October 29, 2018

1. 2429 Nicollet Ave. | Minneapolis, Minnesota 55404 | T +1 612 279 1400 | www.zeusjones.com
Designing Experiences
That Matter
2018 MIMA SUMMIT

2. Hi we’re Zeus Jones.
We build value in three ways:
SERVICE AND EXPERIENCE DESIGN
BRAND AND PRODUCT INNOVATION
MARKETING TRANSFORMATION

3. What is Modern
Experience Design?

4. USERS TODAY, OFTEN TAKE UNIQUE, INDIVIDUAL
PATHS THROUGH YOUR EXPERIENCE.

16. This new model was still quite complex.
To solve for this complexity we do two things:
1. create emotional marker moments
2. design self-contained interactions

17. FUNNEL
OMNI-CHANNEL
EXPERIENCES ARE MOMENTS

18. Decision-making is a process that where we tag
our experiences with emotions. Those tags later
drive our memory of those experiences.
Emotional markers can be tied
to contexts or situations letting
people short-hand decision-
making later on.
SOMATIC MARKER HYPOTHESIS,
ANTONIO DAMASIO

19. More simply put, emotions are the “the dominant
driver in most meaningful decisions in life”.
Emotion and Decision Making, 2014: http://scholar.harvard.edu/files/jenniferlerner/files/annual_review_manuscript_june_16_final.final_.pdf

20. Marker moments allow us
to over-deliver on
emotions in a few places
without having to design
for every different path.

21. Marker moments allow us
to over-deliver on
emotions in a few places
without having to design
for every different path.

22. Marker moments allow us
to over-deliver on
emotions in a few places
without having to design
for every different path.

23. How do I find them?
Three guidelines:
Positive & Negative
Markers
Especially positive or negative
emotions in a decision making
process are more likely to be
recalled and thus influential
on making a decision.
Peak-End Rule
People are most likely to remember
the end of an experience / decision
making process.
So when reflecting back on an
experience (and telling others about
it), the end is especially important.
Length is Irrelevant
Often we assume that long, drawn
out experiences are best
remembered.
But research indicates the duration of
the experience actually has no
bearing on how a person recalls an
experience after it’s completion.
1 2 32 3

24. FUNNEL
OMNI-CHANNEL
MOMENTS ARE SELF-CONTAINED

28. The path is collapsing into a single interaction
that may need to fulfill multiple functions.
Therefore modern experiences must do far more
work in far less time and space.

29. AWARENESS
MANAGEMENT
EMPATHY
BRAND
How do I ask one moment do
so much?

30. AWARENESS
MANAGEMENT
EMPATHY
BRAND
Aware:
The experience knows what the user needs
without asking. What human needs are we
trying to meet?
Manage:
Understanding resources that can address the
need adequately and beyond expectations. How
can we meet those needs?
Empathy:
Brand expressions that leave a “better than
before” feeling of heard and understood. How do
we communicate an understanding of need?
Brand Role / Layer:
More than just a layer of aesthetic, it ensures all
actions are performed in a manner inherent to
the brand.

31. Experience Design Cheat Sheet
Modern experiences are self-contained interactions with both
functional and emotional benefits.
Marker moments allow us to focus on the most effective points.
We build self-contained interactions at these moments because
people don’t act linearly nor can we control each point of their
experience as technology consolidates steps.
Every interaction is packed with value, it’s articulated in the brand’s
language, it’s empathetic and it’s useful

32. LET’S PUT THIS INTO PRACTICE

33. Meet LIORA
There’s incredible expertise and experience
available in the world of health care — but
access to it is limited by geography, resources
and logistics. What if the best care in the world
was available anywhere? What if we could all
share in the knowledge and expertise that we
need to live healthier lives? Welcome to Liora.
Welcome to better care.

34. LIORA brings the expertise of doctors, providers, nutritionists, therapists, and trainers together to
provide a level of care that goes beyond anything you’ve ever experienced. Whether it’s at a digital
appointment or at our all-inclusive locations where you can see multiple care team members in one
session, we bring world-class care to you – wherever you are.

35. Given how LIORA is so different
than traditional care, they’re
having a hard time building
trust with consumers and
converting them into patients.
The Objective

