What if the future of experience design starts not on a screen but on your tongue?
In this episode, food anthropologist Caroline Hobkinson invites us into her London kitchen to explore the connection between taste, sound, and human emotion. Through a live sensory experiment, she reveals how our brains respond to flavor, sound, and ritual and why modern life has numbed our ability to truly feel. From seaweed that “sings,” to the psychology of coffee rituals and the intimacy of blindfolded dining, this conversation reawakens our senses and reframes how we connect with food, with others, and with ourselves.
00:00 – Welcome to Caroline’s Kitchen
02:00 – What Is a Food Anthropologist?
06:00 – The Ritual of Coffee: Modern Communion
09:30 – Why Taste Is the Most Intimate Sense
12:00 – The Seaweed Experiment: Eating With Sound
18:00 – The Science Behind It: What the Brain Does
24:00 – Blindfolded Bananas & the Art of Surrender
33:00 – Designing for the Senses: Lessons for Brands and Experience Creators
41:00 – The Smell of Memory
44:00 – Bringing Mindfulness to Everyday Eating
46:00 – Closing Reflections: Reawakening the Senses
Caroline's bio
Immersive Experience Director - MultiSensory FoodArtist – Food Anthropologist investigating behaviour, ritual and interrelationships of sensory modalities Born in Cologne in 1979, trained at Central Saint Martin’s where she gained a degree in Fine Art and SOAS where she earned a master’s degree in Anthropology, she has been creating events and food installations, in galleries, museums and public spaces worldwide.
She has published and co-authored numerous research and academic papers on the neuroscientific workings of eating behaviour and conducted anthropological qualitative research into food and drink habits and rituals. She is a fellow of the Royal Anthropological Institute.
Operating within the intersections of technology, food and the senses, Caroline has been giving numerous interactive talks and lectures that re
imagine people‘s food rituals. Her work and research has appeared in numerous publications and she has collaborated on events for Unilever, Disney, Barilla, Magnum, Selfridges, Bang & Olufsen, Kensington Palace and Pink Lady Apples.
Contact
www.carolinehobkinson.com
https://www.linkedin.com/in/caroline-hobkinson-creative-director/
Tim Hill shares his unique insights into the magic of live events and the communal experiences they create. Drawing from his ethnographic research at Liverpool FC's Anfield stadium and Berlin's underground techno clubs, he shares how rituals, community, and emotional connections shape unforgettable experiences. He emphasises the importance of co-creation in designing atmospheres that resonate deeply with audiences, illustrating how these moments of togetherness can be both powerful and transformative.
00:00 — Opening: The Magic of Live Events
01:42 — Understanding Anfield's Unique Atmosphere
04:19 — Researching Local Football Culture
05:21 — The Challenges of Ethnographic Research
08:19 — Exploring Fan Demographics
11:36 — The Role of Rituals in Atmosphere
14:19 — Designing Experiences at Anfield
16:20 — The Impact of "You'll Never Walk Alone"
18:51 — Community Identity and Solidarity
22:46 — Designing Emotionally Engaging Experiences
24:34 — The Four-Step Ritual Design Process
31:27 — Thinking Beyond Football: Broader Applications
36:47 — Insights from Berlin Nightclubs
41:42 — The Paradox of Fitting In and Standing Out
48:39 — The Importance of Exclusion in Experience Design
51:45 — Final Thoughts on Designing Rituals
Bio & links
Tim Hill is an Associate Professor of Marketing at the University of Bath and Director of Studies for the BSc Business program. His research explores the edges of consumer culture, from hardcore football fandom to Berlin’s exclusive techno scene, uncovering what these fringe worlds reveal about belonging, identity, and community. Tim’s work has been published in leading journals, and he’s also the co-author of The Dark Side of Marketing Communication and an Associate Editor at the Journal of Marketing Management.
