rsn symposium: from strategy to ux: meeting design is everything!

From Strategy to User Experience

Design is Everything (in 12 Minutes or Less!)

Laura Lopez | Sr. Community Manager | Social Tables

@socialtables | #RSNSymposium

@socialtables | #RSNSymposium

4,000 customers; 100,000 users

100 countries

3 languages: English, Spanish, French

@socialtables | #RSNSymposium

@socialtables | #RSNSymposium

4,000 customers; 100,000 users

100 countries

3 languages: English, Spanish, French

@socialtables | #RSNSymposium

Here is what we will cover.Define meeting design and explain why it’s

important to our profession.

Learn frameworks to evaluate your current programs.

Apply new design concepts to transform your experiences.

@socialtables | #RSNSymposium

Full disclosure.

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Stage Setting

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Design tellsa story.

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Design sends a message.

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Design changes behavior.

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“If you don’t think about design,someone will think about design for you.”

@socialtables | #RSNSymposium

The meaning of “meeting design” is not agreed upon.

The term “meeting design” is not widely used.

There is a lack of popularly accepted frameworks and tools.

The Problem with Meeting Design

MPI report on Meeting Design, 2013

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What parts of meeting design are you influencing in your role?

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Experience Design is Everything and EverywhereThe design of the organization’s overall event

strategy.

The design of your meeting’s theme.

The design of the attendee journey.

The design of the program.

The design of each breakout room.

The design of each tabletop.

@socialtables | #RSNSymposium

The Framework

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The Process of Meeting Design1.Select a stakeholder (e.g. client).2.Translate stakeholder’s needs into objectives (e.g. connection

=> networking)3.Select a phase (e.g. before, during, or after)4.Select a classification and element...

a. Programmatic - Destination, agenda, time...b. Conceptual - Format, room layout...c. Human - Facilitators, entertainers, emcees, speakers...d. Artistic - Color, decor...e. Technical - A/V, staging, furniture...

5.Develop design interventions.

MPI report on Meeting Design, 2013; The Meeting Architect’s Manifesto; Social Tables

@socialtables | #RSNSymposium

Need: Reconnect with old friends.

Objective: Network

Phase: During

Classification: Programmatic

Element: Initial introductions

Intervention: Place old yearbooks at each table

Example: Attending a wedding as a childhood friend

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The Tools

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Purp

ose

Iden

tific

atio

n

Source: Marriott’s Meeting Imagined

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1. Identify attendee persona.

2. Simulate their experience from cradle to grave or survey them. Extending

Exiting

Engaging

Experiencing

Entering

Arriving

Anticipating

Attracting

AnnouncingJo

urne

y M

appi

ng

Source: The 8 Phases of a Successful Event, Maritz

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Alternatives and Innovation in Room Layouts

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“Room set is extremely important to the success of a meeting, and a serious responsibility for the meeting professional to manage.

- Convention Industry Council Manual

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The Form:The General Session

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The Form:Open Spaces

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3 Keys of Open Spaces1. Exploration - Interacting with people in

many other social groups.

2. Engagement - Interacting with people within your social group.

3. Energy - Interacting with more people overall.

Source: Workspaces That Move People, Harvard Business Review

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“Spaces designed to

promote communication

increase the likelihood of

collisions... more collisions create

positive outcomes.”

C2 Montreal (Arsenal)

Source: Workspaces That Move People, Harvard Business Review

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The Form:Trade Shows

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Innovation Zones

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The Form:The Breakout

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Breakouts

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Wrapping up...

Laura LopezLauraL@socialtables.com

@socialtables

“If you don’t think about design,someone will think about design for you.”