36. 27%
73%
Invitation
User sees an
Instagram ad to set up
an appointment at a
new type of clinic. A
clinic that cares for you
no matter whether
you’re healthy or ill.
Schedule Appointment
User explores the clinic’s
app, learns about the
services offered and sets
up an appointment.
Waiting Room
User arrives at the
clinic to realize there
isn’t a traditional
waiting room — it’s
very open and looks
more like a co-
working space than
a clinic.
Health plan results
After a few weeks,
the user receives
their unique health
plan built just for
them.
First month
The user begins their
first month of services.
They meet with
specialists both in-
clinic and digitally.
In-person assessment
User is brought into a
small room that looks
more like a conference
room than an exam
room. They are met by
4-5 specialists who are
there to build a holistic
health plan.
Which moment do you believe is the
most memorable? It doesn’t matter if
it’s positive or negative, but simply the
most memorable. Rank them 1-8.
Emotions:
POSITIVE | NEGATIVE
Examples:
Select your top 3 moments. How
would you start to think about shifting
the negative memories into positive
moments and how would the positive
moments evolve to be even more
differentiated moments?
59%
41%
I could really use something
like this.
I was intrigued to learn more.
This sounds like a marketing
tactic to get new patients.
98%
2%
45%
55%
57%
43%
5%
95%
Is this…a doctor’s office?
The space has a great vibe.
I was delighted as I walked in.
Parking was stressful.
This was a very different
kind of health care.
I like knowing my
specialists are caring for
me together.
It was hard to carve out 2
hours for an assessment.
I’m actually looking forward to
a doctor’s appointment.
I was interested, but couldn’t
book an appointment for 6
months out.
75%
25%
The app was easy to use.
It built anticipation and got
me excited for what is to
come.
I didn’t know if I could trust
them, so I dropped off.
I couldn’t wait to get started.
It took too long to get my
assessment back.
My plan was far too expensive.
The experience is incredibly
personalized.
I highly recommend it.
Appointments aren’t
flexible enough for my
schedule.
It was too expensive.
The clinic was transparent
about cost, so getting my bill
was no surprise.
It was too expensive.
For such a modern clinic, I was
surprised to get a traditional
paper bill.
Payment
After the first month
of care, the user
receives a bill for
their services.
Self Assessment
User answers a few
questions about the
type of holistic care
they’d be interested
in. The app explains
it’s to help them
assign the right
specialists for their
in-person
assessment.
94%
6%
Individually Assess These Marker Moments

37. Meet ONO
Food is changing fast. It’s playing a bigger role
in the way people think about health and
lifestyle, and it’s playing a bigger role in our
environment and the world we share. The future
of food lies in considering how it’s grown, how it
interacts with your body and how it impacts the
world. That’s where ONO comes in, a new meal
delivery service that’s re-imaging everything
from the supply chain to personalized nutrition.

40. Ono needs more users — like
most delivery brands, there is
significant drop-off.
The Objective

41. 83%
17%
Referral
Friends are referring
each other to this
new service as
they’ve been using it
for a few months.
Often times rather
than just talking
about it they’re
taking action
through the Ono
email referral
program that
benefits them both
with a discount.
Digital Research
User is considering
giving Ono a try and
spends significant
time exploring this
new concept on the
website.
Trial
The trial experience
begins with setting
up a profile and
taking the health
assessment + DNA
scan.
First Experience
The first batch of
meals is delivered as
part of the 2 week
trial.
Invitation
After the 2 week
trial, a final invitation
to sign up for an Ono
subscription is sent.
Check-In
Weekly meal
deliveries continue.
Every Monday all the
meals are delivered
directly to the user’s
doorsteps.
Expertise
A monthly check-in
invitation from the
Ono Experts is sent
to all customers.
This service is
optional but
interested users can
easily schedule a
consultation for tips,
refinements to their
plan and wellness
expertise.
Body Test
Users receive a kit to
collect body fluid
samples that will be
scanned to better
understand their
DNA, the current
state of their
immune system and
gut health.
Which moment do you believe is the
most memorable? It doesn’t matter if
it’s positive or negative, but simply the
most memorable. Rank them 1-8.
Emotions:
POSITIVE | NEGATIVE
Examples:
Select your top 3 moments. How
would you start to think about shifting
the negative memories into positive
moments and how would the positive
moments evolve to be even more
differentiated moments?
78%
22%
I was excited to hear about
this.
They made it really easy to
refer my friends.
This felt a little spammy
when I received it.
35%
65%
91%
9%
48%
52%
51%
49%
24%
76%
The body scan kit came to my
house and they made it easy to
follow simple instructions.
I felt uncomfortable and didn’t
know if I could trust them.
It felt impersonal — would have
liked to talk to a person.
The meals were delicious.
After a week, I felt better.
It feels good to eat what’s
right for my body.
I didn’t notice that much of
a difference.
It was fun to learn about Ono.
Site was simple and clearly
described how it works.
Learning about the science
behind it all sold me.
I’m skeptical if this works.
61%
39%
They walked me through
everything.
Site was easy to navigate.
They required a lot of
information to sign up.
Sign up took a long time.
I couldn’t decide if I should
do it or not — two weeks
wasn’t very long to try it.
They were kind of pushy
about signing up for the
subscription.
Orders arrive without fail every
Monday.
It’s great to not worry about
eating healthy.
An order didn’t get delivered.
It’s too expensive, I canceled
my subscription.
I signed up for the check-in
and it’s incredible. Highly
recommend it to keep on track.
I couldn’t find a time to
schedule a check-in.
I didn’t opt in for the check-in
with Ono Experts.
Individually Assess These Marker Moments

42. 1
Identify the most
potent marker
moments IYHO
2
Design a self-
contained interaction
at each moment
3
Pitch your moment
and interactions to the
group
Let’s break into groups

43. We hope you enjoyed the session and invite you to explore more
of the thinking we’ve published on the topic.
Zeus Jones Service + Experience Design
https://zeusjones.com/expertise/service-experience-design
LIORA + The Future of Healthcare
https://futureofhealthcare.zeusjones.com/
ONO and The Future of Food
https://zeusjones.com/expertise/food
Thank You!