3 day Design Workshop …

3 day Design Workshop                                                 28 - 30 April, 2008


          DESIGNING FOR PERSUASION: CREATING DYNAMIC,
        MULTI ­ SENSORY EXPERIENCES FOR CUSTOMER DELIGHT

          The science and art of persuading and delighting your customers

Introduction
In today's world, no matter what the business, every business is in the
business of creating EXPERIENCES. In today's business jungle, a company
that creates breakthrough experiences, survives and thrives. Others get
extinct. This workshop strives to unravel the science and art of persuasion ­
the art and science of persuading the customers to buy more through
delightful experience creation

Workshop Objectives

To improve the aesthetic and market appeal ­the experience- of any interface
through which a business interacts with the customers ­ RETAIL set up, product, ad,
brand, etc., real or virtual, retail or otherwise, or event, by enhancing the ambience
and the overall experience using multi-sensory stimulants like lighting, sound, smells
and other sensory stimulants to affect 50 plus human senses. To give tips and
insights to create experiences that surprise, emotionalize, sensualise, romanticize,
intimatize, humanize, mystify-in short persuade the consumers to buy more through
delightful experience creation and to help businesses develop products, spaces,
services that are never before types, thus bringing them the competitive advantage.

Context
In today's fast changing and fiercely competitive world, a product, an ad or an
ambience has to offer a high quality, fascinating, and alluring experience to attract
customers, as in case of showrooms, advertisements, road shows, restaurants,
hotels, theme parks, brands, web sites, software interfaces, etc. A superior,
welcoming and captivating experience is also necessary in an office, as well as, in
today's context, the cyber office, to facilitate increased efficiency and productivity
and reduced stress. Similarly, an equally warm, affectionate and cozy experience of
the ambience is desirable in homes to help relax and recharge or even entertain.
Monotony is boring. Dynamism is delight. The more unpredictable is the dynamism
so much the better. Businesses today have to continuously reinvent themselves to
provide newer offerings and experiences to keep their customers interested. They
have to persistently delight and wow, surprise and mystify them. They have to make
them fall in love with the experience and further make them lust for it. And this has to
begin from the very first interface that the customers encounter ­the ambience, the
product, et al, whatever it be, be it in real or virtual space. Also, what we wear, the
colours we put on, how we carry it, the smells, and etc. creates our personal
ambience, that gives an experience about us to the outer world. A pleasant personal
ambience is also desirable to create a memorable, and hence repeat worthy
experience, and to achieve good rapport, or to present us amicably, as in important
meetings, or for retailing as in the front-end staff, fashion shows, etc.
Any given business interacts with their customers through their products, spaces,
© IP&P,NID 2008                           email: delhi@nid.edu, niddc@rediffmail.com,
Workshop Series                                         industryprogrammes@nid.edu
services, its people, et al which has been termed above and here as interface. Each
interface creates or develops a unique ambience. This ambience is defined by and
made up of:
    · Permanent elements like the product structure, furniture, exhibits,
       ornamentation etc.
    · Sensorial stimulants like ambient light, sounds, smells, air circulation, (the
       clothes, the smile etc. in case of people)

Today, while designing an interface, the permanent elements as well as the
sensorial stimulants are mostly kept fixed or have very little flexibility, mainly
because of the costs involved both in terms of money and time and the overall
logistics. Thus, we see that most interfaces provide a fixed or constant ambience ­
that is, it gives a similar kind of feeling every time one enters or interacts with it. This
constancy of ambience leads to monotony and reduced interest value. This can lead
to, depending on where it is located, reduced customers ­ reduced business, lower
efficiency and productivity, increased stress etc. On the other hand, a dynamic
ambience generates an interest value and helps increase repeat customers and,
therefore, business, and helps overcome monotony and brings vibrancy, liveliness
and an element of astonishment in a given interface.

This workshop seeks to introduce the basics of creating dynamic multi-sensory
experiences. A Dynamic Multi-sensory Experience is that which uses all the various
sensory stimulants (like light, sound and others) either individually or in appropriate
combinations to create, alter or, if so desired, periodically or continually
recast/transform the prevailing perception -the experience of a given interface. Thus,
making the interface more vibrant and dynamic and breaking the
monotony/constancy of a conventional interface obtained by the use of
permanent/fixed elements only. By manipulating the various sensory stimulants (like
light, sound, etc.) that impinge on our 50+ senses, a Dynamic Multi-sensory
experience can be created. This is achieved by manipulating ONLY the sensory
stimulants and NO alteration/modification in the existing permanent/fixed elements in
the given interface is required. Hence, one can generate varied and different types of
changeable interfaces superimposed over the existing interface made up of the fixed
elements. Thus, this adds variety to the way the given interface is perceived at a
very nominal cost compared with the changing of all the fixed elements. Multi-
sensory Experiences are helpful wherever there are interfaces- products, branding,
retail, and indoor or outdoors and even cyberspaces and virtual reality or even in
interiors of aircrafts and automobiles, as also in advertisements, corporate offices,
corporate identities, etc. That means everywhere. Good experiences can help
enhance anything that the business uses to interface with the customers. Be they
products, retail shops, malls, theme parks, gardens, theatres, restaurants, hotels,
offices, homes, hospitals, operation theatres, patient rooms, e-retail sites, web sites,
user interfaces, virtual reality, RVR spaces, Promotions, Ads, Brands, and so on.
This workshop will be based on the latest research and understanding of the techno-
scientific principles of human sensation and perception and the physiology of the
brain in deciding the quality of an experience and those from the ancient traditional
knowledge, especially yoga, and their applications in generating required sensory
stimulation to create the desired experiences.




