What's an Experience? Sports Essence Revealed Through Psychology & Immersive Design

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<p>Optimizing Experience in Immersive Design</p> <p>Virtual Fandemonium:Optimizing Experience with Psychology &amp; Immersive Design#DigitalHollywoodTunisha J. Singleton, Ph.D. CandidateMedia Psychologist</p> <p>I am Chief Experience Office of JabCross Media. JabCross Media is an applied research 1-2 punch research and development where patterns of media consumption and behavior is used to inform the design of content. Im an experience evagnlist. And I work to optimize the sport experience with emerging and trending media.</p> <p>There are a lot of buzz words floating around and we need to get an understanding of what exactly they mean in the context of advanced technology. So what this presentation is going to explore is how are experiences constructed in sports using the devices of immersive technology and psychology. Then were going to briefly dive into what I believe are 3 principles of design practice - something that I call the 3Es. 1</p> <p>What is this experience you speak of...</p> <p>EXPERIENCE the sensation of being emotionally or aesthetically moved by an occurrence directly observed or actively participated in; the totality of a persons perceptions, feelings, and memories that cumulatively make up particular qualities of a person or group of people. Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media</p> <p>Youll hear quite a bit about the need for experience strategy and the importance of strategic development in general. But theres less information on what actually is an experience and what an experience strategy is. An experience is a sensation. Its the state of being emotionally or aesthetically moved by an occurrence directly observed or actively engaged with. Experience is the thumbprint of our identity that is made up of our perceptions, feelings, and memories that make us who we are. When youre targeting a specific audience, its therefore important to do the psychological research behind who these people are, where the come from, and what experience are they going to anticipate and expect from you. 2</p> <p>Mental Market in Sports- Emotional ContextBelongingConnectionPurchase patterns Goals Values- Digital ContextConsumption patternsDevicesMultiple screensExpectationsMedia behaviors </p> <p>Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media</p> <p>In sports Ive found that there are two perspectives in the sport experience theres an emotional context and a digital context. Emotionally research reveals concepts of belonging, connection, values, purchase patterns, goals, and values. Being a sports fan is not a new concept, but the ways in which we identify with and experience sport has changed. And thats influenced by a digital context. When you trace patterns of media consumption and human behavior, youll see that there is are certain behaviors, expectations, multiple screens and devices. 3</p> <p>Before</p> <p>Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross MediaNow</p> <p>If we look at the evolution of sports and entertainment consumption, we see a pattern in human activity of wanting to be more fully immersed and engaged with media. From 1911 when a Kansas vs Missouri college football game was mechanically reproduced via western union telegrams to a venue filled with over 1000 people theres values of group membership and belonging. To the radio broadcast of heavyweight boxing fight in 1921 which at that time was first considered the largest audience in history. It happened in sport because of the novelty in live competition. To the 1st television coverage of sports in the 1936 summer olympics. Now in the modern era with multiple screens use, live streaming Thursday night football games on Twitter, and Virtual Reality consumers of sport want to be as up close to the action as possible. 4</p> <p>VR/AR represents a turning point in media consumption. </p> <p>The sport experience is no longer storytelling; its STORY LIVING.</p> <p>Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media</p> <p>VR is the gateway to enable new experiences, perspectives, and capabilities. Theres a linear narrative being told in sport where every game has a beginning middle and end. Whats happened now is the addition of a choose your own adventure narrative that allows fans to participate in the transmedia brand that is sport by extending the experience through multiple ways. Through brand, through franchise, through group, consumers have the ability to have digitally mediated experiences with the game on multiple levels. And VR is one of these levels that allows for deepest forms of immersion. 5</p> <p>Let technology be the car and story be the driver. </p> <p>Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media</p> <p>Car cant go anywhere w/o something behind the wheel driving it.Thats the story - making the tech useful, relevant, and participatoryTell a story with additive content which provides opportunities for branded entertainment6</p> <p>Sports Experiential Media EcosystemCOMMUNITYSELFORGANIZATIONSELF-SPORT CONNECTION FIELDS</p> <p>SOCIAL INFLUENCER</p> <p>CORPORATE INFLUENCER</p> <p>Social Media ToolsFan Forums/PodcastFantasy Mass Media VR/AREventsSmart Venues Avatars/PresenceOnline StreamingSecond ScreensTECHNOLOGICAL MOMENTUM</p> <p>Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross MediaAffective AttachmentContinuanceCommitmentNormativeCommitment</p> <p>When we talk about immersive sport experiences, we cant do that without looking into the identification of consumers. You must know your audience and where they come from. We tend to talk at length all these new bells and whistles of technology. But now what? Where does it fit? And for who? Start with your consumers and theyre behavioral and consumption patterns will guide you. </p> <p>In sport fans lie 3 fields of experience that intertwine with the media ecosystem. The first field is community, representing the tribal, group membership senses of belonging; this is a major social influencer, shown in im going to watch the game at this bar because its a packers bar, or im going to tail gate to be with my fellow Dodger fans. The second field is Self, which reveals consumptions patterns between product utilization and The last field is organization and represents all the brand and corporate extensions fans engage with simply out of team affiliation. The acceleration of technology runs within each of these fields, boosting and amplifying the experiences consumers have with media. 7</p> <p>Principles of Design Strategy </p> <p>Understand the drivers of human behavior to tap into your audiences needs &amp; create brand loyalty Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media</p> <p>EMOTION</p> <p>Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media</p> <p>Now to dive into the principles of design strategy, the first is Emotion; Use technology to strategically build emotionally-binding content. </p> <p>Understanding the human drivers of behavior with research will tap into your audiences needs and help create brand loyalty. </p> <p>9</p> <p>Components of Commitment </p> <p>WANTNEEDSHOULDCopyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media</p> <p>There are 3 components of commitment that play into the psychology of sport consumers. </p> <p>Affective: I want to watch the game."...the emotional attachment to the organization such that the strongly committed [person] identifies with, is involved in, &amp; enjoys membership in." </p> <p>Continuance: I need to watch the game.engage in consistent lines of activity based on a person's recognition of the 'costs' associated with discontinuing the activity" </p> <p>Normative: I should watch the game. feelings of obligations that an employee or member has to an organizationUnderstanding these can amplify the design process of VR because a human centered design will create the most optimal UX/UI experience. </p> <p>10</p> <p>ENGAGEMENT</p> <p>Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media</p> <p>As a part of best design practices, you must ignite the virtual landscape with activity. </p> <p>Invite opportunities to engage and see the Users experience come to fruition.</p> <p>Sport consumers are insatiable Social Animals. 78% of sports fans state that ease of access and immediacy of information are key drivers for social media use because psychology they have a fear of missing out on the action; not necessarily the game action, but the interaction with their peer groups. Fear Of Missing Out:Mediator linking psychological need and specific action </p> <p>11</p> <p>Ignite the virtual landscape with activity by inviting opportunities to engage.</p> <p>Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media</p> <p> EXPERIENCE</p> <p>Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media</p> <p>Products and services come and go. But great experiences have no expiration date.</p> <p>Turn precious moments into valuable assets.</p> <p>13</p> <p>Products and services will come and go. But experiences are undefeated. </p> <p>Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media</p>