Open Digital Experience

"Digital Experience" is my hobby. Experience is fun, something you can enjoy; something that works better, or you resent the lack of experience. Something you feel better about, for example, a successful outcome. Experience gives an emotion that makes more/less sense of what you do.

In other words, "experience" gives #sensemaking to life and that gives meaning. Digital experience in life, which is handed over to you and therefore given, yet which you get to decide for yourself whether it gives meaning.?

In the words of #Ben Kuiken, digital experience is a meaning maker, a craft, as described by René Gude.

Digital experience as a craft literally shapes your life and you too determine to what extent the experience remains enjoyable. That is the mission of a life with digital experiences, to give it meaning and that also changes with time. Perhaps in the same journey where meaning changes from "cool" to "boring".?Sometimes the creation of experience, as a craft, goes great, and sometimes it is all complex; for example, in a digital journey with few successful result. The goal of the craft does not align with a meaningful emotion of the recipient.

And this is where the craft comes in, to keep seeing bright spots together, working collaboratively, and understanding how an emotion can be transformed into a meaningful experience where the journey goal comes closer to the recipient's intents. Ideally, the digital experience should be autonomous where the recipient can ignite their own sense of purpose.

?

My passion for #customerexperience and #dataenableddesign, hopefully ignites people and being able to experience, think and act differently about meaning in the digital business of customer experience. I think the concept of experience, something delivered and received as meaning, gives meaning to the business of digital experience that goes beyond the driver of profitability and achieves other goals as well.

?Over 20 years ago I designed the first SMS game in the Netherlands together with #INFO and #Holland Casino in the limited context of the then still text, icon and line driven screen. It was a form of meaning making, a game, without gambling. Now 20 years later, during the tmforum Accelerate week, the CEM working group launched the "ODE". The Open Digital Experience, which includes experience as a context, a defined abstraction in which you let IT make choices from data through Artificial Intelligence.

?As an example, wine is such a product with which you can create the abstraction of taste experience with data. Wine as a product can deliver a new experience every time depending on what environment you bring to it. Parameters such as soil type, sun hours, temperature, and growth influenced by pruning, are key aspects in the tasting result. All these data are the capabilities for the final product. The capabilities are complex and Artificial Intelligence can help you make the same wine. It is a calculation of the interpretation of all the data together and that then leads to the same final taste. Only every year all the parameters are different and that makes it a probability process that the result is close to the intended goal.

And in addition, you have something like "the proof is in the pudding", in other words, the memory of the wine taste is an emotion that can turn out differently. You can describe this with a "taste segment" and a "pattern around a taste". The probability process of an intended delivered experience, as an outcome, is most likely just different from the intended goal (experience) of the recipient.

?

In summary, the intended experience depends on the capabilities you have to deliver for the intended experience; The capabilities you can control with AI including with the knowledge you have of the person who gives meaning to an experience. And since this is a statistical process, the delivered experience has a chance of success depending on the data of the meaning maker, and other environmental data processed in AI modelling, and that together with the given resources that all form the produced experience.

?

From the session discussions, it appears that abstraction of the digital capabilities is not well understood. For example, living in a one-dimensional world, where an email box is a choice in the process, does not mean that AI suddenly invents an option of TV internet programs. So suddenly a second dimension, equivalent to a highway where no left or right is possible. If it's not built as an option, the AI can't represent it as a choice either. That still proved difficult to understand for the audience. So, it is with experience, if it is not a pronounced parameter that gives meaning to the success, then you can't control experience with IT either.

?Conclusion, #tmforum has a job, developing a framework that explains the AI driven (dynamic) process or journey with the sense maker to achieve the intended business outcome or experience. Concept & principles are often the key to understanding.