Those tears were real. In all, I spent 14 hours and hundreds of dollars to build that magical day, of which I fondly recall about nine minutes. What happened during the other 13 hours and 51 minutes of that day?
Through moments like these, Disney drives brand preference. Peak moments work, but they can also be expensive and difficult to create. No brand, not even Disney, can create an experience that is all peak moments. However, this approach can be expensive and is somewhat risky. This is where experience design comes in to help you design around valley moments; this is a more holistic approach where the valleys and peaks are created to build on one another.
Every day, our attitudes and beliefs shift. Design for people, and I believe your experience is more likely to miss. Building around how you want your audience to feel gives you a clearer path forward. I found there are 18 mindstates, each comprised of two factors: The first is motivation, such as achievement, autonomy, belonging, competence, empowerment, engagement, esteem, nurturance or security; the second factor is a regulatory approach, such as an optimistic person striving for success or being cautious and trying to avoid failure. To elevate the valley moments of your experience regardless of the mindstate, here are three steps to get started:.
Find your valley: Observe when people look mindless or without much consideration in their actions. Are they contemplating or simply going through the motions?
Focus here. Give them a lift: To break them from mindlessness, ideate ways to shock them out of it. Whittaker Chambers was a staunch Communist.
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Committed to the Party and its dictates, he had devoted his existence to leading an unapologetic double life. In the name of Revolution, he would lie and cheat.
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On behalf of the Proletariat, he would spy and inform. Chambers was convinced that Lenin and Stalin had pronounced infallible dogma for the faithless life of the world and especially for Depression-era America. In his gripping autobiography, Witness , Chambers recalls something transcendent as he watched his young daughter eat while sitting in her high chair:.
I was watching her eat.
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She was the most miraculous thing that had ever happened in my life. I liked to watch her even as she smeared porridge on her face or dropped it meditatively on the floor. My eye came to rest on the delicate convolutions of her ear—those intricate, perfect ears. They could have been created only by immense design. I crowded it out of my mind. But I never wholly forgot it or the occasion. I had to crowd it out of my mind. If I had completed it, I should have had to say: Design presupposes God. I did not then know that, at that moment, the finger of God was first laid upon my forehead.
Chambers spoke of a thing he simply knew. Oh, he had been schooled in the Marxist doctrine.
And he had subscribed to the Leninist Reason. But nevertheless, he was utterly shaken by this intrusion, this breach in the barricade. We have all had a moment or moments like this. And we are shaken. It is a moment when we sense the way things are as opposed to the way we would like them to be. It is the finger of God laid upon our foreheads.
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While the way in which these moments occur are deeply unique, the message is often eerily universal as if there was a Master Planner…. We sense that we are broken, but that we are in some way still worthy. We discern that we are called to something greater than our selfish appetites or our mediocre efforts. We perceive that the Thing that is calling us is both profound and unfathomable. And that if there is a truth, there must be a Source for that truth.
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Finally, as we cast about for elusive peace, we hunger to rest in that truth. Now and forever. But why are these mere moments?