Esteban Contreras, SXSW Interactive 2016 featured speaker. For most of our history, the sense of self was something deeply personal; shared sparingly with a handful of trusted friends and family. Today, identity is a convergence of 3 dimensions: Personal, national & digital. Tech and culture have transformed identity into a medium of exchange. In a connected world, context is essential for meaningful interactions and user experiences. From social media and the sharing economy — to VR and autonomous cars — the future of the human race is being shaped by hackers and painters. And everyone has a role to play. Sprinklr's Director of Experience Design will describe what identity and the chemistry of experience mean for brands, startups and society. ► SXSW.com Q&A: http://www.sxsw.com/interactive/news/... ► Product Hunt Live Chat: https://www.producthunt.com/live/este... ► Twitter www.twitter.com/socialnerdia ► Instagram www.instagram.com/socialnerdia ► Snapchat www.snapchat.com/add/socialnerdia ► Facebook www.facebook.com/estebancontreras YouTube Video: https://www.youtube.com/watch?v=GKcftpA9XJ4

1. Esteban Contreras | @socialnerdia
Director of Experience Design, Sprinklr
identity
&
the chemistry
of experience

2. * re-enactment

3. Pieces of me on the
mid 90’s internet

4. Modern Identity
The Chemistry of Experience
Experience Design
01

5. identity:
noun iden·ti·ty ī-ˈden-tə-tē, ə-, -ˈde-nə-
Who someone is.
The qualities, beliefs, etc., that make a particular
person or group different from others.

6. hello
world

7. I was born &
raised in
Guatemala City

8. Classic
Americanized
kid from a
foreign
country

9. High School
was is bizarre

10. My parents
taught me
to dream

11. Masters of
their craft

12. My “American
Dream” started
in Dallas, TX

13. Hispanic

14. 01110111
01110111
01110111*
* www

15. Hello (tech)
world

16. The world
is flat, diverse
* Source: HBR
EMOTIONALLY
EXPRESSIVE
CONFRONTATIONAL
AVOIDS
CONFRONTATION
EMOTIONALLY
UNEXPRESSIVE
U.S.
Spain
Mexico
India
Korea
U.K.
Germany
Denmark

17. I joined Samsung
so I could have
brunch in
Brooklyn*
* not really

18. I joined Sprinklr
because their
name reminded
me of Flickr*
* not really

19. We moved to
Vancouver, BC
because life
is short, Eh?

20. Fatherhood
changed me*
* Understatement of the year

21. ~ 50% of
our
personalities
are built-in
CTRL C

22. Transition
Objects

23. We take photos
because we want
to feel alive

24. We chose not
to name our
kid after an
Instagram filter

25. My son will soon
start updating his
status*
*OMG

26. Our social feeds
reflect who
we are
ME
ME ME
ME
What’s on your mind?

27. We all want to
associate ourselves
with admirable
people

28. Identity has become a
medium of exchange

29. Identity brings
people together
Luis
Von Ahn
Captcha,
Duolingo
Ricardo
Arjona
Singer-
Songwriter
Oscar
Isaac
Ex Machina,
Star Wars VII

30. How most of
us think of
identityHOW
OTHERS
SEE ME
HOW
I SEE
MYSELF
HOW
I THINK
OTHERS
SEE ME

31. DIGITALNATIONAL
PERSONAL
Biological, Sociocultural, Phycological
Legal status, love of country The Internet and other DBs
Identity is
evolving

32. Identity is key to why
we feel how we feel

33. Identity is key to why
we feel how we feel

34. Modern Identity
The Chemistry of Experience
Experience Design
02

35. Identity
Shapes
Our
Experiences
DIGITALNATIONAL
PERSONAL
Experiences

36. Experiences
Shape
Our
Identity
DIGITALNATIONAL
PERSONAL
Experiences

37. chemistry:
noun [kem-uh-stree]
The perceived value of the interaction of
one identity with another
How we feel about interacting with someone or
something else

38. I met
@Somerlea
in 2001

39. 15 years of
interacting

40. ESTEBAN’S
IDENTITY
SOMERLEA'S
IDENTITY
SHARED
EXPERIENCES

41. @
social
nerdia
GOT
CHEMISTRY ?
@
somerlea
me!

