Q&A with Pigalle Tavokkoli, founder of the School of Experience Design, in advance of her IMEX Frankfurt session, “The Art and Science of Designing Emotions?” 

Can you share some of what you’ve got planned for your IMEX Frankfurt session?

I’m excited to be involved in such a vibrant education program at IMEX Frankfurt and share my passion for experience design. I will take attendees on a journey to discover how to transform services, products and events into emotionally charged experiences which capture the hearts and minds of customers for long-term engagement. 

Experiences spark emotions and form memories which connect customers to organizations. I will share an approach I have developed through hands-on practice as a producer for 15 years, with clear methods that have been tried and tested through 10 years of teaching. Along the way, I will present my Experience Change Equation, reveal the neuroscience which connects emotions to memories and explain how to use the emotion paint palette to create unforgettable customer journeys.

What do you hope attendees get from this session?

I hope attendees:

• Will be surprised by my thought provocations and insights to enhance their approach.
• Gain a deeper understanding on the relationship between emotions and memories and the neuroscience which underpins this.
• Feel energized and inspired by practical methods to apply straight away.
• Come away with increased confidence to design transformative customer experiences.

What do you hope to get out of your involvement at IMEX Frankfurt?

As this will be my first year attending IMEX Frankfurt, I’m looking forward to meeting new people and engaging in conversations, listening to the other speakers and being inspired by their expertise, and keeping my finger on the pulse with the latest directions and future trends in our industry.