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From Strategy to User Experience
Meeting Design is Everything
Dan Berger | CEO | Social Tables
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@danberger | #ONEconfYYC
Rock,Paper,Scissors,Posse.
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@danberger | #ONEconfYYC
Audience-Presenter Agreement
● Leave at any time. ⏳
● I’m @danberger. You are #ONEconfYYC.
● Steal everything.
● Participation encouraged. �
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@danberger | #ONEconfYYC
I am a participant.
I am a planner.
I am a supplier.
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4,000 customers
50 countries
3 languages
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Over 1.5 billion sq. ft. of event space
Over 1 million events created
Over 100 million attendees impacted
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125 employees
Raised $10 million
Founded in 2011
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@danberger | #ONEconfYYC
I am a participant.
I am a planner.
I am a believer.
I am a supplier.
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@danberger | #ONEconfYYC
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@danberger | #ONEconfYYC
● Define meeting/event design and understand why it’s important to our profession.
● Adopt a framework for meeting/event design
● Apply new design concepts to transform experiences.
● #BONUS: Discover trends that will directly impact meeting/event design.
Learning Objectives
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@danberger | #ONEconfYYC
Stage Setting
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@danberger | #ONEconfYYC
Design tellsa story.
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@danberger | #ONEconfYYC
Design sends a message.
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@danberger | #ONEconfYYC
Design changes behavior.
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@danberger | #ONEconfYYC
“If you don’t think about design,someone will think about design for you.”
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@danberger | #ONEconfYYC
● 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
Source: MPI report on Meeting Design, 2013
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@danberger | #ONEconfYYC
Experience Design is Everything and Everywhere
● The design of the organization’s overall event strategy.
● The design of your meeting’s theme.
● The design of the experience.
● The design of the program.
● The design of each breakout room.
● The design of each tabletop.
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@danberger | #ONEconfYYC
How do you define meeting design?
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@danberger | #ONEconfYYC
“The purposeful shaping of both the form and the content of a meeting to deliver on crucial business objectives.”
Source: MPI report on Meeting Design, 2013
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@danberger | #ONEconfYYC
Manage
Comm.
Plan
Source
Strategize
Data
Mission
Project Management
SchedulingTransportation Housing
Surveys
Badges, Check-in, etc
Marketing
Design
Reg Social
Reports
Measure
Logistics
The Meeting Planning Process Pyramid
(c) Social Tables, 2014-2016
Site Selection
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@danberger | #ONEconfYYC
The Opportunity of Meeting Design
“[Meeting design presents] one of the
few opportunities to enable meeting
professionals to do more with less...
to reduce costs and increase value.”
Source: MPI report on Meeting Design, 2013
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@danberger | #ONEconfYYC
The Urgency for Meeting Design
Automation Outsourcing Expectations Competition
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@danberger | #ONEconfYYC
“The meetings manager is now far more than an event planner. She now plays a strategic role in the livelihood of the organization, bolstering its current conferences and other events while finding ways to innovate future ones.
Say hello to the new strategic meetings manager.”
2014
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@danberger | #ONEconfYYC
The Framework
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@danberger | #ONEconfYYC
Inte
ntio
nal M
eetin
g D
esig
n 1. Identify the stakeholder you’d like to improve the experience for.
Note: It can’t be everyone.
2. Identify the objective they’d like to achieve.
Note: Every stakeholder group has a different objective.
3. Create a design intervention.
4. Simulate your intervention.
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@danberger | #ONEconfYYC
The Tools
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@danberger | #ONEconfYYC
Inte
ntio
nal M
eetin
g D
esig
n 1. Identify the stakeholder you’d like to improve the experience for.
Note: It can’t be everyone.
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@danberger | #ONEconfYYC
1. Identify your stakeholders.
2. Place them in the power vs. interest matrix.
Sta
keho
lder
Ana
lysi
s
Source: http://ctb.ku.edu/en/table-of-contents/participation/encouraging-involvement/identify-stakeholders/main
Staff
CustomersSponsors Prospects
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@danberger | #ONEconfYYC
1. Identify the stakeholder you’d like to improve the experience for.
Note: It can’t be everyone.
2. Identify the objective they’d like to achieve.
Note: Every stakeholder group has a different objective.
Inte
ntio
nal M
eetin
g D
esig
n
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@danberger | #ONEconfYYC
Pur
pose
Iden
tific
atio
n
Source: Marriott’s Meeting Imagined
Customers
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@danberger | #ONEconfYYC
Pur
pose
Iden
tific
atio
n
Source: Marriott’s Meeting Imagined
Sponsors
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@danberger | #ONEconfYYC
Inte
ntio
nal M
eetin
g D
esig
n 1. Identify the stakeholder you’d like to improve the experience for.
