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