Why the Best Immersive Experiences Succeed

Immersion is increasingly defining customer experiences in a variety of industries, yet too often creators of immersive environments rely on spectacle, advanced technology, or scale, which fails to create a lasting impact. The most effective experiences are based on the psychological state of absorption and guide participants through a progression in which they seek answers to six questions: Where am I? Who am I with? What can I do? What is happening? Am I making progress? Why does this matter? Many experiences address one or several of these dimensions, but those that help people answer all six questions are the ones that draw them in, keep them engaged, and culminate with a coherent sense of what it all meant. For companies, the payoffs of building effective immersive environments can be substantial, from increased revenues to higher customer satisfaction.

Raccontata dahbr.org