LinkedIn - https://www.linkedin.com/in/tim-hill-99425b378/
★ Support this podcast on Patreon ★Sally Earnshaw brings her trademark “oomph” to this high-energy conversation about leadership, life, and the messy, brilliant realities in between. From middle-aged business travel mishaps to the humor of raising teenagers while running a company, Sally grounds leadership in humanity and positivity. We explore her philosophy of energizing and focusing people, the gaps in leadership depth today, and why creating “space to lead” matters more than ever in a world of noise, AI, and constant change. A refreshing reminder that leaders are human first and that energy and authenticity are free.
Episode Chapters:
0:00 – Oomph: Energy Meets Delivery
5:00 – Positive Energy & Early Influences
9:00 – Midlife, Normality & Humour
14:30 – Business Travel Tales
18:00 – Leadership Depth in a Changing World
23:00 – Strategy, Agility & Speed of Execution
28:30 – Cutting Through Noise & Creating Space to Lead
38:30 – Communication, Energy & Authenticity
43:00 – The Future of Leadership & Generational Shifts
46:30 – Gratitude & Closing Reflections
Bio and Links
Sally Earnshaw, the Chief Oompher, is a leadership and organisational culture expert with over 20 years' experience. Sally’s insights on the importance of clarity, how to get everyone aligned and engaged to drive execution have helped hundreds oforganisations build a high-performance culture.
Sally emphasises that "your strategy is worth nothing if you can’t communicate". Effective communication in leadership fosters resilience, boosts productivity, and enhances overall performance.
Sally is known for her ability to bring out the best in people, using practical, impactful leadership tools that deliver immediate results.
Sally is a TEDx speaker, a published author and top tier leadership facilitator and coach.
www.linkedin.com/in/sally-earnshaw-oomph
www.oomph.life
Brian D’Souza has spent his life exploring the power of sound—from late-night radio discoveries and Glasgow club culture to pioneering sound design for wellbeing, workplaces, and psychedelic therapy. In this episode, Brian shares how music and psychology came together in his work, from building Open Ear, a platform that reimagined how businesses use sound, to founding Swell Studio, which creates soundscapes for health, creativity, and connection with nature. We dive into active listening, rhythmic entrainment, sound therapy, and the role of music in transformative experiences. This is an invitation to tune in more deeply to how sound shapes our lives.
Episode Chapters
0:00 – Early Influences & Discovering Music
5:00 – Psychology, Rhythm & Flow States
12:00 – Active vs. Passive Listening
18:00 – Sound Design in Hospitality & Workplaces
27:00 – Business Lessons from Open Ear
34:00 – From DJing to Sound Therapy
45:00 – Redefining Music as Function, Not Just Entertainment
53:00 – Swell Studio & Nature-Based Soundscapes
59:00 – Sound, Psychedelics & Healing
1:08:00 – Creativity, Bio-Sonification & What’s Next
Bio and Links
Brian d’Souza is the founder and CEO of Swell Studio, a London-based creative agency working between the intersection of sound, music and well-being. Brian is also an award-winning sound artist, DJ, music producer performing under the alias Auntie Flo, and successful entrepreneur, notably as founder of leading music consultancy Open Ear Music from which he exited in 2023.
Swell Studio delivers creative projects that use sound to positively benefit the listener, and is based on three principals: biophilic sound, sound therapy and generative music composition. Its clients include IHG, Imperial College, Muuto, Farfetch, Hotpod Yoga and more. It has been featured in GQ, Forbes, The Times, BBC, Discovery Channel and more.
As Auntie Flo, Brian is a DJ renowned for ‘taking World Music into the future’ (The Guardian). Over a career spanning ten years, he’s played everywhere from Panorama Bar to Glastonbury, making his name as one of the most adventurous DJs around: performing in Cuba, Latin America, Asia, Africa and even the Arctic Circle. He has released four critically acclaimed albums, most notably Radio Highlife (Brownswood, 2018), which won the SAY award for Scottish Album of the Year. His fourth studio album ‘In My Dreams (I’m a Bird and I’m Free) in November 2024. It was awarded Global Album of the Month in the Guardian and Single of the Year by Disco Pogo and DJ History.
