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Markets are conversations (C) P. Bertini

One of the biggest challenges today, is to deliver meaningful experiences that create value to brands and are valuable for the users. As UX and CX professionals we are today responsible for the value generation processes, because an experience is created by the understanding of what does value mean for all those involved in the experience: the brand and the users.

I recently gave a speech at UX Denmark 2016, the theme was trust & emotion. If trust is the willingness to take risks, where does trust come from and how can it be useful in the UX field? Trust is generated by interaction, there is no trust unless the parts have had – or are in the conditions of having – an interaction that can build and support a relationship that generates positive emotions.

Interaction generates trust and relationships, and relationships generate experiences, and experiences are the real value in the experience economy.

Therefore, if relationships are the (metaphorical) places where value is generated between the interacting parts, then the only way to be in a relationship is through an EXPERIENCE.

Experience is generated by experiences, and the design of future experiences requires imagination and the understanding of the perception of the present experiences through narratives and storytelling of the past.