Bringing co-creation to the metaverse with experience design

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The pandemic has spurred the adoption of advanced technologies in a wide variety of industries to increase user engagement and business efficiency. According to KPMG, nearly 60% of executives agree that COVID-19 has provided impetus to accelerate digital transformation initiatives.

This includes individual habits and behaviors that have changed significantly since the pandemic, as online and virtual experiences are now commonplace. Signs of changing behavior in the market have encouraged our experience design company to create experiences that enhance different aspects of culture, heritage, tourism, sports and entertainment through partnerships with companies in the US, Saudi Arabia, Europe and the Far East. As the concept and design of the metaverse continues to evolve, people will seek more engaging, impactful experiences in the virtual realm and this will open up new opportunities for the experience design and immersive event industry.

What is experience design?

Experience design means making emotional and inspiring connections between people and brands. An experience designer uses the right balance between immersive touchpoints and technologies to provide flexible and smart solutions across multiple platforms. The key to experience design is implementing interactive technology to turn immersive experiences into unforgettable memories. Mapping emotional journeys, coupled with AI and immersive technology, will be crucial in redefining how audiences interact with diverse events and interact with the online world.

When creating an experience, in collaboration with the institution or brand, a creative team of architects, designers, engineers, developers, programmers and content providers combine their talents to turn ideas for people-centered experiential journeys into reality.

There are three types of user experiences in the industry that drive engagement and interaction. This includes permanent exhibitions & experiences; that is, permanent spaces, such as meeting centers or museums, transform into multi-sensory experiences that take guests on an otherworldly adventure. The second type of experience includes pop-up/temporary events that may require more artistic flair, storytelling and production, such as festivals, shows, and exhibitions. Finally, there are also virtual experiences, where experience design has to immerse the audience in a hyper-realistic, fully interactive environment via virtual platforms.

Brands will have to keep pace and constantly innovate to increase user engagement. One of the next challenges is adapting new, advanced ways of interacting with users in the metaverse. Virtual experiences will therefore open up new opportunities as technology continues to evolve rapidly.

What is the future for design and the metaverse?

According to a recent report from Reports and Data, the global metaverse market is expected to reach $872.35 billion by 2028 and register a revenue CAGR of 44.1% over the forecast period. The metaverse will revolutionize the way products and brands interact with their audiences and technologies such as AR and VR, as well as a team of experience designers, can help bring co-creation to the metaverse. This disruptive approach can already be seen in the arts sector, where headsets and controllers can simulate virtual art utensils and enable people to participate and interact as artists.

Experience design offers many different opportunities for co-creation in the metaverse, brand innovation and job creation for young, tech-savvy individuals. To thrive in the virtual world, companies will need to adapt their business model and use experience design to become a co-creative partner in the emerging metaverse.

Khalid Al Muawad is the CEO of Midwam.

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