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Esteban Contreras | @socialnerdia
Director of Experience Design, Sprinklr
identity

&

the chemistry 

of experience
* re-enactment
Pieces of me on the
mid 90’s internet
Modern Identity
The Chemistry of Experience
Experience Design
01
identity:
noun iden·ti·ty ī-ˈden-tə-tē, ə-, -ˈde-nə-
Who someone is.
The qualities, beliefs, etc., that make a particular
...
hello
world
I was born &
raised in
Guatemala City
Classic

Americanized

kid from a

foreign 

country
High School
was is bizarre
My parents

taught me 

to dream
Masters of

their craft
My “American
Dream” started

in Dallas, TX
Hispanic
01110111
01110111
01110111*
* www
Hello (tech)
world
The world

is flat, diverse
* Source: HBR
EMOTIONALLY
EXPRESSIVE
CONFRONTATIONAL
AVOIDS
CONFRONTATION
EMOTIONALLY
UNEXPRESS...
I joined Samsung

so I could have
brunch in
Brooklyn*

* not really
I joined Sprinklr

because their

name reminded

me of Flickr*
* not really
We moved to
Vancouver, BC

because life

is short, Eh?
Fatherhood

changed me*
* Understatement of the year
~ 50% of

our 

personalities
are built-in
CTRL C
Transition

Objects
We take photos

because we want 

to feel alive
We chose not 

to name our

kid after an 

Instagram filter
My son will soon

start updating his
status*
*OMG
Our social feeds
reflect who
we are
ME
ME ME
ME
What’s on your mind?
We all want to
associate ourselves
with admirable

people
Identity has become a
medium of exchange
Identity brings
people together
Luis 

Von Ahn
Captcha,
Duolingo
Ricardo
Arjona


Singer-

Songwriter
Oscar 

Isaac


Ex M...
How most of

us think of

identityHOW
OTHERS
SEE ME
HOW
I SEE
MYSELF
HOW

I THINK

OTHERS

SEE ME
DIGITALNATIONAL
PERSONAL
Biological, Sociocultural, Phycological
Legal status, love of country The Internet and other DBs
...
Identity is key to why
we feel how we feel
Identity is key to why
we feel how we feel
Modern Identity
The Chemistry of Experience
Experience Design
02
Identity

Shapes

Our 

Experiences
DIGITALNATIONAL
PERSONAL
Experiences
Experiences
Shape
Our
Identity
DIGITALNATIONAL
PERSONAL
Experiences
chemistry:
noun [kem-uh-stree]
The perceived value of the interaction of 

one identity with another
How we feel about int...
I met

@Somerlea

in 2001
15 years of
interacting
ESTEBAN’S

IDENTITY
SOMERLEA'S

IDENTITY
SHARED
EXPERIENCES
@

social

nerdia
GOT
CHEMISTRY ?
@
somerlea
me!
DUDE X
DUDE X
DUDE X
DUDE XDUDE X
DUDE X
DUDE X
DUDE X
@

social

nerdia
GOT
CHEMISTRY ?
@
somerlea
me!
BRAND X
BRAND X
BRAND X
BRAND X
BRANDCUSTOMER
BRAND X
GOT
CHEMISTRY ?
your 

brand!
BRAND X
BRAND X
BRAND X
BRAND X
BRAND ...
Chemistry —> F i r s t -Mover Advantage
Best
^
BRANDCUSTOMER
CUSTOMER
CUSTOMER
CUSTOMER
CUSTOMER
CUSTOMERCUSTOMER
CUSTOMER
CUSTOMERCUSTOMER
CUSTOMER
GOT
CHEMISTRY ?
Chemistry 

goes beyond
first impressions
LOVE



REFERRAL

AWARENESS
RETENTION
ACQUISITION
“Positioning”

is key to

marketing
Purpose
Price
Vision BrandProduct CommunityDistribution
EcosystemStorytelling ServicePersonality Onboarding
Purpose
Product
Vision
Brand
Distribution
Community
Personality
Price
Storytelling
Ecosystem
Onboarding
Service
Purpose
Price
Vision BrandProduct CommunityDistribution
EcosystemStorytelling ServicePersonality Onboarding
Experience-Dri...
Experience-Driven Companies
Identity is key to experience-driven growth
Identity is key to experience-driven growth
Can people love 

brands in unloved
categories?
…
Chemistry

can fade
Modern Identity
The Chemistry of Experience
Experience Design03
Life is full of
experiences
The last thing we need

is crappy ones
experience:
noun [ik-speer-ee-uh—ns]
A particular instance of personally

encountering someone or something
A moment of in...
Understanding customer expectations
Tangible Intangible Memorable
Acquisition Loyalty Success
Understanding customer needs
Understanding
customer
feelings
“I do believe that we are capable of discerning far
more than we are capable of articulati...
Understanding
customer

affinities
…
Earn, Know
Serve, Respect
…
In a world of

abundance,
ideal experiences
always win
- Source:
www.alexdanco.com
WHAT PHONE ARE YOU GOING TO BUY?
Good-e...
Everyone is
disruptable