Note: It can’t be everyone.
2. Identify the objective they’d like to achieve.
Note: Every stakeholder group has a different objective.
3. Create a design intervention.
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@danberger | #ONEconfYYC
Des
ign
Som
e E
pic
Sh*
t
@danberger | #ONEconfYYC
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@danberger | #ONEconfYYC
1. Identify the stakeholder you’d like to improve the experience for.
Note: It can’t be everyone.
2. Identify the objective they’d like to achieve.
Note: Every stakeholder group has a different objective.
3. Create a design intervention.
4. Simulate your intervention.
Inte
ntio
nal M
eetin
g D
esig
n
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@danberger | #ONEconfYYC
1. Identify stakeholder.
2. Simulate their experience from cradle to grave.
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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@danberger | #ONEconfYYC
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@danberger | #ONEconfYYC
Innovation in Design Sets
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@danberger | #ONEconfYYC
“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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@danberger | #ONEconfYYC
The Form:The General Session
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@danberger | #ONEconfYYC
The Ideal General Session
Source: Radde, Paul. Seating Matters.
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@danberger | #ONEconfYYC
Change up the seating in your theatre sets.
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@danberger | #ONEconfYYC
Create multiple stages to keep the audience’s attention.
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@danberger | #ONEconfYYC
A mirrored theatre helps create community.
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@danberger | #ONEconfYYC
The Form:Open Spaces
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@danberger | #ONEconfYYC
“Spaces designed to promote engagement
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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@danberger | #ONEconfYYC
The 3 E’s of Successful Interactions
Source: Workspaces That Move People, Harvard Business Review
● Engagement - Interacting with people within your social group.
● Exploration - Interacting with people in many other social groups.
● Energy - Interacting with more people overall.
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@danberger | #ONEconfYYC
Build coworking spaces into your day-long programs.
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@danberger | #ONEconfYYC
Popup office sets let participants create their own environment.
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@danberger | #ONEconfYYC
A living room design helps participants get comfortable.
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@danberger | #ONEconfYYC
PCMA Convening Leaders 2014 (Navy Pier, Chicago)
Inject art installations into your events to send a message.
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@danberger | #ONEconfYYC
Design a club in your next event for both fun and exercise.
Daybreaker party at #STConf 2016, Social Tables HQ
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@danberger | #ONEconfYYC
The Form:Trade Shows
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@danberger | #ONEconfYYC
Innovation zones offer a condensed expo for smaller companies.
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@danberger | #ONEconfYYC
The Campus design squeezes every element of an event together.
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@danberger | #ONEconfYYC
Freeman booth at IAEE Expo! Expo! 2014
Rethink your trade show booth as art exhibits.
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@danberger | #ONEconfYYCAmerican Express Global Business Travel booth at GBTA 2015
Rethink your trade show booth as an educational opportunity.
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@danberger | #ONEconfYYC
The Form:The Breakout
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@danberger | #ONEconfYYC
Mixed sets are all the rage.
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@danberger | #ONEconfYYC
The Old Way:Banquet
The New Way:Family Style
Out-of-the-Box:Extended Banquet Table / Serpentine Banquet
Summit Outside
Social Tables Company Dinner, Newseum
Serpentines give you options.
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@danberger | #ONEconfYYC
Use furniture to create event flow
The Old Way:Staggered Ballroom
The New Way:Mixed Seating
School for American Ballet, Winter Ball 2014
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@danberger | #ONEconfYYC
The Old Way:Classroom
The New Way:Learning Pods
Use the layout to set expectations.
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@danberger | #ONEconfYYC
The Old Way:Classroom
The New Way:Crescent Rounds
Use the room set to create outcomes.
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@danberger | #ONEconfYYC
The Old Way:U-Shape
The New Way:U-Shape w/ details
Little changes go a long way.
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@danberger | #WEC15 | 2015
LearningZone
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@danberger | #ONEconfYYC
The Old Way:High Boys
The New Way:Parisian Cafe Style
Make people sit when they least expect it.
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@danberger | #ONEconfYYC
Force a different room set.
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@danberger | #ONEconfYYC
Who needs tables anyway?
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@danberger | #ONEconfYYC
What does the future of meeting design look like?
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@danberger | #ONEconfYYC
What are some trends in deisgn that you’re seeing?
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Aligned incentives for event success between buyers and suppliers
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On-site logistics will be handled by machines and robots.
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Content will be crowdsourced or auto-generated.
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There will be “smart” furniture in meetings and events
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@danberger | #ONEconfYYC
Wrapping up...
twitter: @danbergersnapchat: danjbeger
“If you don’t think about design,someone will think about design for you.”