This chapter concerns the practical aspects of creating experiences that matter. It describes the basics of the creative process focusing on skills and requirements. Essential qualities are presented, such as awareness, a curious attitude, and perseverance. The difference between divergence and convergence is also considered, and the Innovation Engine is explained. It is important to understand the experience phenomenon in order to be able to develop meaningful experiences. The different realms of experience are touched upon as an introduction to the Interactive Experience Model. This model illustrates the three key contexts that influence an interactive experience the namely sociocultural, personal and physical contexts. The chapter continues with a description of the Customer Journey Canvas and how it functions both as a monitoring and as a creative tool for experience design. The various options for the optimal final selection are tested and selected using scenario writing and prototyping. The importance of fast failure and iteration are emphasized. Finally, the chapter returns to the co-creation intentions of the Imagineering process.
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