A look at the future of experience design.

1. Today, people react to experiences. In the new era of
business, these experiences are your brand.

2. But if you ask 20 people what experience
means you get 40 different answers.

3. To a one-year old a magazine is forever an iPad...

4. What is experience from your
customers perspective?

5. What do they feel, what don't they feel, what do
they expect, what do they not don't get

6. We need to create experiences that people want,
That they want to share, that are meaningful and based
solely on how they're changing.

7. Experiential marketing shouldn’t be confused with
experience design

9. It’s a facet of experience architecture.

11. Does your experiential marketing make a consumer grow
closer to the brand in the long-term?
No, it just stands out for a moment, it’s transactional.

12. It’s time we stopped looking at traditional metrics:
- How did ‘our marketing’ perform?
- What is our ‘share of voice’?
- What is our ‘sentiment’?

13. These metrics exist in a sliver of time
But are they the experience we promised you
or that you expected?

14. Pick your favorite airline, look at their website.
You'll see words like customer service, and on time...

16. Now, look at Twitter and you’ll typically see the opposite of
what you're seeing on the site.

18. We tend to look at everything from a technology first, a
process first, a shareholder or stakeholder first perspective.
STOP

20. Airbnb looked at things differently
They took inspiration from Disney who introduced
storyboarding early in the companies history on Snow White.

22. Airbnb took all of their data, their competitors' data, and
data from companies that reach people that they want to
reach but aren't competitive.
Then they brought in a Disney storyteller.

23. Through this exercise they realized they weren’t delivering
the experience that it could have and brought this data to
light in a way that could inspire everyone across the
company.

24. You can now find the storyboard in the lobby in the company
as a constant reminder of the human-side of data.

25. Data is valuable.
One study showed consumers will pay 25% more for a
similar product or service that delivers an amazing
experience.

26. How can we get started?
What is the experience that you've promised?

27. Look in real time, what's happening.
Don't look at your NPS.
Don't look at your survey data.
Find the friction. Remove the friction.

28. Realize that ‘customer journey mapping’ often assumes you
have something people want...

29. Your customers are hacking their journey and they're doing
so either with you or without you.

30. Google’s micro moments

31. What if you create something new that made your old
journey obsolete or your competitors' journey obsolete?

32. Inspire yourself to do something differently.
Create new journeys, create new touch points,
create new moments

33. Your customers are are being influenced whether they know
it or not every time they pick up their cell phone, talk to a
friend/colleague or go on the web.

35. They’re picking up their phone 500 times a week.
They're reprogramming their behaviors everyday.

37. Uber is everybody's competitor because they're training us
to know that we can get something in an instant through
our phone. Can your company do that?

38. That's your customers standard for engagement now.
Every time they call your company, visit your site, talk to your
reps, they're stepping backwards from the new standard.

40. Virtual reality and augmented reality are something
‘everyone’ is talking about.

41. But step back…
They’re actually offering an experience that may be worse
than our real world.
A blurry, low resolution screen. Why are we doing this?

42. Don’t fall into the trap of mediumism.
Taking what’s ‘next’ and applying old methodology.
Put your anthropologist hat on and think about people first.

43. It starts from the inside.
People have to feel empowered to take risks, people have
to feel empowered to fail.
Today, people react to experiences. In the new era of
business, these experiences are your brand.