The Experience Designers

Jessica Weickert joins The Experience Designers to explore how emotional regulation, neuroscience, and story-living are reshaping the future of experiential design. Drawing from her personal journey with ADHD and her role at XDA, Jessica shares how neuroaesthetics is helping brands design immersive, purposeful experiences that support well-being and create real emotional impact. From luxury as presence to collective rituals, we unpack trends transforming events, retail, and hospitality. It’s a deep dive into how experiences can help people feel, connect, and heal—moving from escapism to what Jessica calls “inscapism.” Episode Chapters00:00 – Beginnings & Backstory06:15 – Designing for Emotion & Well-being14:30 – The Shift in Experiential Marketing26:50 – Rethinking Creative Strategy34:20 – Story-Living & Brand Immersion46:45 – Designing Against Loneliness58:15 – Life, Leadership & Saying Yes#ExperientialMarketing #Neuroaesthetics #EmotionalDesign #TheExperienceDesigners #ExperienceDesignBio and Links:Jessica Weickert is a creative strategy powerhouse whose expertise thrives at the intersection of science and creativity. She is driven by an unshakeable belief that transformative experiences hold the power to solve our world’s most complex challenges. As Vice President of Creative Strategy at XD Agency, an award-winning creative agency, Jessica leads a team of creative scientists — committed to applying neuroaesthetics to craft powerful moments that improve wellbeing and ultimately amplify human potential.In 2024, Jessica was recognized as Women We Admire's Top 50 Women Leaders as a testament for her nearly two decades of work on clients such as LEGO, Poosh, and Lowe’s. She also earned a coveted seat on the World Experience Council (WXO), a global institution of leading experience visionaries dedicated to improving the quality of experiences. But above all her professional accolades, Jessica’s proudest role is the one she holds at home: being a mom.A little more about XD Agency:XD Agency (XDA) is an award-winning creative agency, bred from production chops, creating badass experiences for brands who want to redefine industries and rewrite the rules. For 25 years, they've been delivering groundbreaking ideas and unforgettable moments, earning the title of Ad Age Experiential Agency of the Year 2024. XDA proudly plays across B2B and B2C worlds with clients like LEGO, HBO, Cisco, Lowe’s, Adult Swim, and more. With hubs in New York, Atlanta, San Francisco, Portland, and Los Angeles, their teams are strategically positioned across the US and beyond dedicated to creating better — experiences, stories, relationships, worlds — everydamnday.Links:https://www.linkedin.com/in/jessicaweickert/https://www.xdagency.com/  ★ Support this podcast on Patreon ★

