. It is important to understand the experience phenomenon in order to be able to develop meaningful experiences. The different realms of experience are touched upon as an introduction to the Interactive Experience Model. This model illustrates the three key contexts that influence an interactive experience the namely sociocultural, personal and physical contexts. The chapter continues with a description of the Customer Journey Canvas and how it functions both as a monitoring and as a creative tool for experience design. The various options for the optimal final selection are tested and selected using scenario writing and prototyping. The importance of fast failure and iteration are emphasized. Finally, the chapter returns to the co-creation intentions of the Imagineering process.

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