Brands that aspire to influence the cumulative memory of their customers understand the key tenets of experience design. As consumers, the more information we are inundated with, the more we're likely to listen to our "inner voice" to sift through the details and come to an answer right for us. This is driving a convergence of business acumen, creativity, and technology know-how in the practice of experience design.
The memory of the experience is often more important than the experience itself. Rather than focus relentlessly on creating big “moments of truth,” experience designers should orchestrate all moments, big and small, to influence customers’ cumulative memory.
The right experience design should allow you to pivot from an unscripted moment (e.g., a poor customer experience), and turn it into a good one. An ideal, though still uncommon, atmosphere for creating a design like this is a “sandbox” that sits within a company’s core business and draws on the best thinking from across the organization — sometimes from vastly different areas of expertise.
For brands eager to make memories that are likely to resonate positively with customers and lead to desired behavior, big data is helpful. But often companies overlook its limitations. Although big data can uncover difficult-to-detect patterns, it doesn’t reveal why customers behave the way they do. Big data is most powerful when used in conjunction with small data, surfaced via traditional research methods like ethnography.