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Meeting Design: From Strategy to User Experience

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#WEC15 From Strategy to User Experience Meeting Design is Everything Dan Berger | CEO | Social Tables | August 2015


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Audience-Presenter Contract ● Leave at any time. ● Join the conversation: #WEC15 or @danberger. ● Steal everything. ● Participate... or don’t. @danberger | #WEC15 | 2015


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I am a participant. I am a planner. I am a believer. @danberger | #WEC15 | 2015


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@danberger | #WEC15 | 2015


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@danberger | #WEC15 | 2015


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@danberger | #WEC15 | 2015


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3,000 customers; 50,000 users 6 continents; 150 countries 3 languages: English, Spanish, French @danberger | #WEC15 | 2015


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@danberger | #WEC15 | 2015


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1 billion sq ft of function space 500,000 events created 63 million attendees impacted @danberger | #WEC15 | 2015


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Learning Objectives 1. Define meeting design and identify the opportunity it presents. 2. Evaluate your current programs to maximize attendee opportunities and organizational goals. 3. Apply new concepts to transform your meetings. @danberger | #WEC15 | 2015


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Stage Setting @danberger | #WEC15 | 2015


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Design tells a story. @danberger | #WEC15 | 2015


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Design sends a message. @danberger | #WEC15 | 2015


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Design changes behavior. @danberger | #WEC15 | 2015


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If you don’t think about design, someone will think about design for you. @danberger | #WEC15 | 2015


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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 | #WEC15 | 2015


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Meeting Design is Everything and Everywhere ● The design of your organization’s overall meetings strategy. ● The design of your meeting’s theme. ● The design of the attendee experience. ● The design of the program. ● The design of each breakout room. ● The design of each tabletop. @danberger | #WEC15 | 2015


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How do you define meeting design? @danberger | #WEC15 | 2015


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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 | #WEC15 | 2015


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Data Reports The Meeting Planning Process Pyramid Measure Surveys Logistics Badges, olo Social Project Design Management Plan Source Transportation Scheduling Site Selection y Te log ch n Marketing Reg no Comm. ch Te gy Manage Check-in, etc Housing Strategize Mission (c) Social Tables, 2014-2015 @danberger | #WEC15 | 2015


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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 | #WEC15 | 2015


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The Urgency for Meeting Design Automation Outsourcing Expectations Competition @danberger | #WEC15 | 2015


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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 | #WEC15 | 2015


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Frameworks @danberger | #WEC15 | 2015


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The Process of Meeting Design 1. 2. 3. 4. 5. Select a stakeholder [ participant | vendor | sponsor | owner ]. Identify stakeholder’s needs. Define organization’s objectives. Select a phase [ before | during | after ]. Select a classification. 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... 6. Select an element. 7. Develop design interventions. MPI report on Meeting Design, 2013; The Meeting Architect’s Manifesto; Social Tables @danberger | #WEC15 | 2015


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Attending a Board Meeting as a New Member ● Need ○ Feel a sense of belonging and make a good first impression. ● Objective ○ Onboard new member and make sure she adds value. ● Phase ○ During ● Classification ○ Programmatic ● Element ○ New member introductions ● Intervention ○ Reverse roast the new member @danberger | #WEC15 | 2015


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Stakeholder Identification is not Enough... New Board Member A 28 year old millennial with 2 years of industry experience attending her first Board meeting. @danberger | #WEC15 | 2015


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Refresh Your Org’s Annual Executive Off-site @danberger | #WEC15 | 2015


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Refresh Your Org’s Annual Executive Off-site 1. Select a stakeholder [ participant | vendor | sponsor | owner ]. 2. Identify stakeholder’s needs. 3. Define organization’s objectives. 4. Select a phase [ before | during | after ]. 5. Select a classification [ programmatic | conceptual | human | artistic | technical ]. 6. Select an element. 7. Develop design interventions. MPI report on Meeting Design, 2013; The Meeting Architect’s Manifesto; Social Tables @danberger | #WEC15 | 2015


