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From Strategy to User Experience: Meeting Design is Everything

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From Strategy to User Experience Design is Everything Dan Berger | CEO | Social Tables


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Let’s agree to the following... ● Questions are welcome any time. ● Engage on social: @danberger #TSE2016 ● Take as many photos and share as you please. ● You’re free to leave any time.


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I am a planner. I am a participant. I am a supplier. I am a believer. @danberger | #TSE2016


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@danberger | #TSE2016


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@danberger | #TSE2016


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@danberger | #TSE2016


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4,000 customers; 100,000 users 100 countries 3 languages: English, Spanish, French @danberger | #TSE2016


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@danberger | #TSE2016


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1 billion sq ft of function space 500,000 events created 63 million attendees impacted @danberger | #TSE2016


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Here is what we will cover. ● Define meeting design and explain why it’s important to our profession. ● Learn frameworks to evaluate your current programs. ● Apply new design concepts to transform your experiences. @danberger | #TSE2016


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Stage Setting @danberger | #TSE2016


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Design tells a story. @danberger | #TSE2016


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Design sends a message. @danberger | #TSE2016


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Design changes behavior. @danberger | #TSE2016


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“If you don’t think about design, someone will think about design for you.” @danberger | #TSE2016


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The Problem with Meeting Design ● The meaning of “meeting design” is not agreed upon. ● The term “meeting design” is not widely used. ● There is a lack of popularly accepted frameworks and tools. MPI report on Meeting Design, 2013 @danberger | #TSE2016


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Experience Design is Everything and Everywhere ● The design of the organization’s overall event strategy. ● The design of your meeting’s theme. ● The design of the attendee journey. ● The design of the program. ● The design of each breakout room. ● The design of each tabletop. @danberger | #TSE2016


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How do you define meeting design? @danberger | #TSE2016


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“The purposeful shaping of both the form and the content of a meeting to deliver on crucial business objectives.” MPI report on Meeting Design, 2013 @danberger | #TSE2016


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Data Measure Surveys Logistics Badges, Comm. Marketing Reg Social n ch Project Design Management Plan Source Transportation Scheduling Site Selection gy Te c olo hn olo gy Manage Check-in, etc Te The Meeting Planning Process Pyramid Reports Housing Strategize Mission (c) Social Tables, 2014-2016 @danberger | #TSE2016


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The Opportunity of Meeting Design “[Meeting design presents] one of the few opportunities to enable meeting professionals to do more with less... to reduce costs and increase value.” MPI report on Meeting Design, 2013 @danberger | #TSE2016


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The Urgency for Meeting Design Automation Outsourcing Expectations Competition @danberger | #TSE2016


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“The meetings manager is now far more than an event planner. She now plays a strategic role in the livelihood of the organization, bolstering its current conferences and other events while finding ways to innovate future ones. 2014 Say hello to the new strategic meetings manager.” @danberger | #TSE2016


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The Framework @danberger | #TSE2016


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The Process of Meeting Design 1. Select a stakeholder (e.g. client). 2. Translate stakeholder’s needs into objectives (e.g. connection => networking) 3. Select a phase (e.g. before, during, or after) 4. Select a classification and element... a. b. c. d. e. Programmatic - Destination, agenda, time... Conceptual - Format, room layout... Human - Facilitators, entertainers, emcees, speakers... Artistic - Color, decor... Technical - A/V, staging, furniture... 5. Develop design interventions. MPI report on Meeting Design, 2013; The Meeting Architect’s Manifesto; Social Tables @danberger | #TSE2016


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Example: Attending a wedding as a childhood friend ● Need: Reconnect with old friends. ● Objective: Network ● Phase: During ● Classification: Programmatic ● Element: Initial introductions ● Intervention: Place old yearbooks at each table @danberger | #TSE2016


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simulation Let’s try it as a group @danberger | #TSE2016


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Refresh Your Org’s Annual Executive Off-site 1. Select a stakeholder (e.g. client). 2. Translate stakeholder’s needs into objectives (e.g. connection => networking) 3. Select a phase (e.g. before, during, or after) 4. Select a classification and element... a. b. c. d. e. Programmatic - Destination, agenda, time... Conceptual - Format, room layout... Human - Facilitators, entertainers, emcees, speakers... Artistic - Color, decor... Technical - A/V, staging, furniture... 5. Develop design interventions. MPI report on Meeting Design, 2013; The Meeting Architect’s Manifesto; Social Tables @danberger | #TSE2016


