沉浸式体验成功的核心：回答六个关键问题

They invite deep engagement by answering key questions people ask themselves. Joseph C. Nunes Wendy Heimann Professor, Marshall School of Business Cofounder, Nolan Heimann AUTHORS CUSTOMER EXPERIENCE IDEA IN BRIEF THE PROBLEM Immersive experiences—from branded environments to themed entertainments—are booming, but many fail because their designers attempt to create immersion merely with spectacle, technology, or elaborate features. THE INSIGHT Immersion is a psychological state of absorption that emerges when people can answer six questions as they move through an experience: Where am I? Who am I with? What can I do? What is happening? Am I making progress? Why does this matter? THE SOLUTION Creators should design experiences that guide participants through these six psychological dimensions. …