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

From Strategy to User Experience - Meeting Design is Everything

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Page 1: From Strategy to User Experience - Meeting Design is Everything

#WEC15

From Strategy to User Experience

Meeting Design is Everything

Dan Berger | CEO | Social Tables | August 2015

Page 2: From Strategy to User Experience - Meeting Design is Everything

@danberger | #WEC15 | 2015

Audience-Presenter Contract

● Leave at any time.

● Join the conversation: #WEC15 or @danberger.

● Steal everything.

● Participate... or don’t.

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@danberger | #WEC15 | 2015

I am a participant. I am a planner. I am a believer.

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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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@danberger | #WEC15 | 2015

3,000 customers; 50,000 users

6 continents; 150 countries

3 languages: English, Spanish, French

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@danberger | #WEC15 | 2015

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@danberger | #WEC15 | 2015

1 billion sq ft of function space

500,000 events created

63 million attendees impacted

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@danberger | #WEC15 | 2015

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.

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Stage Setting

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Design tellsa story.

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Design sends a message.

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Design changes behavior.

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If you don’t think about design,someone will think about design for you.

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@danberger | #WEC15 | 2015

● 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.

The Problem with Meeting Design

MPI report on Meeting Design, 2013

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@danberger | #WEC15 | 2015

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.

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How do you define meeting design?

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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

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@danberger | #WEC15 | 2015

Manage

Comm.

Plan

Source

Strategize

Data

Mission

TechnologyTech

nolog

yProject

Management

SchedulingTransportation Housing

Surveys

Badges, Check-in, etc

Marketing

Design

Reg Social

Reports

Measure

Logistics

The Meeting Planning Process Pyramid

(c) Social Tables, 2014-2015

Site Selection

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@danberger | #WEC15 | 2015

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

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@danberger | #WEC15 | 2015

The Urgency for Meeting Design

Automation Outsourcing Expectations Competition

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@danberger | #WEC15 | 2015

“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.

Say hello to the new strategic meetings manager.”

2014

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@danberger | #WEC15 | 2015

Frameworks

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The Process of Meeting Design

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.

a. Programmatic - Destination, agenda, time...b. Conceptual - Format, room layout...c. Human - Facilitators, entertainers, emcees, speakers...d. Artistic - Color, decor...e. 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

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@danberger | #WEC15 | 2015

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

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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.

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@danberger | #WEC15 | 2015

Refresh Your Org’s Annual Executive Off-site

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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

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@danberger | #WEC15 | 2015

1. Identify your stakeholders.

2. Map out their influence and interest.

Sta

keho

lder

Ana

lysi

s

Source: http://ctb.ku.edu/en/table-of-contents/participation/encouraging-involvement/identify-stakeholders/main

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Identify and plot 4 of your meetings’ stakeholders

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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.Empa

thy

Map

ping

Source: Gamestorming

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Create an empathy map for your key stakeholders

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Pur

pose

Iden

tific

atio

n

Source: Marriott’s Meeting Imagined

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Evaluation

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Create a stakeholder persona.

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1. Identify attendee segment.

2. Simulate their experience from cradle to grave or survey them.

Extending

Exiting

Engaging

Experiencing

Entering

Arriving

Anticipating

Attracting

AnnouncingJo

urne

y M

appi

ng

Source: The 8 Phases of a Successful Event, Maritz

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@danberger | #WEC15 | 2015

“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

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The Form:The General Session

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The Ideal General Session

Flar

ed A

isle

s

Access Lanes

Long Side Setup

Angled Seats

Curved Rows

45° Aisl

e

Source: Radde, Paul. Seating Matters.

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TED Canada (Vancouver Convention Center)

Vancouver Convention Centre, TED

Custom Stadiums

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The Form:Open Spaces

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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

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PCMA Convening Leaders 2014 (Navy Pier, Chicago)

Functional Art Installations

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@danberger | #WEC15 | 2015

“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

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

The Downtown

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The Form:Trade Shows

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Innovation Zones

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The Campus

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Booths as Art Installations

Freeman booth at IAEE Expo! Expo! 2014

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@danberger | #WEC15 | 2015American Express Global Business Travel booth at GBTA 2015

Booths as Museum Exhibits

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What are you doing different or what will you try?

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The Form:The Breakout

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The Old Way:Banquet

The New Way:Family Style

Out-of-the-Box:Extended Banquet Table / Serpentine Banquet

Small Dinners

Summit Outside

Social Tables Company Dinner, Newseum

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School for American Ballet, Winter Ball 2014

The Old Way:Staggered Ballroom

The New Way:Mixed Seating

Large Dinners

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The Old Way:Conference

The Old Way:U-Shape

The New Way:Hollow Rectangle

Board Meetings

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LearningZone

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The Old Way:High Boys

The New Way:Parisian Cafe Style

Cocktail Receptions

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Networking Reception Session

PTTOW Summit -- Plan To Take On The World (Classified)

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Icebreakers

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Workshops

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Breakouts

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Pre-Cons

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The Future of Meeting Design

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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

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What You Can Do Now

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● IDEO - Human Centered Design Toolkit

● Kumar, Vijay - 101 Design Methods

● Radder, Paul - Seating Matters

Books

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@danberger | #WEC15 | 2015

Other Resources

● Gamestorming

● LEGO Serious Play

● Visit your convention center

● Meeting Design Generator by Social Tables

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Final Thought and Contact Info

Dan [email protected]@danberger

“If you don’t think about design,someone will think about design for you.”

if you give me your card, I can send you the slides!