© IP&P,NID 2008                             email: delhi@nid.edu, niddc@rediffmail.com,
Workshop Series                                           industryprogrammes@nid.edu
Methodology
Lecture demonstrations, along with experiential exercises and hands-on explorations

Broad Topics to be Covered
1     Basic principles of how humans sense and perceive
2     Perception through 50+ senses ­what constitutes a good experience
3     Physiology of Experience and Quality of life
4     Multi-sensory and Cross Sensory Branding
5     The Principles of Persuasion and Customer Delight
6     Principles for creating desirable and delightful Experiences
7     Fundamentals of Lighting and Lighting for Visual Composition
8     Fundamentals of Sound, smell and other media (stimulants)
9     Multi-sensory Experiences for virtual spaces
10    Multi-sensory Ambiences on the Web
11    4D Multimedia and its applications
12    Basic principles of creating multi-sensory dynamic experiences
13    Technologies/Methodologies for creating multi-sensory dynamic experiences
14    Psychological and cognitive aspects of multi sensory dynamic experiences
15    Design and aesthetic considerations for dynamic experiences
16    Commercial considerations and applications of Dynamic Experiences

Anchor Faculty: Mr. Krishnesh Mehta
Krishnesh Mehta has been working on the synergetic convergence of Design,
Science and Technology and Management for over a decade. He has done Masters
in Physics followed by an Advanced Diploma in Space Sciences. He is a chartered
lighting engineer and teaches lighting choreography and design with specialization in
Reality SFX. He is certified in Complementary Medicine and therapies. He has
undergone two years Faculty Training programme at the National Institute of Design,
India. He is an ISIS (UK) and ITEM (USA) certified Energy Medicine and Brain
Imaging researcher. He has also done MBA and has been actively involved in
researching on Senses and Sensibilities, Perceiving Perception, and the
Neurophysiology of Creativity, Leadership and Systems thinking. He has also done
extensive work on neuroplasticity combining the best of the modern and the ancient
sciences like yoga for achieving desired alteration in the brain functioning. Based on
the above convergence he has developed the concept of Multi-sensory (50 plus
sensors) and Cross Sensory Design, Perceptual and Intuitive User Interfaces and
has been holding regular workshops on the same. He has been a member of the
Faculty in the area of Design Science and Strategic Design Management at the
National Institute of Design, India, for the last 13 years. He has also been an active
player in the setting up of the Country's first Design Business Incubator. He offers
workshops, nationally and internationally, to top corporates and executives on
Creating Multi-sensory Experiences for Customer Delight, Creating Creativity and
Innovating Innovation, Retail and Visual Merchandising (Experience Merchandising),
Choreographing Light and Lighting, Innovative Entrepreneurship, Wellness, etc. He
consults some of the top Indian organizations on Design Management and Retail
and Experience Merchandising. He is a visiting faculty offering varied courses
ranging from creativity, innovation to entrepreneurship, creative leadership, etc. at
various institutes like the Indian Institute of Management, Ahmedabad (IIMA), Indian
Institute of Management, Bangalore (IIMB), etc. His papers on various topics have
been published nationally and internationally.
© IP&P,NID 2008                          email: delhi@nid.edu, niddc@rediffmail.com,
Workshop Series                                        industryprogrammes@nid.edu
Duration
The programme will be of three days. Please note that the workshop will be highly
intensive and so you are requested to keep all the evenings except the first day free
for the workshop sessions. Please DO NOT book your return tickets before 8.00 pm
on the last day of the workshop.

Intake
Participation will be limited to a maximum of twenty (on a first come first serve basis).

For Whom
All those in the business of creating experiences: Retailing and Retail designers,
E-retailers, Visual Merchandisers, Retail Merchandisers, , Advertising, Brand
Managers, Architects, Interior Designers, Choreographers, Hospitality Industry,
Event Managers, Merchandising, Event Visualizers and Art Directors, Landscape
Designers, Facade Designers, Set/Stage/Entertainment Designers and Advertising,
Creative teams of Audio-Visual Equipment and Stage/Set Equipment Manufacturers
and Service Providers, Professionals connected with hotels, restaurants, window
displays, offices, amusement parks, exhibitors, and entertainment venues etc. can
also benefit, Hospitals, Professionals dealing in digital architecture, web-sites,
cyberspaces, user interfaces, virtual reality, and all in the creative field including
designers, architects, managers, design professional, retailers, other professionals
and students can benefit from this program. Others desiring to increase their
sensitivity and creativity are also welcome. All that is needed is an open mind. etc.

Fees & Registration
Non-residential Registration Rs. 9000/- [Includes Lunch and Workshop Registration
only]

Registration Fees to be paid by Demand Draft / Pay Order in favour of NATIONAL
INSTITUTE OF DESIGN, payable at New Delhi.
Kindly send your nomination/s on your letterhead indicating Workshop Title, Name/s,
Designation, Phone No, Fax No, and Email ID of the nominees along with the fee to:



NUPUR GUPTA                                          National Institute of Design
                                                     Core 6 A- 3rd Floor
Design Centre Manager                                India Habitat Centre
NID-ITPO Showcase Design Centre                      Lodhi Road, New Delhi
Hall No. 19, 1st Floor
Pragati Maidan                                         -24692846,24647487
New Delhi
   (011), 23379645, 23379646



           A certificate of participation will be presented to the participants.

© IP&P,NID 2008                             email: delhi@nid.edu, niddc@rediffmail.com,
Workshop Series                                           industryprogrammes@nid.edu