In this rare and deeply personal conversation, Colin Nightingale, Associate Artist at Punchdrunk and Co-founder of Right/Left Project, takes us on an immersive journey through his creative evolution. From his early days immersed in London’s underground music and DIY culture to co-shaping some of the most iconic immersive theatre productions of the 21st century, Colin shares the moments that shaped his path.We explore the origin story behind Punchdrunk’s masked worlds, the power of atmosphere in storytelling, and how emotional design continues to guide his work today. Whether it’s transforming derelict warehouses or crafting meditative audio experiences for overwhelmed audiences, Colin’s perspective invites us to rethink how we build experiences that people truly feel.⏱️ Episode Chapters:00:00 Colin's Unique Journey into Immersive Experience Design08:05 The Cultural Landscape of London in the 80s and 90s12:20 Early Career and the Transition to Creative Work14:36 Life and journey into Punchdrunk15:07 Finding Opportunities in London's Creative Scene16:52 Finding My People: The Journey Begins21:42 Finding Punchdrunk: The Lost Persons Parties25:41 The Transformative Power of Space: Punchdrunk's Inspiration30:40 From Concept to Reality: The Evolution of Punchdrunk34:59 Navigating Growth: Balancing Creativity and Commercial Success54:44 Collaboration and Communication in Creative Processes56:42 The Influence of DJ Culture on Sound Design58:57 Exploring Three-Dimensional Music Experiences01:01:29 The Journey of Beyond the Road Project01:06:18 Transitioning from Punch Drunk to Independent Artistry01:07:23 Creating Calm and Meditative Spaces01:14:45 The Importance of Disconnecting in a Digital Age01:25:58 An Invitation to Mindfulness and ExplorationColin's Bio and LinksColin Nightingale is a British artist, creative producer and curator with over two decades of shaping audience experiences through cross-disciplinary storytelling. Holding a 1st Class Honours degree in Management and a background in music, DJ culture, event production, and outdoor arts festivals, Colin brings a unique blend of creative and operational expertise to the world of immersive performance.In 2002, Colin encountered one of Punchdrunk's early experimental works in London and was instantly drawn to its groundbreaking approach to theatre. His connection with the company's founder, Felix Barrett, quickly evolved into a lasting creative collaboration. From 2003 onwards, Colin became a key member of Punchdrunk's core team, contributing to major productions such as Woyzeck, Faust, The Masque of the Red Death, Sleep No More (productions in Boston, New York, Shanghai and now Seoul), The Drowned Man and The Burnt City.  He also co-conceived with Barrett, and produced unique projects including Tunnel 228, a collision of Visual and Art and Performance and Vescovo, a one off collaboration with the rock musician Jack White & XL Recordings.  Over the years, he has held roles including Senior Producer, Creative Producer, and Audience Experience Curator, helping shape the company's globally influential immersive theatre experiences.   In 2019, along with artist and sound designer Stephen Dobbie, he founded A Right/Left Project, a creative studio specialising in immersive sound and art installations. Their recent work includes ORIGIN (2024), a bespoke deep listening experience at Dunham Massey, a National Trust historic property in Cheshire, as well as Beyond The Road, a genre-blending audio-visual walk through album installation in collaborated with James Lavelle/UNKLE that premiered at Saatchi Gallery (2019) before enjoying an extended 6 month run at Alt1 Gallery at The Hyundai Seoul (2021).  He continues to serve as an Associate Artist at Punchdrunk but his core focus is now A Right/Left Project, allowing him and Stephen to explore a range of collaborations and interests that fuse music, sound, and immersive storytelling to reimagine how audiences experience art.  LinksLinkedIn: https://www.linkedin.com/in/colin-nightingaleWebsite: https://www.arightleftproject.com/about ★ Support this podcast on Patreon ★

In this episode of The Experience Designers, Steve is joined by James Warren, expert storyteller, experience strategist, and founder of Share More Stories to explore how storytelling unlocks deep human connection and business insight.Together, they unpack the true power of stories: as tools for building trust, designing immersive experiences, and revealing hidden emotional truths that traditional surveys and metrics often miss. James shares his personal journey from childhood storytelling to launching a platform that uses AI and narrative analytics to transform how brands understand their customers and employees.The conversation explores:• The shift from storytelling to storyliving• How emotions in stories reveal untapped insights• The link between employee experience (EX) and customer experience (CX)• Why belonging and trust are core to both culture and performance• And how leaders must listen, reflect, and design for impact, not just intentionIf you’re in brand strategy, customer experience, HR, insight, leadership, or simply passionate about the human side of business this episode is a must-listen.⏱️ Episode Chapters:00:00 – Introduction and Warm Welcome00:18 – The Essence of Storytelling03:11 – Evolution of Storytelling05:10 – Immersive Storytelling Experiences07:05 – Storytelling in Travel and Retail14:06 – Personal Storytelling Journey15:21 – Leveraging Storytelling for Business Insights22:03 – Challenges in Storytelling and Research31:32 – Analyzing Customer Stories for Emotional Insights32:28 – Integrating AI for Deeper Emotional Understanding34:48 – The Intersection of Customer and Employee Experience37:00 – The Relationship Between Employees and Customers38:36 – Building Trust Through Story42:55 – Creating Belonging in the Workplace45:34 – Empathy at Scale: Designing for Real Impact51:52 – Leadership’s Role in CX + EX Transformation54:44 – Storytelling, Inclusion, and Community59:10 – Reflections on Human Connection and PurposeJames' Bio and LinksJames Warren is the Founder and CEO of Share More Stories, a human experience insights company. The company’s primary offering is the SEEQ Platform, which helps organizations and brands uncover the emotional drivers behind employee and customer experiences.James is a researcher, strategist, writer and facilitator who blends storytelling, AI, and insights to help companies better understand themselves, their customers, and their communities.With nearly 30 years of experience in marketing, insights, strategy, and innovation, he is passionate about the intersections of humanity, technology, brands, communities, and culture. An active community leader, he volunteers on several boards. He studied economics and literature at Princeton, and creative writing at Columbia. Originally from New York, James now calls Richmond home.LinksLinkedIn: https://www.linkedin.com/in/james-warren-seeq/LinkedIn: https://www.linkedin.com/company/share-more-stories/Instagram: @warrenjwricInstagram: @sharemorestoriesWebsite: sharemorestories.com | SEEQPlatform.com ★ Support this podcast on Patreon ★

