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Why The Future of Business Is in Experience Architecture

The Huffington Post The Huffington Post 4/04/2016 Bryan Elliott


In this video, bestselling author Brian Solis asks three important questions:

1. Do you know how your customers experience your brand today?

2. Do you know how they really feel?

3. Do you know what they say when you're not around?

The future is now. Everyone is connected to information and each other. Customer experience "is" your brand. And, without designing experiences, brands and their promises become what people feel and share online.
Here are 2 quick case studies where I had a couple of new brand experiences:
1. The Axiom Hotel SF
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The new Axiom is the old Powell St. hotel originally built in the early 1900s, but it is under new management and has been completely overhauled and caters to biz travelers and entrepreneurs.
My room rate was $199 and it seemed like a pretty good deal since I was right in Union Square at the corner of Market and Powell close to my meetings, food and night life.
My room was modern and comfortable. The Wi-Fi was good and the service was friendly and fast. Despite only being on the 3rd floor it was surprisingly quiet and I had an exceptional night sleep (Arianna Huffington would be proud).
I had a great experience because it felt like the hotel was designed with my needs in mind.
According to Solis, "You have to know how to design a desired, meaningful and uniform experience in every moment of truth in a fun way-- including how our own experience can sometimes get in the way of designing for people not like us..."
2. Jaguar F-Type
I recently attended the New York Auto show and had the chance to drive Jaguar's new F-Type coupe...
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This car is a beast on the rode but feels like a dream. It was buttery smooth even at high speeds maybe thanks to being AWD.
In my opinion the design makes this Jag one of the most attractive cars on the road and made me feel like a million bucks. Put the top down on a sunny day and it's impossible to think anything but happy thoughts.
Everything about this car from the seats to the audio system and controls seems to have been designed around the user experience.
Jaguar nailed it.
As Solis points out, "Empathy and a new perspective unlocks creativity and innovation. The humanity of Human-Centered Design is key. The future of business lies in experience architecture and you are the architect."
Watch the full episode of Behind the Brand with author Brian Solis and leave a comment below. Tweet me @BryanElliott, I would love to hear from you!

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