Experience for Whom?

An Evaluation Based on the 4DX Cinema Example

I recently watched the F1 movie in 4DX format. Those in the know know that in this format, the seats shake, the wind blows from the front compared to the scenes, and the sounds are much louder. In short, the cinema becomes "four-dimensional."

At first, I was thrilled. But then I realized the effects were out of sync with the scenes. For example, the seat was slow to react when the cars were accelerating, and the wind wasn't blowing at the right moment. As a result, I felt uncomfortable and wasn't enjoying the experience.

But when I left the cinema, this question came to my mind:

Was the problem with me?

Perhaps this experience would be even more impressive for someone who has actually driven an F1 or is a racing fan, as the vibrations and effects can feel closer to reality.

This brings us to a very critical issue: Who should experience design be designed for?

Will It Be the Same Experience for Everyone?

In fact, in the world of customer experience, the “one size fits all” approach doesn’t really work.

Because customers' expectations are different:

· Casual customers (like me) : Expect a relaxed, enjoyable, and fun experience. Too much complexity or tediousness spoils the fun.

· Passionate customer: Seeks adrenaline, technology, and innovation. A more challenging, more intense experience is a plus point for him.

· Expert customer: Has professional knowledge. Wants an experience as close to reality as possible.

The same product or service can create completely different emotions in these three different customer types.

Layered Approach to Experience Design

I think the solution is this: Experiences should be designed in layers .

· Core experience: Simple, enjoyable, understandable for everyone.

· Enhanced experience: Option for those who want more action.

· Expert mode: Extra for those who want an intense, realistic experience.

Consider Apple's approach to iPhones. For the average user, everything is simple. But for those who want it, you can dig deeper into the settings and access professional features.

This is what a cinematic experience could be like:

· “Light” mode → softer effects.

· “Full” mode → maximum realism.

Synchronization Metaphor

Going back to my synchronicity issue… This is actually a great metaphor for customer experience.

The customer journey is like a movie. If touchpoints are out of sync, the customer is unhappy:

· The ad is very bold but the product is simple → disappointment.

· Stylish website but poor customer service → insecurity.

In other words, customer experience is like an orchestra where all the instruments play in harmony. If one note is misplaced, the entire melody is disrupted.

Conclusion: Who Are We Designing For?

When designing an experience, you must answer these three questions:

1. Who are we designing for? (Is the persona clear?)

2. How many levels of experience do we offer? (Is it the same for everyone or tiered?)

3. Are all touchpoints synchronized? (Is there a disconnect somewhere?)

My experience with DX4 reminded me: Technology, design, and flashiness alone aren't enough. The most important thing is reaching the right person, at the right time, in the right way . This is the true customer experience.