Join us as we talk with Laura Hess, who attended 500 experiences in 5 years, about building a 25-point “Remarkable” rubric for scoring immersive theatre, fine-art installations, XR activations, brand activations, and more....Learn how intentionality, multi-sensory design, and post-show reflection can help creators craft moments that truly resonate, transport audiences into flow states, and leave a lasting impact. Tune in for practical experience design tips, real-world case studies (including Hermès’s non-transactional activation), and a fresh framework for evaluating remarkable experiences.DOWNLOAD the REMARKABLE experience report - https://www.reuleaux.world/#remarkable-2025Laura Hess is an experience strategist for interactive and immersive mediums. She champions experiential design and its power to move and change people for the better. Past projects include brand activations, experiential marketing, participatory theatre, film, VR, installation art, and themed entertainment.Drawing from her interdisciplinary background, she specialises in creative strategy and concept development across new and traditional formats, delivering meaningful solutions for independent and global media companies.In 2021, she founded Reuleaux, an experiential consultancy. She’s also a founding member and advisor for the World Experience Organization and No Proscenium’s arts editor. After completing a Master of Science in Leadership for Creative Enterprises at Northwestern University, she has no plans for another degree with a longer title.Contact linkshttps://www.linkedin.com/in/hess-laurahttps://www.reuleaux.world/https://laurahess.substack.com/Chapters00:00 The Journey of Exploring 500 Experiences04:55 The Importance of Reflection in Experience Design09:10 Creating the Remarkable Model14:57 Understanding the Components of the Remarkable Model20:45 Evaluating Experiences: The Rubric Explained28:38 Understanding Experience Scoring31:33 The Importance of Flow and Connection33:43 The Role of Audience Participation35:57 Navigating Commercial vs. Meaningful Experiences38:28 Intentionality in Experience Design41:43 Hermes: A Case Study in Non-Transactional Experiences47:02 Cultural Exchange and Brand Relationships51:12 Themes in Experience Design54:24 The Shift Towards Intentionality in Experiences54:58 Sensorial Aspects: The Key to In-Person Engagement56:31 The Power of Live Performers in Experiences59:47 Exploring the Beyond Cognition Case Study01:03:32 The Importance of Sensory-Driven Experiences01:04:38 Reflections on Experience Design and Improvement01:10:08 The Need for Reflection and Iteration in Design01:12:00 Closing the interview and contacting Laura ★ Support this podcast on Patreon ★

What makes a workplace worth the commute? In this episode, we sit down with workplace experience explorer and content creator Tom Hitch to uncover how the best office environments are co-created, not commanded. From sensory design to return-to-office (RTO) policies, Tom shares powerful insights from his travels into global workplaces, highlighting where companies get it right (hello, Miro and Santander) and where they fall flat with flashy but functionless design. Expect bold ideas, real-world stories, and a challenge to rethink the office not as a place you have to go, but one you’re drawn to. If you're interested in employee experience, workplace culture, or the future of work, this one’s for you.00:00 Introduction and Welcome00:34 Debating the Return to Office Mandates01:22 Challenges and Perspectives on Office Policies02:44 Communication and Clarity in Workplace Policies03:56 Examples of Office Policies and Their Impact08:25 Shifts in Workplace Dynamics Post-Pandemic12:14 Innovative Office Designs and Employee Experience17:38 Wellness and Wellbeing in the Workplace22:23 The Future of Office Spaces and Employee Engagement26:20 Exploring Office Environments: Personal Experiences32:51 Exploring Miro's Office Culture36:20 The Importance of Functionality in Office Design40:31 Santander's Innovative Office Space49:05 Future Trends in Workplace Experience56:37 Reimagining the Office Environment01:01:53 Conclusion and Where to Find More ContentTom's Bio & LinksCo-Founder and Creative Director of WRKPLC, a first-of-its-kind workplace strategy business that uses creative content and media about office design. Our content is designed to help inspire and educate people on how to make decisions on their workplace. YouTube: https://youtube.com/@wrkplcWebsite: https://www.wrkplc.co.uk/LinkedIn: https://www.linkedin.com/in/thitch  ★ Support this podcast on Patreon ★

