The Experience Strategy Podcast

In this episode, we explore the difference between moments and modes with Justin Kirby and how they intersect with design, marketing, innovation, sustainability and technology. Tune in to discover how modes can trigger greater customer empathy and understanding about your jobs to be done. You’ll also hear how this leads to greater self-awareness for customers, companies, and company culture- and how that can create more impact for your bottom line.   Key takeaways For people who design for moments, thinking in terms of modes can be a powerful paradigm shift Modes fit into the design thinking tradition because they build empathy Companies can support customer purpose through modes Empowering employees to identify their optimal work modes, can improve cross-functional empathy and effectiveness  

Today we dive into Turnaround mode with Lisa Gable, former US Ambassador, UN Delegate, and the bestselling author of Turnaround: How to Change Course When Things Are Going South. Lisa has turned around businesses, teams, nonprofits, political campaigns, and government projects, finding solutions to the hairiest problems. Since experience strategies must create economic value, losing sight of the Job to be Done is one of the costliest strategic errors a company can make. In this episode, Lisa teaches experience strategists how to find focus, listen to stakeholders, and lead from the heart and head in order to bring value for both companies and their customers.   KEY TAKEAWAYS Companies can get off-track and when they do they need people like Lisa Gable to help them create a new map for getting where they want to go Turnaround mode has two parts: solving for the economic crisis and building the new opportunity To address the crisis, companies need to take a hard look at legacy investments that may be meaningful, but don’t create value.  To build a new opportunity, leaders need to move forward with speed, agility and heart. Steps for managing an experience strategy turnaround Assess your channels and experiences to figure out what you no longer need Determine the Job to be Done to figure out what’s most important Move forward courageously, while being cognizant of the power of communication

In this episode of the Experience Strategy podcast we go deep into the lived experience of Play mode with our friend, Michelle Lee, Managing Director of IDEO's Play Lab. Tap into Michelle’s vast knowledge of the experience of play to understand the mindsets and behaviors associated with this mode, and how we, as experience strategists, can tap into the power of play.   Learn: Why play matters for consumers, employees, and brands The mindsets and behaviors that define play Ways to measure the ROI of Play Ideas for building Play into any experience   BIO   As Managing Director of IDEO's Play Lab, Michelle Lee leads an integrated research, design, and development team bringing engaging, interactive and playful experiences to market. Her Design for Play team builds upon 30+ years in toy invention, leveraging the principles of play to connect with people at a deeper emotional level that captivates, delights, and empowers. Beyond specializing in toys and kids, Michelle is passionate about using play to address difficult challenges and create meaningful change across industries, including driving responsible digital design, inspiring underrepresented students to pursue careers in STEM, and supporting organizations in adopting practices in line with a circular economy.

Today we are joined by Matt Maher, a Futurist specializing in augmented and virtual realities, web3, the metaverse, artificial intelligence, the internet of things (IoT), and voice technology.  Hybrid experiences are now table stakes, whether you’re in healthcare, wellness, events, or banking. In this episode, Matt will help us look not just at the future of fashion and other physical goods, but also at the future of our industry as a whole. If you are responsible for building innovative and future-proof customer experiences, listen in and get your channel strategy ready for what’s next.   Key Takeaways The differences between augmented and virtual reality, Web 3, and the metaverse Examples of ways companies are employing new technologies How consumers are embracing virtual technologies The future of fashion Near term and longer-term ways to integrate new technology based on customer readiness How to accomplish your Jobs to Be Done with Web 3.0 (and even Web 2.5)  What digital context looks like in the near future   BIO   Matt Maher, a Futurist specializing in augmented and virtual realities, web3, the metaverse, artificial intelligence, the internet of things (IoT), and voice technology. Hybrid experiences are now table stakes, whether you’re in healthcare, wellness, events, or banking. In this episode, Matt will help us look not just at the future of fashion and other physical goods, but also at the future of our industry as a whole. If you are responsible for building innovative and future-proof customer experiences, listen in and get your channel strategy ready for what’s next.   Matt Maher Twitter

