Bootstrap Experience

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What is an Experience and how do you bootstrap it?

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  • Bootstrap Experience

    1. 1. Experience Design Bootstrap Experience Subgroup December 8, 2008 Bijoy Goswami & Heather McKissick with Kert Peterson
    2. 2. The Birthday Party <ul><li>Commodities </li></ul>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?
    3. 3. RunTex Shoes Goods Races Experiences Training Services
    4. 4. “ 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
    5. 5. Before During After
    6. 6. Progressive Insurance
    7. 7. The “Big Stage”
    8. 8. The Players <ul><li>Producer = Organization </li></ul><ul><li>Actor = Employee </li></ul><ul><li>Audience = Customer </li></ul>Onstage vs. Offstage
    9. 9. Your Turn! (Kert Peterson)
    10. 10. The Bootstrap Stage?
    11. 11. 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
    12. 12. 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 <ul><ul><li>Anticipate customer needs </li></ul></ul><ul><ul><li>Help them find their way </li></ul></ul><ul><ul><li>Know your capability – and theirs </li></ul></ul>Locate <ul><ul><li>Gather key data </li></ul></ul><ul><ul><li>Personalize when possible </li></ul></ul><ul><ul><li>Make it meaningful </li></ul></ul><ul><ul><li>Put them “to work” </li></ul></ul>Engage <ul><ul><li>Customize the outcome </li></ul></ul><ul><ul><li>Surprise and delight </li></ul></ul><ul><ul><li>Add value with takeaways </li></ul></ul>WOW
    13. 13. <ul><li>Define the Needs & Expectations of Them – Identity, Emotions, Lifestyle, Service </li></ul><ul><li>Define the Needs & Expectations of Me – Identity, Emotions, Lifestyle, Service </li></ul><ul><li>Trigger Impressions – Consider concepts & symbols, eliminate negative, create positive </li></ul><ul><li>Trigger Physical Cues – Engage all senses, eliminate negative, create positive </li></ul><ul><li>Trigger Behavioral Cues – eliminate negative, create positive cues – What & Who </li></ul><ul><li>Provide Memorabilia – What & Why </li></ul><ul><li>Recognize where to Improve Flow – Identify anticipation, anxiety, assimilation, reflection </li></ul>SO Much more to the Science … Clearpath
    14. 14. What Next? Bootstrap Subgroup <ul><li>Explore and Analyze </li></ul><ul><ul><li>Alamo, RunTex, Amy’s, etc. </li></ul></ul><ul><li>Discuss </li></ul><ul><ul><li>Google Group: http:// groups.google.com /group/bootstrap-experience </li></ul></ul><ul><li>Related Subgroups: Community, Food, Audio, Film, Art, Cause </li></ul>
    15. 15. Fin

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