Brian Solis: X: The Experience When Business Meets Design — Live from the Brands-Only Summit

Coverage of this session by Jordan Ynostrosa of Connect with her by following her on Twitter.

1:30 —'s Ashley Siemon introduces Brian Solis, author of X: The Experience When Business Meets Design.

1:36 — Brian: Everything I'm about to share and that I ask of you, I've done myself. I went through the last 3.5 years looking at digital behavior. How people learn and retain information. Took these insights and applied them to paper. I had to translate paragraphs into visuals. No table of content in my book. This is not all about design. Its about intuition and behavior. Here is my journey of what I learned along the way.

1:37 — Brian says we have to reach people who behave differently. There is no one belief.

1:38 — Brian: Every single person can be in a single moment, but experience it differently. You have to be able to design experiences that people can enjoy in their own way. They Consume, view, share and help expand the message around those moments.

1:39 — Brian: The challenge isn't how we think about success and measure. That doesn't equal an experience. all it does is measure things in a moment. Attention is a gift and currency. We earn it and spend it. We need to think about what happens next.

1:40 — Brian shares how actions, reactions & transactions should be in everything you publish. It has to lead people on a path. Otherwise we are guilty of “mediumism “placing inordinate weight on the technology of any medium rather than amplifying platform strengths to deliver desired, integrated experiences.

1:41 — Brian: There is what we create, and there is the world & how it goes through it.

1:42 — “Businesses are no longer the sole creator of a brand; it is co-created by consumers through shared experiences and defined by the results of an online searches and conversations.” – Brian Solis.

1:43 — Brian: Brand is what we say and do. Experience and what people feel and share. a lot of times there is an experience divide between what we think and reality.

1:44 — Brian: The quote that inspired this book (besides the word experience) is that “people will forget what you said, people will forget what you did but people won't forget how you made them feel.”

1:45 — Brian: Anything that connects with somebody at a deeper level earns attention.

1:46 — What is X? X=creating such memorable moments for your customers through every encounter they have with your brand – all day, every day.

1:47 — Brian: You have to bring the experience to life. I tried to find the best picture of what i felt and experience to be (shows a girl scanning her magic band). There is so much technology in the magic band that each of you have. It doesn't matter though because its invisible. Disney is removing friction and introducing things that were impossible before, all to bring a smile.

1:48 —  Brian: We say something online and expect a reaction. It will come within minutes. Seamless and frictionless. We as individuals are being groomed and expect the world to revolve around us. Whats happening is we are not designing for or marketing to the ecosystem.

1:49 — Brian shares some facts: People look at their phones 1,500x each week. They spend 177 minutes on their phone per day. Facebook, Instagram, et al. is second nature. SnapChat is a marketplace for human emoticons. Youtube is the new Google.

All of these things are changing how us as human beings think. We are changing at our core levels. changing what we define as happiness and success.

1:52 — Brian explains how we have no patience and that we need everything now. The customer journey is fractured into micro-moments. It's not all about a website and based in legacy.

1:53 — Brian: 90% of smartphone users are not absolutely certain of the specific brand they want to buy when they begin looking for information online. Everything you rely on today is out the window. 73% of users will choose something they find during that micro moment.

1:55 — Brian: We click a 3.5 inch diskette every time we save a document. we are routed in what we know. we are rooted in routine.

1:56 — Iteration vs. Innovation. On average there are 70 buttons on a remote. The first app for a remote control… was a remote control.

Design is art optimize to meet objectives. design for attention but design for whats next.

1:57 — Sympathy: the feeling that you care about and are sorry about someone else's trouble, grief, misfortune, etc.

Empathy: the feeling that you understand and share another person's experiences and emotions — empathetic is seeing your brand through the eyes of the customer.

1:58 — Brian: Design experiences for the moment and for the outcome.