5 ways to tailor experience design to audience behaviours

1. Scratching that itch

One way to shape your experience design is to incorporate engagement opportunities that draw your audience. They’re a preoccupied bunch, constantly needing to be manoeuvred into concentration and tricked into absorbing information. You’ll need something in your design that will scratch an itch in their brains, something to pull them in and keep them engaged for as long as humanly possible.

Multi-sensory elements are essential - immersing your audience with interactive visuals, motion-reactive animations, or displays that translate in real time will all make your audience stop in their tracks. According to a report from experience marketing agency Agency EA, multi-sensory marketing significantly boosts brand recall, emotional connection, and customer engagement. Sensory cues such as sounds, scents, and tactile features help brands create memorable experiences, which lead to stronger emotional bonds. Once you’ve got an interaction set in place, you can hit them with desired brand messaging, content, or sales drivers.

2. Seamless loyalty

It might seem hard, but driving loyalty in your customers is a simple task if you tailor your experience design to their preferences. Going out of your way to design content, production, and incentives around your audience will mean they’ll repay the favour by positioning your brand at the front of their mind.

Segmenting your audiences is a great place to start. Gain insights into your consumer’s actions, interests, and needs - which of your products have they used? What activities are they interested in participating in, or what sessions are they interested in attending? Find out what their ultimate goal is and tailor the experience around them.

Provide customised timetables, personalised swag, or exclusive access to those who have been active with your brand so far. Making your audience feel special will form long-lasting attachments. Just make sure to nurture the memorable impression you’ve made with follow-up comms.

3. Mirroring your audience

Your audience will be looking for inspiration and value when attending a brand experience. They’ll gravitate towards brands with shared values and aspirations, meaning your actions and behaviours matter equally as much as your audience’s. Mirror your audience, shape your design around what they believe in, and give back to what’s important to them.

Havas' Meaningful Brands Report found that 73% of people expect brands to show more humanity and generosity, and 70% want brands to support local communities and causes. People like to be associated with brands that give back, building inter-relationships and ultimately a community of like-minded people.

Focus on embedding inclusivity, sustainability and community engagement initiatives. Use recyclable materials, digital screens and sustainable transport options. Provide a diverse range of speakers or performers, making sure that everyone is represented. All these elements of your experience design will ensure people build stronger connections with your brand.

4. Engaging everyone

It’s easy to expand on this community of like-minded people, by making sure you’re engaging everyone. Incorporate areas and elements in your experience design that encourage social interaction - breakout sessions or demos based on hobbies and interests, workshops that encourage group interaction and networking areas giving like-minded people the opportunity to meet. Building a community means broadening your reach.

Engage everyone by developing an accessibility and inclusivity plan. Ensure you accommodate a diverse range of needs - sensory-friendly areas for those who are sensitive to sounds and lights, sign language translators, and free access to those with financial constraints all show that you’re a welcoming brand that values each individual.

5. Allow your audience to be busy

Once you have people attend your experience, they will still have other commitments to consider. Sometimes, it’s ok to accept that your audience will be busy and need flexibility with their time. Incorporate this into your design by grabbing as much of their attention as possible in a limited amount of time and providing environments that cater to their external needs.

Provide meeting booths, charging stations, and designated areas for those who need to take a quick work call. Make these areas comfortable and social, so small groups can have quick discussions and networking opportunities.

Make sure they haven't missed anything by sharing recordings of missed sessions and streaming opportunities sent straight to their emails. By ensuring the event fits seamlessly into their lives, your audience will appreciate the help and in turn, provide more of their time when available.