He currently runs A State of Flo records and blog, which is home to his dancefloor tracks, global collaborations and nature-based sound art and writing on music and the environment. His work most often centres around the creation of bioelectrical music from living things: plants, fungi and humans. His Plants Can Dance event series uses biodata to trigger notes on his specially built modular synthesizer in a process called bionsonification, with the intention of bridging the gap between the natural world and electronic music realm. This work has been commissioned by the likes of Art Angel, National Trust, Het Hem, V&A etc and featured in New Scientist, BBC 6 Music, BBC Radio 4, Tate Modern, Rolling Stone, BBC Radio 1 and more.
www.swellstudio.io
www.astateofflo.com
www.briandsouza.in
In this episode, we’re joined by Nick Cawthon, a design leader with decades of knowledge in user experience (UX), service design, and the evolving discipline of experience design.
From his childhood discovery of creative flow to shaping the culture of UX in San Francisco, Nick reflects on the pivotal shifts that transformed design from skeuomorphic interfaces to design systems, and now to the rise of AI and agents.
Together, they explore what is left behind in each wave of transformation, why core human skills and principles remain essential, and how curiosity and experimentation will shape the future of design.
0:00 – Childhood Creativity & Early Flow States
6:30 – The Evolution of UX in San Francisco
12:44 – Designing for Humans: Early UX Insights
17:27 – The Impact of AI on UX
23:41 – What Gets Left Behind in Transformation
28:42 – Reinvention & The Ouroboros Mindset
32:01 – The Next Generation of Designers
38:35 – Synthetic Users & Experimentation
45:57 – Optimism for UX and Experience Design
53:19 – Core Principles That Endure
Nick Cawthorn Bio
Nick helps design teams stay ahead of the curve with their AI transformation. He has been curating self-assessments for UX & Design Teams at retrain.gauge.io, helping analyze industry trends and removing barriers to adoption.
Nick founded Gauge in 2001 in the San Francisco Bay Area to help organizations with evidence-based strategy and product decisions. Clients have grown to include Electronic Arts, Genentech, Airbnb, Adobe and many others. Nick is a professor in Data Literacy and Visualisation in the Design Strategy MBA program at his alma mater, California College of the Arts.
Links
https://www.linkedin.com/in/nickcawthon-ux-digital-agency-product-design-leadership/
https://gauge.io/
From his early fascination with synths and soundscapes to touring the world as a DJ, Tom Middleton has spent decades exploring the neuroscience and emotional power of music. In this conversation, Tom shares how his journey through burnout led him to pioneer “experience as medicine,” using sound intentionally to promote well-being, focus, and recovery. We explore neuroaesthetics, spatial audio, vibroacoustics, and how environments—from wellness spaces to workplaces—can be sound-designed to improve health and human connection. This is a deep dive into the future of sensory wellness and functional sound design.
#SoundDesign #WellnessInnovation #TheExperienceDesigners #ExperienceDesign
Episode Chapters
00:00 – Beginnings & Sonic Fascination
06:30 – From Cornwall to Global DJ
14:09 – Nature Sound & Soundscape Ecology
18:44 – Touring, Burnout & Recovery
30:31 – Therapeutic Music & Sleep Science
39:33 – Soundscaping Everyday Life
47:14 – White Mirror & Sensory Wellness Innovation
54:21 – Experience as Medicine
Bio and Links
Tom Middleton is a multi-award-winning composer, sound and sensory designer, and pioneer of Sonic Therapeutics for sleep, stress, pain, and performance. As co-founder of White Mirror, he creates health-promoting audio and sensory content grounded in salutogenic design - spanning digital therapeutics, immersive environments, and multi-sensory experiences. Originally mentored by Aphex Twin, Tom draws on classical and electronic roots, as a designer, orchestral cellist, DJ, and neuroscience researcher. His work continues to help millions via Calm, Apple Music, Sleep Cycle, and UMG’s Sleep Better.
