From Strategy to User Experience - Meeting Design Is Everything

From Strategy to
User Experience
Meeting Design is Everything
Dan Berger | CEO | Social Tables

@danberger | #ONEconfYYC
Rock,
Paper,
Scissors,
Posse.

Audience-Presenter Agreement
● Leave at any time. ⏳
● I’m @danberger. You are #ONEconfYYC.
● Steal everything.
● Participation encouraged.

I am a participant.
I am a planner.
I am a supplier.

4,000 customers
50 countries
3 languages

Over 1.5 billion sq. ft. of event space
Over 1 million events created
Over 100 million attendees impacted

125 employees
Raised $10 million
Founded in 2011

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

● Define meeting/event design and understand why
it’s important to our profession.
● Adopt a framework for meeting/event design
● Apply new design concepts to transform
experiences.
● #BONUS: Discover trends that will directly impact
meeting/event design.
Learning Objectives

Stage Setting

Design tells
a story.

Design sends
a message.

Design changes
behavior.

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

● 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
Source: MPI report on Meeting Design, 2013

Experience Design is Everything and Everywhere
● The design of the organization’s overall event strategy.
● The design of your meeting’s theme.
● The design of the experience.
● The design of the program.
● The design of each breakout room.
● The design of each tabletop.

How do you define
meeting design?

“The purposeful
shaping of both the
form and the
content of a
meeting to deliver
on crucial business
objectives.”

Manage
Comm.
Plan
Source
Strategize
Data
Mission
Project
Management
SchedulingTransportation Housing
Surveys
Badges,
Check-in, etc
Marketing
Design
Reg Social
Reports
Measure
Logistics
The
Meeting
Planning
Process
Pyramid
(c) Social Tables, 2014-2016
Site Selection

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.”

The Urgency for Meeting Design
Automation Outsourcing Expectations Competition

“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

The Framework

IntentionalMeetingDesign 1. Identify the stakeholder you’d like to
improve the experience for.
Note: It can’t be everyone.
2. Identify the objective they’d like to
achieve.
Note: Every stakeholder group has a
different objective.
3. Create a design intervention.
4. Simulate your intervention.

The Tools

1. Identify your
stakeholders.
2. Place them in the
power vs. interest
matrix.
StakeholderAnalysis
Source: http://ctb.ku.edu/en/table-of-contents/participation/encouraging-involvement/identify-stakeholders/main
Staff
CustomersSponsors Prospects

1. Identify the stakeholder you’d like to
achieve.
IntentionalMeetingDesign

PurposeIdentification
Source: Marriott’s Meeting Imagined
Customers

PurposeIdentification
Source: Marriott’s Meeting Imagined
Sponsors

achieve.

DesignSomeEpicSh*t

1. Identify the stakeholder you’d like to
achieve.
4. Simulate your intervention.
IntentionalMeetingDesign

1. Identify
stakeholder.
2. Simulate their
experience from
cradle to grave.
Extending
Exiting
Engaging
Experiencing
Entering
Arriving
Anticipating
Attracting
Announcing
JourneyMapping
Source: The 8 Phases of a Successful Event, Maritz

Innovation in Design Sets

“
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

The Form:
The General Session

The Ideal General Session
Source: Radde, Paul. Seating Matters.

Change up the seating in your theatre sets.

Create multiple stages to keep the audience’s attention.

A mirrored theatre helps create community.

The Form:
Open Spaces

“Spaces designed to
promote engagement
increase the
likelihood of
collisions...
more collisions create
positive outcomes.”
C2 Montreal (Arsenal)
Source: Workspaces That Move People, Harvard Business Review

The 3 E’s of Successful Interactions
Source: Workspaces That Move People, Harvard Business Review
● Engagement - Interacting with people within your
social group.
● Exploration - Interacting with people in many
other social groups.
● Energy - Interacting with more people overall.

Build coworking spaces into your day-long programs.

Popup office sets let participants create their own environment.

A living room design helps participants get comfortable.

PCMA Convening Leaders 2014 (Navy Pier, Chicago)
Inject art installations into your events to send a message.

Design a club in your next event for both fun and exercise.
Daybreaker party at #STConf 2016, Social Tables HQ

The Form:
Trade Shows

Innovation zones offer a condensed expo for smaller companies.

The Campus design squeezes every element of an event together.

Freeman booth at IAEE Expo! Expo! 2014
Rethink your trade show booth as art exhibits.

American Express Global Business Travel booth at GBTA 2015
Rethink your trade show booth as an educational opportunity.

The Form:
The Breakout

Mixed sets are all the rage.

The Old Way:
Banquet
The New Way:
Family Style
Out-of-the-Box:
Extended Banquet Table / Serpentine Banquet
Summit Outside
Social Tables Company Dinner, Newseum
Serpentines give you options.

Use furniture to create event flow
The Old Way:
Staggered Ballroom
The New Way:
Mixed Seating
School for American Ballet, Winter Ball 2014

The Old Way:
Classroom
The New Way:
Learning Pods
Use the layout to set expectations.

The Old Way:
Classroom
The New Way:
Crescent Rounds
Use the room set to create outcomes.

The Old Way:
U-Shape
The New Way:
U-Shape w/ details
Little changes go a long way.

@danberger | #WEC15 | 2015
Learning
Zone

The Old Way:
High Boys
The New Way:
Parisian Cafe Style
Make people sit when they least expect it.

Force a different room set.

Who needs tables anyway?

What does the future of meeting
design look like?

What are some trends in
deisgn that you’re seeing?

Aligned incentives for event success
between buyers and suppliers

On-site logistics will be handled by
machines and robots.

Content will be crowdsourced
or auto-generated.

There will be “smart” furniture in
meetings and events

Wrapping up...
Dan Berger
dan@socialtables.com
twitter: @danberger
snapchat: danjbeger
“If you don’t
think about
design,
someone will
think about
design for you.”

From Strategy to User Experience - Meeting Design Is Everything

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