42. DUDE X
DUDE X
DUDE X
DUDE XDUDE X
DUDE X
DUDE X
DUDE X
@
social
nerdia
GOT
CHEMISTRY ?
@
somerlea
me!

43. BRAND X
BRAND X
BRAND X
BRAND X
BRANDCUSTOMER
BRAND X
GOT
CHEMISTRY ?
your
brand!
BRAND X
BRAND X
BRAND X
BRAND X
BRAND X
BRAND X
BRAND X

44. Chemistry —> F i r s t -Mover Advantage
Best
^

45. BRANDCUSTOMER
CUSTOMER
CUSTOMER
CUSTOMER
CUSTOMER
CUSTOMERCUSTOMER
CUSTOMER
CUSTOMERCUSTOMER
CUSTOMER
GOT
CHEMISTRY ?

46. Chemistry
goes beyond
first impressions
LOVE
REFERRAL
AWARENESS
RETENTION
ACQUISITION

47. “Positioning”
is key to
marketing

48. Purpose
Price
Vision BrandProduct CommunityDistribution
EcosystemStorytelling ServicePersonality Onboarding

49. Purpose

50. Product

51. Vision

52. Brand

53. Distribution

54. Community

55. Personality

56. Price

57. Storytelling

58. Ecosystem

59. Onboarding

60. Service

61. Purpose
Price
Vision BrandProduct CommunityDistribution
EcosystemStorytelling ServicePersonality Onboarding
Experience-Driven Companies

62. Experience-Driven Companies

63. Identity is key to experience-driven growth

64. Identity is key to experience-driven growth

65. Can people love
brands in unloved
categories?
…

66. Chemistry
can fade

67. Modern Identity
The Chemistry of Experience
Experience Design03

68. Life is full of
experiences

69. The last thing we need
is crappy ones

70. experience:
noun [ik-speer-ee-uh—ns]
A particular instance of personally
encountering someone or something
A moment of interaction

71. Understanding customer expectations
Tangible Intangible Memorable

72. Acquisition Loyalty Success
Understanding customer needs

73. Understanding
customer
feelings
“I do believe that we are capable of discerning far
more than we are capable of articulating…”
- Jony Ive

74. Understanding
customer
affinities
…

75. Earn, Know
Serve, Respect
…

76. In a world of
abundance,
ideal experiences
always win
- Source:
www.alexdanco.com
WHAT PHONE ARE YOU GOING TO BUY?
Good-enough Android
iOS &
Flagship
Android
DEMAND
QUALITY / PRICE

77. Everyone is
disruptable

78. We are all
consumers
of experiences
Commodities
Goods
Services
Experiences

79. Customer experience leaders
earn a 43% greater return
in the stock market
- Forrester
89% of companies will
compete mostly on
customer experience by 2016
- Gartner

80. Great
experiences
don’t just
happen
…
Ideal Experience
Current Experience
Gap: Customer
Disappointment

81. Great
experiences
are personal,
perpetually
improving

82. The
Experience
Cycle
Signal Incentive
ConfirmationMental Model

83. It’s when feelings become beliefs.

84. Signal Incentive
ConfirmationMental Model
The
Experience
Cycle

85. Rebuilding
mental models

86. EXPERIENCE DESIGN

87. UX + CX2 + EX
EXPERIENCE DESIGN

88. How it works +
looks + feels
UX + CX2 + EX
EXPERIENCE DESIGN

89. UX + CX2 + EX
Contextual + Intelligent + Personal
How it works +
looks + feels
PERSONALIZED
EXPERIENCE DESIGN

90. EMOTIONAL
(loves to)
USABLE
(will do)
RELIABLE
(can do)
FUNCTIONAL
(might do)
mvp traction ideal state
Experiences that feel tailor-made

91. Experience
Design should
be an internal
priority
Care
Personally
Challenge
Directly

92. The
golden rule
Make them
insiders
Exceed
Expectations

93. “In five years machine learning will enable
computers to make the kinds of aesthetic
choices that humans make today…
This will enable massively more
personalized experiences. ”
Massively
personal
- Fast Company
Matías Duarte
VP, Material Design at Google

94. Software is
(only getting
started) eating
the world
…
META
PLATFORMS
META
PROGRAMMING
META
NARRATIVES
Alphabet
Amazon
Apple
Facebook
PayPal
…
AI
NLP
Deep Learning
Machine Learning
Computer Vision
Autonomous Cars
IoT
The Digital Home
Mixed Reality (AR/VR)
Sharing Economy
The Blockchain
…
WeChat Speech Recognition

95. Rethink
identity
- GHH, 1930
VOGUE Archive Collection

96. Rethink
the role of design

97. Rethink
interfaces

98. Rethink
mobile

99. Rethink
physical spaces

100. Rethink
storytelling

101. Rethink
communityangellist

102. Rethink
industries

103. EXPERIENCE
.
IDENTITY CHEMISTRY

104. Questions?
@socialnerdia
econtreras@sprinklr.com