Today we are joined by Zibby Owens, an author, podcaster, publisher, CEO, and mother of four. Zibby recently published her memoir: Bookends: A Memoir of Love, Loss, and Literature and her first children’s book Princess Charming. As part of our ongoing Modes series, Zibby helps us understand what it’s like to be a multi-hyphenate jetting from one mode to another, and the tools, behaviors and mindsets that help her thrive. If you’re an experience strategist creating products for high performing multi-mode customers, listen now!   IN THIS EPISODE:   [3:20] Zibby provides a brief overview of her new memoir. [7:55] How Zibby switches between modes of creating energy and restoring her energy. [14:20] What helps Zibby to overcome and grow from many extraordinary challenges she has gone through in her life? [20:35] What helps Zibby sustain her high-performance energy? [26:00] Dave and Aransas share key recommendations for companies that are creating products for high performers and mode-shifters, including the importance of focusing on relaxation alongside peak performance. [31:30] Companies need to acknowledge the mode the consumers are in to help deepen the experience and understanding of a product.   KEY TAKEAWAYS   In Bookends: A Memoir of Love, Loss, and Literature, Zibby identifies her superpowers and demonstrates how helping people understand their strengths can empower customers and foster lasting relationships Zibby recognizes that she switches between modes. She’s aware of why she’s moving from one to the next, and how it serves her goals. She’s the type of customer that high performing brands would like to win over. Zibby feels balanced when she’s performing at a high level with times for recovery and restoration in between. Companies who only focus on high performance miss an opportunity to create long-term engagement.  Almost every person switches modes regularly, especially if they have a career, family, a home, and personal passions. Companies can do a better job of making all customers aware of the modes they get into.   BIO    Zibby Owens is an author, podcaster, publisher, CEO, and mother of four. Zibby is the founder of Zibby Owens Media, a privately-held media company designed to help busy people live their best lives by connecting to books and each other. The three divisions include Zibby Books, a publishing house for fiction and memoir, Zcast, a podcast network powered by Acast including Zibby’s award-winning podcast Moms Don’t Have Time to Read Books, and Moms Don’t Have Time To, a new content and community site including Zibby’s Virtual Book Club, events, and the former Moms Don’t Have Time to Write.  She is a regular columnist for Good Morning America and a frequent guest on morning news shows recommending books. Editor of two anthologies (Moms Don’t Have Time to Have Kids and Moms Don’t Have Time To: A Quarantine Anthology), a children’s book Princess Charming, and now a memoir Bookends: A Memoir of Love, Loss, and Literature, Zibby loves to write. She regularly pens personal essays, starting with her first one in Seventeen magazine in 1992. Zibby lives in New York with her husband, Kyle Owens of Morning Moon Productions, and her four children.  Follow her on Instagram @zibbyowens.

Jamie Norwood, named to Inc.’s Top 100 Female Founders and Forbes 1000, is the co-founder of Stix, a fast-growing startup in healthcare challenged by how to serve extremely distinct customer needs. In this episode we look at how Modes can create confident shoppers, a sense of community, and continuity across shopper journeys. Tune in and discover how you can apply these frameworks to businesses of any size or category.   IN THIS EPISODE:   [1:20] Intro to Jamie Norwood and her company Stix. [4:38] Personalization and individualization for customers. [7:52] What questions should a company ask to get started with modes? [13:05] How to support different customers and their different needs - breaking the products into “mode” categories. [16:03] What are ways to engrain it in an experience beyond obvious customer touchpoints?  [22:00] What are other ways to better personalize on a standard Shopify site? [28:12] What it looks like to shop on Instagram using modes.   KEY TAKEAWAYS:   Companies should focus on six to eight of their most basic modes. The focus should be on positive and negative modes and tell the story of how the company can be there for the customer as they evolve.  Dashboards allow for more customer control. They allow the customer to be in charge of their journey, and products aren’t pushed on them that they do not need or want.  Modes are situational. They are a mindset and set of behaviors that the customer is in; they want to get further into the mode or out of the mode, so showing them how to do so with your site is important to allow them to feel safe to make their purchase/that this is the right purchase for them for the mode they are in.     LINKS MENTIONED: Stix Website Stix Instagram Stix Facebook Stix TikTok Stix Twitter RealTalk   BIO: Jamie Norwood, named to Inc.’s Top 100 Female Founders and Forbes 1000, is Stix’s co-founder, leading brand & experience. Jamie co-founded Stix in 2019, a health brand that empowers women to make confident decisions, starting with reproductive and vaginal health products. Before starting her own company, Jamie was on the founding team of Hungry Harvest, where she built and scaled the customer experience and product departments. Jamie received her BA from Tulane University and is a Venture for America alumna.

