What I've learned about transformation design thus far #76

I noticed that, especially with my wife and children, the ‘promise’ of a positive experience sometimes even generates more happiness than the experience itself. The thrill of a weekend away with this bunch delivers pleasure for weeks; the weekend itself lasts three days. So, I came to see that anticipation is itself an experience, and one that can be designed.

It is a phase with certain qualities. It feels like time is somehow ‘stretched’ towards the event. My fams imagination fills in details where we have no clue whether reality will confirm or ignore them. It’s an emotional group investment that just builds. We begin to prepare for what is coming. Sometimes through personal dreams, daydreams, or collective dreaming around the breakfast table.

Now this phase can be neglected by the industry, leaving my wife, my kids, and me to manage anticipation on our own. Or it can be designed/curated. Think how communication can deepen rather than merely inform. Materials that are sent by the destination that invite reflection. Family practices suggested for the weeks leading up to arrival. A relationship with staff that begins before they meet us in person.

The luxury hotel will most likely send a confirmation and directions. A transformation-oriented experience invites us into a different relationship with the journey ahead.