How to create a tailored experience for the user.
Experiential marketing is just a piece of the bigger puzzle of dynamic environments. Dynamic environments seek to shape themselves around the needs of users, giving them a tailored experience.
So, what are the core elements that can shape the experience of an environment? And how can informative, useful or entertaining information be delivered in an interactive and integrated way? Dynamic environments, unlike static ones, have to be adaptable, and have to respond to input from the user. For example, emotion and motion are viable input methods these days. Interactive touch screen technology has been around in the market for a while, and has served as a means to generate dynamic content based on user input. With motion, however, a completely different user experience can be delivered. They can be as simple as Microsoft’s Kinect gaming device, or a much more complicated custom-made application and projection system.
Dynamic environments are ideal for hotels, museums, libraries, schools and / or theatres. Consider a user “zooming in” on certain content within a museum, with the effect of deepening the historical timelines and providing user-requested information that will enhance the experience. With the help of interactive screens to display detailed information, this dynamic environment amounts to a well-integrated and compelling experience. Information can adapt in different ways – for example, with computer recognition of the human contour, progressively smaller clouds of information outwards from the point of focus can highlight the “zooming in” effect, dynamically changing the environment by what happens in space.
The interaction between user and environment can even simplify searches, such as visual searches in libraries. Searching in libraries could be revolutionised by the discovery of information or sources users did not know they were looking for, the presentation of knowledge in layers and the ability to sweep for certain types of content.
Dynamic environments are incredibly complex things in their design, but the user experience becomes ever simpler in terms of achieving what one wants to achieve. This can only amount to a great success for modern technology.
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