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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 | #WEC15 | 2015


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Identify and plot 4 of your meetings’ stakeholders @danberger | #WEC15 | 2015


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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 | #WEC15 | 2015


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Create an empathy map for your key stakeholders @danberger | #WEC15 | 2015


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Purpose Identification Source: Marriott’s Meeting Imagined @danberger | #WEC15 | 2015


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Evaluation @danberger | #WEC15 | 2015


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Create a stakeholder persona. @danberger | #WEC15 | 2015


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Journey Mapping Announcing 1. Identify attendee segment. 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 | #WEC15 | 2015


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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 | #WEC15 | 2015


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The Form: The General Session @danberger | #WEC15 | 2015


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o dR e rv Cu ws Flared Aisles The Ideal General Session Access Lanes 45 °A isl e Angled Seats Long Side Setup Source: Radde, Paul. Seating Matters. @danberger | #WEC15 | 2015


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@danberger | #WEC15 | 2015


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Custom Stadiums TED Canada (Vancouver Convention Center) Vancouver Convention Centre, TED @danberger | #WEC15 | 2015


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The Form: Open Spaces @danberger | #WEC15 | 2015


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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 | #WEC15 | 2015


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Functional Art Installations PCMA Convening Leaders 2014 (Navy Pier, Chicago) @danberger | #WEC15 | 2015


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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 | #WEC15 | 2015


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The Downtown Sapphire Now (Orange County Convention Center, Orlando) @danberger | #WEC15 | 2015


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The Form: Trade Shows @danberger | #WEC15 | 2015


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Innovation Zones @danberger | #WEC15 | 2015


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The Campus @danberger | #WEC15 | 2015


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Booths as Art Installations Freeman booth at IAEE Expo! Expo! 2014 @danberger | #WEC15 | 2015


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Booths as Museum Exhibits American Express Global Business Travel booth at GBTA 2015 @danberger | #WEC15 | 2015


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What are you doing different or what will you try? @danberger | #WEC15 | 2015


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The Form: The Breakout @danberger | #WEC15 | 2015


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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 | #WEC15 | 2015


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Large Dinners The Old Way: Staggered Ballroom School for American Ballet, Winter Ball 2014 The New Way: Mixed Seating @danberger | #WEC15 | 2015


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Board Meetings The Old Way: Conference The Old Way: U-Shape The New Way: Hollow Rectangle @danberger | #WEC15 | 2015


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Learning Zone @danberger | #WEC15 | 2015


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Cocktail Receptions The Old Way: High Boys The New Way: Parisian Cafe Style @danberger | #WEC15 | 2015


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Networking Reception Session PTTOW Summit -- Plan To Take On The World (Classified) @danberger | #WEC15 | 2015


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Icebreakers @danberger | #WEC15 | 2015


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Workshops @danberger | #WEC15 | 2015


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Breakouts @danberger | #WEC15 | 2015


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Pre-Cons @danberger | #WEC15 | 2015


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The Future of Meeting Design @danberger | #WEC15 | 2015


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What will the future look like? ● Aligned incentives between buyer and supplier ● “Smart” meeting furniture ● Room setup and teardown at the press of a button ● Crowdsourced content @danberger | #WEC15 | 2015


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What You Can Do Now @danberger | #WEC15 | 2015


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Certificates ● MPI cert ● Event Design Certificate ● Meeting Architecture classes @danberger | #WEC15 | 2015


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Books ● IDEO - Human Centered Design Toolkit ● Kumar, Vijay - 101 Design Methods ● Radder, Paul - Seating Matters @danberger | #WEC15 | 2015


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Other Resources ● Gamestorming ● LEGO Serious Play ● Visit your convention center ● Meeting Design Generator by Social Tables @danberger | #WEC15 | 2015


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Final Thought and Contact Info “If you don’t think about design, someone will think about design for you.” Dan Berger dan@socialtables.com 917-359-7757 @danberger if you give me your card, I can send you the slides! @danberger | #WEC15 | 2015


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