He also created the world’s most relaxing noise and explores acoustic ecology, archaeo-acoustics, and sonic storytelling to raise awareness for planetary and human wellbeing. Tom serves on the Global Wellness Institute’s Music for Health & Wellbeing board and co-authored the sleep chapter in Touring and Mental Health: The Music Industry Manual. He’s committed to scaling evidence-based, humanity-first interventions in a world craving calm, care, and connection - where empathy becomes exponential, and design becomes medicine.
https://www.linkedin.com/in/tommiddletonmusic
Music
Here's the track 7-year-old Tom heard by Isao Tomita - https://open.spotify.com/track/2w0URaMReZtoWWDkboobkL?si=d884d327d15e4098
Also, here are two albums we love here at The Experience Designers Podcast - Enjoy!
Spatial Focus Music - https://open.spotify.com/album/0AVuGKpxfe3d9xJM90YbmN?si=XtqG2P1eTuu4BaCoScSrqQ
Spatial Sleep Music - https://open.spotify.com/album/6Ifo4VtUVq1a3evYQ6zMtM?si=Z5ZOIgsjTYGRmrScuF1i-Q
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 Chapters
00:00 – Beginnings & Backstory
06:15 – Designing for Emotion & Well-being
14:30 – The Shift in Experiential Marketing
26:50 – Rethinking Creative Strategy
34:20 – Story-Living & Brand Immersion
46:45 – Designing Against Loneliness
58:15 – Life, Leadership & Saying Yes
#ExperientialMarketing #Neuroaesthetics #EmotionalDesign #TheExperienceDesigners #ExperienceDesign
Bio 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/
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 Design
08:05 The Cultural Landscape of London in the 80s and 90s
12:20 Early Career and the Transition to Creative Work
14:36 Life and journey into Punchdrunk
15:07 Finding Opportunities in London's Creative Scene
16:52 Finding My People: The Journey Begins
21:42 Finding Punchdrunk: The Lost Persons Parties
25:41 The Transformative Power of Space: Punchdrunk's Inspiration
30:40 From Concept to Reality: The Evolution of Punchdrunk
34:59 Navigating Growth: Balancing Creativity and Commercial Success
54:44 Collaboration and Communication in Creative Processes
56:42 The Influence of DJ Culture on Sound Design
58:57 Exploring Three-Dimensional Music Experiences
01:01:29 The Journey of Beyond the Road Project
01:06:18 Transitioning from Punch Drunk to Independent Artistry
01:07:23 Creating Calm and Meditative Spaces
01:14:45 The Importance of Disconnecting in a Digital Age
01:25:58 An Invitation to Mindfulness and Exploration
Colin's Bio and Links
Colin 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.
Links
LinkedIn: https://www.linkedin.com/in/colin-nightingale
Website: https://www.arightleftproject.com/about
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 intention
If 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 Welcome
00:18 – The Essence of Storytelling
03:11 – Evolution of Storytelling
05:10 – Immersive Storytelling Experiences
07:05 – Storytelling in Travel and Retail
14:06 – Personal Storytelling Journey
15:21 – Leveraging Storytelling for Business Insights
22:03 – Challenges in Storytelling and Research
31:32 – Analyzing Customer Stories for Emotional Insights
32:28 – Integrating AI for Deeper Emotional Understanding
34:48 – The Intersection of Customer and Employee Experience
37:00 – The Relationship Between Employees and Customers
38:36 – Building Trust Through Story
42:55 – Creating Belonging in the Workplace
45:34 – Empathy at Scale: Designing for Real Impact
51:52 – Leadership’s Role in CX + EX Transformation
54:44 – Storytelling, Inclusion, and Community
59:10 – Reflections on Human Connection and Purpose
James' Bio and Links
James 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.
