oplevelsesdesign

Oplevelsesdesign is an interdisciplinary practice that aims to shape how people feel and behave during interactions with products, services, spaces and events. It takes a holistic view of an experience, from anticipation and participation to memory and reflection, and seeks to align business goals with meaningful, coherent user journeys. The field draws on user experience, service design and marketing, emphasizing both functional and emotional dimensions of interaction.

Core concepts and methods include mapping the user journey across channels, identifying moments of truth, and designing connected touchpoints. Common tools are journey maps, service blueprints, personas, storytelling, prototyping and co-creation workshops. Evaluation relies on qualitative feedback, behavioral data and, increasingly, measures of emotional impact and satisfaction. The aim is to create experiences that feel seamless, memorable and relevant to diverse users.

Applications of oplevelsesdesign span cultural institutions, hospitality, retail, events, brand activations, public spaces and digital platforms. Practitioners work to craft coherent experiences that resonate with audiences, enhance engagement, and support organizational goals such as loyalty, advocacy and growth. Accessibility, inclusivity and sustainability are integral considerations in design decisions.

Historically, oplevelsesdesign has grown out of service design and user-centered design, with explicit attention to the experiential dimension of consumption. In Scandinavia and beyond, it has evolved as part of broader education and practice in design thinking and human-centered approaches to creating meaningful, impactful experiences for diverse users.

Challenges include balancing novelty with relevance, avoiding superficial spectacle, addressing ethical concerns, ensuring inclusivity, and measuring impact across multiple touchpoints and times.