Today’s event attendee is more time sensitive and commitment phobic than ever before. Their jobs mandate that one stay “connected” at all times. While this is not new, what is new is how it changes attendees' behaviors. From the “unseen” space boundaries to the appropriation of roles based upon these structures, event professionals must understand these factors when planning. This workshop will investigate:
• How multi-generational audiences are changing events
• How time constraints are affecting peoples' “interactions”
• How people behave socially in different spaces
• “Boundaries” and behavioral changes established by moving between them
• How physical space appropriates role
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Similar to Space, Time and the Attendee: How the Attendee of Today is Affected by Physical Space and Time Constraints and What Your Event Must Know to Keep Up
Similar to Space, Time and the Attendee: How the Attendee of Today is Affected by Physical Space and Time Constraints and What Your Event Must Know to Keep Up (20)
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Space, Time and the Attendee: How the Attendee of Today is Affected by Physical Space and Time Constraints and What Your Event Must Know to Keep Up
1. Space,, Time,, and the Attendee
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Robert Lowe Paul Gould
Vice President—Event Architect Designer
Nth Degree Events
g MAYA Design, Inc.
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2. Essential Learning Components
1. Consider the unique mindsets of the four distinct
generations of attendees.
2. Acknowledge and accept attendees’ time
constraints.
3. Develop personas as a way to understand and support
3D l d dd
attendee needs.
4. Pay attention to the social and behavioral impact that
Pay attention to the social and behavioral impact that
space has on event attendees.
5. Stay aware of boundaries where attendees maintain
“sense of place” and form meaningful connections.
3. Questions to keep in mind
• How have attendees evolved over the past five years?
• What drives those changes?
• How has your event development, planning, and
methodology changed in response to or anticipation of
methodology changed in response to or anticipation of
those changes?
• How do all of these changes alter the way attendees
“consume” your event?
• How do the approaches we’ll cover differ from
conventional approaches?
conventional approaches?
15. Generational Effects on Events
• Learning styles
– Events must “teach” to all learning styles
and not just in sessions
• Approach to commitment and focus
• Work vs. personal time
• Different core values
17. Understanding the Attendee Personas
• What is a persona?
• Wh i i i
Why is it important to define them?
d fi h?
• How do you do it?
Tasks
–
Goals
–
Motivations
–
Mindset
–
Context
–
Constraints
–
Capabilities
–
18. What is a persona?
• As defined by Wikipedia: “A persona is a fictitious
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character created to represent different user types
within a targeted demographic…. Personas are useful
in considering the goals, desires, and limitations of
the users in order to help to guide decisions about a
product….
product ”
19. Why is it important to define them?
• Meet the expectations of attendees
• Understand attendees as people not just BISs
• Test your “design” against them
All this should be at the center of your decision‐making process.
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24. The Event Attention Economic Affect
• High value vs. time spend
– Weigh perceived value of every interaction
vs. time commitment necessary
• Attendees demand the ability to consume an
event when and how they choose
29. The primary use of these
Persona Applications
personas is by the Agile 2009
conference attendee for use in
conference attendee for use in
identifying sessions appropriate
to attend. In particular
attendees that don’t have a
specific agenda may be
interested in choosing sessions
that closely match their role or
interest level.
The secondary use for personas
is for session proposers. Session
is for session proposers Session
proposers will “tag” their
session proposals as being
appropriate for one or more
appropriate for one or more
attendee personas
31. Event Attention Economic Applications
• Shrinking keynote and session presentation times
• Replay/recast
• Activity‐finding (“What’s happening now”?)
32. Measure of Success
• Measure number of hours on show floor,
number or sessions attended or number of days
b i tt d d b fd
at an event
Vs.
• Have attendees formed meaningful connections
and accomplished their goals?
34. Questions to keep in mind…
• How is the information space changing?
• Who/What are we designing for?
• How do we design spaces that enable, support, and
empower users within the constraints of an
attention economy?
35. Points of Interest
• It’s all about:
– Connections
– Designing for experiences
– Creating a shared ritual through storytelling,
spectacle, and community
38. Design Exercise
Design:
g
. . . a way for people
. . . a “way for people
to enjoy flowers in
their home”
39. Design for Experience
Experience design, or design for
Experience design, or “design for
experience” is a name for enlarging
scope to consider patterns of life, goals,
scope to consider patterns of life, goals,
activity, context, repeated use, learning,
sharing, emotion, and more…while
g, ,
applying the design process.
96. Thank You
Robert Lowe Paul Gould
Vice President—Event Architect Designer
Nth Degree Events
g MAYA Design, Inc.
g
281‐304‐9566 412‐488‐2900
rlowe@nthdegreeevents.com gould@maya.com