Links
LinkedIn: https://www.linkedin.com/in/james-warren-seeq/
LinkedIn: https://www.linkedin.com/company/share-more-stories/
Instagram: @warrenjwric
Instagram: @sharemorestories
Website: sharemorestories.com | SEEQPlatform.com
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-2025
Laura 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 links
https://www.linkedin.com/in/hess-laura
https://www.reuleaux.world/
https://laurahess.substack.com/
Chapters
00:00 The Journey of Exploring 500 Experiences
04:55 The Importance of Reflection in Experience Design
09:10 Creating the Remarkable Model
14:57 Understanding the Components of the Remarkable Model
20:45 Evaluating Experiences: The Rubric Explained
28:38 Understanding Experience Scoring
31:33 The Importance of Flow and Connection
33:43 The Role of Audience Participation
35:57 Navigating Commercial vs. Meaningful Experiences
38:28 Intentionality in Experience Design
41:43 Hermes: A Case Study in Non-Transactional Experiences
47:02 Cultural Exchange and Brand Relationships
51:12 Themes in Experience Design
54:24 The Shift Towards Intentionality in Experiences
54:58 Sensorial Aspects: The Key to In-Person Engagement
56:31 The Power of Live Performers in Experiences
59:47 Exploring the Beyond Cognition Case Study
01:03:32 The Importance of Sensory-Driven Experiences
01:04:38 Reflections on Experience Design and Improvement
01:10:08 The Need for Reflection and Iteration in Design
01:12:00 Closing the interview and contacting Laura
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 Welcome
00:34 Debating the Return to Office Mandates
01:22 Challenges and Perspectives on Office Policies
02:44 Communication and Clarity in Workplace Policies
03:56 Examples of Office Policies and Their Impact
08:25 Shifts in Workplace Dynamics Post-Pandemic
12:14 Innovative Office Designs and Employee Experience
17:38 Wellness and Wellbeing in the Workplace
22:23 The Future of Office Spaces and Employee Engagement
26:20 Exploring Office Environments: Personal Experiences
32:51 Exploring Miro's Office Culture
36:20 The Importance of Functionality in Office Design
40:31 Santander's Innovative Office Space
49:05 Future Trends in Workplace Experience
56:37 Reimagining the Office Environment
01:01:53 Conclusion and Where to Find More Content
Tom's Bio & Links
Co-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/@wrkplc
Website: https://www.wrkplc.co.uk/
LinkedIn: https://www.linkedin.com/in/thitch
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-form
LinkedIn: https://www.linkedin.com/in/pigalletavakkoli
00:00 Introduction and Welcome
01:05 Formative Years and Parental Influence
06:15 Journey into Experience Design
08:47 Teaching and Developing Methods
14:36 Human-Centred Design Philosophy
22:15 The Role of Technology in Design
31:00 The Role of a Producer: A Two-Way Dialogue
32:17 Exploring Human Emotions in Experience Design
34:08 The Emotion Change Equation
35:48 Designing Memorable Experiences
41:27 Reflecting on Emotional Impact
45:46 Defining Experiences and Transformations
49:12 Personal Transformational Experiences
51:56 The Interconnectedness of Human Experiences
56:28 Closing Thoughts and Where to Find More
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 Introduction
00:21 The Mosaic Career Metaphor
00:56 Moments of Clarity and Self-Experimentation
01:32 AI and Leadership
02:32 Reimagining Work and Life Balance
05:37 Failures and Learnings
08:52 The Human Experience and AI
16:26 Leadership and AI Integration
36:08 Setting Guardrails for AI Integration
36:19 AI in Blue Collar Jobs
37:56 AI in Customer Support and Beyond
39:05 Personal Experiences with AI
43:03 The Impact of AI on Work and Society
54:43 Future Leadership in an AI Context
01:02:44 Final Reflections and Closing Thoughts
Stefan'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/
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 Raasted
03:51 Foundations of LARPing: A Journey Begins
09:39 From Participant to Organizer: Building a Career
13:21 Evolving Narratives: The Growth of Role-Playing
18:01 Transformative Experiences in LARPing
18:04 The College of Extraordinary Experiences: A New Chapter
19:55 The College of Extraordinary Experiences
21:19 The Power of Shared Experiences
22:42 Intentional Experience Design
26:20 Co-Creation and Chaos in Experiences
28:21 Insights from McKinsey: Data-Driven Decisions
33:49 The Evolution of Experience Design
40:46 Finding the Right Balance in Experience Design
44:58 Resources for Experience Design Enthusiasts
Claus’s bio & links
Claus 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?
https://www.linkedin.com/in/clausraasted
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.
