Crafting a thought process....
figments.inc is an experience design studio which specialises in sculpting brand environments. VM&RD chats up with Experience Designer Jasleen Manrao, Co-Founder and Creative Head, to know more about her journey and the creative philosophy that drives her to create innovative project each time for her clients.
and the studio became a melting pot for specialization.
Could you throw some light on the design philosophies of figments. Inc? How would you define your USP and value additions in terms of the project you handle for your clients?
figments.inc is essentially an experience design studio which strives towards sculpting brand environments. ‘Environment’ and ‘Experience’ are two words that structure our effort. ‘Design’ is the sole tool. Experience design is a craft that borrows its existence from three fields design, business and sustainability. Experiences matter more when they are meaningful towards the target audience. The discipline is still in its infancy, especially in the Indian context; however the scope for its application is vast. Our process is our USP. When we work on designing a transactional environment, we start as fresh recruits. We spend a long time observing customer behavior, in order to gain insights. Through our research we try to establish the value systems the target group has and what are the meaningful experiences the customer group will value. These insights not only go on to define the brief, but also helps reinforce context immersion, dilution of opinions and in-turn transforming clients into stake-holders. We design spaces through mapping and creating touch-points, focusing of creating the experiences. Touch points are the essential nodes in the customer journey that relay the brand promise. The nodes are designed in a manner that when customers engage with them, unique memorytriggers are created. Such is the power of the human mind, that the triggers when evoked can make us re-live the entire experience in another time and space. This creates ever-lasting brand loyalty.
Do you have design and role models in your creative philosophies?
I don’t have role models as such. I must add, I have always found great teachers in the craftsmen on-site. I also keenly observe the work by the young designers. Speaking of creative philosophies, the work of Joseph Pine, James Gilmore, Nathan Shedroff, Geert Hofstede has been inspirational. In the Indian context, Devdutt Pattanaik has been bringing forth interesting arguments that connect us back to our mythological construct.