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what you'll find inside
1
A New Way to Think About Experience
Experience Design reframes experience as something intentionally authored — not just styled, serviced, or staged. The book explores how brand intention becomes something people can enter, feel, remember, and return to.
2
A Clear Four-Phase Methodology
The book introduces Maurizio Serena’s framework — Understand, Script, Design, Stage — to help translate insight into narrative, environments, interactions, and lived moments with greater coherence and depth.
3
Tools for Real-World Application
From experience principles and storyplots to touchpoints, rituals, and experiencescapes, the book offers practical tools for strategists, designers, and brands working across hospitality, retail, culture, and service.
A four-step methodology for designing meaningful
brand experiences
STEP 1
UNDERSTAND
the Opportunity
STEP 2
SCRIPT
the Parameters
STEP 3
DESIGN
the Experiencescape
STEP 4
STAGE
the Show
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