Experience Design Bootstrap Experience Subgroup December 8, 2008 Bijoy Goswami & Heather McKissick with Kert Peterson

The Birthday Party Commodities Experiences Services Goods Make Stage Deliver Customer expectations are higher than ever. We want what we want exactly when we want it. We slide up and down this scale at will. And we expect you to be ready. What’s the Point?

Commodities

RunTex Shoes Goods Races Experiences Training Services

“ An experience occurs when [an organization] intentionally uses services as the stage, and goods as the props, to engage individual customers in a way that creates a memorable event” — Pine & Gilmore

Before During After

Progressive Insurance

The “Big Stage”

The Players Producer = Organization Actor = Employee Audience = Customer Onstage vs. Offstage

Producer = Organization

Actor = Employee

Audience = Customer

Your Turn! (Kert Peterson)

The Bootstrap Stage?

What is the Bootstrap? Right Action Right Time rebootstrap ideation prod/serv/exp community (demo) Use everything youPlusU (awaken) Yes! inner journey customer valley of death Constraint creates innovation ($ell) growth organization (build) Scale the model founder MRE (discover) Know thyself

Now : Customized bumper stickers, connections to other bootstrappers, community, esprit-du-corps Next : new level of online community interaction, integrate partner pieces such as bumperstickers, mikons, etc. Now : Bootstrap Map & Yahoo Groups Next : Integrate the map into the community software rather than separately on the wiki; MREmap, interactive BootstrapMap Now : Contributor: blog, talks, subgroup leads Next : personalized profiles in one place; bring the whole community together rather than fragmented groups Anticipate customer needs Help them find their way Know your capability – and theirs Locate Gather key data Personalize when possible Make it meaningful Put them “to work” Engage Customize the outcome Surprise and delight Add value with takeaways WOW

Anticipate customer needs

Help them find their way

Know your capability – and theirs

Gather key data

Personalize when possible

Make it meaningful

Put them “to work”

Customize the outcome

Surprise and delight

Add value with takeaways

Define the Needs & Expectations of Them – Identity, Emotions, Lifestyle, Service Define the Needs & Expectations of Me – Identity, Emotions, Lifestyle, Service Trigger Impressions – Consider concepts & symbols, eliminate negative, create positive Trigger Physical Cues – Engage all senses, eliminate negative, create positive Trigger Behavioral Cues – eliminate negative, create positive cues – What & Who Provide Memorabilia – What & Why Recognize where to Improve Flow – Identify anticipation, anxiety, assimilation, reflection SO Much more to the Science … Clearpath

Define the Needs & Expectations of Them – Identity, Emotions, Lifestyle, Service

Define the Needs & Expectations of Me – Identity, Emotions, Lifestyle, Service

Trigger Impressions – Consider concepts & symbols, eliminate negative, create positive

Trigger Physical Cues – Engage all senses, eliminate negative, create positive

Trigger Behavioral Cues – eliminate negative, create positive cues – What & Who

Provide Memorabilia – What & Why

Recognize where to Improve Flow – Identify anticipation, anxiety, assimilation, reflection

What Next? Bootstrap Subgroup Explore and Analyze Alamo, RunTex, Amy’s, etc. Discuss Google Group: http:// groups.google.com /group/bootstrap-experience Related Subgroups: Community, Food, Audio, Film, Art, Cause

Explore and Analyze

Alamo, RunTex, Amy’s, etc.

Discuss

Google Group: http:// groups.google.com /group/bootstrap-experience

Related Subgroups: Community, Food, Audio, Film, Art, Cause

Fin