We are all
consumers
of experiences
Commodities
Goods
Services
Experiences
Customer experience leaders 

earn a 43% greater return 

in the stock market
- Forrester
89% of companies will 

compete ...
Great

experiences

don’t just

happen
…
Ideal Experience
Current Experience
Gap: Customer

Disappointment
Great 

experiences

are personal,
perpetually
improving
The
Experience
Cycle
Signal Incentive
ConfirmationMental Model
It’s when feelings become beliefs.
Signal Incentive
ConfirmationMental Model
The
Experience
Cycle
Rebuilding

mental models
EXPERIENCE DESIGN
UX + CX2 + EX
EXPERIENCE DESIGN
How it works +

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

looks + feels
PERSONALIZED
EXPERIENCE DESIGN
EMOTIONAL

(loves to)
USABLE

(will do)
RELIABLE 

(can do)
FUNCTIONAL

(might do)
mvp traction ideal state
Experiences th...
Experience
Design should
be an internal
priority



Care

Personally
Challenge
Directly
The
golden rule
Make them
insiders
Exceed
Expectations
“In five years machine learning will enable
computers to make the kinds of aesthetic
choices that humans make today…
This w...
Software is

(only getting
started) eating
the world
…
META
PLATFORMS
META
PROGRAMMING
META
NARRATIVES
Alphabet
Amazon
App...
Rethink
identity
- GHH, 1930

VOGUE Archive Collection
Rethink
the role of design
Rethink
interfaces
Rethink
mobile
Rethink
physical spaces
Rethink
storytelling
Rethink
communityangellist
Rethink
industries
EXPERIENCE
.
IDENTITY CHEMISTRY
Questions?


@socialnerdia

econtreras@sprinklr.com
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SXSW Interactive 2016 Keynote: Esteban Contreras - Identity and the Chemistry of Experience

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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

Published in: Design

SXSW Interactive 2016 Keynote: Esteban Contreras - Identity and the Chemistry of Experience

  1. 1. Esteban Contreras | @socialnerdia Director of Experience Design, Sprinklr identity
 &
 the chemistry 
 of experience
  2. 2. * re-enactment
  3. 3. Pieces of me on the mid 90’s internet
  4. 4. Modern Identity The Chemistry of Experience Experience Design 01
  5. 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. 6. hello world
  7. 7. I was born & raised in Guatemala City
  8. 8. Classic
 Americanized
 kid from a
 foreign 
 country
  9. 9. High School was is bizarre
  10. 10. My parents
 taught me 
 to dream
  11. 11. Masters of
 their craft
  12. 12. My “American Dream” started
 in Dallas, TX
  13. 13. Hispanic
  14. 14. 01110111 01110111 01110111* * www
  15. 15. Hello (tech) world
  16. 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. 17. I joined Samsung
 so I could have brunch in Brooklyn*
 * not really
  18. 18. I joined Sprinklr
 because their
 name reminded
 me of Flickr* * not really
  19. 19. We moved to Vancouver, BC
 because life
 is short, Eh?
  20. 20. Fatherhood
 changed me* * Understatement of the year
  21. 21. ~ 50% of
 our 
 personalities are built-in CTRL C
  22. 22. Transition
 Objects
  23. 23. We take photos
 because we want 
 to feel alive
  24. 24. We chose not 
 to name our
 kid after an 
 Instagram filter
  25. 25. My son will soon
 start updating his status* *OMG
  26. 26. Our social feeds reflect who we are ME ME ME ME What’s on your mind?
  27. 27. We all want to associate ourselves with admirable
 people
  28. 28. Identity has become a medium of exchange
  29. 29. Identity brings people together Luis 
 Von Ahn Captcha, Duolingo Ricardo Arjona 
 Singer-
 Songwriter Oscar 
 Isaac 
 Ex Machina, Star Wars VII
  30. 30. How most of
 us think of
 identityHOW OTHERS SEE ME HOW I SEE MYSELF HOW
 I THINK
 OTHERS
 SEE ME
  31. 31. DIGITALNATIONAL PERSONAL Biological, Sociocultural, Phycological Legal status, love of country The Internet and other DBs Identity is
 evolving
  32. 32. Identity is key to why we feel how we feel
  33. 33. Identity is key to why we feel how we feel
  34. 34. Modern Identity The Chemistry of Experience Experience Design 02
  35. 35. Identity
 Shapes
 Our 
 Experiences DIGITALNATIONAL PERSONAL Experiences
  36. 36. Experiences Shape Our Identity DIGITALNATIONAL PERSONAL Experiences
  37. 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. 38. I met
 @Somerlea
 in 2001
  39. 39. 15 years of interacting
  40. 40. ESTEBAN’S
 IDENTITY SOMERLEA'S
 IDENTITY SHARED EXPERIENCES
  41. 41. @
 social
 nerdia GOT CHEMISTRY ? @ somerlea me!
  42. 42. DUDE X DUDE X DUDE X DUDE XDUDE X DUDE X DUDE X DUDE X @
 social
 nerdia GOT CHEMISTRY ? @ somerlea me!
  43. 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. 44. Chemistry —> F i r s t -Mover Advantage Best ^
  45. 45. BRANDCUSTOMER CUSTOMER CUSTOMER CUSTOMER CUSTOMER CUSTOMERCUSTOMER CUSTOMER CUSTOMERCUSTOMER CUSTOMER GOT CHEMISTRY ?
  46. 46. Chemistry 
 goes beyond first impressions LOVE
 
