e4 - designers toolbox - monday session - for sharing · 2019-08-22 · target 20 no percentages...
TRANSCRIPT
TOOLBOXEVENT DESIGNERS
EXPERIENCE DESIGN PROCESS
DECONSTRUCT
EIGHT PHASES OF THE GUEST EXPERIENCE
1Announcing
Capture Attention
2 Attracting
Woothe Audience
3Anticipating
EliminateDisappointment
4 Arriving Travel to
Destination
5 Entering Reset theIntention
6 Engaging
Environments ofEngagement
7 Exiting
SignatureMoments
8Extending
Recall & Relive
Post EventDuring EventPre-Event
WORKBOOK PAGES 7-9
Here you are capturing insights
on current state of the event.
Look at the most recent event
and identify what elements were
working, not working as well as
you’d like them to, and what
elements are failing short. Chart
them across the 8 phases
DESIGN TOOL: DEFLECTION POINT EXERCISEUse this design thinking tool to provide input into your redesign. This is a structured way, to collaborate, prioritize, and agree on specific action plans.• Expected Outcomes:
• Insights into the way things are and how they might be (deconstruct)• Identification of useful ideas that might be leveraged to improve your program (rebuild)• The people and partners involved in the exercise get emotionally and functionally engaged• Action items defined with owners to move them forward
• What you will need:• Large empty area on the floor or wall• Sharpies/Markers• Post-it Notes• Blue Tape
DEFLECTION POINT EXERCISE STEP ONEInstructions:
1. Introduce the Deflection Point Drill
2. Ask the team to make a horizontal line on the wall with blue tape. Have the team write on it “Predictable Path” with a sharpie. Explain that this line represents the status quo of the event experience.
3. Using Post-its, ask the team to describe “The Predictable Path” (e.g.: the program components that are typical for you). Then categorize the post-it notes based on similarities. The input can be broad or specific. You can use different colored Post-it Notes to designated elements which are positive or need reinvention or further discussion.
Adopted from the book “Think Wrong”
DEFLECTION POINT IN ACTION
The Predictable Path
Current elements
First step is for the team to
identify all of the “predictable”
elements of the event experience
and chart those. Try combining
this with the eight phases to
provide a frame of reference.
From Segmentation to Personalization
The process of dividing something into parts or
segments.
DemographicsSegmentation PersonasArchetypes
A specific segment of a population having shared
characteristics.
Someone who exists that fits a set of known characteristics
A collection of guests that share the same attitudes, behaviors and
motivation usually identified through observation, tactic
knowledge and/or interviews.
Target 20 No PercentagesAttitudes,
Behaviors & Motivations
No Names or Photos Construct-a-Name
Aim to create 20 personasin order to elimination generalizations and avoid segmentation.
Don’t break anything out into percentages.
Use identified attitudes, behaviors and motivations not demographics or segments.
No proper names such as Bob or Jane. No real-life photos.
Use persona’s primary behavior to construct a name.
Maritz Personas Principles
How do people behave at “The Creative Alliance”?
Single Focused Strategic Viewer
Simply Wasting Time Sponge
ELIM
INAT
E
INCLUD
EThe empathy map is a great way to bring
the persona to life while identifying
tangible ways to improve the experience
for them by uncovering which elements
you should exclude or include to make
their journey more rich.
REBUILD
The Strategic Event Framework is the core
road map which links the event experience
to the organizations’ brand and business
objectives for running the event. The
Organizing Principle acts as the event’s North
Star and the shared values express and
activate the intimate link between the
audience and the organization.
DEFLECTION POINT EXERCISE STEP TWOInstructions:1. Using blue tape, have the team create a new line coming off “The Predictable Path” at a 45 degree angle, and
label it “The Bold Path”. Using Post-its, ask the team, to brainstorm “The Bold Path” ideas. Advise them that there are no-limits to the big bold event element ideas. Then, prioritize them and identify which of these are the best departure from the predictable.
2. Next, with Post-its, have the team work together to identify how to transition from “The Predictable Path” to “The Bold Path”. Place these Post-its in the space between “The Bold Path” and “The Predictable Path”. Assign owners to the transition ideas and capture in an action plan.
Adopted from the book “Think Wrong”
DEFLECTION POINT IN ACTION
The Predictable Path
The B
old Ba
th
Current elements
Bold Path Ideas
Transition Ideas
Have the team generate Bold Path
ideas which will be organized and
prioritized into like groupings. As a
team, identify which bold path ideas
to focus on and generate how you
will transition.
REFINE
Use emotional mapping to refine the
experience once it has been designed. This
can be done at the macro or micro level –
consider the emotional state of your guests
during a break after a pivotal keynote, or
placement of an evening reception to offset
the longest day of learning.
(example on next slide)
EXAMPLE
Personalize your Event marketing
Persona Jobs
Persona Profile
• Jobs = What does this persona do? This can be functional, social, emotional
• Pains = What annoys, prevents, limits the persona in accomplishing their Jobs (Negative Outcomes the persona wants to avoid)
• Gains = Positive outcomes, Concrete results, Benefits, Aspirations – Describes how the persona measures a job well done
Persona Jobs
Event Value Map
• Pain Relievers = How does the event features and experiences eliminate the persona pains – making their lives better?
• Gain Creators = How does the event features and experiences help the persona improve on what they care about?
• Products & Services = What features and experiences does your event offer the specific persona? Do you have gaps?
Create Fit!
Fit is created when a clear connection is made between what matters to your personas and how the event’s features and experiences address pains and create gains.
Addressing extreme pains?
Addressing essential gains?
Persona Jobs
WHAT STORY WILL YOU TELL?
THANK YOU!