Sunday, October 25, 2009

The Experience Economy

Clark Quinn in a recent article in eLearn titled, Publish or Perish, presents some very interesting ideas that fit the "fun, interesting and delightful" theme that dominated the National eXtesnion conference presentations last week.

Quinn is discussing books and publishing and his term is "experience," but he seems to be again capturing this idea that people need more than information, more than content. He writes,

"The opportunity is clear. The old cliché "it's not about books, it's about content" doesn't go far enough. What's needed is to make a compelling online experience, based on the content, tapping into the additional capabilities of the digital environment while not abandoning the value add.

For educational publishers, there's an additional consideration, and a market-differentiating opportunity. Pine and Gilmore suggest that the level beyond the experience is the transformative experience, where you pay for experiences that change you in desired ways. This is the core of education, when done right, and the ability to turn expert knowledge into a meaningful learning experience is a captivating premise."

He goes on to define "experience design noting, this

"is a new area, involving information architecture and design, engagement, and diverse media skills. Critically, it's having someone own the ultimate vision of the experience, and coordinating the elements to create the necessary engagement.

For educational publishers, an extra layer is learning experience design. To truly execute against this vision of an engaging experience and an effective learning experience, you have to understand not only learning, but also the alignment with engagement.

Learning experience design capability needs to be placed as a core competency, and one that is not in most publishers today"

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