Meeting design means different things to different people. Through interactive exercises, open discussion, and fast-paced mini-lectures, this experiential session will push participants to use strategic concepts and design best practices to produce better face-to-face experiences.
From Strategy to User Experience: Meeting Design is Everything
1. From Strategy to
User Experience
Design is Everything
Dan Berger | CEO | Social Tables
2. Let’s agree to the following...
● Questions are welcome any time.
● Engage on social: @danberger #TSE2016
● Take as many photos and share as you please.
● You’re free to leave any time.
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1 billion sq ft of function space
500,000 events created
63 million attendees impacted
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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.
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● 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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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 attendee journey.
● The design of the program.
● The design of each breakout room.
● The design of each tabletop.
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“The purposeful
shaping of both the
form and the
content of a
meeting to deliver
on crucial business
objectives.”
MPI report on Meeting Design, 2013
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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.”
MPI report on Meeting Design, 2013
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The Urgency for Meeting Design
Automation Outsourcing Expectations Competition
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“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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The Process of Meeting Design
1. 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
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● 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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1. Identify your
stakeholders.
2. Map out their
influence and
interest.
StakeholderAnalysis
Source: http://ctb.ku.edu/en/table-of-contents/participation/encouraging-involvement/identify-stakeholders/main
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1. Identify stakeholder
2. Determine a question you
have for that stakeholder. (e.
g. why should I sponsor the
annual sales conference?)
3. What are they thinking,
feeling, saying, doing,
hearing? The point is to truly
understand and empathize
with their situation so you
can design.
4. Solicit feedback from others.
EmpathyMapping
Source: Gamestorming
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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 Key Elements of Successful Communication
1. 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 Old Way:
Banquet
The New Way:
Family Style
Out-of-the-Box:
Extended Banquet Table / Serpentine Banquet
Small Dinners
Summit Outside
Social Tables Company Dinner, Newseum
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School for American Ballet, Winter Ball 2014
The Old Way:
Staggered Ballroom
The New Way:
Mixed Seating
Large Dinners
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The Old Way:
Conference
The Old Way:
U-Shape
The New Way:
Hollow Rectangle
Board Meetings
66. There will be “smart” furniture in
meetings and events
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Wrapping up...
Dan Berger
dan@socialtables.com
@danberger
“If you don’t
think about
design,
someone will
think about
design for you.”