X: The Experience When Business Meets Design

ISBN-13: 9781118456545 / Angielski / Twarda / 2015 / 256 str.

Brian Solis

Opis

Welcome to a new era of business in which your brand is defined by those who experience it. Do you know how your customers experience your brand today? Do you know how they really feel? Do you know what they say when you re not around? In an always-on world where everyone is connected to information and also one another, customer experience is your brand. And, without defining experiences, brands become victim to whatever people feel and share. In his new book X: The Experience When Business Meets Design bestselling author Brian Solis shares why great products are no longer good enough to win with customers and why creative marketing and delightful customer service too are not enough to succeed. In X, he shares why the future of business is experiential and how to create and cultivate meaningful experiences. This isn't your ordinary business book. The idea of a book was re-imagined for a digital meets analog world to be a relevant and sensational experience. Its aesthetic was meant to evoke emotion while also giving new perspective and insights to help you win the hearts and minds of your customers. And, the design of this book, along with what fills its pages, was done using the principles shared within. Brian shares more than the importance of experience. You'll learn how to design a desired, meaningful and uniform experience in every moment of truth in a fun way including:

• How our own experience gets in the way of designing for people not like us
• Why empathy and new perspective unlock creativity and innovation
• The importance of User Experience (UX) in real life and in executive thinking
• The humanity of Human-Centered Design in all you do
• The art of Hollywood storytelling from marketing to product design to packaging
• Apple's holistic approach to experience architecture
• The value of different journey and experience mapping approaches

The future of business lies in experience architecture and you are the architect. Business, meet design. X

Spis treści

1.0 This is X

1.1 CX=$

1.2 Mediumism=The Message

1.3 The Gift of Perspective

2.0 Nature vs. Nurture

2.1 Skeumorphis

2.2 Business Meets Design

2.3 Moments of Truth

3.0 Circle of Rife

3.1 CX Redux

3.2 The Grid

4.0 Digital First

4.1 Design for Humans

4.2 BX + UX + CX = X

4.3 Human Alogorithm

5.0 Maps Are Us

5.1 Journey Mapping

5.2 Experience Maps

6.0 Holy Persona

6.1 Storytelling

6.2 Storyboarding

7.0 Experience Flow

8.0 X is Alive!

8.1 Apple s Universe

9.0 This is Water

Index

O autorze

BRIAN SOLIS is globally recognized as one of the most prominent thought leaders in business innovation. As a digital analyst, anthropologist, and futurist, he studies disruptive technology and its impact on business and society. More so, he humanizes technology′s causal effect to help people see people differently and understand what to do about it. Brian has authored several bestselling books including What′s the Future of Business (WTF), Engage!, and The End of Business as Usual. His blog, BrianSolis.com, is ranked as a leading resource for insights into the future of business, new technology and marketing. He also actively contributes to Forbes, MarketWatch and AdAge.

Blurb

EXPERIENCE IS THE MOST IMPORTANT THING IN BUSINESS.

YET, MOST EXECUTIVES AND ENTREPRENEURS NEGLECT THE VALUE OF DESIGNING EXPERIENCES FROM THE ONSET. THEY TALK, BUILD, AND SELL AROUND IT, WHILE STILL MISSING IT. WITH X, YOU WILL LEARN THE IMPORTANCE OF EXPERIENCE AND HOW TO DESIGN EXPERIENCES. WHY? BECAUSE EXPERIENCE IS EVERYTHING. EXPERIENCE IS HUMAN. EXPERIENCE IS SENSORY. THAT′S WHY THE FUTURE OF BRANDING IS EXPERIENCE ARCHITECTURE. IT′S PERSONAL. IT′S CULTURALLY AND CONTEXTUALLY RELEVANT. IT′S ASPIRATIONAL. AS YOU READ THIS BOOK YOU′LL QUICKLY REALIZE THAT IT′S INTENDED TO DELIVER A THOUGHTFUL AND INTENTIONAL EXPERIENCE. AND THAT′S THE POINT.