Steve sits down with experience-design pioneer Pigalle Tavakoli to explore what she calls "StoryFeeling". The shift from telling stories at people to orchestrating the feelings they live through. Building on her recent keynote at the London Experience Week and forthcoming book - The Building Blocks of Experience Design. She explains how emotion-first design unlocks deeper narrative power. Starting with detective-grade audience research, designing for a full spectrum of feelings (not just "happy"), and letting those emotions drive lasting thought and behaviour change. We explore her journey from theatre and fashion production to founding the School of Experience Design, showing why tech should amplify rather than replace human insight, and share practical tools like her "Emotion Change Equation" for crafting truly transformative experiences. Find out more about Pigalle’s upcoming book: schoolofexperiencedesign.net/book-formLinkedIn: https://www.linkedin.com/in/pigalletavakkoli00:00 Introduction and Welcome01:05 Formative Years and Parental Influence06:15 Journey into Experience Design08:47 Teaching and Developing Methods14:36 Human-Centred Design Philosophy22:15 The Role of Technology in Design31:00 The Role of a Producer: A Two-Way Dialogue32:17 Exploring Human Emotions in Experience Design34:08 The Emotion Change Equation35:48 Designing Memorable Experiences41:27 Reflecting on Emotional Impact45:46 Defining Experiences and Transformations49:12 Personal Transformational Experiences51:56 The Interconnectedness of Human Experiences56:28 Closing Thoughts and Where to Find More ★ Support this podcast on Patreon ★

In this episode, we explore Stefan's career journey, sparked by an epiphany during a friend's 50th birthday in Italy. This experience led him to prioritize quality over quantity in his work. Stefan shares his approach to restructuring his workload by focusing on fewer projects, which fosters creativity and personal growth. The discussion explores how AI can transform work dynamics, emphasizing the importance of intentionality, collaboration, and leadership. Highlighting AI's potential to enhance human capabilities and create meaningful work experiences, along with the significance of self-awareness and social sustainability in modern workplaces. 00:00 Welcome and Introduction00:21 The Mosaic Career Metaphor00:56 Moments of Clarity and Self-Experimentation01:32 AI and Leadership02:32 Reimagining Work and Life Balance05:37 Failures and Learnings08:52 The Human Experience and AI16:26 Leadership and AI Integration36:08 Setting Guardrails for AI Integration36:19 AI in Blue Collar Jobs37:56 AI in Customer Support and Beyond39:05 Personal Experiences with AI43:03 The Impact of AI on Work and Society54:43 Future Leadership in an AI Context01:02:44 Final Reflections and Closing ThoughtsStefan's Bio & links:Stefan is a hands-on visionary and globally recognized thought leader in service design, innovation, and the future of work. With over 20 years of international experience, he has held senior leadership roles at global companies, award-winning agencies, and McKinsey. He works as fractional Head of Innovation at Max Matthiessen, a leading Nordic pension, insurance and wealth management company with 135 year history as one of the most trusted brands embarking on an exciting journey.Known for his ability to translate complex challenges into human-centered strategies, Stefan works across industries to help organizations empower employees, create thriving cultures, and deliver standout customer experiences. His work blends service design with systems thinking, leadership development, and emerging technologies like AI to unlock new pathways for growth and transformation.Stefan has advised governments, public sector organizations, and iconic global brands including IKEA, LEGO, Ericsson, Amex, Nordea, Disney, and adidas. He is passionate about guiding organizations to not only design better services—but to design better futures.Stefan Moritz {LinkedIn}Website: https://www.stefan-moritz.com/  ★ Support this podcast on Patreon ★