 REFERRAL
 AWARENESS RETENTION ACQUISITION
  47. 47. “Positioning”
 is key to
 marketing
  48. 48. Purpose Price Vision BrandProduct CommunityDistribution EcosystemStorytelling ServicePersonality Onboarding
  49. 49. Purpose
  50. 50. Product
  51. 51. Vision
  52. 52. Brand
  53. 53. Distribution
  54. 54. Community
  55. 55. Personality
  56. 56. Price
  57. 57. Storytelling
  58. 58. Ecosystem
  59. 59. Onboarding
  60. 60. Service
  61. 61. Purpose Price Vision BrandProduct CommunityDistribution EcosystemStorytelling ServicePersonality Onboarding Experience-Driven Companies
  62. 62. Experience-Driven Companies
  63. 63. Identity is key to experience-driven growth
  64. 64. Identity is key to experience-driven growth
  65. 65. Can people love 
 brands in unloved categories? …
  66. 66. Chemistry
 can fade
  67. 67. Modern Identity The Chemistry of Experience Experience Design03
  68. 68. Life is full of experiences
  69. 69. The last thing we need
 is crappy ones
  70. 70. experience: noun [ik-speer-ee-uh—ns] A particular instance of personally
 encountering someone or something A moment of interaction
  71. 71. Understanding customer expectations Tangible Intangible Memorable
  72. 72. Acquisition Loyalty Success Understanding customer needs
  73. 73. Understanding customer feelings “I do believe that we are capable of discerning far more than we are capable of articulating…” - Jony Ive
  74. 74. Understanding customer
 affinities …
  75. 75. Earn, Know Serve, Respect …
  76. 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. 77. Everyone is disruptable

  78. 78. We are all consumers of experiences Commodities Goods Services Experiences
  79. 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. 80. Great
 experiences
 don’t just
 happen … Ideal Experience Current Experience Gap: Customer
 Disappointment
  81. 81. Great 
 experiences
 are personal, perpetually improving
  82. 82. The Experience Cycle Signal Incentive ConfirmationMental Model
  83. 83. It’s when feelings become beliefs.
  84. 84. Signal Incentive ConfirmationMental Model The Experience Cycle
  85. 85. Rebuilding
 mental models
  86. 86. EXPERIENCE DESIGN
  87. 87. UX + CX2 + EX EXPERIENCE DESIGN
  88. 88. How it works +
 looks + feels UX + CX2 + EX EXPERIENCE DESIGN
  89. 89. UX + CX2 + EX Contextual + Intelligent + Personal How it works +
 looks + feels PERSONALIZED EXPERIENCE DESIGN
  90. 90. EMOTIONAL
 (loves to) USABLE
 (will do) RELIABLE 
 (can do) FUNCTIONAL
 (might do) mvp traction ideal state Experiences that feel tailor-made
  91. 91. Experience Design should be an internal priority
 
 Care
 Personally Challenge Directly
  92. 92. The golden rule Make them insiders Exceed Expectations
  93. 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. 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. 95. Rethink identity - GHH, 1930
 VOGUE Archive Collection
  96. 96. Rethink the role of design
  97. 97. Rethink interfaces
  98. 98. Rethink mobile
  99. 99. Rethink physical spaces
  100. 100. Rethink storytelling
  101. 101. Rethink communityangellist
  102. 102. Rethink industries
  103. 103. EXPERIENCE . IDENTITY CHEMISTRY
  104. 104. Questions? 
 @socialnerdia
 econtreras@sprinklr.com

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