Metaverse is a new digital revolution that combines the physical and digital world to form an immersive and augmented metaverse world. In the seminal books – “The Experience Economy” and “Infinite Possibility“, the authors provided a completely new way of thinking about customer experiences for offering distinctive customer experiences that can lead to increased customer allegiance and a more profitable bottom line through premium value propositions. In the Experience Economy, experiences drive the economy and therefore generate much of the base demand for goods and services. The authors also predicted “Converging Multiverse into Metaverse” to form a physical and digital converged world that augments each other and can be used for creating the Experience Economy. In this article, the sustainable metaverse experiences that can support the multi trillion-dollar experience economy through leveraging unique metaverse experiences will be discussed.
Experiences Design Framework
Figure 1 shows a one page summary of the book “The Experience Economy”. We provide an experience design framework, especially for capturing customers’ attention through experiences, based on the book summary as follows.
Four realms of experiential values are entertainment, educational, escapist, and esthetic. To capture customers’ attention, you must combine the four realms of experiential values and stage experiences worthy of attention: create memorable experiences that do truly engage, in particular, experiences that are robust, cohesive, personal, dramatic, and even transformative.
Four realms of experiential spectrum are absorption, immersion, active and passive. The most robust experiences are those that hit the “sweet spot” in the middle of the four realms, drawing richly from each. Cohesive experiences design principles are: (a) Theme the experience (b) Harmonize impressions with positive cues (c) Eliminate negative cues (d) Mix in memorabilia + media (e) Engage the five senses (sight, sound, touch, taste, and smell). Five-stage dramatic experiences are (a) Enticing customers to pay attention to your offering (b) Entering the experience (c) Engaging the rising action, climax, and falling action (d) Exiting to remember the experience more strongly (e) extending to encourage repeat visits. Customizing a service for efficiently serving individual customers uniquely turns it into a personal experience. When you customize an experience, you automatically turn it into a transformation.
Figure 1. One page summary of the book “The Experience Economy”.
Metaverse User Experiences
Metaverse is a new way for people to interact with other people and objects. Metaverse experience platform supports use of virtual 3D objects that mimic physical objects within a 3D virtual space. Users can design and introduce various categories of virtual objects. Multi-sensory data (visual, auditory, olfactory, tasting, and tactile), in combination with 3D objects, can be used to simulate the real-life experiences an individual user would have with the local environment and various objects contained within it. A non-fungible token (NFT) for representing a digital good (asset) allows users to create or purchase digital fashion goods (clothing, shoes, hats, watches, jewelry, and so forth) from sellers, where the digital goods can be used, store, or exchange by the user.
For example, in a virtual shopping environment, an avatar representing a customer can interact with a certain type of 3D virtual products. The customer can input measurements of the customer’s body scan to show how the customer avatar appears in conjunction with a specific product (virtual fitting/make-up try-on). The customer’s avatar can be displayed in conjunction with the selected items via a virtual (smart) mirror with a panoramic 360 degree viewing. Each virtual product can be liked with NFT for additional services. Real-time contextual data for the customer can be used for providing a gaming incentive (gamification) or personalized product recommendation (through AI avatar).
As another example, in a virtual showroom environment, a consumer can virtually visit a showroom and receive detailed vehicle information in a variety of manners. A consumer also can use an augmented reality device to highlight a vehicle and receive information regarding it. The consumer can walk through a guided showroom tour or walk through an interactive showroom tour. Another user can be invited into the tour as well. Figure 2 shows some of the present metaverse applications that provide diverse metaverse users experiences in different environments.
Figure 2. Present metaverse applications that provide diverse metaverse users experiences.
Base on our analysis for the present metaverse applications, metaverse user experiences (MUXs) can be summarized as follows.
- Immersive reality experience using XR devices & 3D technology (spatial computing: 3D space building; 360 views; spatial audio; digital sense; WebXR)
- Enhanced emotional (fantasy/sensation/sense of presence/ empathy/ memorable) experience
- Enhanced engagement experience (using gamification )
- Active realistic interaction/quality communication experience through digital/robotic avatar (surrogates)
- Real to virtual/Virtual to real cross connected experience
- Creative community participation (co-creation) experience
- Virtual commerce/monetization experience
- Massive sharing experience (augmented network effects)
- Customized and personalized experience with storytelling
Sustainable Metaverse Experiences
The sustainable metaverse experiences (SMXs) for the new experience economy are an integration of four different types of experiences: user experiences (UXs), customer experiences (CXs), metaverse user experiences (MUXs) and sustainable user experiences (SUXs). UXs provide user experiences through the human-computer interactions. CXs provide customer experiences through the customer-company interactions. MUXs provide user experiences through the human-metaverse world (space, time, material) interactions. SUXs provide sustainable experiences through the caring interactions for people (social/community/ethnic), planet (environment), and economics.
For example, a metaverse store provides customers with a digital twins connected 3D immersive virtual world where customers are able to interact in real-time 24/7/365 with a digital environment through their own personal avatar. NFTs can be used to improve the engaged shopping experiences in integration with gamification. AI assisted goods recommendation and shopping guide can provide reach and personalized experiences.
Additionally, store managers can pre-test a product before actually producing it. Thus, the operation of the metaverse store can reduce raw material/energy/water use/GHG emission. The metaverse store enables less producing of waists and increase of reuse/recycle in manufacturing and delivery. Store managers can perform smart inventory/shipping/product lifecycle management. Store managers also can reduce number operation of physical store.
Metaverse is a new way for people to interact with other people, objects, and space. The sustainable metaverse experiences are an integration of the user experiences, customer experiences, metaverse user experiences and sustainable user experience. The sustainable metaverse experiences can support the multi trillion-dollar experience economy through leveraging unique metaverse experiences.
TechIpm, LLC is a professional consulting and incubating firm in digital technology innovation and related IP development. TechIPm’s current focus is to develop a metaverse enterprise platform and its applications in ESG/sustainability digital transformation (e.g., next generation solution for dynamic carbon net-zero management). TechIPm’s business includes technology/IP analysis & development, technology commercialization & monetization, strategic business development and project management in the field of AI, blockchain, IoT, big data, cybercecurity, digital twins, sustainability and metaverse.
Alex G. Lee, Ph.D., Esq., is a CEO and principal consultant at TechIPm, LLC. Alex is an emerging IT/digital technology innovation and sustainable business strategy expert with 30 years experience in the High tech industry. Alex is, a partner at Vincula Group, a New York State attorney, a US patent attorney and a CLP (Certified Licensing Professional). Alex is also a founder of the online forums: Enterprise/Industrial Metaverse Forum and ESGDX Forum. Alex holds a Ph.D. degree in physics from the Johns Hopkins University, a J.D. degree from the Suffolk University Law School and executive certificate in strategy and innovation from MIT Sloan School of Management.