Chapters
00:00 Introduction to Experience Design
02:47 Personal Journey and Early Influences
05:59 Defining Experience Design
08:57 Academic Environment and Experience Design Education
12:00 Global Trends in Experience Design
14:59 Intentionality in Experience Design
18:13 The Experience Ladder: From Ordinary to Transformative
21:12 Reflection and Meaning in Experiences
24:03 The Importance of Transformative Experiences
26:47 Navigating Transformation in a Rapidly Changing World
32:47 The Scarcity of Attention
35:44 Guided Transformations in Experience Design
37:40 The Role of Experience Designers
41:51 The Evolution of Work Experiences
50:28 Future of Experience Design
01:01:25 Connecting Through Experiences
Mats bio & links
Mat 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)
Professor
Alumni Distinguished Fellow
Department of Experience Design and Management
Marriott School of Business
Brigham Young University
Co-author of Designing Experiences
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
What if the magic behind your favourite experiences wasn't just a coincidence? In this second part two of this two-part series with Goc O'Callaghan, Co-owner of ArcTanGent Festival and Global Experience Lead at Buro Happold.
In this episode, we peel back the curtain on the often-overlooked and unknown 'dark side' of Disney's magic. From the hidden infrastructure at Disney parks to designing festivals that feel like second homes, Goc reveals how intentional design can transform ordinary spaces into extraordinary memories.
Get ready to explore behind the scenes of thoughtful details, and see how the environments around us are engineered to make us feel, move, and connect in profound ways.
00:00 Introduction to the Experience Designers Podcast
01:05 Guest Introduction: Goc O'Callaghan
02:06 The Dark Side of Disney
03:13 Disney's Design Secrets
07:07 Real-Time Feedback and Customer Experience
08:47 Designing for the Senses
10:48 Applying Disney's Principles to Business
15:36 Experience Design in Structural Engineering
18:55 Quantifying Experience
31:26 Personalizing Office Spaces
38:02 Final Thoughts and Recommendations
43:55 Conclusion and Farewell
We're taking you behind the scenes of an incredible journey, exploring the power of memorable experiences and the lessons we can learn from one of the major memory makers out there: music festivals. I had the pleasure of sitting down with Goc O'Callaghan, co-founder, owner, and festival director of the legendary ArcTanGent Festival in the UK.
This is a festival that started as a childhood dream in a bluebell forest and grew into a multi-award-winning independent festival. This is the first of a special two-part series in which Goc shares her story of building something extraordinary from the ground up. In this episode, we dive into those early days and the magic of creating memorable experiences.
In this episode of The Experience Designers, we dive deep into the world of neurodiversity with Tina Squire, an expert in fostering neuro-inclusive environments. Tina shares her personal journey with ADHD and how it has fueled her passion for creating workspaces where neurodiverse individuals are not just accommodated, but truly celebrated. This episode explores the importance of designing work experiences that embrace every individual's unique strengths, from recruitment to retention, and everything in between.
In this episode, we’re joined by John Sills, managing partner at The Foundation and author of The Human Experience. John shares an incredible story of how a broken train in Switzerland became one of the most memorable customer experiences he’s ever had—and not because it went wrong, but because of how it was handled.
Together, we dive into the heart of what makes customer experiences truly remarkable: human connection, ownership, and care. We explore why so many business leaders feel disconnected from their customers, the role technology plays in both enhancing and damaging experiences, and how companies can cultivate human traits like empathy, respect, and responsibility in everything they do.
Join us as we uncover the real secret to turning an ordinary—or even negative—experience into something extraordinary. Whether you're in customer service, leadership, or just curious about the magic of human-centred design, this episode is packed with insights and inspiration you won’t want to miss!