What if life, work, and transformation were just better versions of play? In this episode, you’ll meet Claus Raasted, Experience Designer, Viking impersonator, and founder of The College of Extraordinary Experiences. From a childhood spent LARPing to advising McKinsey, Klaus shares how designing intentional, immersive worlds can lead to real-world change. Whether you're building onboarding for a sales team or a castle-based retreat, this one’s for anyone curious about how experiences can shape who we are and who we become.00:00 The Persona of Klaus Raasted03:51 Foundations of LARPing: A Journey Begins09:39 From Participant to Organizer: Building a Career13:21 Evolving Narratives: The Growth of Role-Playing18:01 Transformative Experiences in LARPing18:04 The College of Extraordinary Experiences: A New Chapter19:55 The College of Extraordinary Experiences21:19 The Power of Shared Experiences22:42 Intentional Experience Design26:20 Co-Creation and Chaos in Experiences28:21 Insights from McKinsey: Data-Driven Decisions33:49 The Evolution of Experience Design40:46 Finding the Right Balance in Experience Design44:58 Resources for Experience Design EnthusiastsClaus’s bio & linksClaus Raasted helps organizations both big and small become better at GETTING S**T DONE and serves as Director of the College of Extraordinary Experiences. He travels the globe as a keynote speaker and has been both a Coach and Senior Advisor at the consulting giant McKinsey. Raasted is the author of 46 books, the latest of which is fittingly titled Claus Raasted’s Little Book of Getting Shit Done. He also has a past in reality TV, but these days, who hasn’t?www.clausraasted.comhttps://www.linkedin.com/in/clausraasted ★ Support this podcast on Patreon ★

Dive into a captivating discussion on experience design with Mat Duerden, Department Chair of Experience Design and Management in the Marriott School of Business at Brigham Young University and Co-Author of the book Experience Design. Reveals how intentional design can transform everyday moments into powerful experiences. Mat shares his journey from adventurous childhood whitewater rafting to pioneering leadership in experience design education, illustrating the “experience ladder” from ordinary to transformative.They also explore how attention has become scarce in today’s fast-paced world, emphasising co-creation, reflection, and lessons learned from recent global shifts. Discover how thoughtful design can spark meaningful change in personal and professional realms.Chapters00:00 Introduction to Experience Design02:47 Personal Journey and Early Influences05:59 Defining Experience Design08:57 Academic Environment and Experience Design Education12:00 Global Trends in Experience Design14:59 Intentionality in Experience Design18:13 The Experience Ladder: From Ordinary to Transformative21:12 Reflection and Meaning in Experiences24:03 The Importance of Transformative Experiences26:47 Navigating Transformation in a Rapidly Changing World32:47 The Scarcity of Attention35:44 Guided Transformations in Experience Design37:40 The Role of Experience Designers41:51 The Evolution of Work Experiences50:28 Future of Experience Design01:01:25 Connecting Through ExperiencesMats bio & linksMat is the Department Chair of Experience Design and Management at the Marriott School of Business at Brigham Young University. His experience design research focuses on memorable, meaningful, and transformative experiences. He also collaborates on research exploring the neurological connection between storytelling and social connection. Mat’s publications have appeared in various journals, including the Journal of Applied Psychology, Journal of Environmental Psychology, Journal of Adolescent Research, and Journal of Leisure Research. Mat co-authored Designing Experiences with Robert Rossman, which was published in 2019 by Columbia Business School Press. In 2021, Axiom Business Awards selected the book as a silver medalist winner in the Business Intelligence/Innovation category. Mat works with organisations across various sectors, including healthcare, education, not-for-profit, tourism, manufacturing, and consumer product goods, to provide training and consulting around experience design. Mat Duerden (LinkedIn)ProfessorAlumni Distinguished FellowDepartment of Experience Design and ManagementMarriott School of BusinessBrigham Young University Co-author of Designing Experiences ★ Support this podcast on Patreon ★

In this episode of The Experience Designers, I sit down with Dr. Paul Zak, the neuroscientist who wrote the book on trust and human connection. A TED speaker, best-selling author, and founder of Immersion Neuroscience, Paul has spent decades uncovering the brain’s hidden responses to experiences, brands, and relationships.Link to Six App - https://your6.com/Connect with Paul - https://www.linkedin.com/in/paul-j-zak-91123510/TED talk - https://www.ted.com/talks/paul_zak_trust_morality_and_oxytocin ★ Support this podcast on Patreon ★