A truck load of cash
Imagine an articulated lorry carrying £16.9 million in cash is on its way to your house.
The John Lewis Christmas ad is out!
It’s an annual event just over 10 years in the making, but it’s become a British tradition already.
Zip World Cavern - A Desire Code Review
Where paricipants cling to a rockface hundreds of feet in the air...
Memory Design 12 - Summary
A summary of all the factors covered in this series over the last two weeks.
Memory Design 10 - Mementos
People enjoying profound experiences want to take home an artefact to remember it by.
Memory Design 9 - The end of an experience
People remember experiences more positively if they end well.
Memory Design 8 - The peak
A person’s memory of an experience is stored based on two key parts of that experience.
Memory Design 7 - Surprise
When the brain gets something it’s not expecting, it tries to lock it down quickly and add it to memory.
Memory Design 6 - Sensory immersion
We create stronger memories of an experience if more of our senses are triggered at the same time.
Memory Design 5 - Take the payment off the table
Even in the most immersive, enjoyable space, if there’s a sale coming, it’s hard to relax.
Memory Design 4 - The shape of an experience
The shape is the layout of the experience and the path customers take through that space.
Memory Design 3 - Emotional engagement - storytelling
The first ingredient for creating better memories is emotional engagement.
Memory Design 2 - A model of memory
A model of memory - Sensory memory, working memory and long-term memory
Memory Design 1 - Introduction
Memory Design - the factors that enhance a person’s memory of a product or experience.
Probability language
The choice of words we use when we’re trying to convey to another person the likelihood of something happening.
Levels
Breaking down a long-term process into manageable tasks and challenges helps customers to stay engaged.
When customers know too much
Customers will invariably get hold of information that increases their convenience but makes your work harder.
Nostalgia
Which toys were your childhood favourites? What was the first movie you saw in a cinema? What was the first record you ever bought?
The First Step
In a journey of a thousand miles, the first step is easy. You have clean socks and you just ate breakfast!
Railway Time
Have you ever wondered why all the time zones in the world are compared to GMT, Greenwich Mean Time?
Can you name Santa's reindeer?
What’s remarkable about the story of Santa is the consistency with which we tell it.
How do you choose a holiday?
How do you make sure the holiday you choose will give you the kind of experience you are hoping for?
Nowism
Now that we have smartphones and mobile data we have found a way of entertaining ourselves for even the shortest amount of time.
Describing emotions
There are some more wonderful examples of words we don’t have in English, that describe emotions and experiences we are all familiar with.
The cocktail party effect
There are some sounds we are conditioned to react to, sounds that instantly demand priority for our conscious attention.
X is less Bad than Y
If you only do something to avoid something worse, you will never intrinsically enjoy it for its own sake.
Certainty behaviour
Have you ever sprinted to the gate at an airport, run to board a train or any other of these certainty-seeking things?
Investment or experience
We have an instinctive preference for things we can have right now over the things we can have in the future.
Bamboozle situations
No one likes being bumped back to the start again. Especially after you’ve put in time and effort to get to where you are.
Naming boats
Imagine if everything we did in life was like naming a boat, with no opportunity to change our minds afterwards.
The next step
At each step of your customer journey do you explicitly tell customers what the next step is?
How was your weekend?
Are you using cup of tea language? And would real people have a conversation like that?
Tips for playing Lotto
Do you talk about percentages, odds and chance to try to persuade people to want your products?