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The Tools @danberger | #TSE2016


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Stakeholder Analysis 1. Identify your stakeholders. 2. Map out their influence and interest. Source: http://ctb.ku.edu/en/table-of-contents/participation/encouraging-involvement/identify-stakeholders/main @danberger | #TSE2016


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Empathy Mapping 1. Identify stakeholder 2. Determine a question you have for that stakeholder. (e. g. why should I sponsor the annual sales conference?) 3. What are they thinking, feeling, saying, doing, hearing? The point is to truly understand and empathize with their situation so you can design. 4. Solicit feedback from others. Source: Gamestorming @danberger | #TSE2016


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Purpose Identification Source: Marriott’s Meeting Imagined @danberger | #TSE2016


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Journey Mapping Announcing 1. Identify attendee persona. Attracting Anticipating Arriving 2. Simulate their experience from cradle to grave or survey them. Entering Experiencing Engaging Exiting Extending Source: The 8 Phases of a Successful Event, Maritz @danberger | #TSE2016


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Alternatives and Innovation in Room Layouts @danberger | #TSE2016


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“ Room set is extremely important to the success of a meeting, and a serious responsibility for the meeting professional to manage. - Convention Industry Council Manual @danberger | #TSE2016


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The Form: The General Session @danberger | #TSE2016


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ws rve Cu o dR Flared Aisles The Ideal General Session Access Lanes 45 °A isl e Angled Seats Long Side Setup Source: Radde, Paul. Seating Matters. @danberger | #TSE2016


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@danberger | #TSE2016


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Custom Stadiums TED Canada (Vancouver Convention Center) Vancouver Convention Centre, TED @danberger | #TSE2016


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The Form: Open Spaces @danberger | #TSE2016


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The Key Elements of Successful Communication 1. Exploration - Interacting with people in many other social groups. 2. Engagement - Interacting with people within your social group. 3. Energy - Interacting with more people overall. Source: Workspaces That Move People, Harvard Business Review @danberger | #TSE2016


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Functional Art Installations PCMA Convening Leaders 2014 (Navy Pier, Chicago) @danberger | #TSE2016


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“Spaces designed to promote communication increase the likelihood of collisions... more collisions create positive outcomes.” C2 Montreal (Arsenal) Source: Workspaces That Move People, Harvard Business Review @danberger | #TSE2016


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The Downtown Sapphire Now (Orange County Convention Center, Orlando) @danberger | #TSE2016


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The Form: Trade Shows @danberger | #TSE2016


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Innovation Zones @danberger | #TSE2016


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The Campus @danberger | #TSE2016


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Booths as Art Installations Freeman booth at IAEE Expo! Expo! 2014 @danberger | #TSE2016


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Booths as Museum Exhibits American Express Global Business Travel booth at GBTA 2015 @danberger | #TSE2016


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The Form: The Breakout @danberger | #TSE2016


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Small Dinners Summit Outside Social Tables Company Dinner, Newseum The Old Way: Banquet The New Way: Family Style Out-of-the-Box: Extended Banquet Table / Serpentine Banquet @danberger | #TSE2016


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Large Dinners The Old Way: Staggered Ballroom School for American Ballet, Winter Ball 2014 The New Way: Mixed Seating @danberger | #TSE2016


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Board Meetings The Old Way: Conference The Old Way: U-Shape The New Way: Hollow Rectangle @danberger | #TSE2016


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Learning Zone @danberger | #TSE2016


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Cocktail Receptions The Old Way: High Boys The New Way: Parisian Cafe Style @danberger | #TSE2016


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Networking Reception Session PTTOW Summit -- Plan To Take On The World (Classified) @danberger | #TSE2016


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Icebreakers @danberger | #TSE2016


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Workshops @danberger | #TSE2016


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Breakouts @danberger | #TSE2016


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Pre-Cons @danberger | #TSE2016


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3D walkthroughs of innovative designs @danberger | #TSE2016


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What does the future of meeting design look like? @danberger | #TSE2016


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Aligned incentives for event success between buyers and suppliers


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On-site logistics will be handled by machines and robots.


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Content will be crowdsourced or auto-generated.


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There will be “smart” furniture in meetings and events


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Wrapping up... “If you don’t think about design, someone will think about design for you.” Dan Berger dan@socialtables.com @danberger @danberger | #TSE2016


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