Today we are talking to Roger Beasley about Customer Modes, the mindsets and behaviors that help people get jobs done. We look at what they are and how they work through the lens of the restaurant industry. Tune in to learn how modes thinking has the key to unlock experience strategy and journey work in powerful new ways.    IN THIS EPISODE:   [1:35] Introduction to Roger Beasley [3:37] What are modes, jobs, ques, and how do they work together? [8:39] How to connect the brand to the consumer. [12:13] Roger talks about how technology shifted the mode people are in and how the restaurant chains need to shift their focus. [17:50] We discuss the top modes found in restaurant customers and how they relate to the different channels.  [21:50] How the rise of virtual brands came about (DoorDash, UberEats, etc.) [28:25] The need to customize your brand with the situation of why people will order. [31:46] The different requirements for different channels/modes, moving away from loyalty programs.   KEY TAKEAWAYS:   People no longer order from restaurants because they like that specific restaurant's food; they are ordering based on the mode they are in - productivity, relaxing, etc.  With the creation and use of UberEats and DoorDash, the people ordering the food are not the restaurant's customers; they are the customers of third-party brands. So it’s essential to create a new brand to draw customers back to your restaurant.  As the number of delivery channels increase, companies need to focus on modes to excel with customer experience. Why is the customer ordering? How can you make it more convenient for them by meeting them in the mode they’re in?     LINKS MENTIONED:   Roger Beasley’s LinkedIn   Roger Beasley’s Twitter   BIO: Roger Beasley has been a key contributor to the development of successful business, brand and marketing strategies for some of the most recognized companies in America. Throughout his 28-year career, he has served a broad range of B2C and B2B industries, developing strong, lasting relationships with the leadership of his clients by demonstrating a deep understanding of their business and an unwavering commitment to helping them achieve sustainable success.   A versatile, inquisitive strategist and leader, some of Roger’s most noted accomplishments include helping to develop the brand positioning for a regional consumer finance company that has grown into the nation’s largest retail lending chain; leading the successful turnaround of a golf management brand that ultimately led to its multi-million dollar acquisition; helping identify the brand strategy for the successful turnaround of one of America’s most popular 24-hour restaurant chains; and co-founding a thought leadership conference featuring some of the world’s leading innovators focused on inspiring organizational change.   Roger frequently speaks on the topic of brand building and strategy development. He is also an adjunct professor at Clemson University where he brings real-world perspective to the training of America’s next generation of business and brand strategists.

How can you turn your customer into a superhero? In today's episode, we are joined by Thomas Kolster, the Author of The Hero Trap and Goodvertising and one of the most recognized thinkers globally, where marketing, business, and sustainability meet. This week's episode covers experiences, why they are more sustainable than things, and how to make them truly transformational. Tune in to learn more about why you should be putting your customers in charge and turning them into superheroes instead of your brand.   IN THIS EPISODE: [01:48] Thomas’s career background. [03:56] Why Thomas chooses sustainability to be part of a solution. [06:46] How open are the companies Thomas works with to change? [08:37] What is The Hero Trap? [15:55] What drives brands to stop authentically caring about their mission? [19:37] Why do people fall out of love with brands? [21:43] Aransas shares her experience of working for a transformative brand. [28:48] Customers should be treated like superheroes.    KEY TAKEAWAYS: Experiences are more sustainable than things. Put your customer in charge of your brand and your business. Understand fundamentally the role you play in people’s lives. Turn your customers into superheroes instead of your brand. Ask yourself how you can create transformative experiences for your customers.   LINKS MENTIONED: Thomas’s Books    BIO: Thomas Kolster is a frontrunner and one of the most recognized thinkers globally where marketing, business, and sustainability meet. He continuously challenges the status quo with his vocal and often provocative views on values, purpose, and leadership. In an over-crowded do-good market, people don’t buy your values or your “why” but rather who you can help them become.    Thomas wrote two books: Goodvertising & The Hero Trap. He delivered keynotes and workshops in +70 markets for clients like Facebook, P&G, and IKEA and at conferences such as TEDx, and SXSW Judged top awards such as Jury President at D&AD and Jury at Cannes Lions. Thomas also delivered longer training programs with universities and the likes of Cannes Lions and D&AD.

