Experience-Level Observations Guide
This tool was developed to guide observations in theme parks, but it can be used anywhere when researching how design can create experiences. Try them in a restaurant, hospital, bus stop, or library to learn the effects of these environments and services. Use these prompts to spark new ways of sensing.
People
Observe these things about the people around you.
What are people wearing?
- Brands
- Shoe type
- Backpacks
- Warm clothing
- Clothing that is cooling
What are people expressing?
- Annoyed
- Confused
- Nervous
What are people sensing?
- Hungry: Devouring a meal
- Hot: Using a portable fan
- Loud Environments: Hands over ears.
How are people’s body positions?
- Slouching
- Upright
How are people moving?
- Tired
- Energetic
What are people doing?
- Playing a game on their phone
- Eating an ice cream
- Boarding a bus
Who are people spending time with? How do they show the depth of these relationships?
- With friends or family
- Caring for others
What special moments are people commemorating?
- Just married!
- Celebrating a special moment
- First visit
Design
Notice details of products, services, and systems.
What are physical and digital designs made of?
- Brick
- Steel
What attitude does the design look and feel present?
- Retro
- Modern
- Super futuristic
- Creepy horror
How does the design look?
- Aged
- Shiny and new
What style do sounds create?
- Futuristic
- Wild west
- Scratchy and degraded
- Popular music
How well can people use the design?
- Certain people are confused by the design
- It is too large/small to operate
How well does the design match peoples’ preferences or needs?
- It seems like a pointless or unneeded design
How well is the design maintained? What condition is it in?
- Unkempt
Different Perspectives
Use these techniques to observe the environment in new ways. Experience differently to gain fresh insights.
How would someone shorter or taller than you experience this?
Is there a hidden experience that a device makes possible?
How would someone understand this if they were a first-timer?
- If they did not know this character (Mickey, Chip and Dale, Captain Marvel)
- If they had never seen the movie
Close your eyes
- Listen deeply
- Smell fully
- Taste the ingredients
Memories
What kind of memory does this experience make?
How would it be different if you changed the conditions?
- Weather
- Crowds
- Time of day