Blanche takes Manhattan
Experience design is not about flashiness or technical wizardry, but rather about connecting with people in an authentic way. Too often, designers rely on the latest technology and trends to engage audiences, without considering the specific goals and needs of their target audience. This approach can lead to exclusion and ableist assumptions about what makes a good user experience.
In my experience, good design starts with a deep understanding of the audience and context. Take, for example, two very different projects I've worked on. The first was a massive screen in Times Square, launched in 2014 with a generative graphic display for Vornado Realty Trust. The goals of the project were clear: engage the Times Square audience and create buzz around the launch. To achieve this, we had to design an experience that would stand out in the crowd, while also being relevant to the context of Times Square. The result was a visually stunning display that stopped people in their tracks, making the cover of the business section of the New York Times.
The second project was a more intimate affair, set in a historic stone cottage in Gloucester, Massachusetts. The goal was to create an immersive experience that would connect attendees with the legacy of suffragette and botanical illustrator Blanche Ames Ames. To achieve this, we designed a three-night event that included an intimate dinner in her former studio, a ramble around the unique property, and opportunities for attendees to connect with each other over shared interests. By immersing people in Blanche's story in a tactile, sensory way, we were able to create a deeply engaging experience that left a lasting impact.
Both projects illustrate the importance of understanding the specific context and goals of an experience. While the Times Square project relied heavily on visual engagement, the Blanche Ames Ames event prioritized more holistic, sensory engagement. In both cases, however, the goal was to create an authentic connection with the audience that would leave a lasting impression. This is the heart of good experience design: connecting with people in a meaningful way, on their terms, and in their context.