Does your experience serve your current customer? How about your future customer? Do you know if your experience is time well spent for your customer? Or if they are truly engaged? Or if the outcomes you’re delivering matter to them? In today’s episode, we are joined by Sheila Akbar, the president & COO of Signet Education to explore what happens when companies make measurement a meaningful part of the experience.    IN THIS EPISODE:   [01:20] What is Signet Education and what do they do? [04:35] How does Sheila take a holistic approach with Signet Education? [07:38] The current challenges Signet Education is tackling right now. [13:34] Using repeated tooling as a Life Wheel to measure felt shifts.  [17:30] What is the Time Well Spent Index and how is it used to measure customer satisfaction with an experience? [20:29] Implementing reflection metrics to encourage customers to reflect on how the experience has changed them and what it means to them. [30:19] Sheila’s reflections on Signet Education experience metrics. [32:29] Consumers want data that shows how they're doing and how you're doing as a company.   KEY TAKEAWAYS:   Ask yourself what you are measuring and why. What is the goal of taking that  measurement? Who is it serving? Question that at the beginning of any initiative. Companies don’t see measurement as part of the experience. They see it as an after-effect, but it’s often the last touchpoint we have with the product. Make it an essential part of what you do. Find out what your customers value. What matters to them and how they want to spend their time with you so that you're not spinning your wheels on stuff that isn't that important to them. And then use that information to optimize the experience.    LINKS MENTIONED:   Signet Education Website   BIO:   Sheila Akbar is Signet's President & COO and has been with the company since 2010. She loves both teaching and learning and finds nothing more rewarding than working closely with students to overcome the challenges they face. Drawing on her own academic and career experience, with its many twists and turns, she encourages students to find their own path through exploration and experimentation.    After graduating from Harvard in 2002, Sheila worked in financial services before continuing her academic career, which culminated in two doctorates. She brings her significant business and academic experience to bear on her current role at Signet, which includes speaking to clients to craft tailored solutions for their needs, managing the administrative team, and providing educational thought leadership for the company. Sheila holds a bachelor's degree and master's degree from Harvard University and two doctorate degrees from Indiana University.

In today’s episode, we are joined by Rilla Delorier. Rilla has over 30 years of experience as an executive leader within the financial services industry, serving as a trusted advisor to the CEOs of PNC, SunTrust, and Umpqua Bank. Tune in as we uncover how niche customer segments have completely upended the traditional way of thinking about banking, why it’s important to go after unmet customer needs, and the power of FinTech's approach to agile innovation.    IN THIS EPISODE:   [02:08] Rilla’s career background and companies she has worked with. [08:11] Importance of going after customers’ unmet needs.   [14:42] Rilla shares some exciting FinTech companies that focus on niche segments of customers. [18:34] How is FinTech going to reshape the banking and financial landscape? [22:15] Why are FinTech companies so successful with niche segments of customers? [30:38] The difficulty of managing near-term performance as an organization while transforming. [32:03] Combining omnichannel, digitalization, and human touch. [39:10] What we hope you will take from this episode and apply to your business.   KEY TAKEAWAYS:   It’s easier to do great experience strategy in organizations that are focused on organic growth, vision, and understanding the customers unmet needs. Experience strategy can only thrive if it’s supported from the top down.  Organizations need to be clear on their purpose and the experience design team should constantly check in and ask, “are we designing to achieve that purpose?” Companies need to look at who the underserved populations are. Challenge the rationale for your targets early on and then find new ways to meet those customers needs. In doing so, this could create new opportunity spaces.   LINKS MENTIONED:   Rilla Delorier LinkedIn   BIO: Rilla Delorier has over 30 years of experience as an executive leader within the financial services industry, serving as a trusted advisor to the CEOs of PNC, SunTrust, and Umpqua Bank. She ran a $2.7 Billion Retail Banking Business and has led enterprise functions, including technology, marketing, digital, innovation, analytics, and call centers. Rilla has her MBA from Harvard and started her career as a top-performing consultant at Bain & Company.   She is best known as a leader that helps companies transform operating models, unlock customer growth, and streamline expenses while delighting clients and inspiring employees. Rilla has the ability to combine strategic vision with a pragmatic approach to executing bold change. Rilla is a globally recognized leader across the banking industry -- she is a frequent key-note speaker and advisor. Rilla has been awarded “Top 25 Most Powerful Women in Banking’ in multiple years.